Question

I've been running google ads using exact match keywords with maximize bidding strategy with a $10.00 max CPC. It's been working beautifully for the last 2 years. All of the sudden in May, everything just fell off a cliff. Zero conversions or phone calls in over two weeks. Is anyone experiencing anything similar? I know there was a major update right around the time this began. Any insight is greatly appreciated.

Answer 1

“Exact match” isn't as exact as it used to be. Since Google’s 2019+ updates, even exact match keywords can trigger close variants, including:

• Misspellings

• Plurals

• Reordered phrases

• Semantically similar terms

• Sometimes even loose matches that feel irrelevant

This happens regardless of your match type, because Google's algorithm now prioritizes intent over literal matching.

Why It’s Happening Even With Exact Match + Maximize Conversions:

1. Smart Bidding Prioritizes Conversions, Not Keyword Precision

   • “Maximize Conversions” gives Google more flexibility to find conversions — sometimes at the cost of keyword control.

2. Intent-Based Matching Rules

   • Google matches based on perceived user intent, so if someone searches something “similar” to your exact match keyword, your ad might still show.

3. Broad Match Bias in Smart Bidding

   • Google’s smart bidding strategies (like Maximize Conversions, Target CPA) perform better with broader signals. As a result, even exact match gets slightly broadened behind the scenes.

How to Fix or Control It:

Problem	Solution
Irrelevant search terms	Add negative keywords regularly based on search term reports
Too many close variants	Switch to Target CPA or Manual CPC (if control > volume matters)
Budget waste on junk queries	Segment campaigns: run brand terms separately from generic
Match type override	Use Search Term Report daily and trim aggressively

Pro Tip:

If keyword precision is critical (e.g., in legal, finance, or medical niches), you might get better results using:

• Phrase match + tight negatives

• Manual bidding or a Target ROAS strategy

• A single keyword ad group (SKAG) structure for higher control