Never do this. One of the biggest Google Ads mistakes I see media buyers make is
By Michael Erickson Facchin · April 26, 2026 · Curated by George's Blog
Never do this.
One of the biggest Google Ads mistakes I see media buyers make is dumping all their keywords into an ad group with the exact same bids.
Take a look at the screenshot above. This is what a highly controlled, high-Quality-Score ad group actually looks like.
Notice the strategy?
• 𝐓𝐢𝐞𝐫𝐞𝐝 𝐁𝐢𝐝𝐝𝐢𝐧𝐠: Exact match gets the highest Max CPC (1.25). Phrase is slightly lower (1.15). Broad is the lowest (1.00).
• 𝐌𝐚𝐭𝐜𝐡 𝐓𝐲𝐩𝐞 𝐌𝐢𝐫𝐫𝐨𝐫𝐢𝐧𝐠: We are bidding on the exact same root keywords across different match types.
Why does this matter?
It forces the algorithm to trigger the most restrictive match type first. It protects your budget from wild, unqualified broad match queries, while still allowing you to mine for new, profitable search terms at a cheaper CPC.
The result? Quality scores of 7 and 9 across the board. You get high relevance, lower actual costs, and total control over your ad spend.
Doing this one thing will increase your campaign's ROI.
How are you structuring your match type bids? Let me know in the comments.