Stop Obsessing Over Control. Start Testing For Truth
You think you're being relevant. But sometimes the algorithm knows better.
We ran two search campaigns:
One with exact match keywords.
The other with broad match.
You would probably bet on exact match, right?
But here’s what actually happened in just under a week:
Broad match:
→ $1.11 Avg. CPC
→ $10.19 per lead
→ 28 conversions
Exact match:
→ $2.92 Avg. CPC
→ $29.52 per lead
→ 19 conversions
Same offer. Same landing page. Same ad copy.
Different intent signals — the kind only the algorithm can see.
Google isn’t matching words.
It’s matching moments. Context. Behaviour.
Stop obsessing over control.
Start testing for truth.
The data doesn’t care what you think should work.
It only shows you what does.
Book A Session With A Sydney-Based Digital Marketing Expert.
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