# The Google Ads Broad Match ROAS Trap You Need to Avoid

Page: https://stenobird.com/podcast/performance-marketing-with-fexingo-paid-ads-roas-and-direct-response-conversations-7871641/the-google-ads-broad-match-roas-trap-you-need-to-avoid
Text version: https://stenobird.com/podcast/performance-marketing-with-fexingo-paid-ads-roas-and-direct-response-conversations-7871641/the-google-ads-broad-match-roas-trap-you-need-to-avoid.md
Podcast: [Performance Marketing with Fexingo: Paid Ads, ROAS, and Direct Response Conversations](https://stenobird.com/podcast/performance-marketing-with-fexingo-paid-ads-roas-and-direct-response-conversations-7871641)
Published: 2026-06-12T07:52:10+00:00
Episode link: https://audio.fexingo.com/business/performance-marketing/episode-0047.mp3
Audio file: https://audio.fexingo.com/business/performance-marketing/episode-0047.mp3
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Duration seconds: 604

## Resource

In this episode, Lucas and Luna dissect Google Ads' push toward broad match keywords and the hidden ROAS erosion it causes. Lucas explains how broad match's expanded targeting inflates impression share and click-through rates while diluting conversion quality, using a specific example of a mid-market DTC brand that saw its cost per acquisition jump 40 percent after switching from phrase match. Luna challenges Lucas on whether broad match can work with enough negative keywords and smart bidding, and they walk through the exact campaign structure that protects ROAS: tight ad groups, layered negatives, and a return to phrase match for core terms. By the end, you'll understand why broad match isn't a set-it-and-forget-it solution and how to audit your own accounts for the 'broad match creep' that quietly eats margins. #GoogleAds #BroadMatch #ROAS #PPC #PaidSearch #PerformanceMarketing #DigitalAdvertising #SEM #KeywordMatchTypes #AdWords #CampaignOptimization #NegativeKeywords #SmartBidding #DTC #MarketingStrategy #FexingoBusiness #BusinessPodcast #Marketing Keep every episode free: buymeacoffee.com/fexingo

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## Transcript

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