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It depends on the account and sometimes even the campaign itself. We use a first party tag that feeds only qualified leads to Google via API and that part is important.
If an account is established and has approx. 50+ qualified leads per month, broad match typically performs best.
If an account is brand new, I’ll run core keywords on exact like ‘rhinoplasty near me’ and long tail keywords on broad like ‘best plastic surgeon for nose jobs’ in separate campaigns and then add negatives daily at the campaign level.
