Forums › Forums › PPC › Exact Match is a lie? 53% of my spend is going to “Other Search Terms” and I’m hitting a wall. › Reply To: Exact Match is a lie? 53% of my spend is going to “Other Search Terms” and I’m hitting a wall.

  • DRConsulting

    Guest
    April 10, 2026 at 1:20 pm

    Yeah… honestly this is just Google gradually redefining what ‘Exact Match’ means.

    At this point, trying to control it upfront is a losing battle.

    What’s been working really well for me instead is letting it run, but with a tool in place that continuously monitors search terms and cuts off anything that:

    spends above a certain threshold
    AND doesn’t convert

    So the account kind of self-cleans over time.

    It’s been way more effective than fighting match types manually.
    Happy to share more if you’re curious about how I set it up.