Yep, this is a common surprise for anyone switching from Google to Microsoft Ads. You’d think “exact match” means exact, right? But on Microsoft Ads, that’s not always the case.
Even if you’re using exact match keywords, Microsoft has this habit of showing your ads for close variants, synonyms, and sometimes even loosely related terms. So, if you’re bidding on [running shoes], your ad might still pop up for something like “trail sneakers” or “jogging gear.” Not exactly what you had in mind.
Why does this happen? Mostly because Microsoft Ads is trying to cast a wider net—especially since it doesn’t have the same search volume as Google. They rely heavily on intent-based matching, which means the system thinks, “Hey, this search is kinda close… let’s show the ad.”
It’s not all bad, but it does mean you’ll need to be a bit more hands-on.
What can you do?
Start checking your search term reports regularly and build out a solid list of negative keywords to filter out the junk. Also, don’t be afraid to lean on phrase match or use audience targeting to keep things tight.
Bottom line: even with exact match, Microsoft plays a little fast and loose. Just stay on top of your reports and tweak as you go—you’ll get it dialed in.
