Build your keyword list
Enter one keyword per line. Fill in one box for simple wrapping, or two or three to cross-combine every term with every other term.
How the match types work
Each match type controls how closely a search has to resemble your keyword before your ad is eligible to show. Using the keyword running shoes as an example:
| Match type | Format | What it does |
|---|---|---|
| Broad match | running shoes |
The widest reach. Ads can show on searches related to your keyword, including synonyms and misspellings. Most volume, least control. |
| Modified broad | +running +shoes |
Every word marked with + (or a close variant) had to appear in the search. Officially retired by Google in 2021 and folded into phrase match, but still useful for legacy accounts and other platforms. |
| Phrase match | "running shoes" |
Ads show on searches that include the meaning of your keyword. A middle ground between reach and control. |
| Exact match | [running shoes] |
Ads show only on searches with the same meaning as your keyword. Least volume, tightest control, usually the strongest intent. |
Frequently asked questions
Everything you need to know about using the tool.
What does this tool actually do?
It does two jobs at once. First it merges your keyword lists — every line in list 1 is combined with every line in list 2 and list 3. Then it wraps each resulting keyword in the punctuation Google Ads and Microsoft Ads use for match types, so you can paste the output straight into an ad group.
How many keywords will I get?
The lists are multiplied together. Ten keywords in list 1 and five in list 2 gives 50 combinations, and selecting three match types turns that into 150 lines. The counter above the results box shows the exact total.
Do I have to fill in all three boxes?
No. Only list 1 is required. Use a single box when you just want to add match type formatting to keywords you already have, and add a second or third box when you want to build combinations.
What is the separator for?
It sets the character placed between merged words. Space is the normal choice for ad keywords. Nothing joins words directly and Dash joins them with a hyphen — both are handy when you are generating domain names or URL slugs rather than keywords.
Is modified broad match still worth using?
Google stopped supporting modified broad match in July 2021 and now treats those keywords as phrase match. It is kept here because the format is still accepted in older exports, in some third party tools, and on other ad platforms.
Is my keyword data sent anywhere?
No. Everything runs in your own browser. Nothing you type is uploaded, stored or logged — closing the tab clears it.