When people search for your client’s watch repair business, they use very specific terms like “vintage watch repairs”. To show your ads for these searches, you’ll want to use:

To show your ads for very specific terms like 'vintage watch repairs', you should use Exact match keywords to ensure your ads only appear when the search intent precisely matches your services. Exact match keywords provide the highest level of control by restricting your ad visibility to queries that share the same meaning or intent as your targeted keyword. For a specialized watch repair business, this precision is vital because it prevents your daily budget from being exhausted by general searches like 'watch photos' or 'how to fix a watch.' While this match type includes close variants like misspellings, abbreviations, and plurals, it remains the most restrictive and targeted option available in Google Ads. By utilizing Exact match keywords for niche terms, you prioritize quality over quantity, leading to a higher click-through rate (CTR) and a better conversion rate from users who are searching for exactly what your client provides.