What is this keyword match-type wrapper?
A free, browser-based tool that bulk-formats your keyword list into Google Ads match types. Paste your keywords one per line and the tool wraps every one into broad (as-is), "phrase" (double quotes), or [exact] (square brackets) match — or does the inverse, stripping existing quotes, brackets, and the deprecated "+" modifier to recover plain keywords. It dedupes the list (optionally case-insensitively) and produces clean output you can copy or download to paste straight into Google Ads Editor. Everything runs locally in your browser, so nothing is uploaded.
How to use it
- Paste your keywords into the box on the left, one keyword per line.
- Pick a match type — Broad, "Phrase", [Exact], or Strip to remove existing punctuation.
- Optionally turn on case-insensitive dedupe to merge keywords that differ only by case.
- Copy the formatted output or download it as a .txt file and paste it into Google Ads Editor.
Common use cases
- Turning a flat keyword list into phrase or exact match before a bulk upload to Google Ads Editor.
- Re-wrapping a mixed list consistently, without ending up with double-wrapped keywords.
- Stripping quotes and brackets to recover raw keywords for keyword research or de-duplication.