In February 2021, Google Ads began to incorporate behaviors of broad match modifier into phrase match. As of July 2021, both phrase and broad match modifier keywords have the same updated phrase matching behavior for all languages and show ads on searches that include the meaning of your keyword.
You don’t need to take any specific action for your phrase match or broad match modifier keywords in order to see these changes.
Note: These changes to phrase match and broad match modifier don’t impact exact match, broad match, or negative keyword match types. Learn more About keyword matching options and negative keywords in the Google Ads Help Center.
Learn more About changes to phrase match and broad match modifier in the Google Ads Help Center.