Free tool
Keyword Wrapper
Paste your keywords, or two lists to combine: the tool wraps them in quotation marks and brackets for phrase match and exact match, removes duplicates and gives you a list ready to paste into Google Ads.
In Google Ads, a keyword in quotation marks is phrase match, in brackets exact match, and without symbols broad match. A keyword holds up to 80 characters and 10 words.
Formatting worked out in your browser, nothing is sent. Symbols: Google Ads Help, keyword spreadsheet upload. Limits: Google Ads API documentation. Read on 24 October 2026.
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The right match type depends on your bid strategy and on the search terms your account already pays for. A Google Ads audit puts them side by side.
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How the list is built
Broad match: running shoes Phrase match: "running shoes" Exact match: [running shoes]
With a single list, each line is kept as it is. With two or three lists, the tool writes every combination in the order of the lists: “running shoes” and “for men” give “running shoes for men”. Symbols already there are removed first, so a quotation mark is never doubled.
Duplicates go regardless of capital letters, then each keyword is written once per ticked match type.
Two uses
- Covering an offer: a product, its variants and your cities, combined into a complete list without missing one.
- Preparing an upload: the list comes out with its quotation marks and brackets, the format Google Ads Help describes for uploading keywords.
Frequently asked questions
How do you write a phrase match keyword?
In quotation marks: "running shoes". Exact match goes in brackets, [running shoes], and broad match has no symbol.
What is the maximum length of a Google Ads keyword?
80 characters and 10 words, according to the Google Ads API documentation.
Is my list sent anywhere?
No: the formatting is worked out in your browser, and your list never leaves your page.
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