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I would echo what other users have suggested here; the way Google has changed 'Exact match' recently means it allows for close variants, so there will be overlap. Particularly for very similar keywords such as "rubbish removal" and "rubbish removal near me", as you have suggested here.

If you were going to put these keywords in the same campaign but segment them by ad group then I'd recommend adding ad group level negative keywords to ensure you're getting a true picture of each keyword's performance. For example in the ad group containing 'rubbish removal' only you'd want to have 'near me' as an ad group level negative keyword.

This granular approach tends to work well for high volume keywords so it really depends on search volume. As with anything in Google Ads - test and learn!

It can be beneficial to group similar keywords together in the same campaign or ad group, as it can help you manage your bids and budgets more effectively. It can also help ensure that your ads are showing to the right audience for those specific keywords.

In your case, since the search terms "rubbish removal", "rubbish removal near me", and "rubbish removal Washington" are all related to the same service, it may be helpful to group them together in the same campaign or ad group. This way, you can ensure that your ads are showing to the right audience for all of these related search terms, and you can manage your bids and budgets more effectively across these keywords.

However, you should also keep in mind that each keyword can have different search volumes, competition levels, and performance metrics, so it may be helpful to create separate ad groups within the same campaign for each keyword to allow you to set specific bids and budgets for each one. You can also use negative keywords to ensure that your ads are not showing for irrelevant search terms, which can help improve your ad relevance and reduce your overall costs.

Overall, the best approach will depend on your specific goals and performance metrics, so it may be helpful to experiment with different campaign and ad group structures and analyze the results to determine what works best for your business.

Thank you.

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@salliWW It sounds like you have a few different campaigns and ad groups for your Google AdWords account targeting various areas and keywords related to rubbish removal. As you've mentioned, Google's exact match algorithm has been changing, so it may be worth reviewing your current campaign structure to see if there are opportunities to optimize your account and reduce costs.
Here are a few things you could consider:
Consolidate campaigns and ad groups: If you have similar keywords that trigger similar phrases, consolidate them into one campaign with separate ad groups. It can simplify your account structure and make managing your bids and budgets easier.
Use broad match modified keywords: Consider using broad match modified keywords instead of exact match or phrase match. It can help you capture more relevant search queries and reduce the number of campaigns and ad groups you need to manage.
Use negative keywords: Negative keywords can help you exclude irrelevant search queries and reduce costs. For example, you could use "free" or "DIY" as negative keywords to exclude searches for free or do-it-yourself rubbish removal.
Monitor your campaigns regularly: Analyze your campaigns and adjust your bids and budgets as needed to maintain your ad position and achieve your advertising goals. Consider using automated bidding strategies to help you optimize your bids and save time.

Updating the grouping of keywords in a Google Ads account can be done by following these steps:

Sign in to your Google Ads account and navigate to the "Keywords" tab.

Review your current keyword groupings and determine which keywords need to be moved or added to new groups.

Click on the checkbox next to the keywords you want to move or add to a new group.

Click on the "Edit" drop-down menu and select "Move to ad group."

In the pop-up window, choose the ad group you want to move the keywords to or create a new ad group by selecting "Create new ad group" and giving it a name.

Click "Move" to complete the process.

It's important to keep your keyword groupings organized and relevant to your ad groups to ensure that your ads are targeted to the right audience and have a higher chance of converting. You can also use tools like Google's Keyword Planner to help you identify new keywords and group them together based on relevance and search volume.
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HI SalliWW,
It would be best to have all your similar keywords in one campaign with separate ad groups. This will allow you to better manage your budget and ensure that your ads are being shown to the right audience. Having multiple campaigns with similar keywords can lead to competition within your own campaigns and result in wasted ad spend.

In terms of exact match, Google has recently changed the way it works, but it is still a powerful tool for targeting specific keywords. You should consider using a combination of broad match, phrase match, and exact match to ensure that you are reaching a wide audience while also targeting specific keywords.

Additionally, you can use negative keywords to ensure that your ads are not shown to irrelevant search queries. This can help you to further optimize your campaigns and improve your ROI.