The broad-match issue raised here deserves a closer look at how dealerships measure search quality. If a Mazda campaign is appearing on GMC-related searches, that is not automatically wasted spend—there could be legitimate conquest intent—but it should be deliberate rather than accidental. Dealers should be able to see actual search terms, negative-keyword coverage, cost by query category and whether cross-brand traffic produces qualified opportunities. With Google's increasing automation, are dealers giving up too much control over which searches consume their budgets? Has anyone measured the incremental sales value of broad-match conquest traffic against a tightly controlled campaign?