Case sensitivity

Page Summary

The Google Ads Query Language uses operators to filter data, with case sensitivity varying between them.
Most string value operators are case sensitive, except for LIKE, which is case insensitive.
REGEXP_MATCH and NOT REGEXP_MATCH are case sensitive by default but can be made case insensitive using (?i).

The Google Ads Query Language lets you filter the returned dataset with several different operators. When you filter on string values, the case sensitivity of each operator determines how your results are matched.

Operator case sensitivity

Operator	Case sensitivity
`=` or `!=`	Case sensitive
`IN` or `NOT IN`	Case sensitive
`LIKE` or `NOT LIKE`	Case insensitive
`CONTAINS ALL`, `CONTAINS ANY`, `CONTAINS NONE`	Case sensitive
`REGEXP_MATCH` or `NOT REGEXP_MATCH`	Case sensitive by default (configurable)

Examples

The following examples illustrate how different operators handle string casing in Google Ads Query Language.

Case-insensitive regular expression

The following query uses (?i) to match campaign names containing "test", "Test", "TEST", or any other casing variation:

SELECT
  campaign.id,
  campaign.name
FROM campaign
WHERE campaign.name REGEXP_MATCH "(?i).*test.*"

Exact and pattern matching

Case-sensitive exact match: WHERE campaign.name = 'Search Campaign' matches only the exact casing.
Case-insensitive pattern match: WHERE campaign.name LIKE '%search campaign%' matches 'SEARCH CAMPAIGN', 'search campaign', or 'Search Campaign'.

Date ranges

Ordering and limiting results