Modified broad match lets you reach more people than phrase match and give you more control than broad match. Google it.
I have it automatically set to bid up to be on the first page. In my area its under $2 but i have it set at a $2.50 limit. My whole metropolitan area is only 500k people compared to your area of probly 5 mill.
I think I am too early to worry? We still have snow on the ground here.
What do you use phrase match or broad match? I read a book about adwords and learned about the modified.