Google tests traditional Search campaigns in AI Mode

Google begun testing whether traditional Search campaigns using exact and phrase match keywords can serve text ads in AI Mode, expanding the types of campaigns eligible to appear in its AI-powered search experience.

This means advertisers may not need AI Max or Performance Max to get some exposure in AI Mode. The experiment gives conventional Search campaigns a path into AI Mode when a user’s query shows clear, direct intent.

Why we care. Traditional Search campaigns may now have a path into AI Mode without switching to AI Max or Performance Max. That could extend the reach of existing exact and phrase match campaigns while letting advertisers retain tighter keyword control, although the test is currently limited to queries where Google sees clear, direct intent.

Driving the news. Google Ads Liaison Ginny Marvin confirmed that Google recently kicked off a “small experiment” allowing exact and phrase match keywords to serve text ads in AI Mode.

The test was first spotted by AdSquire founder advertiser Anthony Higman, who said he confirmed the behavior across multiple campaigns and tests.

The details. Eligibility isn’t unrestricted. Marvin said exact and phrase match keywords can trigger text ads in AI Mode only in cases where Google identifies “explicit and direct user intent.”

That means advertisers using more restrictive keyword targeting could potentially reach users in AI Mode without broadening their match types or moving those campaigns to Google’s more automated campaign products.

Yes, but. Google is still positioning AI Max and Performance Max for Search as the products designed to capture more complex, conversational searches.

Those campaign types also provide access to Google’s newer AI Mode ad formats, including Highlighted Answers.

Traditional Search campaigns, by comparison, are being tested specifically for text ads tied to clearer intent.

The big picture. The experiment shows Google is testing how its established keyword-based Search advertising system fits into AI Mode alongside its more automated campaign products.

Rather than limiting AI Mode advertising to AI Max and Performance Max, Google is testing whether tightly targeted Search campaigns can participate when a user’s intent maps directly to an advertiser’s keywords.

What to watch. This is still a small experiment, and Google hasn’t said how broadly the test is running or whether it will become a permanent feature.

For now, exact and phrase match advertisers may begin seeing AI Mode as another place their existing Search ads can appear — but only when Google’s systems determine the user’s intent is explicit and direct.

Dig deeper. Higman shares that Google is allowing restrictive match type in AI Mode.