Google Ads Tests Serving Search Ads With Restrictive Match Types In AI Mode

Google has confirmed it has recently begun running a "small experiment" where it is serving regular pure Search campaigns with restrictive match types directly inside AI Mode.

Ginny Marvin, Google's Ads Liaison, confirmed the development, noting: *"This is a small experiment that recently kicked off."*

The shift was first spotted by search marketing expert Anthony Higman, who noticed text ads from traditional search campaigns serving within AI Mode conversational results. Higman posted on LinkedIn:

"Google is now serving regular pure search campaigns with restrictive match types in AI mode. Confirmed through multiple campaigns and tests on our side."

*Above: Google confirms standard exact and phrase match keywords are now eligible to serve in AI Mode results during ongoing limited testing.*

Following the discovery, Ginny Marvin provided additional clarity regarding how keyword matching operates in this test:

"Exact and phrase match keywords are eligible to serve text ads in AI Mode. Note however that this is limited to cases where there is explicit and direct user intent. AI Max and PMax for Search are designed to capture complex conversational intent and access our latest ad formats (like Highlighted Answers)."

Prior to this test, the prevailing rule in the search advertising industry was that displaying ads inside AI Mode required broad match with smart bidding, Performance Max, or dedicated AI Max campaign types. Standard exact match and phrase match search campaigns were excluded from the generative experience.

For performance marketers who have resisted automated broad-match expansion, this experiment represents a potential opening. Many enterprise PPC teams keep tight control over negative keywords and restrictive match types to prevent budget waste on ambiguous queries.

Anthony Higman argued that this signals more than just a passing test:

"Others are also seeing it and it seems like they changed the rules on it now. Before this the ONLY way to show in those places was through AI Max, P-Max or broad match and smart bidding. That's why it's a big deal!"

If Google expands this beyond a limited test:

• Manual Control Retained: Advertisers with high-converting exact match keywords may gain visibility in AI Mode without being forced into automated broad-match algorithms.
• Format Limitations: Rich generative ad units like Highlighted Answers and multi-card visual carousels will still require AI Max or Performance Max.
• Search Query Audits: Review your search term reports to see if queries with conversational intent are matching exact match ad groups.

Discussion continues on LinkedIn and the Search Engine Roundtable.