Google has started testing whether traditional Search campaigns can serve text ads in AI Mode. Until now, AI Mode search ads have been tied mainly to automated products such as AI Max and Performance Max for Search. The experiment gives conventional campaigns using exact and phrase match keywords a potential way in — but only when a query shows clear, direct intent.
Google Ads Liaison Ginny Marvin confirmed that Google recently kicked off a “small experiment” allowing exact and phrase match keywords to trigger text ads in AI Mode. Eligibility is limited to cases where Google identifies “explicit and direct user intent.” The behavior was first spotted by Anthony Higman, founder of AdSquire, who said he confirmed it across multiple campaigns and tests.
Google still positions AI Max and Performance Max for Search as the products built for complex, conversational searches. Those campaigns also unlock newer AI Mode formats such as Highlighted Answers. Traditional Search campaigns are being tested specifically for text ads tied to clearer intent.
For advertisers who value keyword control, this is significant. They could reach AI Mode users without broadening match types or moving campaigns into more automated products. It also shows Google testing how its established keyword-based system fits into AI Mode alongside automation, rather than reserving AI Mode for AI Max and PMax alone.
Google hasn’t said how broadly the test is running or whether it will become permanent. For now, treat it as a possible extra placement for existing Search ads on queries Google judges explicit and direct.
As AI-driven surfaces spread, familiar metrics can move in unfamiliar ways — as when Shopping ad CTR rose while impressions fell. Read impressions, clicks and conversions together rather than relying on any single metric.
Google is running a small experiment where exact and phrase match keywords can trigger text ads in AI Mode, but only when it detects explicit and direct user intent.
Not necessarily. AI Max and PMax remain the main route for complex queries and new formats like Highlighted Answers, but conventional campaigns are being tested for clear-intent queries.
Google hasn’t said how broad the test is or whether it will become permanent.
To apply what you just read to your own site, start with a free audit of where things are now.
A strategist replies within 24 hours on business days.
When AI Max expanded into competitor searches an advertiser deliberately avoided, it proved automation needs checks. Mike Ryan on AI Max guardrails and campaign structure.
Paid search veteran Matt Van Wagner reflects on two decades of Google Ads, lost tactics and automation — and why advertisers must never assume Google acts in their interest.
AI Overviews changed the results page, but bid rules didn’t. Sort queries into Fight, Influence and Generate demand buckets and reallocate paid search budget.