{"slug": "google-ads-tests-serving-search-ads-with-restrictive-match-types-in-ai-mode", "title": "Google Ads Tests Serving Search Ads With Restrictive Match Types In AI Mode", "summary": "Google has confirmed it is running a small experiment serving regular pure Search campaigns with restrictive match types (exact and phrase) in AI Mode, a change first spotted by Anthony Higman. Ginny Marvin, Google's Ads Liaison, stated, \"This is a small experiment that recently kicked off,\" noting that exact and phrase match keywords are eligible to serve text ads in AI Mode only when there is explicit and direct user intent. The experiment is significant because previously, ads in AI Mode were only served through AI Max, Performance Max for Search, or broad match with smart bidding.", "body_md": "Google has confirmed it has recently begun running a \"small experiment\" where it is serving regular pure Search campaigns with restrictive match types in AI Mode. Ginny Marvin, Google's Ads Liaison, told me, \"This is a small experiment that recently kicked off.\"\n\nThis was first spotted by Anthony Higman who posted on [LinkedIn](https://lnkd.in/p/ggrs5htx), \"Google is now serving regular pure search campaigns with restrictive match types in AI mode.\" He added that he \"confirmed through multiple campaigns and tests on our side.\" \n\nGinny Marvin from Google told me, \"This is a small experiment that recently kicked off.\"\n\nShe also posted in the comments on [LinkedIn](https://www.linkedin.com/feed/update/urn:li:activity:7501374557593845760/?dashCommentUrn=urn%3Ali%3Afsd_comment%3A%287501705684619522048%2Curn%3Ali%3Aactivity%3A7501374557593845760%29):\n\nExact 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).\n\nIt seems like the PPC industry is excited about this.\n\nAgain, I reached out to Ginny Marvin who confirmed this is a new limited experiment that the Google Ads team is running.\n\nAnthony thinks this is more than just a \"small experiment\"...\n\nBut nah this one is! 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 and smart bidding. \n\nThats why its a big deal! and why her NOT saying \"small test\" also speaks…\n\n[September 4, 2026](https://x.com/AnthonyHigman/status/2095951173828108387?ref_src=twsrc%5Etfw)\n\nForum discussion at [LinkedIn](https://www.linkedin.com/feed/update/urn:li:activity:7501374557593845760/?dashCommentUrn=urn%3Ali%3Afsd_comment%3A%287501705684619522048%2Curn%3Ali%3Aactivity%3A7501374557593845760%29).", "url": "https://wpnews.pro/news/google-ads-tests-serving-search-ads-with-restrictive-match-types-in-ai-mode", "canonical_source": "https://www.seroundtable.com/google-ads-serving-restrictive-match-types-ai-mode-42024.html", "published_at": "2026-09-04 18:50:00+00:00", "updated_at": "2026-09-07 02:11:00.648706+00:00", "lang": "en", "topics": ["ai-products", "ai-tools"], "entities": ["Google", "Ginny Marvin", "Anthony Higman", "AI Mode", "AI Max", "Performance Max for Search"], "alternates": {"html": "https://wpnews.pro/news/google-ads-tests-serving-search-ads-with-restrictive-match-types-in-ai-mode", "markdown": "https://wpnews.pro/news/google-ads-tests-serving-search-ads-with-restrictive-match-types-in-ai-mode.md", "text": "https://wpnews.pro/news/google-ads-tests-serving-search-ads-with-restrictive-match-types-in-ai-mode.txt", "jsonld": "https://wpnews.pro/news/google-ads-tests-serving-search-ads-with-restrictive-match-types-in-ai-mode.jsonld"}}