Keyword Control Comes to AI Mode
Google is testing Search ads in AI Mode that are triggered by exact and phrase match keywords when a user shows clear, direct intent.
Until now, the conversation around AI Mode advertising has centred on broad matching, AI Max and formats where Gemini generates creative on the fly. This test is notable because it brings the more traditional, controllable match types into the AI experience.
Why It Matters
Many advertisers have been uneasy about AI Mode because it seemed to require handing over control to broad, automated matching. Exact and phrase match give back a degree of precision: you decide which searches you want to appear for, and Google shows your ad in AI Mode when the intent clearly lines up.
The emphasis on clear, direct intent matters too. It suggests Google intends these placements for high-intent moments, such as when someone is ready to buy or book, rather than the early research stage of a conversation.
What You Should Do
Audit your exact and phrase match keywords now. If they could soon trigger ads inside AI Mode, they need to be genuinely high intent and well matched to strong landing pages.
Keep your negative keyword lists tight and review search terms reports regularly. And do not abandon well-structured exact and phrase match campaigns in the rush toward automation. This test suggests they will continue to have a place in AI search. Our Google Ads specialists can audit your match types ahead of the change.
