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.”
This was first spotted by Anthony Higman who posted on LinkedIn, “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.”
Ginny Marvin from Google told me, “This is a small experiment that recently kicked off.”
She also posted in the comments on LinkedIn:
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).
It seems like the PPC industry is excited about this.
Again, I reached out to Ginny Marvin who confirmed this is a new limited experiment that the Google Ads team is running.
Anthony thinks this is more than just a “small experiment”…
But 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.
Thats why its a big deal! and why her NOT saying “small test” also speaks…
— Anthony Higman (@AnthonyHigman) September 4, 2026
Forum discussion at LinkedIn.
