# Google Ads tests exact and phrase match ads in AI Mode

Published: 2026-09-04T19:46:51.109Z · Source: Search Engine Roundtable (https://www.seroundtable.com/google-ads-serving-restrictive-match-types-ai-mode-42024.html)
Source date: 2026-09-04
Flags: single-source — confirmation pending
Entities: ai-mode, google

Google has confirmed it is running a small experiment serving text ads from regular Search campaigns in AI Mode, limited to exact and phrase match keywords where there is "explicit and direct user intent." Ads Liaison Ginny Marvin told Search Engine Roundtable the test "recently kicked off." Google did not say how long it will run, how many advertisers are included, or how to tell whether an account is part of it.

Why it matters: It signals Google moving traditional keyword-targeted Search ads, not just Shopping and Performance Max feeds, into AI Mode, widening where advertisers can appear in AI-generated answers.

## What this answers

**Does Google show search ads in AI Mode?**

Yes — Google is testing text ads from regular Search campaigns in AI Mode, currently limited to exact and phrase match keywords with what Google calls explicit, direct purchase intent.

**What match types run search ads in Google AI Mode?**

In this test, only exact and phrase match keywords are eligible — Google has not extended it to broad match.


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