A new study shows that Google’s AI Max feature may be widening how keywords match inside Google Ads campaigns.
The tool launched globally in September, and advertisers are still testing how it behaves.
While some report mixed results, one finding stands out: AI Max makes exact match and phrase match behave more like broad match.
Google Ads AI: Study Shows “Broad-Matchifying” Effect
Marketing expert Mike Ryan shared detailed results from his analysis on LinkedIn. He reviewed one million AI Max impressions across campaigns.
He said AI Max “broad-matchifies” exact match and phrase match terms.
Many advertisers use exact match for brand keywords. But Ryan explains that AI Max may identify other “broadly related” terms.
Sometimes these terms belong to competing brands, making them very different from the intended target.
He also shared a chart showing how AI Max affects different match types. Exact match and phrase match expand the most. Broad match stays the same because it is already broad by design.
Ryan said this trend matches Google’s earlier statements. Accounts that depend on exact match may see a strong rise in volume because AI Max finds more impressions.
But in accounts already using broad match heavily, AI Max finds fewer new opportunities.
Also read about: Google Ads Statistics
More Insights from the Data
Ryan also looked at the range of outcomes across campaigns. Exact match expansions were especially high.
In most cases, exact match accounted for 27% to 89% of AI Max match-type impressions.
The average was around 80%, though this depends on keyword strategy and volume.
Key Findings (Specifications)
- AI Max expands exact match keywords.
- Phrase match also broadens under AI Max.
- Broad match stays unchanged.
- Exact match expansions make up 27%–89% of impressions.
- Accounts using exact match may see higher volume.
- Broad-match-heavy accounts may see fewer new impressions.
- Keyword strategy affects how much AI Max expands terms.
This study helps advertisers understand how AI Max behaves and how it may change keyword control in Google Ads.
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