A new study shows that Google Ads AI Max is changing how keyword match types behave.
Advertisers who use exact match and phrase match keywords are now seeing broader targeting than expected. This comes after Google launched AI Max globally in September.
While some advertisers say AI Max underperforms, others are using it for focused goals and getting good results.
But the latest data reveals a major shift in how AI Max treats match types.
Study Shows AI Max “Broad-Matchifies” Exact and Phrase Match
Mike Ryan shared his findings on LinkedIn after reviewing one million AI Max impressions. He says AI Max expands both exact match and phrase match keywords far beyond their intended limits.
Key findings from the study:
- AI Max widens the reach of exact match keywords
- Phrase match keywords also expand to broader queries
- Broad match keywords stay the same because they are already broad
- The system often links brand keywords to competing brand terms
- Expansion happens even when advertisers do not want broader coverage
Ryan believes that advertisers use exact match to target their own brand names, but AI Max adds search terms that are only loosely connected — sometimes even competitor names.
He shared a chart showing the change in match behaviour. It clearly highlights that exact and phrase match keywords expand under AI Max, while broad match remains unaffected.
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Exact Match Shows the Strongest Expansion
Ryan also analysed the range of outcomes across campaigns. His data shows that the degree of expansion varies, but it is still significant.
Additional insights:
- Exact match expansions account for 27% to 89% of AI Max impressions
- The average expansion is around 80%
- Campaign results depend on keyword strategy and search volume
- Accounts using mostly exact match see the biggest volume boost
- AI Max tries to find new impressions when match options are limited
This study supports Google’s earlier statements that AI Max increases volume for campaigns relying heavily on exact match.
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