Google Ads AI Max “Broad-Matchifies” Exact Match and Phrase Match Keywords

12/09/25
Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article

TL;DR Summary of How AI Max Broadens Keyword Matching in Google Ads Campaigns

AI Max in Google Ads significantly expands exact and phrase match keywords by broadening their reach, often linking to related but distinct terms. This results in a notable increase in impression volume, especially for campaigns focused on exact match keywords. However, broad match keywords remain largely unaffected since they are already expansive in nature. Advertisers should consider this behavior when optimizing keyword strategies with AI Max.

Optimixed’s Overview: Unlocking New Reach with AI Max’s Keyword Expansion in Google Ads

Understanding AI Max’s Impact on Keyword Matching

Google Ads’ AI Max, launched globally in September, is reshaping how keyword matching operates by effectively “broad-matchifying” exact and phrase match keywords. This means AI Max takes narrowly targeted keywords and expands their scope to include related search terms, potentially capturing a wider audience than traditional match types allow.

Key Insights from Campaign Data

  • Exact match expansions contribute between 27% and 89% of AI Max impression matches, averaging around 80%, indicating substantial broadening.
  • Phrase match keywords are similarly broadened, gaining increased impressions beyond their original intent.
  • Broad match keywords do not experience meaningful change, as their nature already encompasses a wide range of search queries.
  • This expansion can sometimes link brand-specific exact match keywords to competing brand terms, highlighting the AI’s ability to identify related but different concepts.

Strategic Implications for Advertisers

Advertisers heavily reliant on exact match keywords may see the most significant volume uplift when leveraging AI Max, as the tool uncovers new impression opportunities. Conversely, campaigns dominated by broad match keywords may experience limited benefit from AI Max’s matching expansions.

Understanding AI Max’s behavior enables marketers to better tailor their keyword strategies, balancing between precise targeting and broader reach to maximize campaign performance.