Google Ads rolled out a new AI feature quietly: Search Term Matching

It is supposed to help your ads show for more relevant searches by pulling signals from your landing page and other assets.

Sounds helpful, right?

Here’s the catch:
You have to turn on AI Max to even use it.

And if you’ve ever handed the wheel to Google, you already know how that can go.

What it claims to do

According to Google’s internal data:

• 14 percent more conversions or conversion value at a similar CPA

• Up to 27 percent if you’re mostly using exact or phrase match

• Better performance through automatic broad match and keywordless matching

Okay. But we’ve seen that kind of promise before, and let’s be honest, performance doesn’t always follow theory.

What actually happens?

Once you turn on AI Max, you unlock a bundle of automation features:

• Broad match expansion

• Search term matching based on your site content

• Auto-generated ad headlines and final URLs

• Less control over what actually triggers your ads

In my test, Google started matching to top-of-funnel queries pulled straight from the page, whether they made sense for conversion or not.

More clicks.
More spend.
Questionable intent.

So I ran a test.

• One campaign with AI Max and Search Term Matching turned on

• One campaign with manual control and proven targeting

Results after 2 weeks:

• Impressions went up

• Clicks went up

• Lead quality dropped

• CPA stayed flat

• Signal quality was murky at best

Most of the extra conversions were low-intent. People who were browsing, not buying.

My takeaway?

This feature might work if:

• You have a wide conversion window

• You sell something that benefits from volume

• You are okay with Google interpreting what’s relevant

But if you are performance-focused, running lean campaigns, or trying to scale profitably, I would not flip this on without a test.

The idea is solid. Let Google learn from your best pages.
But the execution is still a work in progress.

Should you test it?

Sure. Just don’t blindly trust it.

Run it in a separate campaign.
Use clear conversion actions.
Watch your search terms like a hawk.
And keep your best-performing campaigns off the AI rollercoaster for now.

TL;DR

• Google’s new Search Term Matching uses AI to match landing page content to searches

• It is only available in AI Max campaigns

• Google claims up to 27 percent more conversions

• In testing, volume improved but lead quality dropped

• Worth testing, not worth trusting without proof

Bottom line:
It is not a magic switch.
It is a test.
And like most Google upgrades, it works best with human oversight.

Let Google assist your strategy. Do not let it replace it.