"We looked into examples where it seemed AI Max wasn't following our prioritization rules. We found that the matching occurred because of an autocomplete suggestion in Maps search. Essentially, a user started typing something like "dayca," and "daycare near me" was suggested and the user was shown an ad with the suggestions. Standard keyword matching wouldn't connect the partial query to the exact match keyword, but with AI Max enabled, it could match and deliver an incremental search."
"Hi Brad Geddes, really appreciate you sharing these insights & examples. This is different from standard matching, as we're increasingly determining relevance by inferred intent (like with Lens or AI Overviews) versus just the raw text query. We are planning updates in the next quarter or so to improve transparency around these types of matches. We are also updating the Help Center to explain this use case. Hope this clarifies!"
"Many conversions from AI Max are not actually incremental. AI Max can trump your existing exact and phrase match keywords and then claim credit for the conversions and revenue."
Many conversions attributed to AI Max are not actually incremental. AI Max can trump existing exact and phrase match keywords and claim credit for conversions and revenue. Matches occurred when autocomplete suggestions in Maps converted partial typed queries (e.g., "dayca") into full queries ("daycare near me"), causing ads to show for the suggested phrase. Standard keyword matching would not connect the partial query to exact-match keywords, but AI Max can infer intent and match, delivering what appears to be an incremental search. Google will improve transparency, update reporting and the Help Center, and release changes next quarter to clarify matching logic.
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