On Sept. 4, Google’s Ads Liaison confirmed a small experiment: exact and phrase match keywords can serve text ads in AI Mode, limited to queries with “explicit and direct user intent.” Until now, AI Mode placements came through AI Max, Performance Max or broad match. Google hasn’t said which countries the test covers or when it ends.
Separately, Search Engine Roundtable reported on Sept. 15 that Google is testing sponsored text links inside AI Mode answers. On Sept. 17, eMarketer reported that Google confirmed tests of “Highlighted Answers,” a text ad format shown when AI Mode makes recommendations, with US users.
Your checklist
- Review search terms weekly for longer, conversational queries.
- Keep exact and phrase match ad groups tight and current.
- Annotate September 2026 in client reporting so later shifts have context.
Sources
- Google Testing Text Link Ads In Google AI ModeSearch Engine Roundtable · Sept. 15, 2026
- Google trials sponsored suggestions in AI Mode, but the format shows growing painseMarketer · Sept. 17, 2026
- Google tests traditional Search campaigns in AI ModeSearch Engine Land · 2026-09
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