How does AI Max for Search expand an advertiser's reach compared to traditional keyword-based strategies?

AI Max expands reach by unlocking net-new searches using broad match and keywordless technology. A traditional campaign can only appear for queries an advertiser thought of, listed as keywords, and maintained. AI Max removes that ceiling: broad match brings in queries related in meaning rather than wording, and keywordless matching uses the landing pages, assets and other campaign content to identify relevant searches nobody entered as a keyword at all. That matters because a large share of searches every day have never been seen before, and long-tail phrasing is where most untapped demand sits. Control is retained where it counts — exact match keywords identical to a query still take priority, URL exclusions keep traffic off pages that should not receive it, and negatives still apply — so expansion happens in the space the advertiser has not explicitly defined rather than overriding what they have.