Google is testing new AI tool for major advertisers

Google began pitching advertisers for “Search Bidding Exploration,” an AI-powered tool that identifies high-value, low-traffic searches.

This new AI-based beta feature aims to help advertisers find untapped traffic opportunities in search campaigns.

How it works. The tool is part of Google’s Smart Bidding suite and uses AI to:

• Find converting searches that generate less traffic.
• Automatically adjust target ROAS targets (up to 10% lower).
• Expand reach beyond historically successful search terms.

The catch. The tool only works for campaigns without budget restrictions, limiting its accessibility for larger advertisers.

Why we care Google’s latest AI test will automatically adjust target ROAS targets and broaden keyword matches for those who aren’t too dramatic about negative results – those with an unlimited budget. If you’re on a budget, this update isn’t for you. This is for people with large budgets who have money for an advertising campaign with the possibility of additional growth through this new feature.

Between the lines. This update attempts to address the common criticism that AI-driven advertising tools like Performance Max and Meta’s Advantage+ simply target “low-hanging fruit” audiences who would convert anyway.

However, it is uncertain whether Google will provide detailed reports on this data, which also creates some uncertainty about the level of transparency of this tool’s insights.

What they say. “Part of the problem with any of the AI-driven products is that they optimize at the margins, but you’re optimizing against the same pools,” says an anonymous ad buyer. told Adweek. “You’re hitting a ceiling.”

How to use it: Advertisers can enable the feature directly in the campaign settings for Search Network campaigns using the tROAS strategy.

In short. For advertisers already using Smart Bidding and looking to scale their campaigns, Search Bidding Exploration offers a new way to expand their reach, provided they have the budget to support it.

What to watch. How this tool performs in real-world conditions, whether Google will expand access beyond beta testing, and whether Google plans to create a solution alongside this one that will be aimed at those on a budget.