Summary
Exact match keywords that are identical to a query are always prioritized. AI Max for Search and Performance Max expansion only serve on queries where no eligible identical exact match keyword exists in the account, so your core keyword list stays in control of the traffic it already covers.
Nitin Batra is a Google Ads Search certified professional who manages AI Max enabled Search campaigns and Performance Max accounts daily, auditing keyword hierarchy and search term reports across live client budgets.
Last updated: August 22, 2026
Exact match keywords that are identical to a search query are always prioritized, so AI Max for Search and Performance Max expansion cannot override the keywords an advertiser has explicitly set in their account.
- Performance Max ignores exact match keywords to maximize cross-channel reach.
- Exact match keywords that are identical to a query are always prioritized.
- AI targeting only works if the account has no exact match keywords.
- Expansion always takes priority over exact match keywords.
The correct answer is: Exact match keywords that are identical to a query are always prioritized.
Key Takeaways
- – Exact match keywords that are identical to the user’s query are always prioritized over AI Max for Search expansion and Performance Max targeting.
- – AI Max search term matching and Performance Max only serve on queries where no identical eligible exact match keyword exists in the account.
- – Google Ads has always used a keyword hierarchy in the auction, and AI targeting features sit on top of that hierarchy rather than replacing it.
- – This priority applies only when the exact match keyword is eligible to serve, so a paused keyword, a disapproved ad or a budget limited campaign can still let expansion pick up the query.
Does Performance Max steal traffic from my Search campaign exact match keywords?
No. If a query is identical to an eligible exact match keyword in your Search campaign, the Search campaign serves and Performance Max does not compete for that query. Performance Max picks up queries where you have no matching keyword, or where your keyword is not eligible to serve. Check the Matched keyword column in your Search terms report to confirm which keyword is taking the traffic.
What is AI Max for Search and what does it change about keyword matching?
AI Max for Search is a campaign setting that turns on broader search term matching and dynamically generated headlines and landing pages inside a standard Search campaign. You switch it on at the campaign level under Settings. It widens the queries you can reach without touching your existing keyword list, and your exact match keywords keep their priority in the auction.
What happens if two campaigns both have the same exact match keyword?
The keyword hierarchy only decides between keyword and expansion, not between two identical keywords. When the same exact match keyword sits in two campaigns in one account, Google Ads picks the one with the higher Ad Rank. This is why duplicate keywords across campaigns cause reporting confusion, and it is worth running a keyword audit before enabling AI Max.
How do I check whether AI Max expansion is serving on queries I already cover with keywords?
Open the Search terms report and add the Matched keyword and Search term match type columns. Queries picked up by AI Max show as expanded traffic rather than mapping back to one of your keywords. If you spot a query you want to control directly, add it as an exact match keyword and it will take priority from that point on.