Google has started offering advertisers “Search Bidding Exploration,” an AI-powered tool that identifies useful but low-traffic search queries.

This new AI-powered feature in beta 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:

• Look for converting queries that generate less traffic.
• Automatic adjustment of tROAS objectives (up to 10% less).
• Expand your reach beyond historically effective search terms.

The trap. The tool only works for campaigns without budget constraints, limiting its accessibility to larger advertisers.

Why we care Google’s latest AI test will automatically adjust target ROAS goals and expand keyword matches for those who won’t be too dramatic about negative results, i.e. those with unlimited budgets. If you are on a budget, this update is not for you. This is aimed at those with large budgets and money to spend on an advertising campaign with the possibility of further growth through this new opportunity.

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

However, it is unclear whether Google will provide detailed reporting on this data, which also leaves some ambiguity about the level of transparency of this tool’s information.

What they say. “Part of the problem with all AI-based products is that they optimize for margins, but you optimize against the same pools,” said one anonymous ad buyer. told Adweek. “You’re going to hit a ceiling.”

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

Conclusion. For advertisers already using Smart Bidding and looking to scale their campaigns, exploring Search Bidding offers a new way to expand reach, provided they have the budget to do so. .

What to watch. How this tool works in real-world conditions, whether Google will expand access beyond beta testing, and whether Google intends to create a solution parallel to this that will be aimed at people on a limited budget.