Google has launched a new feature called Smart Bidding Exploration, aimed at helping advertisers broaden their search campaign reach. Announced at the Google Marketing Live 2025 event, the feature is an update to Google’s automated bidding system and uses artificial intelligence to discover and target a wider set of search queries.

Traditionally, Google’s Smart Bidding focuses on high-intent search queries—specific terms that show users are closer to making a purchase, like “mortgage rates” or “best running shoes.” While effective for conversions, this narrow focus can miss users who are still in the research phase, searching for broader topics such as “how to buy a home” or “top sneakers for beginners.” Smart Bidding Exploration is designed to address this gap by enabling campaigns to reach these earlier-stage search queries.

Using AI Max technology, Smart Bidding Exploration automatically identifies valuable queries that might otherwise be overlooked. Google says its internal tests showed an 18% increase in unique converting search categories and a 19% increase in overall conversions.

To take advantage of the new feature, Google recommends advertisers use broad targeting options like broad match keywords, Dynamic Search Ads, or AI Max for Search campaigns. Advertisers may also need to adjust their Return on Ad Spend (ROAS) targets to allow the system to explore and test new search queries that previously wouldn’t have met stricter performance goals.

Google notes that Smart Bidding Exploration works best in campaigns that don’t have capped budgets. Budget restrictions can limit the system’s ability to identify new search traffic, potentially reducing the benefits of this new approach. While Smart Bidding Exploration doesn’t require a separate learning phase, there will be a short ramp-up period of one to two weeks as the AI identifies and adapts to new search categories.

For advertisers, this update is part of Google’s broader strategy to use AI and machine learning to help marketers reach more potential customers and automate time-consuming tasks. However, marketers are advised to keep an eye on campaign performance to ensure that expanded reach doesn’t come at the cost of reduced efficiency or higher costs.

Smart Bidding Exploration offers advertisers a way to reach a larger audience and engage users earlier in their decision-making process. By expanding beyond high-intent search terms, it could help marketers capture additional opportunities and improve overall campaign results.