Home / Google News / Google Ads / Google Ads Search Terms Report Shows Best Approximation Of User's Intent

May 13, 2026 - 7:31 am

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Google at some point added a section to this Google Ads document explaining that because of all the new Google AI search features, like Lens, AI Mode, AI Overviews, or auto-complete searches - the search terms report now may show keywords that "represents the best approximation of the user's intent."

Google explained, "In some cases, a user’s search may involve more complex search journeys, for example, searches on Lens, AI Mode, AI Overviews, or auto-complete searches."

So that means, "these searches are not considered technically identical to a keyword, keywords may not automatically be prioritized." So, "Instead, AI-based ad group prioritization ensures that the most relevant ad groups or asset groups are selected to match the user's overall intent," Google added.

This means the search terms report may not show the actual keywords but something that tries to match…