Keywordless search refers to the shift in Google Ads from traditional keyword-based targeting to AI-driven ad delivery, where machine learning determines which searches are relevant to show your ads. Instead of manually selecting specific keywords, advertisers now rely more on Google’s algorithms to analyze a combination of signals—such as ad copy, user behavior, search context, and website content—to match ads with appropriate queries.
This approach aims to improve targeting accuracy and expand reach by identifying intent even when exact keywords aren’t used. It’s particularly evident in campaign types like Performance Max and broad match with Smart Bidding, where automation plays a central role. For marketers, this means a greater focus on high-quality creative, well-structured landing pages, and clear conversion goals to guide the algorithm. While it offers new opportunities for scale and efficiency, it also requires trust in the platform’s AI and a willingness to give up some manual control.
