Google seems to be testing another organic search feature inside paid ads. This time, the feature being noticed is the “Included or missing words” section, which usually appears in organic search results.
The update was shared by Anthony Higman on LinkedIn, where he pointed out that Google appears to be showing the “Included or missing words” organic SERP feature directly inside paid ads. He also mentioned that the words were actually present in the ad, but Google’s automated system may not have read them properly because they appeared in separate visual layers.
This may sound like a small test, but it can be important for advertisers, SEO professionals, and business owners who depend on Google Ads for visibility.
What Is the “Included or Missing Words” Feature?
The “Included or missing words” feature is something Google uses to help users understand how a search result matches their query.
For example, when someone searches for a service, Google may show which words from the search were included in the result and which words were missing. This helps the user see why a result appeared.
Usually, this type of feature is connected with organic search results. Organic results are the free listings that appear based on relevance, content quality, SEO, and search intent.
However, if Google is now testing this feature inside paid ads, it means Google may be trying to make ads look more informative and more connected to user searches.
Why This Google Ads Test Matters
Google Ads are not just about bidding money anymore. Of course, budget still matters. However, relevance matters a lot too.
If Google starts showing more search-matching details in ads, advertisers may need to pay even closer attention to the words used in their ad copy, landing pages, and extensions.
This test shows that Google may want ads to feel more transparent. Instead of only showing a headline, description, and link, Google may show users how closely the ad matches their search.
As a result, poorly written ads could look less relevant. On the other hand, clear and well-structured ads may get more trust from users.
Paid Ads Are Becoming More Like Organic Results
Over the past few years, Google has been slowly blending some organic-style elements into paid ads. This can make ads more useful, but it can also make the search results page more complex.
For beginners, here is the simple difference:
- Organic search results are earned through SEO.
- Paid search results are shown through Google Ads.
However, both depend on relevance.
This is where the line between SEO and PPC becomes interesting. If Google Ads begin using more organic-style features, advertisers cannot only think like media buyers. They also need to think like SEO professionals.
That means the ad should match the search intent clearly. The landing page should answer the user’s question. The business information should be easy to understand. Also, the keywords should appear naturally in the right places.
What This Means for Google Ads Campaigns?
This test can affect Google Ads in a few important ways.
First, ad copy may need to become more specific. Generic lines like “best service near you” may not be enough. Businesses may need to include clear service names, locations, offers, and helpful details.
Second, landing pages may become even more important. If Google checks how well the ad and page match the search, a weak landing page can hurt performance.
Third, advertisers may need to review their keyword strategy. If the search query contains important words, but the ad does not clearly reflect them, users may feel the ad is not useful.
Finally, this test reminds us that automation is not perfect. Anthony Higman’s post mentioned that the words were present in the ad, but Google’s system may not have read them correctly because they were in separate layers. This is a useful lesson for advertisers. Text should be easy for both users and Google’s systems to understand.
Why Clear Text Matters in Ads?
Many businesses try to make ads look attractive with design elements, images, and layered text. That can be useful in some formats. However, Google still needs to understand the actual message.
If important words are hidden inside visuals, separate layers, or unclear formats, automated systems may not read them correctly.
- So, the safest approach is simple.
- Keep your ad message clear.
- Use direct language.
- Add important keywords naturally.
- Make sure your landing page supports the same message.
- Do not depend only on design to explain your offer.
This is especially important for local businesses, service brands, and multi-location companies. If someone searches for “emergency plumber in Tulsa” or “dentist near me,” Google needs to clearly understand the service and location.
Impact on Local Businesses
Local businesses should pay close attention to this kind of Google test. Why? Because local searches are often very specific.
People search for things like:
- “roof repair near me”
- “best pizza in downtown Chicago”
- “urgent care open now”
- “car wash in Austin”
If paid ads start showing included or missing search terms, then local relevance becomes even more visible.
For example, if a user searches for “Tulsa map service” and Google shows that the ad is missing an important word, the user may skip that ad. Even if the business is relevant, poor ad structure can create confusion.
Therefore, local businesses should make sure their ads include the right city names, service names, and intent-based keywords.
SEO and PPC Teams Need to Work Together
This test also shows why SEO and PPC teams should not work separately.
SEO teams understand search intent, keyword relevance, content structure, and organic SERP features. Whereas PPC teams understand bidding, conversion tracking, ad testing, and campaign performance. When both teams work together, ads become stronger.
For example, SEO data can show which words people use when searching. PPC teams can use those words in ad copy. Also, paid ad data can show which keywords convert better. SEO teams can use that data to improve website content.
So, instead of treating SEO and paid ads as two separate channels, businesses should connect them.
What Advertisers Should Do Now?
Since this appears to be a test, businesses do not need to panic. However, they should use this as a reminder to improve their ad quality.
Start by reviewing your ad headlines. Make sure they clearly include your main service, location, or offer.
Next, check your descriptions. They should explain what the user will get and why your business is relevant.
Then, look at your landing page. The page should match the ad. If the ad talks about a service in one city, the landing page should also talk about that same service and city.
After that, review your assets and extensions. Business names, locations, callouts, sitelinks, and structured snippets should all support the same message.
Also, avoid stuffing keywords. Google and users both prefer natural language. The goal is not to repeat keywords too many times. The goal is to make the ad easy to understand.
A Simple Example
Let’s say someone searches for “family dentist in Dallas.”
A weak ad may say: “Book an Appointment Today” This is too broad. It does not clearly match the search.
A better ad may say: “Family Dentist in Dallas” This is clearer because it includes the service and location.
The landing page should also support the same topic. It should talk about family dental care in Dallas, office hours, services, reviews, and booking options. This makes the full experience stronger for both Google and the user.
The Bigger Picture
Google is always testing new features. Some tests stay. Some disappear. In the LinkedIn post, Barry Schwartz also commented that he did not think this was new, which shows that this kind of feature may have appeared in some form before.
Still, the bigger lesson is clear!
Google wants search results, including ads, to feel more relevant and helpful. That means advertisers need to focus less on tricks and more on clarity.
Good ads should answer the user’s search quickly. They should match the landing page. They should use simple language. Most importantly, they should make it easy for people to understand why the result is useful.
Final Thoughts
Google testing organic SERP features in paid ads is another sign that search marketing is changing. Paid ads are no longer only about budget. They are also about relevance, clarity, and search intent.
For beginners, the main takeaway is simple:
- Write ads that clearly match what people are searching for.
- Use the right words in the right places.
- Make sure your landing page supports your ad.
- Also, keep your message easy for both people and Google to understand.
If this test becomes more common, advertisers with clean ad copy, strong landing pages, and clear local relevance will be in a better position.
