Google Ads is now testing the "Strongest match" and "Strong match" labels it announced back in mid-June. This is the first time I have seen this label in the wild.
I am actually a bit surprised Google went on with this test after the backlash from the search industry on labeling as a strongest match and strong match - but hey, Google will test it and use the data to decide what to do, not the community's feelings on the topic.
This test was spotted by Sachin Patel in the wild and he posted a couple of screenshots of it on X - here are one of those screenshots:
Google announced in June, "We’ll be running a small experiment with adding a "Strongest match" or "Strong match" label to certain Search ads." "The goal is simple: to help people instantly identify the most relevant information for their query, and help advertisers connect more effectively with high-intent audiences," Ginny Marvin, the Google Ads Liaison, wrote. "We work hard to ensure all the ads people see are relevant to what they’re looking for (that’s what makes them effective, after all) and this experiment uses existing ad quality and relevance signals to badge Search ads that are highly relevant," she added.
Here are more screenshots:
Google is testing new "Strong Match" label on Sponsored search results. Ginny Marvin pre-announced the experiment on social media@rustybrick @brodieseo @gaganghotra_ pic.twitter.com/1sqO2erO6R
— Sachin Patel (@SachuPatel53124) August 7, 2026
Again, I am a bit surprised this test went live but hey, Google always tests things.
Forum discussion at X.
Update: Strongest match label in the wild too:
Spotted in the wild! Google's test that was announced via @GinnyMarvin is now showing as live for some users. @SachuPatel53124 was the first one to discover this, with two examples showing the "strong match". I was also able to replicate it for a "strongest match" variation.… pic.twitter.com/MiyQGXWctz
— SERP Alert ⚡️ (@SERPalerts) August 7, 2026
