Google Search results - highlighted keywords in ads

[The_Grunt]

Just a quick Q on a search result from Google. I enter "ferry to Ireland" but the results also have "ferries to ireland" in bold in some of the ads, and in the SEO results. The first ad I see (on Google.ie anyway) has "Ferries to Ireland" in bold. However I am slightly confused here as I entered "ferry to ireland". I would understand if the "to Ireland" was in bold.....

[cyberandroid]

sometimes google will bold plurals of search terms if it believes its relevant
similar to adwords ads sometimes showing for plurals of broad match keywords

why are you suprised?

[The_Grunt]

not surprised at all, just wondering if I missed any official Google announcements. Has this always been the case?

[poster_boy]

Has this always been the case?

No, it used to only bold the exact form of the word - whether plural or singular. It wasn't until, maybe about a year ago, that multiple forms were bolded. I remember because I spent a lot of time customizing my ad copy for plural/singular differences and it ended out being that most of that work was for not. :)