Google Search is evolving with AI-driven experiences like AI Overviews and AI Mode.
These placements integrate ads directly into AI-generated summaries and conversational interactions. It gives businesses fresh ways to reach users earlier in their research and decision-making process. For advertisers, this shift brings more qualified leads, increased visibility, measurement limitations, and changing click-through behaviours.
Here’s what AI Overviews and AI Mode are, why they matter for businesses, and how advertisers can adapt strategies to make the most of these new ad experiences.
Why These New Ad Experiences Matter for Businesses
Here are the key benefits, opportunities, and shifts advertisers are seeing or anticipating.
Key Benefits & Opportunities
- Earlier in the customer journey: Ads in Overviews and Mode appear when users are researching, comparing, or learning, not just when they’re ready to buy. This builds awareness and guides intent earlier.
- More qualified leads: Ads are triggered by both user queries and contextual AI interpretations. They improve the chances of reaching well-matched intent.
- Greater visibility: Ads can appear above, below, or even within AI Overviews, such as prime real estate in Search.
- Multi-format compatibility: Existing Search, Shopping, and Performance Max (soon “AI Max in Search”) campaigns can run in these placements.
Top 4 FAQs on Ads in AI Overviews and AI Mode
How do ads in AI Overviews and AI Mode help my business grow?
Ads in AI Overviews and AI Mode (in testing) use powerful intent signals to seamlessly reach customers early in their journey, driving a shorter path to purchase and more qualified leads. AI Overviews now has over 2 billion monthly users across more than 200 countries and territories and 40 languages
How do I get my ads to show up in AI Overviews and AI Mode?
The best ways to show your ads in these new experiences are by using AI-powered targeting solutions - like broad match on Search, or the keywordless targeting technology of AI Max in Search or Performance Max
How can I measure performance for ads in AI Overviews and AI Mode?
Queries that trigger ads in AI Overviews and AI Mode are reported in aggregate within your Search Terms Report. While specific segmentation isn't available yet, we are actively considering the future of reporting for these experiences
Do my brand safety controls, like negative keywords, still work?
Yes. We’ll continue to honor all current controls that exist today for Search ads. This includes your negative keywords, which will apply to both the user’s query and the derived intent from the new AI experiences
Ads In AI Overviews
Get consumers from discovery to decisions faster by integrating ads into helpful AI-powered responses:
Key Benefits:
- Shorten the path from discovery to decision: Place your business into AI Overviews that help users find information faster and more efficiently. Reach consumers early in their new journeys of discovery on Search.
- Be the clear next step: Match your ad to both the user’s query and AI Overview content to position your business as their immediate next action.
- Connect in new moments of untapped intent: AI Overviews decode complex user needs and emerging questions, enabling your ads to meet customers in previously inaccessible moments of high relevance.
People have been finding ads within AI Overviews helpful because they can quickly connect with relevant businesses, products, and services to take the next step at the exact moment they need them.
(Google Internal Data, 2024)
Ads in AI Mode
Use Google’s most powerful AI search experience for customers to explore complex questions.
Key Benefits
- Be a part of the conversation: Let ads seamlessly integrate into AI-powered responses as your next customer explores new topics.
- Your business as their next best action: Present your ads as a highly relevant next step as customers search options with AI Mode’s help.
- Connect in new moments: Ads in AI Mode can predict intent and turn informational queries into commercial opportunities.
Using Google’s AI-Powered Targeting Solutions
AI-powered targeting solutions like Broad Match on Search or the keywordless targeting of AI Max in Search or Performance Max are some of the best ways to show your ads in these new experiences.
Best Practices and Strategic Recommendations
- Audit campaigns: Identify high-performing campaigns and keywords before expanding to AI placements.
- Broad match + smart bidding: Let Google’s AI find relevant opportunities while controlling costs.
- Maintain negative keywords: Prevent wasteful spend by regularly updating your lists.
- Optimise product/creative assets: Ensure titles, descriptions, and attributes are clear and conversational.
- Test incrementally: Launch experiments with small budgets and scale successful campaigns.
- Align messaging with awareness: Users in exploratory mode respond better to educational or feature-focused ads.
- Stay agile: Keep up with Google updates on AI Overviews and AI Mode placements.
How Google Says Ads in AI Overviews / AI Mode Drive Growth
Ads based on both query and AI context
By targeting ads using both the user’s original query and the context interpreted by AI, advertisers can achieve higher relevance and stronger conversion rates. This approach is particularly effective for retail and B2B businesses with research-heavy buying cycles.
Early placement in the customer journey
Showing ads earlier, when users are exploring or learning, helps build brand awareness and can shorten the conversion funnel. This is especially valuable for product launches and businesses in competitive markets.
Multi-format eligibility
AI Overviews and AI Mode support various ad formats, allowing advertisers to repurpose existing campaign assets instead of creating new ones from scratch. This flexibility benefits e-commerce, travel, and local services campaigns.
Negative keyword and brand safety controls
Advertisers retain control over spend and brand reputation through existing safeguards like negative keywords. This is crucial for sensitive or regulated verticals that require precision and compliance.
Need a fresh perspective? Let’s talk.
At 360 OM, we specialise in helping businesses take their marketing efforts to the next level. Our team stays on top of industry trends, uses data-informed decisions to maximise your ROI, and provides full transparency through comprehensive reports.
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