The Future of Search: How AI is Transforming Discovery, Ads, and ROI

Search is changing faster than ever, thanks to new AI technology that makes it smarter, more personal, and easier to use. 

Instead of just matching words, Google Search can now understand what people mean, predict what they might need next, and provide answers in various formats, whether you type a question, use a photo, or engage in a conversation. 

According to Google, here are some of the top stats:

• We see over five trillion searches on Google annually.
• Gen Z are heavy users of Google Search in general.
• Signed-in users 18 to 24 issue more queries each day than other age groups.

New tools like AI Overviews, AI Mode, Lens, and Circle to Search are becoming popular, and there are more chances than ever for businesses to connect with customers. At the heart of this change is AI Max for Search campaigns, a set of tools that help advertisers reach the right people, show more relevant ads, and get better results.

Search is going beyond information to intelligence. And people are loving it. Here’s what advertisers need to know to make the most of these changes.

Search Gets AI Superpowers

Google processes over 5 trillion searches annually, and query growth continues even at this scale. In 2025, Search is no longer just about finding information. It’s about enabling people to ask anything, in any format, and get context-aware responses.

Google has introduced several AI-driven features that are changing how users interact with Search. 

AI Overviews

Find information quickly for complex questions.

• AI Overviews reached over 2 billion monthly users across more than 200 countries and territories and 40 languages.
• As more people go deeper with AI Overviews, they’re increasingly happier with their results, and they search more often.

AI Mode

Get help with your toughest questions.

• On average, AI Mode queries are twice as long as traditional Search queries. It also allows open-ended chats and follow-up questions.
• Users engage in a continuous, conversational, and complex search experience when using AI Mode. 

Lens & Circle to Search

Search what you see.

• Over 65% YoY growth and more than 100 billion visual Searches have already been recorded this year.
• Younger users who have tried Circle to Search now use it to start more than 10% of their searches.

What This Means for Advertisers

As Google Search gets more helpful and predictive, there will be more opportunities for businesses and brands to expand. Here are some of the top benefits:

More Relevant Ads: 

• Google is moving beyond matching keywords to predicting intent and anticipating needs. 
• Advances in AI make it possible to understand the why behind a search, not just the what. 
• Advertisers can now deliver more relevant ads, reach people in new moments, and connect with them before they even start looking.

More Ad Opportunities: 

• Advertisers get increased user satisfaction, greater Search usage, and more complex queries with the expansion of AI Overviews and AI Mode.
• Ads can now appear in contexts that didn’t previously exist. For example, during visual searches or in conversational queries.
• Integrated Ad Formats: Text ads, shopping ads, and local ads within AI Overviews and AI Mode across devices.

Here are some examples: 

Retail

When someone searches for “how to bring small dogs on flights,” Google will not only show airline policies and helpful tips, but also an advertisement for dog carriers, even though the user didn’t request it.

Lead Gen

When someone searches “how to fix a leaking kitchen tap,” Google can provide step-by-step repair guidance alongside relevant ads for local plumbers. This helps move the user quickly from problem discovery to booking a solution.

Actions For Success: 3 Keys To Succeed In AI-Driven Search

Even as search experiences evolve, good SEO is still as important. Here are the top 3 actions every advertiser should take: 

• Create unique and valuable content: Pair your text with high-quality images and videos to meet user preferences and needs.‍
• Ensure Google can access your content: Prioritise content-rich pages for indexing and crawling, and back up structured data with visible on-page content.‍
• Measure the full value of your visits: Look beyond clicks. Focus on whether visitors find the information they need or complete the tasks they came to do.

No AI, No Win: How to Succeed in the New Era of Search

The only way to consistently win and scale in the new era of Search is through AI-powered campaigns that adapt in real time, find high-intent customers, and optimise for maximum performance. 

Google Search continues to deliver exceptional returns for advertisers worldwide. On average, every $1 invested in paid Search campaigns generates $6 in incremental ROAS globally, making it one of the most reliable and scalable growth channels.

Performance Max: Best-in-Class AI for All Google Channels

• One Campaign, All Channels: Performance Max uses Google’s most advanced AI capabilities to help advertisers reach more converting customers across YouTube, Display, Search, Discover, Gmail, and Maps.‍
• Continuous AI-Driven Improvements: In the past year alone, Google rolled out over 90 enhancements to Performance Max, leading to over 10% more conversions for advertisers, all with no additional work required.‍
• Smarter Insights with New Reporting: Channel performance reporting for Performance Max entered open beta with deeper visibility into where conversions are coming from and how different Google surfaces contribute to overall results.

AI Max for Search Campaigns: Next-Level Search Performance

• One-Click AI Boost: AI Max allows you to instantly enhance your Search ads with Google’s best AI features, preparing your campaigns for the evolving Search experience and future-proofing your results.‍
• Proven Lift in Conversions: Advertisers adopting AI Max for Search see 27% more conversions and higher conversion value while maintaining a similar CPA or ROAS compared to campaigns that rely on exact and phrase match keywords.
• ‍Designed for the Future of Search: As Search becomes more interactive, personalised, and AI-driven, AI Max ensures that your campaigns automatically optimise to meet users where they are and how they search.

Best Practices for AI Max Implementation

To maximise results, here’s what advertisers can do:

• Enable both Search Term Matching & Asset Optimisation.
• Maintain feed hygiene to ensure accurate product representation.
• Use Smart Bidding for intent-driven targeting.
• Provide high-quality creative assets to fuel AI optimisations.
• Limit the overuse of negative keywords.
• Focus on data-driven decisions post-learning period (2+ weeks).

Experimentation & Testing

Google offers two main testing approaches:

A/B AI Max Experiment

• 50/50 traffic split between control and AI Max-enhanced settings.
• Faster results with no need to clone campaigns.
• Not compatible with portfolio bidding; requires $50+/day per campaign.

Pre/Post Testing

• Compares performance before and after enabling AI Max.
• Requires careful consideration of seasonality, learning periods, and conversion lag.
• Focus on holistic metrics (ROAS, CPA, conversion volume) rather than individual keyword matches.

Reporting & Transparency

Advertisers have detailed reporting tools to:

• View matched search terms from keywordless targeting.
• See automatically created assets and their performance.
• Review landing page selection and add URL inclusions/exclusions.
• Measure uplift at campaign, search, and account levels.

AI-powered Search is shifting the focus from what users search to why they search:

• Adapting to predictive and intent-driven targeting.
• Using AI Max to capture untapped queries.
• Integrating into new search experiences early, especially as Google expands AI Overviews and AI Mode ads globally in H2 2025.

In short, he future of Search is agentic, multimodal, and highly personalised. Advertisers who embrace AI-powered campaign tools today will thrive in this new era.

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.