Google AI Search Ads: A Guide for Marketers

Recent announcements from Google regarding the expansion of its AI search experiences have significant implications for advertisers. Google intends to incorporate more ads within AI Overviews and is also experimenting with ads in its fully chat-based AI Mode. According to Simon Poulton, executive vice president of innovation and growth at Tinuiti, there is a shift “from ‘surfaces’ to ‘interfaces.’”

Advertisers utilizing Performance Max, Shopping, and Search campaigns with broad match will automatically be eligible for AI search placements. While increased visibility can benefit brands, these placements also raise new concerns. Michelle Merklin, vice president of paid search innovation and growth at Tinuiti, notes that Google currently lacks transparency regarding when ads appear in AI Overviews and does not provide controls for opting into or out of this inventory. Merklin also points out the occasional accuracy issues with AI Overview results, which can be concerning for advertisers from a brand safety perspective. Poulton added that it remains unclear how users will interact with these placements.

Paid Search Priorities

Merklin suggests that paid search advertisers should not rush to restructure their business for AI Overview ads, as paid search ads are already effective for commercial-intent search queries. Instead, advertisers should concentrate on how LLMs interpret and communicate about their brand to ensure compatibility with AI search. Poulton suggests that paid placements from brands that have not invested in establishing their topical authority and brand perception for AI platforms may not perform well. However, brands that have established this authority may find paid search valuable for connecting with informed consumers.

Impact on SEO

Google’s AI Overviews are limiting website traffic, which makes SEO more important for surfacing results and capturing clicks. Poulton states that the role of SEO is altered in a world of AI-generated summaries. He emphasizes the need to ensure that LLMs have an accurate and positively-toned understanding of a brand across relevant topics.
Poulton believes that AI SEO will guide consumers through their decision-making journeys in AI Overviews and AI Mode. He sees this as influencing the factors that shape product recommendations in agentic interfaces and considers it a battleground for brand influence that should be approached alongside paid search strategies.