Search Ads in AI Overviews: The Biggest Shift in Google Ads Hiding in Plain Sight

Christie Wade
Oct 29
4 min read

We know how important it is to be at the top of Google’s Search results - whether that’s through organic listings, paid ads, or, more recently, being featured in the AI Overview.

Now there’s a new way to claim that prime space: paid ads within the AI Overview.

This launch in Australia marks another shift for marketers, combining AI-driven answers with advertising visibility in a single, high-impact placement.

As AI-driven SERPs evolve, brand visibility will depend less on keywords and more on contextual signals, product feed accuracy, and content quality. Those who lean in early can capture disproportionate visibility.

So, this is what you need to know…

AI Overviews

AI Overviews use Google’s generative AI (Gemini) to synthesise information from a

range of sources to answer a user’s query - especially when there is no clear singular answer.

AI Overviews may appear as the top response, or below some traditional paid and organic listings. Recently we have also seen AI Overviews pop up in ‘People Also Ask’ responses. It’s safe to say that Google is slowly but surely getting people used to having AI answer their search queries, everywhere.

Why is Google rolling out customer-facing AI ‘slowly’?

Google is slowly conditioning users to trust AI-generated answers by weaving AI Overviews into its traditional search results. This careful integration shows how Google is walking a fine line - keeping pace with emerging AI technologies while preserving its decades-long reputation as a trusted source for accurate, reliable information. Unlike newer pure AI chat tools, Google still grounds its answers in familiar and established search structures, maintaining user confidence while introducing AI assistance.

AI Overviews are a bridge; helping users get comfortable with AI-powered responses without losing the reliability they expect. The next step, Google’s AI Mode, offers a fully AI-driven experience for those who choose to embrace it. We believe all Google search will evolve entirely into an AI experience – quickly.

New! Ads within AI Overviews

The new AI Overview Ads format has only just become available in Australia (October 2025).

Google has always pioneered native ad placements that quickly connect customers with relevant business products and services. Integrating ads into AI Overviews is just another way they are doing this.

Note: AI Mode launched in Australia earlier this month – while Ads are not yet available in AI Mode in Australia, they are running in USA and we expect to see this launch in Aus early in 2026.

How to get your Ads Appearing in AI Overviews

You cannot directly target ad placements in AI Overviews.

However, if you are running AI-powered targeting solutions like broad match on Search or the keywordless targeting technology available through Performance Max, AI Max for Search Campaigns or Dynamic Search Ads, your ads are automatically eligible to appear within relevant AI Overviews.

This also means you cannot opt-out of Ads in AI Overviews if you are running AI-powered campaigns.

Ads for sensitive verticals like alcohol, gambling, health, and politics will not currently be shown within AI Overviews.

Can I report on Ads in AI Overviews?

No - not yet.

Search terms that trigger your ads within AI Overviews will still appear in your Search Terms Report, but you won’t see which impressions or clicks came specifically from AI Overviews versus standard search results.

Also note that long-tail or low-volume queries may not appear in your report unless they meet Google’s privacy and data-volume thresholds, which means visibility into some of these AI-driven queries may remain limited.

For now, the best approach is to monitor overall campaign trends and look for performance shifts as AI Ads continue to roll out.

Are you AI Ads Ready?

Here are three questions to check if you’re ready for the next wave of AI-powered Search advertising:

Are your campaigns built for AI, not just keywords? Embrace formats like Broad Match, Performance Max, AI Max, and Dynamic Search Ads (DSA) so Google can match your ads to complex, intent-rich queries beyond traditional keywords. Important: human input still matters. The best results come when strategic oversight and human creativity guide the machine, not the other way around.
Is your product feed spotless? AI models are only as good as the data you feed them. Keep product details - from pricing and promotions to shipping and returns - accurate and up to date. Clean, structured feeds help Google confidently surface your products in AI Overviews, Shopping, and visual search results.
Do your visuals tell the full story? In the AI era, images are data points. High-quality, well-structured imagery and video content help Google’s models understand your products and brand positioning - unlocking richer, more prominent placements across AI Overviews and visual search results. Treat every asset as an input that shapes how AI perceives (and sells) your brand.

Intent Over Keywords: The Real AI Revolution

AI-powered ads aren’t just automating campaigns; they’re rewriting how Google understands why people search. It’s no longer about matching keywords, it’s about matching intent.

As Google’s query fan-out technique turns every question into a web of subtopics, almost any search can lead to a commercial opportunity. That means marketers must think beyond keywords and focus on the motives or intent driving the search.

The big shift is that AI aims to respond to what the user really wants, not just what they type.

So, the question isn’t whether you’ll trust AI to target - it’s whether you’ll guide it with the right content to ensure your brand shows up in the moments that matter.

If you’d like to understand your AI readiness and ensure your brand is visible in these emerging search experiences, we can help . Get in touch.