About ads in AI-powered experiences in Google Search

Ads in AI-powered experiences in Google Search, including AI Overviews and AI Mode, help connect people with relevant businesses, products, and services as they explore, compare options, and ask complex questions on Search.

All ads in AI Overviews and AI Mode are clearly labeled as "Sponsored" and visually distinguished from organic content. Paid advertising does not influence the organic responses generated by Google AI.

Where ads appear

Google Search offers generative AI experiences tailored to different types of questions, from quick snapshots on the Search results page with AI Overviews to multi-turn conversations and comparisons in AI Mode. When a search or conversation has commercial relevance, ads can appear directly within or alongside these AI-generated responses (including across follow-up questions in AI Mode) in sections clearly labeled "Sponsored", helping people take the next step.

Because Google continuously tests and refines ad layouts across AI Overviews and AI Mode to improve the experience for users and advertisers, the exact visual presentation of ads may evolve over time.

Note: Standard ads on the Google Search results page can also continue to appear above or below an AI Overview, just as they appear alongside other Search results.

Campaign eligibility and availability

Advertisers don't need to create new campaigns or set up separate budgets to show up with their ads in AI Overviews or AI Mode. Existing campaigns automatically participate through the Google Ads auction when relevant:

Eligible campaign types: Existing Search, Shopping, and Performance Max campaigns are automatically eligible to serve ads within AI Overviews and AI Mode.
Ad formats: Text ads and Shopping ads can appear within AI Overviews and AI Mode. We are also experimenting with other types of ads such as local inventory ads and vehicle ads.
Geographic and language availability: Ads within AI Overviews and AI Mode are available in English in the United States and select English-speaking markets, with ongoing expansion to additional countries, territories, and languages over time.

How ad matching works

In AI Overviews and AI Mode, Google matches ads either directly to the user's query (when the search already expresses clear commercial intent) or contextually to both the user's query and the AI response (when someone asks a longer, exploratory, or conversational question and commercial intent emerges from the helpful next steps in the response). For example:

Exploratory question (contextual matching): Someone searches for "why is my pool green and how do I clean it?" Although the question itself isn't searching for a specific product, the AI response outlines water testing, brushing, and vacuuming debris, allowing Google AI to surface relevant Sponsored Text or Shopping ads for pool vacuum cleaners or algae treatment kits.
Direct search (query matching): Someone searches directly for "pool vacuum cleaners", and Google matches ads directly to that query just like on the standard Google Search results page.

How your campaign targeting participates:

AI-powered targeting, including AI Max for Search campaigns, broad match on Search, Shopping campaigns, and Performance Max, is eligible for both contextual matching (query and AI response) and direct query matching.
Exact and phrase match keywords on Search are eligible when a user's query expresses direct commercial intent (such as "pool vacuum cleaners"), similar to standard Search results, but aren't eligible for contextual matching on broader exploratory questions.

Creatives and AI explainers

Ads in AI Overviews and AI Mode combine campaign assets, such as headlines, descriptions, images, pricing, and landing pages, with clear "Sponsored" labeling.

In some placements across AI surfaces, ads may also appear with AI explainers, which are concise, independent text generated by Google's Gemini models to help people understand how an ad or group of ads relates to what they're looking for. Depending on the layout, an AI explainer may:

Introduce a group of Sponsored options with a brief description, or
Highlight useful context alongside an ad using information from the user's query, the AI response, and publicly available sources including your website.

AI explainers aren't part of ad headlines or descriptions. Unlike creative assets, advertisers can't manually write, edit, approve, or opt out of them, and we design these placements so users can distinguish AI-generated context from ad copy. In some cases, ads may show with a static section header instead (for example, “You might consider these options”).

Controls, reporting, and policies

Advertiser controls

Existing account and campaign guardrails (such as negative keywords, asset pinning) continue to apply to ads in AI Overviews and AI Mode.

Reporting

Performance metrics for ads in AI Overviews and AI Mode are included in aggregate in your standard Google Ads campaign reports, including:

Campaign report: Queries that trigger your ads in AI Overviews and AI mode are included in metrics such as impressions, clicks, conversions, and cost in all existing campaign reporting for eligible campaign types.
Search terms report: Queries that trigger your ads in AI Overviews and AI Mode are included in aggregate in your search terms report.

Policies and terms

All Google Ads policies apply. Use of Google Ads, including placements in AI Overviews and AI Mode, is governed by the Google Terms of Service and Google Ads Terms & Conditions, and data is handled in accordance with the Google Privacy Policy.

Best practices to optimize performance

Queries in AI Overviews and AI Mode are often longer, exploratory, and conversational compared to traditional searches. Focus on these four areas to help your Search, Shopping, and Performance Max campaigns perform well:

Use AI-powered targeting for both contextual and direct query matching: Adopt AI Max for Search campaigns (with search term matching enabled), broad match on Search, Shopping campaigns, or Performance Max. Unlike exact and phrase match keywords (which only match queries with direct commercial intent), AI-powered targeting makes your ads eligible for both direct query matching and contextual matching to the user's query and the AI response.
Pair AI-powered targeting with Smart Bidding and strong conversion data: Use conversion- or value-based Smart Bidding backed by accurate first-party conversion measurement (via Google tag or offline conversion imports), and keep budgets flexible on high-performing campaigns so Google AI can bid effectively across both direct searches and exploratory questions where commercial intent emerges.
Tailor campaign assets and landing pages dynamically: Turn on text customization and final URL expansion in AI Max for Search campaigns and Performance Max so your headlines, descriptions, and landing pages adapt to exploratory and conversational queries. Keeping your website content clear and up to date also helps Google surface accurate context in AI explainers.
Keep Merchant Center product feeds complete and fresh for Shopping ads: Ensure your Merchant Center product data matches your landing pages and includes descriptive titles and descriptions, multiple high-resolution product and lifestyle images, accurate pricing and sale prices, product ratings and highlights, and clear shipping and return policies.

Frequently asked questions

Can I target only AI Overviews or AI Mode, or opt out of them?

No. AI Overviews and AI Mode are core experiences within Google Search. Just like other features on the Google Search results page, you can't target ads exclusively to AI Overviews or AI Mode, or opt out of showing ads in them separately from Search. You can continue using negative keywords, brand exclusions to control when and how your ads serve.

How am I billed for ads in AI Overviews and AI Mode?

Ads in AI Overviews and AI Mode use the same auction mechanism and cost-per-click (CPC) or conversion-based bidding models as standard Google Search ads. You aren't charged extra to participate, and standard invalid traffic protections apply.

Can my ad appear both above or below an AI Overview and within it on the same search?

Your ad can appear both above an AI Overview and within it on the same search, depending on the query and auction. However, ads don't appear both within an AI Overview and immediately below it. Standard Google Ads serving and billing rules apply, and you are only charged for valid clicks on your ads.

Do paid ads affect what Google's AI says in organic responses?

No. Organic AI Overviews and AI Mode responses are generated independently using Google's Search quality and ranking systems. Buying ads doesn't influence organic AI answers, and whether your site is cited organically doesn't affect your ad auction eligibility.

Which locations/languages are ads eligible to serve in AI Overview and AI Mode?

Please note that Google continuously tests and expands ad serving across countries, territories, and languages, so the list below may not be exhaustive:

Ads above or below AI Overviews: All 200+ countries and territories, and all languages, where AI Overviews are available.
Ads within AI Overviews and AI Mode:
- Countries: United States, Australia, Canada, India, Indonesia (AI Overviews only), Kenya, Malaysia, New Zealand, Nigeria, Pakistan (text ads only), Philippines, and Singapore
- Languages: English