Google is now placing ads inside its AI Overviews. Earlier, these ads showed only on mobile. But starting now, desktop users in the U.S. will also see ads directly within AI summaries on Google Search.

This is a big change for marketers using Google Ads. If you run Search, Shopping, or Performance Max campaigns, your ads may now show up in these new spots.

What’s Changing?

Google AI Overviews appear at the top of search results. They offer quick answers to what people search. Now, ads can show up right inside those answers.

These ad spots are marked as “Sponsored” and are shown based on how closely they match the user’s question and the AI response.

Who Can Show Ads Here?

Your ads can appear in AI Overviews if you:

  • Run Performance Max campaigns
  • Use Shopping Ads
  • Use Broad Match keywords in Search campaigns

Right now, this is only available to U.S. users. But Google plans to expand to more English-speaking countries soon.

What Do the Ads Look Like?

They blend into the overview box, not just above or below it. This gives your brand more visibility right where users are already looking.

But this could also clutter the page. Some users might get annoyed seeing so many ads mixed into AI content.

What Should Marketers Do?

1. Audit Your Setup

Check which campaign types you are running. Make sure your Broad Match keywords are still relevant. Clean out underperformers.

2. Optimize with AI in Mind

Google will pick ads based on relevance. Use conversational ad copy that sounds helpful and natural. That fits better inside AI-generated answers.

3. Watch for Performance Shifts

Click-through rates and conversions may go up—or down. Set alerts for sudden drops in performance. Monitor these new placements closely.

4. Accept Evolving Control

You won’t have full control over where your ads show. But you can guide results by sharing clear data signals like:

  • First-party audience data
  • Conversion tracking
  • Value rules for purchases

This helps the AI understand your goals better.

Reporting Concerns

Right now, we don’t know how much reporting detail we’ll get for AI Overview ads. It’s unclear if you’ll be able to break out performance data just for this placement.

Transparency will matter more than ever.

How to Stay Ahead

Don’t just react. Prepare your full marketing strategy now.

  • Combine SEO and PPC together
  • Explore more channels like email, video, or social media
  • Use A/B testing to see what works
  • Set up a single reporting dashboard for all ad types and platforms

Final Thought

Ads in AI Overviews are just the beginning. Search is changing fast. The marketers who win will be the ones who adapt fast, test often, and stay open to new ways of thinking.

Let your data lead—and let the AI learn from it.