Unlocking Opportunities: Ads in AI Overviews

August 5, 2025
7:58 am

DURATION: 5 minutes time read

Luuk Goenee

Founder / Strategy Director

INDUSTRY UPDATE

Google will start rolling out ads in AI Overviews.

The overviews empower users to swiftly get information and uncover all the web has to offer for the specific query.

You’ll encounter AI Overviews in Google Search results when the systems identify that generative AI can deliver significant assistance, particularly when you’re looking to get insights from a variety of sources.

Where will the ads be visible?

Ads can appear above, below, or within AI Overviews on Search, offering advertisers new opportunities to engage customers during their exploration phases. The rollout will be in 200 markets where AI overviews are available.

Here's what you need to know

Ads Positioned Strategically
Ads are eligible to display above or below AI Overviews in over 200 markets. They will utilize the existing auction ranking system and signals to determine placement. Current text, shopping, local, or app ads within your Search, Shopping, Performance Max, and App campaigns can show above or below the AI Overviews in all applicable markets.

Ads Within AI Overviews
At present, ads in AI Overviews are available in English solely in the US for mobile and desktop users, with plans for expansion to select English-speaking regions soon. Ads will be served based on user queries and the content of the AI Overview.

Benefits of Ads in AI Overviews

Accelerate Discovery
Ads integrated into AI Overviews streamline the user journey from discovery to decision, enhancing satisfaction and engagement as consumers find information more readily.

Engage Early in the Journey

Position your ad to align with user queries and AI Overview context, making your business the immediate next step.

Tap into Untapped Intent
AI Overviews elucidate complex user needs and emerging questions, allowing your ads to connect with customers in newly identified, highly relevant moments. Google’s internal data reflects that users appreciate ads in AI Overviews for offering timely connections to pertinent businesses, products, and services.

How Ads in AI Overviews Work
AI Overviews are triggered by queries that typically elicit “no one right answer,” such as complex questions or searches where consolidated information is beneficial. Ads can only be displayed on a subset of these queries when conditions are met, including detected commercial intent and alignment with high-quality, relevant advertisements.

For example, when someone searches for, “why is my pool green and how do I clean it,” they may encounter an AI Overview suggesting actions such as testing pool water or removing pool debris. While the query itself may lack direct commercial intent, our understanding of the search context allows us to serve relevant ads for “pool vacuum cleaners” to assist users in their journey.

View Google's Recommendations

Unlock Search’s Next Innovation with Ads in AI Overviews

Smarter Ads for Smarter searches

Ads in AI Overviews offer a new way to reach users during their most curious, exploratory moments. By aligning ad placement with complex queries and AI-generated insights, brands can connect earlier in the decision journey—where intent is high but often untapped. With smart bidding, relevant creatives, and AI-driven targeting, advertisers can unlock meaningful engagement in this next era of search.

If you want to start with ads in AI overviews feel free to get in touch with us or your local success manager.