Searched for something on Google lately and noticed those AI-generated summaries popping up before you even see a proper link? Welcome to AI Overviews—and here’s the kicker: Google’s now putting ads right inside them.

If you’re running paid ads (or thinking about it), this is huge. Let’s break down what’s happening, why it matters, and how you can make it work for your business.

What Exactly Are AI Overviews?

Remember when Google used to just show you a list of blue links? Those days are fading fast.

AI Overviews are Google’s new way of answering questions using generative AI. Instead of making you click through loads of websites, Google serves up a neat summary that pulls together key information from trusted sources.

Think of it as Google’s answer box on steroids—smarter, chattier, and way more prominent.

When Do They Show Up?

As of 2025, AI Overviews appear in over 30% of Google searches across the UK and US. You’ll typically see them when you ask longer questions, search for how-to guides, or compare products.

Google’s also rolled out AI Mode—a chat interface within Search that lets you ask follow-up questions.

What Do People Think?

The reaction’s been mixed. People love getting quick answers without clicking around, and younger users dig the conversational vibe. But some have spotted dodgy info, raising trust issues. Plus, fewer people are clicking through to actual websites.

The bottom line? User expectations have shifted. People want fast, contextual, properly sourced answers—and brands need to adapt or risk becoming invisible.

The Big News: Google’s Putting Ads in AI Overviews

Here’s where things get interesting for anyone running Google Ads.

Google is now placing ads in and around AI Overviews. Your paid placements can appear:

  • Above the AI Overview
  • Below the AI Overview
  • Inside the AI-generated response itself (yes, really)

Ads Above and Below AI Overviews

These sit outside the summary box but are directly linked to what the user searched for. They give you a prime spot to catch people right when they’re discovering relevant products or services.

Ads Within AI Overviews (The Game-Changer)

This is where it gets properly interesting.

Ads inside the AI Overview are placed dynamically. Google looks at both what the user searched for AND the content of the AI summary itself. Your ad could appear mid-summary, nestled within what looks like a trusted answer.

Why does this matter?

  • Better relevance – Matched using both the search query and AI content
  • More organic feel – Appears within trusted content, not as an obvious ad
  • Higher engagement – Reaches users while they’re still absorbing information

These aren’t your typical banner ads. They feel like part of the conversation—which makes them incredibly powerful when done right.

Why Is Google Doing This?

Simple: running AI is expensive, and people are searching differently. As more users find what they need in AI summaries instead of clicking links, Google’s traditional money-making model needs updating.

What’s In It for Advertisers?

Better Intent Signals: Longer, conversational queries make it simpler to match the right ad to the right person.

Contextual Precision: Google uses the actual AI-generated text to decide which ad is most relevant.

Enhanced Visibility: Your ads can appear within the content users trust most.

Multiple Touchpoints: As users ask follow-up questions, your ad has several chances to appear.

The Downsides

Less Organic Visibility: AI Overviews push traditional SEO results further down.

Zero-Click Searches: Users might get answers without clicking through.

Limited Control: Google decides where and how your ads appear—not you.

How Do You Get Your Ads into AI Overviews?

You can’t manually opt in, but if you’re running the right campaign types, your ads are already eligible:

  • Search campaigns with broad match and Smart Bidding
  • Performance Max
  • AI Max for Search
  • Shopping, Local, and App campaigns

Campaign Types That Work

Broad Match: Lets your ads show for related phrases, not just exact keywords. Essential for catching natural language queries.

Performance Max: Google’s all-in-one campaign type that automatically shows ads across Search, Display, YouTube, Gmail, and Maps.

AI Max for Search: Supercharges your Search ads by dynamically expanding keywords, auto-adjusting bids, and rewriting copy to fit query context.

What You Can’t Control (Yet)

Here’s the honest truth: ads in AI Overviews are still pretty new. Right now, advertisers can’t control when or where ads appear—Google decides based on the search and AI summary.

For now, we’re trusting Google to manage it all. It works, but it does raise questions about how much ad space these overviews might eventually contain.

What About SEO?

Your organic content strategy needs a refresh too.

Optimise for AI: Use structured content with Q&A format, schema markup (FAQ, HowTo), and make it skimmable.

Be Citation-Worthy: AI Overviews cite sources. Make your content trustworthy and well-formatted enough to be quoted.

Focus on Conversions: While AI might satisfy general research queries, transactional content still drives sales. Keep that SEO strong.

Your Action Plan

Campaigns: Use Performance Max, AI Max, broad match, and Smart Bidding

Ad Copy: Write clear, benefit-focused headlines that are contextually relevant

Content: Structure for AI citation using schema and FAQ formats

Reporting: Monitor visibility metrics and adjust bidding accordingly

Landing Pages: Align with user intent and AI-surfaced questions

Final Thoughts

Ads in AI Overviews aren’t just new placements—they’re a whole new playing field.

The brands that will thrive are the ones embracing AI-powered campaigns, optimised content, and a smarter approach. Those sticking to old-school tactics risk becoming invisible.

Search is moving fast. Stay ahead, stay sharp, and don’t be afraid to experiment. The future of search is here—and it’s time to adapt.