Google Search now answers some questions with an AI-generated summary, and your ads can appear around it. Ads in AI Overviews are a fast-moving area, so this guide sticks to what Google’s help page says today. It covers where ads can show, which campaigns qualify, what you can and cannot control and how to prepare.
In this guide: Where Ads in AI Overviews Can Appear | Which Campaigns and Ads Are Eligible | How Google Decides to Show an Ad | What You Can and Cannot Control | How to Prepare Your Campaigns | Keep Your Landing Pages Ready | How to Judge the Results | Frequently Asked Questions | Final Thoughts
Where Ads in AI Overviews Can Appear
Google’s help page, About ads in AI-powered experiences in Google Search, describes two kinds of placement. Ads can show above or below an AI Overview, and they can show within one.
The page says placement above or below is available in all the markets where AI Overviews are available. Placement within an AI Overview is limited to English in a specific list of countries. Eligibility changes, so read the help page for the current list before you plan around it.
Which Campaigns and Ads Are Eligible
For placement above or below, existing text, shopping, local and app ads in Search, Shopping, Performance Max and App campaigns are eligible. For placement within an AI Overview, only text and Shopping ads from Search, Shopping and Performance Max campaigns can appear.
Google also says ads do not show within AI Overviews for sensitive verticals. The page names examples such as adult, alcohol, gambling, finance, healthcare and politics. If you advertise in one of these areas, check the page before you expect any reach here.
How Google Decides to Show an Ad
AI Overviews typically appear on queries with no single right answer, such as complex questions that benefit from several sources. Ads may show when Google detects commercial intent and has relevant ads of good quality.
For an ad within the overview, Google looks at both the searcher’s query and the content of the overview. Your ad has to fit both. The help page gives an example of someone asking how to clean a green pool, where the overview covers testing and vacuuming and the ads are for pool vacuum cleaners.
Ads follow the existing auction ranking system and signals. There is no separate auction to learn. If you want a refresher on how rank and visibility work, our guide to impression share is a good place to start.
What You Can and Cannot Control
- You cannot target AI Overview placements directly.
- You cannot opt out of ads in AI Overviews.
- Google decides whether an ad shows above, below or within, using its existing systems.
Reporting is also limited. The help page says Google Ads does not currently offer segmented reporting for ads shown within AI Overviews, and ads there are reported as Top Ads. Google says the feature is at an early stage and that it will share more on reporting later. In the meantime, check your performance metrics regularly and watch conversions as well as clicks.
How to Prepare Your Campaigns
Because the questions in AI Overviews are conversational, they are less likely to match the keywords you chose. Google’s page recommends AI-powered targeting for this reason. It names broad match and keywordless options such as AI Max for Search, Performance Max, Shopping and Dynamic Search Ads.
- Consider keywordless reach. Our guide to AI Max for Search explains what it adds to a Search campaign.
- Use Smart Bidding. Google recommends it alongside strong creative and a quality website.
- Keep Shopping data current. The page asks for up-to-date descriptions, prices, promotions, shipping, returns and other attributes, plus enough high-quality images and videos.
- Verify your information. Check that what you submit is accurate.
Shopping advertisers have a decision to make about campaign type. Our comparison of Performance Max and standard Shopping can help you weigh control against reach.
Keep Your Landing Pages Ready
People who arrive from a long, conversational question are often still comparing options. Make sure your landing page answers the likely follow-up questions quickly, with clear product or service details and an obvious next step. Fast, accurate pages help any ad format, and they matter more when the searcher has already read a summary and wants specifics.
How to Judge the Results
Since you cannot see these placements on their own, judge your account as a whole. Look at total conversions, cost per conversion and the search terms report for new, longer queries. Keep your tracking healthy, because automated systems depend on it. Avoid large account changes made only because of one report, and give any change time to show up in the data.
Frequently Asked Questions
Can I turn off ads in AI Overviews?
No. Google says advertisers cannot opt out of ads in AI Overviews, and they cannot target the placements directly.
Will every campaign show in AI Overviews?
No. Only certain campaign types and ad formats are eligible, and sensitive verticals are excluded from placement within an overview. Check the help page for current eligibility.
How do I see how these ads perform?
Google says segmented reporting is not currently offered for ads within AI Overviews, and ads there are reported as Top Ads. Check performance metrics regularly.
Final Thoughts
Ads in AI Overviews run on the campaigns you already have, so the useful work is preparation. Use broad or keywordless targeting, keep conversion tracking and Shopping data in good shape, and revisit Google’s help page often, because eligibility and reporting may change.
Want expert help with your account? See our Google Ads management service.