Google reinvents (also) advertising: this will be the advertisements integrated in the AI of the search engine
Last Tuesday, Google announced an important (r) Evolution in your search engine By integrating artificial intelligence (AI) deeper, not only to offer more complete responses to user consultations, but also to transform the advertising ecosystem. Through your Ai modealready available in the United States, the company raises a Radical change in the way people interact with online consultations. A twist to those already quite difficult to fit Ai overViews.
Google becomes a place that is not necessary to go out to respond to a search. Is Google inside Googleusing Google to respond to Google users.
And it is a model that raises doubts about how it will impact the digital ecosystem. Many doubts. At all levels. Also in the field of advertising.
Advertising, the piece that was missing in the answers with Google
As we said yesterday, the IA mode did not natty advertisements within the responses generated, but We knew that Google could not afford to eliminate the ADS: Your business model depends on them. A day later, Google has resolved our doubts.
In part.
The novelty of the ad is the expansion of contextual ads within these new search experiences. The ads were already appearing in AI overViews on mobile devices, but now Google will also show them to desk in the US And it is expected that later in the year they arrive To other countries and devices, In English consultations. Taking into account that Spain is a pioneer in the adoption of the Overviews in Europe, and that Google is accelerating its novelty launch rhythm, it would not be strange that we see these ads land in our country, even in Spanish, before what the company expected.
Advertising at AI Overviews
In the case of AI Mode, The ads will begin to show within the responses generated, When they are relevant. Google thinks that it can be especially valuable for brands that want to be present from the exploration and discovery stage, influencing decisions from the beginning.
As the company explained: «Ask any questions and get an answer promoted by AI, with the possibility of deepening through monitoring and questions Useful links To the web. When appropriate, the ads may appear below, integrated into the AI mode responses.
For example, someone could use AI mode to find “how to create a website for a small company with limited resources.” You will receive a complete response with a step by step guide, tips and tricks on how to choose a product, connect with your audience, and how to try and launch it. In some cases, a creator of websites can be a good next step, so we can show them A useful ad Help them start. From there, they can ask questions to explore possible business ideas, what kind of content they should develop and even know their target audience ».
The New Ad Experience for Ai Overviews & Testing in AI Mode Announce Today at #googleMarketingLive @Googleads pic.twitter.com/maduaxb6snp
– Simon Poulon 🐙 (@spaulton) May 21, 2025
That is, the idea is that these ads appear in an integrated way, at key moments of the Buyer's Journey, helping to connect with relevant products or services.
Changes in the way of creating campaigns
The brands that already use Max, Shopping, or Search with Broad Match, including Ai Max For Search, will be automatically eligible To appear in these new formats. An additional configuration will not be required, although Google recommends exploring its “AI Essentials” guide to adapt the strategies to the new environment.
This transformation implies that advertisers must adapt to a panorama in which the contextual relevance and the ability to accompany the user in their decision process will be key. It is no longer just about being present, but Be at the right time and with the right message.
And now, let's speculate a little with possible derived from this model change 😉
Given all these changes, it is likely that in the medium term, Google advertising is no longer based on Identify valuable keywords, but to understand the complete context of searches. With AI Mode, users formulate Longer, open and complex consultations, often directly paragraphs in which they express multiple doubts in conversational mode (“I am going to go on vacation to Paris in June, I need you to help me choose a hotel, that you show me plans to make and visit and that you advise me about what kind of clothing I should wear”) – what implies that the ads should be aligned with more abstract intentions or multi -time of the Buyer Journey. A challenge that Google Ads agencies must respond with a young waist.
In addition, the new advertising formats will be integrated into the responses generated by AI, which requires a more native, useful and aligned approach to the user experience. The classic text announcement can become irrelevant if it is not perfectly aligned with the conversation that the user is having with Google. The challenge is not just being, but Provide real value at the exact moment of intention. Creativity becomes more strategic, focused on solving needs, not just capturing clicks.
In any case, With the displacement of traditional links And the collapse of the organic CTR, also the classic ads can lose prominence. Perhaps in the future Google could prioritize agent responses or results with complete tasks, such as direct reservations or purchases, where the strategy to follow must also change. The amazing Project Mariner And his vision of an agent who does everything for the user is difficult to fit in this context.
We will see.
