Google's AI Mode gives people a written answer instead of a list of links, and now it can include ads.
On 28 October Google said it is scaling ads in AI Mode in Australia and nine other countries. The ads are labelled "Sponsored".
What this means if you run Google Ads
According to Google's Ads Help Center:
- In Australia, ads in AI Mode and AI Overviews show for English searches.
- Existing Search, Shopping and Performance Max campaigns are automatically eligible. You don't need to set anything up.
- You can't target AI Mode on its own, or switch it off separately from Search.
- Results from AI Mode are included in your normal campaign and search terms reports, not shown separately.
People ask AI Mode longer, more detailed questions than they type into a normal search. That can be good for finding new customers, but it also means broader settings could put your budget into the wrong conversations.
How Australians feel about it
Telsyte's research earlier this year found 12% of Australians now use AI tools as their main way of finding information online, up from 5% a year before. Only 27% said they're comfortable seeing ads within AI answers, so the ad itself and the page it leads to need to genuinely help.
A quick check you can do this week
Open your Google Ads search terms report and look for longer, question-style searches. Are they the kind of customers you want, and does your landing page answer their question?
How Ven can help
We can review your search terms, match types, negative keywords and landing pages so clicks from AI answers bring in the right customers. If you'd like a Google Ads check, get in touch.
Also this week: The Grout Guy's AI turns work orders around in two minutes, not two days and Six in ten likely Black Friday shoppers expect to use AI this year.