How to Advertise in Google AI Mode: What Marketers Need to Know

Search is increasingly becoming more conversational. Instead of typing “best CRM software” into Google, someone can now have a full blown conversation with AI Mode in searching for the best CRM for a 10-person agency, fits a specific budget, and integrates with the tools they already use.

This creates a challenge for advertisers: how do you target searches that are no longer simple keywords but longer, more detailed, and harder to predict?

Google is responding to this shift with more AI-powered campaign features, including AI Max for Search.

Основные выводы

• There is currently no separate Google AI Mode campaign type.
• Existing Search, Shopping, and Performance Max campaigns can become eligible for AI-powered Search placements.
• AI Max helps Search campaigns match more conversational and long-tail searches.
• Google can use your keywords, ads, website, and landing pages to determine relevance.
• Having strong website content and tracking conversions are becoming increasingly important.

Оглавление

1. How Advertising in Google AI Mode Works
2. Why AI Max Matters
3. How to Prepare Your Campaigns
4. What AI Mode Means for Search Advertising
5. Вопросы и ответы

How Advertising in Google AI Mode Works

Then what does Google AI Mode mean for advertisers? Google AI Mode provides AI-generated answers to complex searches while allowing users to continue asking follow-up questions.

Ads can appear alongside or within these AI-powered experiences. The idea is that ads can appear when they’re relevant to the conversation, giving users a logical next step while they’re researching or making a decision. There is one important catch though: advertisers cannot currently create a dedicated “AI Mode campaign.” Instead, Google pulls from eligible existing campaigns and determines when an ad is relevant enough to appear.

Google has instead been connecting AI Search inventory with its existing advertising ecosystem, including Search, Shopping, Performance Max, and AI Max-enabled campaigns. Google is also testing formats built specifically for AI Mode, including Direct Offers, Conversational Discovery ads и Highlighted Answers.

Источник: Google. Examples of how ads can appear within AI Mode experiences.

Why AI Max Matters

AI Max is not just a different way to campaign. It is an optimization layer that can be switched on within Search campaigns. Introduced in May 2025, became globally available in beta by September 2025, and moved out of beta in 2026. AI Max began expanding globally shortly after, becoming a tool advertisers can use alongside their existing Google Search campaigns.

Source: Used from Google’s AI Max blogs from Introductory на Global expansion, presented with a timeline of its evolution.

Search Beyond Keywords

Traditional Search campaigns depend heavily on advertisers looking for and predicting keywords customers will use. When looking at How AI Max for Search campaigns works, AI Max expands on this approach.

Its search term matching uses existing keywords alongside your ads, URLs, broad match, and keywordless technology to identify additional relevant searches.

That matters in AI Mode because searches can be much more specific and optimized to user experience.

As AI Mode allows for more in-depth researching, someone may not search:

“Running shoes.”

Instead, they could ask:

“What running shoes are the best for someone with wide feet who runs mostly on tracks and is still trying to look stylish?”

AI Max gives Google more flexibility to understand the user’s intent behind that search.

Ads and Landing Pages Can Adapt

AI Max can also use text customization to generate additional headlines and descriptions based on your website, landing pages, existing ads, and keywords.
С Final URL Expansion, Google can send users to a page on your site that better matches what they are searching for. That can improve relevance, but it also means advertisers should use URL inclusions and exclusions carefully so Google does not wander too far from the pages you actually want to promote. A little setup here can save you from some awkward landing-page surprises later.

The result is a Search campaign that can adjust its targeting, messaging, and destination based on what someone actually needs.

Source: Google’s example of AI Max for Поисковые кампании 

Measuring Google AI Mode Ads

Here’s where things get a little less tidy: reporting.

Google does not currently give advertisers a separate breakdown showing exactly how ads perform inside AI Mode. Instead, AI Mode and AI Overview ad performance is grouped together with broader Search advertising data.

That means you cannot easily pull out AI Mode-specific metrics such as conversions, CPA, or ROAS. So while the opportunity is growing, the reporting still has some catching up to do.

Source: Google Ads Liaison Ginny Marvin Q&A on AI Mode, via Search Engine Land. Visualization by Yep Ads.

As Google expands AI-powered Search advertising, more detailed placement reporting will be important for understanding its true performance.

How to Prepare for Google AI Mode Ads

This doesn’t mean you have to redo your Google Ads strategy. However, you should make sure Google has strong information to work with.

Начните с:

1. Test AI Max on Search campaigns. New Search campaigns now have AI Max selected by default.
2. Improve your landing pages. Clearly explain your services, audiences, benefits, and use cases.
3. Provide strong ad assets. Feed Google quality headlines and descriptions rather than relying entirely on generated copy.
4. Track conversions accurately. AI Max works best when Google understands which actions actually matter to your business and what insights you prioritize.
5. Use controls and exclusions. Automation should expand your reach without sacrificing brand relevance or using irrelevant content.

What AI Mode Means for Search Advertising

Paid Search is gradually moving from matching keywords to understanding intent.

Advertisers will still provide campaigns, creative, landing pages, budgets, and business goals. But Google’s AI is taking a larger role in deciding which searches are relevant, what message should appear, and where users should land.

For marketers, the opportunity is no longer simply finding every possible keyword. It is making sure Google clearly understands what you offer, who it is for, and when your business is the right answer.

Вопросы и ответы

Can I create a Google AI Mode campaign?

Not currently. AI Mode advertising is connected to Google’s existing advertising campaigns rather than offered as a standalone campaign type.

Do I need AI Max to advertise in AI Mode?

Not necessarily, but AI Max gives Search campaigns more flexibility to reach conversational and keywordless searches.

Is AI Max the same as Google AI Mode?

No. AI Mode is Google’s consumer Search experience. AI Max is an optimization layer for Google Ads Search campaigns.

Does AI Max replace keywords?

No. Keywords still matter, but Google can combine them with landing pages, creative, broad match, and other signals to find additional relevant searches.

Can I see how my AI Mode ads are performing?

Not separately. Google Ads currently doesn’t provide dedicated placement-level reporting that lets advertisers isolate AI Mode performance from broader Search performance.

Заключительные размышления

Google AI Mode represents a bigger shift than just another Search placement. It changes people’s searches to be more conversational and how Google decides which advertiser can best answer their needs.

For advertisers, that means building campaigns around intent, strong creative, useful landing pages, and reliable conversion data, rather than trying to predict every possible query.

На сайте Мы, we help brands adapt their paid media strategies as the world of search and performance marketing continues to evolve. If you’re exploring how AI-powered advertising can fit into your acquisition strategy, our team can help you identify the right opportunities and turn them into measurable growth.