What the arrival of ads in AI Mode means for advertisers
- Sabrina Bulteau
- Dec 2, 2025
- 3 min read
Updated: Nov 2/12/25
By Sabrina Bulteau PingPrime.ai
Google AI Mode has begun quietly integrating advertising into its conversational search experience — a clear signal that search marketing is evolving fast.
From search engine to answer engine — with ads in AI Mode
Google launched AI Mode earlier this year (roll-out in Belgium in October) as part of a broader move from traditional search results to generative-AI powered answers and conversational assistance.
In this environment, users ask complex or nuanced questions, receive structured AI responses supported by web citations, then optionally refine or deepen their query.
What’s new — and strategic — is how Google is now testing in US embedded ads within these AI-generated answers. These ads can appear under or even within the AI Mode answers, labeled as “Sponsored.”
Why this matters — for Google, advertisers, and the ecosystem
For Google, it’s about preserving its dominance in search advertising even as users shift toward AI-driven search behavior. By transforming AI Mode into a monetizable surface, the company ensures its ad revenue model scales with evolving user habits.
For advertisers and agencies, it's a paradigm shift. Ad targeting is no longer just about keywords — it’s about context, conversation flows, and user intent across multiple prompts. Campaign formats like existing Performance Max or broad-match Search/Shopping campaigns may automatically feed into AI Mode placements.
For search behavior, we might be entering a new era: people don’t browse lists of blue links anymore — they converse with AI, then get actionable responses: tips, advice, and, when relevant, ads. That means content and ad strategy must adapt accordingly.
What advertisers should do now to prepare
Check your feed hygiene — ensure product feeds are accurate, up-to-date and complete. Since AI-powered ad placement evaluates content + context, outdated data could disqualify you.
Adapt creatives for conversational flow — ads may appear as part of a “dialogue”, so copy and visuals should feel natural and relevant to potential AI-driven questions.
Pilot smart, not “go big” — test AI Mode ad placements alongside traditional keyword campaigns. Early anecdotal feedback points to click-through rates on par or slightly better than standard Search, but it’s still early days.
Rethink measurement — because a single AI-mode conversation can trigger multiple exposures, future pricing and metrics may evolve (some industry sources anticipate CPM-style pricing instead of traditional CPC).
Align content strategy with “answer first” mindset — build helpful, well-structured content (guides, how-tos, deep resources) that AI Mode could naturally draw from; this increases chances to appear not only organically, but as part of mixed content + ad responses.
A turning point for digital marketing — quietly happening now
What started as an experiment in a few geographies is increasingly normalizing: AI Mode ads are being spotted in the wild, and ad platforms are starting briefing agencies and brands on rollout plans.
For marketers and brands, this isn’t just a new channel — it’s a wake-up call. The shift from
About Sabrina Bulteau
After more than two decades shaping the digital world - including co-founding Be Connect, one of Belgium’s first social media agencies - Sabrina Bulteau, now co-founder of PingPrime.ai, is diving headfirst into the AI Search Shift, the third wave after mobile and social. She arms brands and leaders with the mindset and strategy to win in a world where visibility is power. No jargon. Just impact.
Sources:wa
Search Engine Land+2Search Engine Land+2rd agility, contextual insight, and content that adds genuine value.
Comments