What’s changing?
Google will begin showing ads within AI Overviews in Australia from October 2025. For the first time, eligible Search, Shopping and Performance Max ads can appear inside the AI‑generated snapshot, matched to both the user’s query and the content of the Overview. Ads will also continue to show above and below AI Overviews, as they do today.
How will ads in Google’s AI Overviews work?
AI Overviews are triggered by complex or exploratory queries – searches where there’s no single correct answer, and users benefit from synthesised content across multiple sources.
What’s unique: Ads are matched to both the user’s query and the content of the AI Overview, offering highly relevant placements early in the customer journey. For example, a query like “best running shoes for a marathon” could surface both an AI-generated buying guide and ads for suitable products.
While this rollout is still in the early stages, and traffic may be limited at first, it marks a key shift in how users discover products and services via Google Search.
What brands should do now to prepare for Ads in AI Overviews in Google Search
Search
For now, your existing campaigns will continue to run as usual. Search (with AI Max), Shopping and Performance Max campaigns are automatically eligible to appear within AI Overviews when deemed relevant, and ads will still serve in the original placements.
However, because these queries are often broader and more exploratory, they may not align with traditionally targeted keywords. To improve your visibility, Google recommends leveraging AI-powered targeting strategies, such as:
- Broad Match for Search campaigns
- Keywordless targeting via Performance Max
- AI Max for Search
- Dynamic Search Ads
These tools ensure broader query coverage and help your ads appear on emerging search formats, especially when paired with smart bidding strategies.
Additionally, it’s recommended that you prioritise Google’s AI-powered solutions, such as smart bidding, and invest in high-quality creative on your websites.
Shopping
For shopping ads, ensure your product feed is optimised for visibility within AI Overviews:
- Keep product details updated: titles, descriptions, pricing, offers, shipping, and returns.
- Regularly review and verify feed data for accuracy and approvals.
- Include high-quality and diverse visuals (images and videos) to power enhanced ad formats.
Organic
For organic, AI Overviews blend content from multiple sources to generate informative summaries – meaning organic content now plays a critical role in shaping the context where ads appear. As a result, it’s increasingly important to evaluate performance through a blended lens of both paid and organic data. Organic presence can influence the AI-generated narrative, while paid ads can support and convert users further down the funnel. Aligning both strategies ensures you’re visible and impactful across the full search journey.
Why this matters
AI Overviews mark a structural shift in search behaviour, compressing the research and decision-making process into a single, assistive experience. As ads become part of that flow, they’ll reach users earlier and more contextually, increasing relevance while maintaining visibility.
For advertisers, this presents a low-lift opportunity to stay present in evolving SERPs – especially as campaigns remain automatically eligible. The key is embracing AI-native strategies and maintaining strong creative and feed data hygiene.
What’s next
Google continues to evolve AI Overviews globally, increasing the number of commercial queries surfaced through AI. Ads will play a central role in connecting users to valuable products and services within these new experiences.
Brands that win in this environment will be those that:
- Reach users earlier with helpful, AI-aligned content.
- Embrace AI-powered targeting and bidding.
- Maintain comprehensive, high-quality product data.
Talk to a Performance Marketing Expert
At Pattern, we’re actively monitoring performance across paid and organic channels to ensure your campaigns adapt and stay competitive as the search landscape continues to evolve. Contact us if you’d like to learn more.
FAQs
What are AI Overviews in Google Search?
AI Overviews are AI-generated summaries that appear at the top of Google Search results for complex or exploratory queries. They pull information from multiple sources to give users a synthesised, assistive response.
When will ads begin appearing in AI Overviews in Australia?
Expectation is that Google will begin rolling out ads within AI Overviews in October 2025 for Australian users.
Which campaigns are eligible to show in AI Overviews?
The following campaign types are automatically eligible to appear within AI Overviews:
- Search campaigns (those using AI Max or Broad Match)
- Shopping campaigns
- Performance Max campaigns
Do I need to create new campaigns or formats?
No. Existing eligible campaigns will automatically be considered for placement in AI Overviews. However, using AI-powered targeting (like Broad Match and Keywordless targeting) and smart bidding is strongly recommended to maximise relevance and reach.
Will these placements impact my existing ad performance?
In the short term, traffic from AI Overviews may be modest. However, as adoption grows, these placements are expected to contribute more significantly to performance, especially in upper-funnel discovery and research phases.
How should I optimise my Shopping feed for AI Overviews?
To maximise visibility and relevance:
- Keep product information up to date.
- Ensure accuracy in key fields like titles, descriptions, pricing, and availability.
- Include multiple high-quality images and videos.
- Regularly audit and refine your product data feed.
- Ensure there are no disapprovals in your feed.
Can I see performance reporting specifically for AI Overview placements?
Google has not announced separate reporting for AI Overview ad placements yet. However, monitoring trends in search impression share, new queries, and Performance Max insights may offer directional signals.
