What Marketers Need to Know About Google’s New “AI Mode” in Ads

At The Web Guys, we believe in staying ahead of advertising tech to help our clients excel — which makes it especially timely to talk about what Google Ads’ new “AI Mode” means for your campaigns. Launched in 2025, this update represents a shift in how search results are delivered and how paid ads may surface in the mix. Here’s what we’ve gathered — and how you can prepare.

What Is AI Mode?

AI Mode is a new search experience format introduced by Google LLC, in which the platform uses its most advanced large language model (LLM), Gemini, to handle user queries in a conversational, multi-turn way rather than simply returning a list of links. In practical terms, rather than searchers typing a query and immediately getting a number of results, AI Mode guides them through a more interactive process — refining questions, clarifying intent, offering richer answers, and then surfacing content accordingly. Because the experience is different, the way ads appear (and are eligible to appear) is changing too.

What Kinds of Queries Matter in AI Mode?

Not every search falls into this new format. The types of queries likely to trigger AI Mode are those that are:

• Broad or high-level information requests rather than specific transactional queries. 

• Multi-step, explanatory, or comparison-based queries rather than straightforward “buy now” searches.

• Less about immediate purchase intent and more about research, exploration, or learning. 

What It Takes for Your Ads to Appear in AI Mode

There are several criteria at play if you want your ads to show up in this new placement:

• Relevance is king: It’s not enough to match keywords — your ad copy and landing page need to align closely with the query topic and the content that the AI-driven search experience is serving. 

• Google is leaning into automation: To be eligible, advertisers may need to opt into Google’s AI-powered targeting/matching options (for example, broad match, automated campaigns like Performance Max, and “keyword-less” approaches). 

• Creative versatility: Because the experience may expose your brand in more varied placements or along different user journeys, your assets (ad copy, visuals, landing pages) may need to be richer, more comprehensive, and more adaptable than the bare minimum.

What This Means for Businesses

For businesses and advertisers, here are three key implications:

1. Shift from direct selling to helpful content. Since many queries in AI Mode are about information rather than immediate purchase, your ad approach may need to lean into value, insight, and education rather than just “buy now” messaging.

2. Wider reach, but also broader intent exposure. Campaigns that use broader matching and automated options may gain access to these new placements; however, this also means you’ll interact with lower-intent audiences and may need to carefully refine downstream conversion paths.

3. Test early, learn quickly. AI Mode is still rolling out and evolving; advertisers who start experimenting now — tracking performance, learning which queries and assets work — may gain an advantage as these formats become more widely used.

Should You Pivot Everything Now?

Not necessarily. If your current campaigns are performing well, the fundamentals still apply: drive strong relevance, clear value, and efficient conversion paths. That said, it’s smart to monitor changes in impression share, query types, and cost per acquisition, and to allocate a portion of your budget to testing campaigns that are optimized for AI Mode eligibility (broad match, automated targeting, landing pages rich in educational content). Over time, as AI Mode becomes more standard, you’ll want your strategy to be ready.

AI Mode is not a threat, but an evolution of how searches and ads will interact. Businesses that begin adapting now — with thoughtful strategy, relevant content, and a test-and-learn mindset — will be positioned to thrive as the search-advertising landscape continues to change. At The Web Guys, we’re ready to help navigate it. Contact our Indiana office at (317) 805-4933. With offices in Indiana, Michigan, Florida, and Arizona, The Web Guys proudly serves companies nationwide.