What are Google AI Overviews, AI mode, and why should you care as an advertiser?

So as a dedicated, caffeine-powered SEM professional, you’re sipping your morning latte, scrolling through your Google Ads dashboard, and suddenly, Google drops another curveball. Not a minor update, mind you, a seismic shift of sorts. 

Google AI Overviews and Google AI Mode have arrived, full 007 style, promising smarter, more conversational search experiences. And if you’re in the trenches of performance marketing in Google AI search, you know that “smart” often translates into “change everything you thought you knew about ads.”

But here’s the thing: it’s not a death knell for your campaigns. 

It’s an opportunity, a big one, only if you understand how AI Overviews search results work, how AI Mode in Google Search behaves, and how to adapt your performance marketing strategies for AI Overviews.

Grab your coffee, because we’re about to dive into how Google’s AI-powered search is reshaping the way ads appear, clicks happen, and conversions are won.

What’s the deal with Google AI Overviews and AI Mode?

First, let’s get into the groove by untangling the jargon.

Google AI Overviews are like your search results’ CliffNotes. Users type a query, say, “best family hotels in Paris,” and Google generates a concise, AI-powered summary at the top of the results page. The user gets what they need without scrolling through a dozen links. For advertisers, this means that your ads are no longer just competing for the #1 spot on the SERP; they’re competing for relevance inside the AI-generated summary and its surrounding placements.

Meanwhile, Google AI Mode is the conversational sibling. It’s like the AI took your search query and said, “Hey, let’s talk this through.” 

Users can refine queries, ask follow-ups, and receive multi-step, personalized answers. Ads may appear within the conversation, not just at the top or bottom of the page. It’s a subtle shift, but a seismic one for anyone serious about optimizing for AI-powered search.

You may think of AI Overviews as speed-reading Google. However, AI Mode is more like a guided tour with a knowledgeable, slightly bossy friend who also happens to know your budget.

Ads in AI Mode and AI Overviews: Decoding the real deal

Alright, pull up a chair, and let’s be honest, ads aren’t dead. They’ve just moved into smarter, trickier territory.

Let’s take AI Overviews to begin with. Picture Google as that one, know-it-all friend who sums everything up for you. Now your ad? It’s the sticky note you manage to slap on that summary, either above or below. It’s marked “Sponsored,” so nobody’s fooling anyone. 

But here’s the thing: if your ad feels like it belongs there, like it actually answers part of the user’s question, it’ll get noticed. If it doesn’t… Well, it’s wallpaper. Seriously. Google’s AI is picky.

Then there’s AI Mode. This is where things get fun and a little scary. Think of it like a chat with your overachieving friend who knows way too much. Someone says, “Show me family hotels in Paris.” The AI fires back a list. Then they refine it, “Make those with pools and free breakfast.” A smart ad can pop up right there, in the middle of that conversation. Timing is everything. Get it right, and your ad feels like the perfect suggestion; get it wrong, and you’re shouting into the void.

How does Google figure this out? Well, factors such as location, user behavior, query refinements, and structured data all feed into the AI. If you want your ad to show up in AI Mode or AI Overviews, you can’t just rely on old-school keywords; you need to think like a conversation designer.

And yes, ads are still labeled and must meet quality standards. Google isn’t giving anyone a free pass. The difference? Now your ad has to play nice with AI’s “story,” or it won’t get invited to the party.

Understanding the prerequisites for ads to show up in AI Mode and AI Overviews

Okay, let’s get real. You can’t just toss an ad into Google AI Mode or an AI Overview and hope it magically gets seen. There’s a bit of setup involved, nothing crazy, but you do need to get the basics right. 

You may think of it like prepping a recipe, for instance, you can’t bake a soufflé without eggs, right? Same here.

Here’s what matters if you want your ads to show up where they count:

The takeaway is that AI isn’t magic; it’s picky. It will only serve ads that it can confidently match to a user’s intent. Miss one of these prerequisites, and your ad might as well be invisible wallpaper.

And trust me, in my years running campaigns, skipping any of these “basics” is the fastest way to watch your competition steal the clicks while you twiddle your thumbs.

Why should performance marketers even bother?

To be honest, performance marketing is all about ROI, clicks, conversions, and dollars in the bank. And here’s the thing: the rules have changed. Search isn’t just a list of links anymore. It’s having a conversation. And if your ads aren’t part of that conversation, someone else’s are.

So, think about it:

~ More chances to get noticed – AI Mode is interactive. AI Overviews condense answers. Your ad isn’t stuck on page three, hoping for a miracle; it can appear right in the middle of someone digesting the info they came for. It’s like barging into a conversation at the perfect moment and actually being helpful, not annoying.

~ Smarter targeting – Forget blasting the same boring keyword-heavy ads at everyone. AI gets nuance, intent, context. Your ad can hit exactly when someone’s thinking, “Yes, this is exactly what I’m looking for.” It’s like having a sniper rifle instead of a shotgun.

~ Instant credibility boost – Show up near AI-generated content, and suddenly your brand is “part of the answer.” You’re not just a link on a list; you’re a trusted suggestion. That little nudge? Clicks, conversions, repeat visitors, all go up.

But here’s the kicker: if you keep doing what worked in 2022, such as exact match keywords, generic copy, boring landing pages, you’re basically invisible. AI isn’t just smarter; it’s picky. Your job is to be ready, relevant, and conversational enough to get noticed.

In short, try to get this right, and your campaigns stop shouting into the void. Ignore it, and your competition will have all the fun while you sip cold coffee.

Key takeaways

On that note, you might want to dig deeper and explore how to level up your SEO game in the era of Google AI Overviews, try reading ~ Rising beyond the blue links ~ Mastering Google AI overviews for SEO success in 2025.