Optimizing ads for voice search: Unveiling the future of PPC in a voice-driven world

So, you have just come back from work, kicked off ‘em shoes, slipped into the comfiest oversized tee and apron. As you get ready to whip up the most amazing Friday night dinner, that inexplicable yet relatable urge to order take-out (one “last time” 😉 kicks in! 

And before you know it, you find yourself shouting across the hall, “Hey Alexa, what are the best Thai restaurants near me?” In under two seconds, your AI assistant rattles off three options, complete with reviews, distance, and even delivery times.

Welcome to the age of voice-first discovery, where consumers don’t type; they talk. 

Source (Yeah, we get it! It’s much easier than whipping out your phone and working ‘em fingers!)

And in an increasingly hands-free world, marketers who ignore voice search advertising might as well be whispering into the void.

If you, as a paid-search marketer, are wondering:

• “What are voice search ads and how do they work?”

• “Is this just another overhyped trend like QR codes in 2011?”

• “How can I prep my business for the voice search revolution?”

…then keep reading. With 13+ years of experience and expertise in the field of SEM, our paid search ninja, Pooja Ghariwala, will help you break down everything, right from emerging trends to actionable strategies, to help you optimize ads for voice search and stay relevant in a screen-less world.

The rise of voice search advertising: A look at the data (and why you should care)

In an era where talking is the new typing, voice search ads are not just a tech gimmick anymore. 

It’s changing how we shop, how we search, and yes—how we advertise.

Voice search is quietly becoming the norm, and the data tells a powerful story about the rise of voice search advertising and where it’s headed.

1. Voice assistants are everywhere (Literally)

As of now, there are over 8.4 billion digital voice assistants in use globally, according to Statista. To put that into perspective, voice assistants are well on their way to outnumbering people on Earth.

This isn’t hype, it’s a full-blown behavioral shift, and it’s forcing advertisers to rethink everything from voice search SEO to PPC targeting.

2. Who’s talking to their devices the most?

Turns out, it’s not just teens yelling into their smart speakers. A PwC study found that 65% of 25-49-year-olds use voice-enabled devices at least once a day. That’s a massive, high-spending demographic already comfortable with voice-first technology.

And why wouldn’t they be? It’s faster, it’s hands-free, and it feels like talking to a very polite robot butler who’s always listening (in a non-creepy way, hopefully).

3. Voice-based shopping is booming

Let’s talk dollars. According to OC&C Strategy Consultants, voice shopping in the U.S. is expected to hit $40 billion by 2025, up from just $2 billion in 2018. That’s not a curve, that’s a rocket.

From impulse buys to subscription renewals, people are getting used to making purchases with a few simple words. And with that rise, voice-activated advertising trends are quickly gaining traction across the digital marketing ecosystem.

Why marketers can’t afford to ignore voice search

Let’s face it. People don’t speak the way they type. A desktop user might type “best Italian food NYC,” but voice users are more likely to say, “Hey Google, what’s the best Italian restaurant open near me right now?”

This shift from keyword-focused typing to context-driven speaking is a big deal. Here’s why:

1. Higher intent, faster conversions

Voice searchers often ask specific, high-intent questions—which means they’re further down the conversion funnel. Someone who says “best price for noise-cancelling headphones” is likely closer to buying than someone typing a general query.

2. Local is the new king

Over 58% of consumers use voice search to find local businesses. If you’re a local business not optimized for voice, you’re invisible to more than half of your potential market.

3. SEO is changing

Welcome to the world of voice search SEO, where optimizing for snippets, conversational queries, and mobile-first indexing is the new gold standard.

How does voice search advertising actually work?

Contrary to what many believe, voice search advertising isn’t just about bidding on keywords. It’s about being the chosen result for a question, often the only result.

Platforms like Google and Amazon are experimenting with audio-first ad formats, actionable voice skills, and voice-enabled PPC. Here’s how it’s shaping up:

1. Google Ads + Voice

Google already integrates voice queries into its search and shopping ads. If your ads are optimized for mobile, local intent, and question-based keywords, they have a better shot at surfacing in voice results.

2. Amazon Alexa Ads

Amazon’s Alexa doesn’t serve traditional ads, but brands can create Alexa Skills, custom voice apps that provide value while subtly promoting products.

For instance, a beauty brand might create a “Morning Skincare Routine” skill that includes a product plug at the end.

3. Spotify Voice Ads

Spotify recently piloted voice-enabled ads that users can interact with hands-free. This opens up new doors for brand recall and hands-free conversions.

Voice search ad strategies that work

So now that we’ve established voice search isn’t just the future, it’s already changing the rules of the game, let’s talk tactics. Because let’s face it: knowing that voice search matters is one thing. Knowing what to do about it is another.

If you want your brand to show up when someone blurts out, “Hey Siri, what’s the best Thai restaurant near me?”, you’ve got to start thinking like a voice-first advertiser.

Here’s your voice search ad strategy playbook, designed for marketers who want to stay ahead of the curve (and not get buried under it).

1. Talk like a human, not a keyword machine

Old-school SEO taught us to cram short, clunky keywords into every sentence like “best pizza delivery NYC cheap.” But voice search doesn’t work that way. People talk to devices the way they talk to people.

So instead of targeting something awkward like:

“affordable running shoes NYC”

Try this instead:

“What are the best running shoes under $100 near me?”

See the difference? Voice search queries are typically long-tail, question-based, and phrased conversationally. That means your ad copy, landing pages, and search terms need to reflect how people actually speak, not how we think they type.

Bonus tip? 

Use tools like AnswerThePublic or AlsoAsked to find real-world voice-style questions your audience is asking.

2. Optimize for Google’s featured snippets (a.k.a. The “Voice Answer Box”)

Here’s a fun fact: about 40.7% of voice search answers come from featured snippets, according to a study by Backlinko. That little answer box at the top of a Google search? That’s gold.

To land your spot there, structure your content to clearly and concisely answer specific questions in about 40–50 words. Think of it as giving voice assistants a script to read aloud.

For example:

Q: What’s the best way to clean suede shoes?

A: To clean suede shoes, use a soft-bristled brush to remove dirt. For stains, gently rub with white vinegar or rubbing alcohol and let dry completely.

The more structured and succinct your answers, the more likely they’ll be featured and read aloud by Alexa, Google, or Siri.

3. Master local search (Because “near me” is king)

Let’s be real: most voice searches are hyper-local.

“Where’s the nearest vegan bakery?”

“Is the dentist near me open now?”

“Closest 24/7 pharmacy with good reviews?”

According to Google, mobile voice-related searches are 3X more likely to be local-based than text searches.

Here’s how to cash in:

~ Keep your Google Business Profile (formerly Google My Business) updated with accurate hours, location, services, and reviews.

~ Use location extensions in your Google Ads.

~ Run geofenced PPC campaigns that serve ultra-targeted ads to nearby users. On that note, we recommend reading Mastering Geotargeting in Google Ads: Proven Tactics for Precision and Performance.

~ Add voice-friendly CTAs like “Call now,” “Directions here,” or “Book a table.”

In the world of hands-free search advertising, being local, visible, and accessible is everything.

4. Build voice-first content that speaks for itself

Content matters more than ever, but it’s time to rethink how we structure it. Instead of giant walls of keyword-stuffed text, focus on clear, conversational formats that search engines (and voice assistants) can easily parse.

Here’s how:

~ Create FAQ pages that address real spoken questions.

~ Use a Q&A format in blog posts.

~ Write in a natural, chatty tone, like you’re having a coffee with your customer.

~ Implement structured data/schema markup so search engines understand your content contextually.

Think of your content like a voice assistant’s cheat sheet. The easier you make it to find, read, and say aloud, the more likely you’ll appear in voice search and PPC results.

5. Try interactive voice ads (Yes, they’re real and they work)

Remember radio ads? Think of this as their cooler, smarter cousin.

Interactive voice ads, like those on Spotify, Pandora, and Amazon Alexa Skills, are turning passive listeners into active participants. These ads allow users to respond verbally to prompts like:

“Want to hear more about this offer? Just say ‘Tell me more.’”

The result? Hands-free, two-way engagement that builds stronger brand recall.

And the numbers? They’re impressive.

According to a 2019 case study reported by Adweek, Infiniti, in partnership with Instreamatic, achieved a 19% verbal engagement rate on its interactive voice ads on Pandora. This rate is significantly higher than the typical engagement rates for standard mobile ads, which usually range between 1 and 2%.

It’s not just cool tech, it’s a smart strategy for brands that want to lead in voice-activated advertising trends.

The future of voice search marketing: What’s coming next?

Voice search isn’t just a passing trend; it’s carving out the future of digital interactions, and marketing is following fast.

1. Voice commerce will explode

Voice shopping is evolving from “nice to have” to “must-have.” Consumers are getting more comfortable saying, “Alexa, reorder my vitamins,” or “Hey Google, where’s the best sushi nearby?”

For brands, this means rethinking how your products are spoken about, not just how they look.

2. Smarter AI, smarter ads

Advances in AI mean voice assistants are getting better at picking up on context, mood, and urgency. Soon, they’ll understand the difference between “I want pizza” and “I NEED pizza,” and advertisers can tailor voice search ads accordingly.

Expect hyper-personalized voice ads that feel like a real conversation, not a script.

3. Voice-only interfaces are rising

Smart speakers, glasses, cars, many of these are ditching screens altogether. That means your ad creative must now work purely through sound. Think catchy audio, brand tone, and clear CTAs that users can respond to without lifting a finger.

Preparing for the voice search revolution: Your action plan

Voice search is changing how people discover, interact with, and buy from brands. Ready to adapt? Here’s a straightforward checklist:

1. Answer questions naturally

Use FAQ-style content and conversational copy that mirrors how people speak.

2. Get local & mobile-friendly

Voice searches are often “near me” on mobile. Keep your Google Business Profile up to date and optimize for speed and responsiveness. You might want to read ~ 7 Must-Do Local SEO Steps to Rank Higher on Google Maps.

3. Use schema markup

Help search engines (and voice assistants) understand your content better. Start here: Google’s Structured Data Guide.

4. Focus on long-tail, spoken phrases

Replace stiff keywords with real questions:

“How do I fix a leaky faucet?” beats “faucet repair tips.”

5. Test voice-interactive ads

As discussed earlier,  brands like Infiniti saw 19% voice engagement rates with interactive ads on Pandora, far above traditional mobile CTRs of 1–2%.

6. Experiment with Voice Apps or Skills

Offer utility or entertainment through Alexa Skills or Google Actions. It’s a great way to create brand familiarity in a voice-first world.

The road ahead

If you are on the fence over the SEO vs. AEO debate, we suggest reading ~ SEO vs. AEO: Which Strategy Should You Focus On in 2025?.