Google shows ads inside or next to AI Overviews and AI Mode answers, labeled "Sponsored". Existing Search, Shopping and Performance Max campaigns are eligible automatically, using the same auction and bidding as other Search ads. You can't target these placements on their own or opt out of them separately from Search.
AI Overviews and AI Mode are now part of Google Search, so Google treats ads there as Search ads. There is no separate campaign type, no separate bid and no separate opt-in.
Where exactly do the ads appear?
- Inside or next to the AI answer. In AI Overviews and AI Mode, ads appear in sections labeled "Sponsored" and are visually separated from the organic answer.
- Above or below an AI Overview. Standard Search ads keep appearing on the results page as before.
- In AI Mode follow-up questions. On October 28, 2026 Google announced multiturn ads in the U.S., so ads can show on follow-up queries too.
The formats are text ads and Shopping ads, and Google says it is testing local inventory and vehicle ads. The ads are built from your existing assets, such as headlines, descriptions, images, prices and landing pages. Some placements add a short explainer written by Google's Gemini models.
Which campaigns and keywords are eligible?
Existing Search, Shopping and Performance Max campaigns are eligible automatically. Google matches ads to these answers in two ways: on the search itself (direct query matching), and on the search plus the AI response (contextual matching).
| Targeting | Direct query matching | Contextual matching |
|---|---|---|
| AI Max, broad match, Shopping campaigns, Performance Max | Yes | Yes |
| Exact and phrase match keywords | Only when the search shows direct commercial intent | No |
So a campaign built on exact and phrase match can still appear, but mostly on clearly commercial searches, not on longer exploratory questions. More on that in whether you need AI Max to show ads in AI Overviews.
Where is it available?
As of November 2026, ads inside AI Overviews and AI Mode run in English in the United States, Australia, Canada, India, Indonesia (AI Overviews only), Kenya, Malaysia, New Zealand, Nigeria, Pakistan (text ads only), the Philippines and Singapore. Google's blog says AI Mode ads will expand to Brazil, Mexico and the United Kingdom in Q4 2026.
Ads above or below AI Overviews run in all 200+ countries and territories, and all languages, where AI Overviews are available.
How do you measure and control it?
These ads use the same auction and the same CPC or conversion-based bidding as other Search ads. Their impressions, clicks, conversions and cost are included in your normal campaign reports, and the matching queries appear in the search terms report in aggregate.
You can't target AI Overviews or AI Mode on their own, and you can't opt out of them separately from Search.
My view: because you can't buy these placements separately, there is nothing special to set up. Google's own best practices are the usual ones: AI-powered targeting, Smart Bidding with good conversion data, assets and landing pages that answer the search, and a complete, fresh Merchant Center feed for Shopping. For keyword strategy in this new setup, read whether keyword match types are still relevant and what works in Search campaigns in 2026.
Sources
- Google Ads Help: About ads in AI-powered experiences in Google Search - https://support.google.com/google-ads/answer/16297775
- Google Blog: Ads in AI Mode expand to new markets - https://blog.google/products/ads-commerce/ads-in-ai-mode-global/