
Google Officially Launches Ads in AI Overviews:
What This Means for Advertisers
On October 3, 2024, Google officially launched a new ad placement feature in its AI Overviews, providing a significant opportunity for advertisers to reach users during their search journey. Originally announced at the Google Marketing Live event earlier this year, this feature is now available to mobile users in the U.S. Advertisers who are already running campaigns using Shopping, Performance Max, or AI-powered Search are automatically eligible to serve ads in these new placements.
How Ads in AI Overviews Work
When a user initiates a search on Google, they may encounter AI-generated overviews at the top of the search results page. These overviews summarize information related to the user’s query, providing quick answers or relevant articles. Now, integrated into this AI-powered experience are ads displayed under a “Sponsored” label. For example, if a user searches for tips on removing grass stains, Google’s AI-generated summary might offer a solution, such as household products, alongside a relevant Shopping ad for a commercial stain remover.
This placement enables advertisers to connect with potential customers at a critical point in their search — when they are exploring solutions and considering products. This is an ideal moment to introduce users to a brand or product, capturing attention early in the decision-making process.
The Opportunity for Advertisers
The introduction of ads in AI Overviews creates an exciting new channel for businesses that are already utilizing Google’s Shopping, Performance Max, or AI-powered Search ads. No additional setup is required; ads are automatically eligible to be displayed within these overviews. This seamless integration offers a substantial benefit for advertisers seeking to increase their visibility and get their brand in front of users sooner.
In traditional search, ads appear above or beside organic results, but the introduction of AI Overviews changes this dynamic. The ads in AI Overviews are positioned beneath the AI-generated response, but this placement is still highly valuable. Users are likely to engage with the AI summary to get quick answers, and having a relevant ad appear directly in the overview means they can quickly find the products or services they need without additional searches.
Challenges and Considerations
While the placement of ads in AI Overviews offers new potential for advertisers, it’s not without challenges. For one, there is currently no segmented reporting available for ads that appear in this space. This lack of transparency means that advertisers won’t be able to track how their ads in AI Overviews are performing relative to other placements.
Additionally, there’s no option for advertisers to opt out of these placements. While this simplifies the process of getting ads into AI Overviews, it also removes some control from advertisers who may want to avoid showing ads in certain contexts.
There’s also some uncertainty about the long-term impact of AI Overviews on search trends. Since these overviews aim to deliver more complete answers and solutions, users may need to perform fewer searches, potentially reducing search volume over time. However, it’s too early to predict the full effects of this change.
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Looking Ahead
The launch of ads in AI Overviews is part of Google’s broader push to integrate AI more deeply into its search experience. This new format is designed to meet users’ needs more efficiently, helping them quickly connect with businesses at the moment they need them most. While the long-term impact on search trends and advertising performance remains to be seen, advertisers should view this as a unique opportunity to engage with users earlier in their journey.
As AI continues to evolve within search engines, we can expect further refinements to both the ad formats and the tools available to advertisers. For now, the launch of ads in Google’s AI Overviews presents a unique opportunity for businesses to reach their audience earlier in the search process, potentially increasing brand visibility and driving more conversions. However, navigating these new ad formats, optimizing campaigns, and tracking performance can be complex. This is where partnering with a seasoned digital marketing agency becomes crucial. A professional team, like REALTOP, ensures that your campaigns are not only set up for success but are continually optimized to take advantage of the latest tools and trends in digital advertising.
With our deep expertise and data-driven approach, REALTOP can help you maximize the impact of your ads in AI Overviews, ensuring your brand stays ahead in the competitive digital landscape.
Choose us to unlock the full potential of your online marketing efforts. Book a free consultation today.

Nik Tsoukales, founder of REALTOP, is an experienced digital marketer with a track record of growing businesses and sales teams. He has received multiple awards for leading fast-growing companies and specializes in organic SEO, Google PPC, and Social Media. With over 89k clients acquired online, Nik’s expertise spans various industries including finance, healthcare, and real estate.