Google Ads Unveils AI-Driven Ad Features at Google Marketing Live 2025

Google has announced significant updates to its advertising platform during the Google Marketing Live 2025 event, introducing AI Overviews and new bidding tools designed to enhance user engagement and advertiser visibility. These innovations aim to integrate ads more seamlessly into the AI-driven search experience, providing businesses with new opportunities to connect with potential customers.

Key Takeaways

• Google Ads will now feature ads in AI Mode and AI Overviews on desktop.
• The integration of ads aims to enhance user experience by providing relevant advertising during the discovery phase.
• Advertisers using Google’s automation tools will be eligible for these new ad placements.
• A new Smart Bidding Exploration tool has been introduced to optimise ad performance.

Google Marketing Live 2025: Ads in AI Mode and AI Overviews

Google is expanding its advertising capabilities by integrating ads into AI Mode and AI Overviews, which are designed to provide users with comprehensive answers to complex queries. This move is expected to enhance the visibility of ads during critical decision-making moments for users.

• AI Mode: This feature allows users to ask open-ended questions and receive detailed, conversational responses. Ads will appear within these responses, tailored to the user’s query. For example, a user searching for guidance on building a website may see ads for relevant website builders.
• AI Overviews: Previously limited to mobile, ads will now also be visible in AI Overviews on desktop. This change allows advertisers to reach users earlier in their search journey, capitalising on the increased engagement that AI-driven responses generate.

Google Marketing Live 2025: Enhanced User Experience

The integration of ads into these AI features is designed to feel more assistive rather than intrusive. Google aims to support users as they transition from research to decision-making, ensuring that ads are relevant to their needs at the moment they are most engaged.

• Ad Placement: Ads will be strategically placed either within or alongside AI-generated summaries, providing a seamless experience that blends organic and paid content.
• User Engagement: With AI Mode queries being significantly longer than traditional searches, advertisers have a unique opportunity to connect with users who are open to discovering new products and services.

Google Marketing Live 2025: New Smart Bidding Exploration Tool

In addition to the ad placements, Google has introduced a new Smart Bidding Exploration tool, touted as the most significant update to bidding in over a decade. This tool aims to help advertisers capture less obvious but potentially high-performing search queries.

• Flexible ROAS Targets: Advertisers can now set flexible return on ad spend (ROAS) targets, allowing them to bid on a broader range of queries that may lead to conversions.
• Performance Metrics: Early reports indicate that campaigns using Smart Bidding Exploration have seen an average increase of 18% in unique search query categories and a 19% increase in conversions.

Conclusion: Google Marketing Live 2025

The introduction of ads in AI Mode and AI Overviews, along with the Smart Bidding Exploration tool, marks a pivotal shift in how Google Ads operates. These updates not only enhance the user experience but also provide advertisers with new avenues to engage with potential customers. As Google continues to evolve its advertising platform, businesses will need to adapt to these changes to maximise their visibility and effectiveness in the digital marketplace.

Sources

• Google Brings Ads to AI Mode, Adweek.
• Google expands ads in AI Overviews, AI Mode to desktop, Search Engine Land.
• Ads arrive in Google AI Overviews – here’s what they look like, Search Engine Land.
• Google AI Mode & AI Overviews Desktop Gets Ads, Search Engine Roundtable.
• Google Ads New Smart Bidding Exploration, Search Engine Roundtable.