Google Ads In AI Mode: How Marketers Can Prepare

Kyle Headland | 26 November, 2025 | 5 minute read | Blog, Digital Marketing, PPC

Google announced back in 21st of May 2025 that they would begin testing ads in AI Mode and we’re now starting to see evidence of that in Google Search.

Greg Stirling, being one of the first to spot these ads, posting them to his X account, shown below:

What Exactly Is Google’s AI Mode?

AI Mode is a search experience where Google’s generative AI becomes the primary interface between the user and the results at the top of the page. Instead of a list of blue links, the AI provides a long-form, conversational answer, and ads appear around that flow.

Inside AI Mode:

• We’re seeing the AI answer become the main result users engage with
• The user experiences search more like a recommendation engine
• The AI acts as a filter, surfacing brands it deems relevant

Why This Matters for Advertisers

AI Mode changes the dynamics of auctions in three big ways:

1. Ad position becomes AI-dependent

You’re no longer just competing for top-of-page or impression share.
You’re competing for the AI’s endorsement.

The system chooses ads that logically fit the intent behind the query. Relevance becomes less about keyword matching and more about contextual fit.

2. Keyword signals loosen significantly

Exact Match loses power in an environment where users engage conversationally.
Google’s AI interprets intent, not isolated keywords.

This means brands using restrictive keyword strategies may simply disappear from high-intent placements.

3. Quality and authority signals matter more

The AI wants recommendations it can stand behind.
If your content, landing pages, and ad assets aren’t strong, your visibility drops.

AI Mode will reward advertisers who embrace automation—and penalise those who cling to manual control.

Keen to learn more? Discover how AI Mode will change search as we know it here.

Why Google Is Pushing AI Mode

Google’s motivations are straightforward:

• Keep users inside the ecosystem instead of losing queries to other AI tools
• Boost ad revenue by inserting contextually matched ads inside the AI answer
• Improve perceived relevance by making ads flow like recommendations instead of interruptions

How Businesses Can Prepare for AI Mode Visibility

Here’s the part that really matters: Visibility in AI Mode will not reward old-school PPC setups.

AI Mode is powered by intent-recognition, multimodal modelling, and cross-signal learning. To earn placements inside the AI-generated answer, your account must feed Google the right data and operate within its automation rails.

Below are the strategic foundations every business should test and adopt where possible.

1. Trial Broad Match (Properly)

Broad Match is no longer optional, it’s Google’s preferred match type for AI-driven search.

Why? AI Mode interprets queries in natural language, not keyword strings. Using Broad Match allows Google to:

• Map your offer to real intent
• Capture conversational queries
• Expand into AI-generated recommendations
• Learn from user interactions across surfaces

Without Broad Match, your eligibility in AI Mode is massively reduced. However, I do understand that you can’t just let Google take complete control of your account. That’s why it’s crucial to have a considered negative keyword strategy to make sure Google shows you in relevant search results.

2. Test & Adopt Google’s AI Max

While I am still testing this myself, a lot of restrictions are needed for this new tool to make sure it bring you relevant traffic. Here is why you should consider using AI Max if you want to appear in AI Mode:

• Uses real-time predictions across every Google surface
• Expands your keywords with Broad Match technology
• Removes the limitations of Manual bidding which cannot enter this environment

3. Use Performance Max to Feed Google the Right Signals

PMax is becoming the identity layer of Google Ads.

It provides Google with:

• Audience signals
• Conversion feedback
• Creative assets
• Behavioural data
• Cross-channel patterns

These inputs help Google understand who your best customers are, and which ads deserve to appear inside AI Mode.

4. Strengthen Landing Page Quality & Trust Signals

Google’s AI relies heavily on landing page clarity, authority and UX to determine whether you’re a credible recommendation.

You need:

• Clear value propositions
• Fast-loading pages
• Proof points (testimonials, certifications, case studies)
• Strong semantic structure
• Obvious conversion paths

AI Mode rewards trustworthy brands. Weak landing pages = weak AI placement.

5. Feed Google Better First-Party Conversion Data

The more conversion data you supply, the more accurately Google can model your ideal customer—and the more often the AI will surface your business.

• Enhanced conversions
• Consent Mode v2
• CRM integrations
• Offline conversion imports

These are no longer “nice to have.” They’re the cost of admission for AI-driven advertising.

Our final thoughts 

Google Ads is becoming an intent-prediction engine, not a keyword-matching system.
Ad appearing in AI Mode is the clearest signal yet.

Businesses that adopt Broad Match, AI Max, PMax and strong conversion/data infrastructure will gain visibility. Those clinging to manual control will disappear from AI-driven placements altogether.

If you want help preparing your PPC strategy for this new AI-first landscape, reach out and I can walk you through the transition step-by-step.

CALL TO ACTION

If you want to prepare your PPC strategy for this new AI-first landscape contact us today.