Ads in AI Overviews: What Advertisers Need to Know
Google is inserting paid placements directly inside AI Overview responses — the generated summaries at the top of search results. Here's how the format works and what it means for your Search campaigns.
- How ads in AI Overviews are selected and displayed
- What campaign types are eligible
- Early CTR and CPC data from the format
- How to optimise your campaigns to appear there
Google AI Overviews generate a synthesised answer at the top of search results for an increasing share of queries. Since 2026, Google has been inserting paid ad placements inside those responses — not below them, not beside them, but within the AI-generated content.
This is a significant shift. If you've been measuring your ad visibility by traditional above-fold positions, you're now potentially missing a placement that sits above everything else on the page.
Google began rolling out ads in AI Overviews in early 2026. The format is triggered on transactional and commercial-intent queries where Google determines an ad adds value to the response. Not all queries trigger AI Overview ads — query intent and advertiser eligibility both matter.
How the format works
When a user searches a query that triggers an AI Overview, Google sometimes inserts a "Sponsored" section within the overview panel. The ad appears as a native card — headline, description, URL, and a clear "Sponsored" label — embedded in the flow of the AI-generated summary.
From a UX perspective, it's the most prominent ad placement Google has ever offered. It's above traditional top-of-page ads, above organic results, and within a section the user is actively reading.
Which campaigns are eligible
Google hasn't published a definitive eligibility list, but based on accounts we manage, the pattern is clear:
- Standard Search campaigns with high Quality Scores on relevant queries
- Performance Max campaigns with strong asset quality
- AI Max-enabled Search campaigns (higher eligibility)
- Campaigns with strong conversion data and smart bidding enabled
Purely manual CPC campaigns with low Quality Scores are less likely to appear. The format rewards relevance and conversion signal quality.
Early data from accounts we manage shows CTR on AI Overview ad placements running 15–35% higher than traditional top-of-page positions on the same queries. The placement is premium — users are engaged with the content, not scanning a results page. CPC is modestly higher, but the quality of traffic appears to justify it.
How to optimise for AI Overview placement
- Maximise Quality Score on your core keywords. Landing page relevance, expected CTR, and ad relevance all feed into placement eligibility.
- Use RSA (Responsive Search Ads) with strong asset diversity. More headline and description options give Google more material to match to specific queries.
- Enable smart bidding with Target ROAS or Target CPA. Automated bidding strategies are correlated with higher AI Overview eligibility.
- Ensure landing pages are fast and mobile-optimised. Page experience is factored into placement quality.
- Consider enabling AI Max. AI Max-enabled campaigns appear to have higher eligibility for AI Overview placements.
Reporting on AI Overview performance
Google has added "Search AI Overview" as a placement segment in the Google Ads reporting interface. You can filter your Search campaign performance by this segment to see impression share, clicks, CTR, and conversions specifically from AI Overview placements. Check your Segment → Where ads showed menu to access this.
Segment your Search campaigns by "Search AI Overview" and check your current impression share in this placement. If it's low, review your Quality Scores on commercial-intent keywords. If it's zero, your campaign structure or bidding settings may be excluding you entirely.
Related guides: