This post will be updated as AI search advertising continues to evolve.
Search advertising is entering a new phase.
For decades, paid search has been built around what people type into a search bar. Keywords, match types, and bidding strategies have defined how brands show up at the moment of intent.
AI-powered search experiences like ChatGPT are changing that model. Instead of short, fragmented queries, users are asking full questions, describing problems, and looking for expert-level guidance.
As ChatGPT Search Ads begin rolling out selectively, one thing is clear: there are two competing theories for how AI search advertising may ultimately function. And right now, no one knows for certain which will dominate.
At Marcel Digital, we’re preparing for both.
This blog outlines how paid search is changing and how we’re preparing for ChatGPT Search Ads as that future takes shape.
The Two Leading Theories for How ChatGPT Search Ads Will Work
As ChatGPT Search Ads roll out, the biggest unknown is how they’ll be triggered, selected, and shown inside an AI-generated response.
Right now, there are two leading theories for how this may work.
Theory 1: Prompt-Triggered, Conversation-Level Ads
In this model, ads are triggered by the full prompt, not individual keywords. Instead of matching ads to a specific search term, the AI evaluates:
The user’s entire question
The underlying intent and context
Where commercial relevance naturally fits in the response
For example, instead of bidding on “ERP integration software,” an advertiser might appear when a user asks: “How does this integrate with my existing ERP, and how long does it take to see ROI?”
In this scenario:
Ads are selected based on contextual relevance to the conversation
Messaging must read like a helpful recommendation, not a traditional ad
Visibility may depend on how well a brand answers the question, not how aggressively it bids
This would represent a shift from keyword auctions to conversation-aware ad placement, where relevance and clarity play a larger role in whether an ad is surfaced at all.
Theory 2: Keyword-Driven Ads, Delivered Through an AI Interface
The second theory is that the ad system remains largely keyword-based, even if users never see or interact with keywords directly.
In this model:
Advertisers still bid on keywords
AI translates conversational prompts into underlying search signals
Ads are inserted into AI responses based on those signals
This means that keyword strategy still matters and search intent still drives targeting
How We’re Preparing at Marcel Digital
Marcel Digital is closely tracking how AI is reshaping paid media across Google and emerging AI-first platforms. While ChatGPT Search Ads are still in limited release, we’re proactively adapting our strategy so our clients are prepared no matter how the model evolves.
Our approach focuses on building strategies that work whether AI search leans prompt-first, keyword-supported, or both.
1. Reframing Keywords as Real Questions
In AI search, intent is increasingly expressed through real questions, whether those questions are interpreted directly as prompts or translated into keyword signals behind the scenes.
We’re shifting discovery beyond “What terms do we bid on?” to include:
What questions prospects ask during sales calls
What concerns slow down buying decisions
What clarification customers need before committing
These questions become the foundation for AI-aligned ad messaging, allowing brands to appear when users are actively seeking guidance, not just browsing options.
2. Preparing for AI-Driven Comparisons
AI tools are increasingly used to compare vendors directly. When a user asks: “How is this company different from that one?” The AI needs clear, factual signals to work with. Brands need to articulate:
Concrete differentiators
Clear timelines, pricing structures, or delivery models
Strengths that hold up under side-by-side evaluation
Whether surfaced through prompts or keywords, specificity wins.
3. Targeting Pain Points
AI search often begins with a problem, not a brand name.
We’re identifying the moments right before someone starts searching; the frustration, inefficiency, or blocker that triggers intent. These pain points guide how ads align with why someone is searching, not just what they’re searching for.
That allows messaging to enter the conversation earlier, regardless of how ads are triggered.
4. Anchoring Everything in Trust and Proof
AI systems rely on confidence signals. That means claims without proof are less likely to surface. We’re working with clients to identify:
Verifiable performance metrics
Case study outcomes
Credible third-party validation
This gives AI platforms the factual grounding they need to responsibly recommend a brand.
What to Know About Access Right Now
To be clear: ChatGPT Search Ads are not widely available yet, and timelines may change. Access is being rolled out selectively, and not every advertiser will qualify immediately.
For now, preparation matters more than activation. That preparation ensures:
Messaging is aligned with conversational search behavior
Differentiation is clearly defined and defensible
Proof points are ready when AI platforms require them
When access expands, brands who’ve done this work early will be better positioned to adapt quickly.
Looking Ahead
AI-driven search isn’t replacing traditional paid search overnight, but it is changing how people discover, evaluate, and trust brands.
At Marcel Digital, we’re preparing clients for all outcomes. That means building strategies that perform whether ChatGPT Search Ads are triggered by prompts and conversational context or keywords and traditional search intent signals.
As platforms mature and more data becomes available, we’ll keep testing, refining, and sharing what we learn. This post will be updated as the ecosystem evolves.
Have questions? Contact Marcel Digital to continue the conversation. As a Google Premier Partner, we help brands stay ahead of changes in paid search and performance strategy.
