As AI continues to reshape how users interact with search engines, the way ads are delivered is also undergoing a major transformation. Google is now testing formats that place dynamic ad creative directly into AI Overviews and conversational search interfaces. This shift creates both an opportunity and a challenge for advertisers: How do you structure campaigns for placements that change shape based on the user’s journey?
The short answer is modularity. The long answer is a more strategic approach to creative, feeds, and messaging that adapts to new contexts in real time.
In this blog, we’ll explore how Google’s AI-native ad formats are evolving, what technical foundations are needed to stay visible, and how to prepare campaigns for the future of search.
From Static Placements to AI-Personalized Results
Search is no longer a list of blue links. Users are engaging with search through AI-generated overviews, summaries, and follow-up questions. These experiences are powered by live queries, layered intent signals, and conversational refinement. That means ad placements also need to evolve.
Google has started experimenting with inserting sponsored content into AI Overviews. These are not standard text ads or Shopping blocks. Instead, they appear as contextual creative units, woven into summaries or suggested as answers to user prompts.
As this model grows, advertisers can no longer rely on static headlines or single-size images. Instead, AI will select and arrange creative elements dynamically, depending on context, query structure, and user behavior.
What This Means for Advertisers
The most immediate implication is creative flexibility. Campaigns built with rigid ad copy and single-format visuals will not perform well in AI-native environments. Instead, advertisers must structure campaigns with creative modularity in mind.
This involves thinking in terms of assets, not ads. Rather than creating one fixed unit, advertisers should create a library of headlines, descriptions, product images, logos, CTAs, and rich data points that can be assembled in real time. Google’s AI then pulls from these to deliver combinations that best match a user’s intent.
These assets are combined dynamically based on query context, user behavior, and platform format, making adaptability more important than ever.
Feed-Based Campaigns Will Become Essential
Product feeds, data layers, and structured attributes are going to be critical in this environment. If your campaign is not supported by a strong feed, you risk being invisible in AI-driven search experiences.
Here’s what that typically includes:
- Titles and descriptions that are clean, keyword-rich, and format-friendly
- Product categories and types mapped to Google’s taxonomy
- Pricing, availability, and reviews that can be dynamically pulled
- Images and rich media designed for multiple aspect ratios and screen sizes
- UTM parameters that allow attribution across new AI placements
Campaigns that lack this infrastructure will struggle to serve consistently or perform predictably. Structured data is now the price of entry.
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Preparing Creative for AI Assembly
Modular creative does not mean generic. It means planning for flexible assembly without losing brand integrity or message clarity.
Here are a few principles for building AI-ready creative:
1. Write for Clarity, Not Just Keywords
AI systems evaluate how well your content answers a user’s question. That means headlines and descriptions must be clear, informative, and structured to stand alone. Avoid vague phrasing or over-stuffed keywords. Precision wins.
2. Break Creative into Discrete Assets
Each asset, including headlines, CTAs, images, and benefit points, should be usable on its own or in combination with others. Make sure they all support the same core message, even when used in different sequences.
3. Design for Multiple Sizes and Contexts
Your creative may appear in a card, a carousel, a chat assistant, or a knowledge panel. Avoid relying on layout-dependent design. Use legible fonts, avoid heavy overlays, and test against small-screen devices.
4. Use Structured Markup and Metadata
Where possible, apply schema to your landing pages and assets. This supports inclusion in AI-powered features and helps Google understand what content is safe and relevant to show.
Conversational Search Requires Strategic Depth
As users engage in follow-up queries or ask clarifying questions, Google’s AI can extend the initial search experience into a conversation-like thread. This is where having a surface-level ad is not enough.
To compete, your campaigns need:
- Content depth that matches the specificity of follow-up questions
- Landing pages aligned with long-tail intent, not just broad categories
- Messaging strategies that anticipate user objections or qualifiers
For example, if your product ad appears in an AI Overview for “best software for remote teams,” users may follow up with “which is most secure?” or “what integrates with Microsoft 365?” Your creative and content strategy must be ready to answer those questions.
Attribution in AI-Driven Environments
Traditional attribution models are already under pressure. AI-native placements will complicate things further. As ads appear in dynamic environments and drive indirect user behaviors, clicks may not always come through the same paths.
Advertisers should prepare by:
- Implementing comprehensive UTM tracking
- Using server-side tagging where possible
- Mapping assisted conversions across longer windows
- Watching for branded lift that may indicate AI-driven exposure
Expect that attribution models will continue to evolve as platforms refine how AI placements are tracked. Until then, multi-touch analysis is key.
Why This Matters for B2B and Lead Generation
AI Overviews are not just for ecommerce. B2B buyers are increasingly relying on AI-enhanced search to evaluate vendors, research solutions, and compare options. That means your brand messaging, value propositions, and product data must be visible and adaptable across these emerging interfaces.
For organizations investing in lead generation, content marketing, or account-based advertising, building flexible creative structures is no longer optional. It is the only way to ensure visibility as formats continue to shift.
Why Marcel Digital Is Your AI-Ad Strategy Partner
At Marcel Digital, we help brands stay ahead of search innovation. Our paid media team specializes in building ad strategies that are not just high-performing but also future-ready. We build modular campaigns with flexible creative, structured feeds, and clear messaging that adapts to both today’s and tomorrow’s platforms.
We understand how AI changes search, and we know how to design for performance across both traditional and AI-native placements. Whether you are running search ads, Shopping campaigns, or building a full-funnel strategy, we ensure your creative assets are optimized for visibility and scale.
Contact us today to start future-proofing your campaigns for AI Overviews and conversational search.
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About the author
Joe Stoffel
Joe knows what it takes to drive SEO results. He is an experienced SEO specialist who currently leads the SEO department and strategy at Marcel Digital.