Hi! I’m Morgan O’Hea, Paid Media Director at Marcel Digital. You’ve probably seen those AI-generated Overviews taking over the top of Google Search. Well now, Google’s started slipping both Search and Shopping ads directly into them.
But here’s what’s different - these ads aren’t tied to specific campaign types anymore.
Google’s showing them based on relevance alone. It’s all part of a shift toward a smarter, AI-driven, intent-first search experience.
So why does this matter?
They’re live right now. If your ad’s relevant, it can show up in AI Overviews today - no special campaign needed.
The rules are changing. While paid media was typically optimized through bidding, match types, and placements - now, Google's AI will become a primary factor in determining prime visibility inside its most prominent search feature.
Visibility could shift. Especially on mobile - users may not scroll past the Overview, which means that being in it matters more than being under it.
Ads in AI overviews are exciting. It’s a shift to a new search experience, one that will continue to evolve quickly in the months to come. At Marcel Digital, we’re laser-focused on keeping campaigns aligned with what Google’s AI favors - so you show up where it matters most.
Learn more at marceldigital.com.
Paid Media