Ads arrive in Google AI Overviews – here’s what they look like
The arrival of ads in AI Overviews marks a big shift for Google search, though it's still unclear how the new ad format will perform.
For the first time, ads are appearing directly within Google’s AI Overviews on desktop search, marking a major expansion of monetization within generative search experiences.
Driving the news. The Shopping ads, which appear within AI Overviews, Google’s AI-generated summaries that appear at the top of certain search results, were spotted and shared by independent SEO consultant Brodie Clark on LinkedIn.
Why we care. This shift, confirmed at Google Marketing Live 2025, signals Google’s intent to fully integrate paid placements into its evolving AI search experiences, potentially reshaping how users interact with both organic and sponsored content.
How it works. Ads appear within or alongside the AI-generated summaries on desktop, making them part of the immediate visual and contextual experience.
- Formats include Search ads (text-based) and Shopping ads (product listings with images), blending into AI-generated answers.
- The feature is rolling out in stages, with wider availability expected over the coming weeks.
The big picture. Embedding ads in AI Overviews gives advertisers new high-visibility real estate, but also raises concerns about transparency and user trust in AI-generated results. As no word has been mentioned as to whether you’ll get reporting data on this new real estate, it will still be difficult to see the effectiveness of this update.
What to watch. How users respond to the blending of ads and AI-generated content and whether advertisers see better or worse performance from these new placements.
Bottom line. Ads in AI Overviews mark a pivotal shift in search monetization, one that blends paid content into the core of Google’s AI search experience.
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