The rollout of AI Mode Ads in the UK is expected in Q4 2025. To capitalise and maintain discovery for your brand, you need to optimise for generative search (GEO) and utilise AI-powered campaigns.
Google is turning into a conversation as well as a search engine
AI Mode Ads are a new form of advertising that moves away from single keywords and instead uses the entire conversation and search intent
Optimising for AI is strategic shift, and a significant financial opportunity
Brands who are early adopters will have a strategic advantage
The future of Search is here, there’s no turning back
Currently being trialled in the U.S., AI Mode Ads enables brands to leverage keywordless technology to reach users through search intent, a feature not previously available. The key change is how targeting works, targeting users on the entire AI conversation rather than a single keyword. We're moving beyond simple keyword queries to a world of conversational, dynamic, and integrated search experiences.
With full rollout expected in Q4, the future of search is already here, and it’s being powered by AI. This isn’t just about tweaking existing campaigns; it's about a fundamental shift in how brands connect with their audiences through media experiences.
The 'why' is simple: the old rules no longer apply. The rise of "zero-click" searches and AI Overviews means that traditional ad placements may be pushed down the page, leading to reduced visibility and lower click-through rates (CTRs). If the overall volume of clicks decreases, the cost-per-click (CPC) for those that do occur may increase.
Search is rapidly becoming more conversational, with users moving away from short keywords to more complex, natural language questions. Relying solely on existing placements means you risk missing out on a growing segment of relevant searches. Google says 15% of AI Mode queries haven’t been seen before, with longer, multi-layered queries showing deeper intent.
Leveraging AI-driven campaigns including AI Max (currently in beta) is one of the best ways to get visibility in AI Mode and Overviews. AI Max helps understand the intent behind a search. For example, a user searching for "outdoor adventure activities" might also be looking for "things to do this weekend for thrill-seekers". This approach allows us to connect with customers on a deeper, more conceptual level.
The opportunity of being an early adopter is significant. As the technology continues to evolve, traditional PPC strategies will become obsolete. Early data suggests that AI Max campaigns can see a 14% increase in conversions or conversion value at a similar cost-per-acquisition/return-on-ad-spend (CPA/ROAS). For campaigns primarily using exact and phrase keywords, the uplift can be even higher, at 27%.*
A prime example is L’Oréal, which reported a 2x higher conversion rate and 31% lower costs by using AI Max to find new search queries.* This is not just a strategic shift; it's a significant financial opportunity.
Google recommends a few key steps:
Develop unique, high-quality content specifically for multimodal search, using compelling images and videos to make it stand out
Design your content for discoverability, making sure it's easy for users to find and access
Move beyond basic metrics. Analyse the full user journey to understand how people truly engage with your content and what drives conversions
With GEO in place, you should also focus on designing an ad account built for the AI Era. You can do this through:
Testing AI Max, Broad Match, Performance Max, and Shopping
Running experiments on lower priority campaigns, review the data, and optimise based on the data
The AI Search experience is fundamentally reshaping how brands connect with their audience.
Brands must adapt now, or risk being left behind.
The opportunity is huge, where AI isn’t just a buzzword, but a mechanism for financial growth.
*Sources: https://blog.google/products/ads-commerce/google-ai-max-for-search-campaigns/#introduction