Google’s AI Search Shift: What It Means for Advertisers
AI is changing the way people search, and that means big changes for how your ads show up.
When Google first rolled out Search Generative Experience (SGE) in beta, the industry collectively raised an eyebrow. Fast-forward to today, and it’s clear: AI isn’t just a shiny experiment anymore; it’s baked into the way Google presents results. And if you’re running Google Ads, that means the playing field is shifting under your feet.
So what does this mean for advertisers? Let’s break it down.
1. Organic Real Estate Just Got Smaller
Remember the days when the top of Google was a mix of ads and ten blue links? AI overviews are pushing organic results further down the page. That means:
More competition for visibility.
Ads are increasingly the first thing a searcher sees.
For brands, it’s a double-edged sword. Yes, you’ll pay to play more often, but if you’re there, you’re front and centre.
2. Expect New Ad Formats (Sooner Than You Think)
Google’s already experimenting with AI-generated ad creatives, conversational search ads, and shopping experiences powered by AI overviews.
Translation: ads won’t just be blue links, they’ll look and feel like part of the answer. That’s powerful, but it also means:
Relevance and quality matter more than ever.
Lazy ad copy won’t cut it (Google will likely reward depth, nuance, and contextual fit).
3. CPCs Are Likely to Creep Up
With less organic space and more reliance on ads, demand for top spots will rise. More advertisers bidding = higher CPCs.
👉 But here’s the opportunity: brands that understand the new formats early can still capture efficient clicks while others are scrambling.
4. Keywords Aren’t Dead, But Intent Is King
With AI surfacing conversational results, search intent matters more than ever. Instead of chasing every keyword variation, think:
What problem is the searcher trying to solve?
Where does my product/service fit into that conversation?
Am I answering the query in a way that feels natural inside an AI-driven environment?
5. Attribution Will Get Messier
AI-powered results blur the lines between organic, paid, and conversational. Expect reporting to lag behind reality. Your ads might be influencing behaviour even if it’s not crystal clear in GA4.
📊 Smart advertisers will build models that look beyond last-click and consider the whole journey.
6. What Advertisers Should Do Now
Here’s the Meaningful playbook to get ahead:
Double down on ad relevance. Build ad copy that mirrors conversational queries.
Test everything. Lean into Performance Max, conversational ads, and shopping formats as they roll out.
Invest in content. Your landing pages need to be more than “buy now”, they should provide value that Google’s AI wants to surface.
Rethink measurement. Make sure you’re tracking micro-conversions and understanding assisted conversions.
Final Thought
AI in search isn’t the end of advertising; it’s a reset. The brands that thrive will be the ones that adapt quickly, experiment with new formats, and keep their strategy focused on intent over keywords.
At Meaningful, we’re into this shift, not just because it’s new and shiny, but because it gives smart advertisers the chance to win big while others are still playing catch-up.
