How to Advertise on Google’s AI Overviews (2026)
Ranking number one on Google Search or winning the first ad position used to be every marketer’s goal. Now all eyes are on position zero: the AI Overview.
Google’s AI Overviews are pushing organic results and ads further down the search engine results page (SERP). It’s a tiny text box with big implications for the future of brand discovery.
Since the introduction of AI Overviews in 2024:
Zero-click searches, or searches that end without a click, increased to almost 27% of US searches in Q3 ‘25, per Datos and Sparktoro’s State of Search report.
The presence of AI overviews has reduced clicks for the top-ranking organic result by 34.5% according to Ahrefs.
A Semrush study found that AI Overviews appeared for roughly 15% of queries as of November ‘25.
Advertisers are competing with changes to the form and content of search advertising. Expected clicks are falling and “top” ad inventory doesn’t necessarily mean absolute top of the page. So, how should businesses navigate the changing search landscape? And how do AI Overviews fit into your Google Ads strategy?
Why Google AI Overviews matter
Google’s AI Overviews are becoming a formidable presence on the SERP—especially for queries requiring context from a range of sources. That matters for businesses in crowded markets, as complex queries include brand discovery questions like What’s the best accounting firm in my area? or Who’s the best residential garage door repair company near me? There are multiple possible answers depending on a customer’s context, so the AI Overview summarizes several pathways.
Showing up in AI Overviews has taken on even more importance in a zero-click world. AI Overviews get premium real estate: the top of the page. Users can get answers without scrolling to traditional paid and organic results, reducing the need for potential customers to click through to your site.
In short, AI Overviews are expediting discovery and matching user intent with a direct answer to their needs. Competing on Search in 2026 means competing in AI Overviews, too.
Advertising in Google’s AI Overviews
Google Search drove $198B in revenue for Alphabet in 2024, which made the introduction of AI Overviews perplexing for advertisers. Why was Google integrating a product that could disrupt Search ads? It seemed like it would only be a matter of time before AI Overviews provided additional ad inventory for Google campaigns. Indeed, Google announced AI Overview ads at Google Marketing Live 2025.
Can you advertise in AI Overviews?
Yes. Ads from existing Search, Shopping, and Performance Max campaigns that align with the user’s search or commercial intent can appear in AI Overviews. For example, if a user searches for “do municipalities have software for managing cemetery maps,” Google may show an AI Overview that summarizes cemetery software and serve relevant ads for cemetery software providers to help the user take the next step.
Do you need to enable AI Max to serve ads in AI overviews?
No. According to Google’s official documentation on advertising in AI Overviews, ads from existing Search, Shopping, and Performance Max campaigns are eligible to serve in AI Overviews. (But you should check all of your Search campaigns to ensure that you haven’t unintentionally opted into AI Max.)
Can you report on AI Overview ad performance?
Not right now. Google does not currently offer segmented reporting for ads that appear within AI Overviews on Search. However, in 2025, Google rolled out more detailed channel-level reporting for Performance Max campaigns, so we hope that more transparent reporting across campaign types is forthcoming.
That said, we do know that Google considers AI Overviews “top” ad placements. So, ads in AI Overviews will be accounted for in top of page reporting.
Best practices for AI Overview ads
Ads in AI Overviews rely on intent signals from users with complex queries instead of keywords. In order to be competitive for AI Overview inventory, Google recommends that advertisers:
Lean into automated targeting. Use broad match keyword targeting on Search or keywordless targeting via AI Max campaigns. Prioritizing signal-based targeting over keyword-based targeting allows for more comprehensive coverage on complex queries.
Keep product feeds up to date. Review product attributes and maintain your feeds to ensure relevancy.
Invest in creative diversity. Test a variety of image and video assets in Performance Max campaigns, optimizing and iterating based on top performers.
AI Overviews and Google Ads Management
Sometimes the key to scaling on Google is unlocking new inventory. From introducing ads on AI Overviews to making improvements to Demand Gen campaigns, Google’s advertising ecosystem is constantly evolving. Is your Google strategy keeping up?
Lasso provides comprehensive Google Ads services for small businesses. From account audits to campaign strategy and daily optimizations, we help businesses maximize their digital advertising investments, get qualified leads, and drive real revenue.