The search landscape is shifting again because AI is core to it.
When Google rolled out AI Mode and AI Overview in Search, it created a new section at the top of Search results where answers are generated by AI. Brands can now place ads inside that section. But to do that, you can’t just run normal Search campaigns. Google only allows ads from two campaign types (AI Max or Performance Max). And since Google may eventually retire “Phrase match” keywords, advertisers will have to rely on either Exact match or Broad match keywords, and turn on AI Max to stay visible.
Why Phrase Match No Longer Fits Today’s Search Behaviour
Consumers no longer search using just a few words. For example, Google notes that Lens searches (image‑based) are growing rapidly and now account for over 1 in 5 searches with commercial intent. Voice also accounts for 1 in 5 searches.
Traditional match types like phrase match and broad match were built for a text‑only world. Today’s queries are longer, voice‑enabled or image‑driven, and context matters. As Google explains, people can now “ask their most complex and nuanced questions” and get comprehensive responses.
In short: the way people search has changed, hence the tools we use to reach them must change too.
What AI Mode Means for Advertisers
AI Mode is now rolling out in more than 40 countries. AI Mode lets users ask questions using text, voice, or images and receive AI-generated answers directly in Google Search, giving advertisers access to new high-intent placements that reach people at the exact moment they’re ready to act.
Here are three big implications:
- New ad placements: With the expanded search interface, traditional keywords may no longer suffice to capture all relevant queries.
- Intent matching beats keyword matching: Google’s campaign product AI Max for Search reports that advertisers who activate it typically see 14% more conversions or conversion value at a similar CPA/ROAS. In campaigns that still focus on exact and phrase match, the uplift can reach 27%.
- Landing page relevance becomes critical: Because users may stay entirely in the AI pane or see fewer blue link clicks, the landing page experience must match intent quickly. In early testing, about 77 % of sessions using AI summaries ended without a site click.
The key shift for advertisers is that you are no longer simply bidding on what people say. You are bidding on what they mean. Whilst the fundamentals of paid advertising remain: find, reassure, direct, what changes is how it’s done.
In summary:
- Find me by aligning with how I, the user, actually ask the question (not just my keywords).
- Reassure me through trustworthy, contextual, creative and landing experiences that match my query.
- Direct me to the right action or page, immediately meeting my need.
A blend of automation plus human-centered strategy is at the heart of AI‑enabled search advertising.
Real‑World Steps to Take to prepare for AI Max
If you want to serve ads within Google’s AI Mode or AI Overview, you must either switch on the AI Max feature or run a Performance Max campaign.
Switching on AI Mode‑ready campaigns is not plug‑and‑play. Without the right guardrails, you risk wasting spend, even on exact match keywords.
Here are the critical steps you must take before switching on that AI Max setting or launching a Performance Max campaign:
- Ensure enhanced conversions and tracking are set up properly so that everything from lead to sale is tracked accurately.
- Audit your landing pages to ensure your offer is clearly communicated and the page is tightly aligned with your campaign objective.
- Build negative keyword lists to safeguard against irrelevant intent and waste.
- Apply URL exclusions for irrelevant pages (blogs, careers pages, policy pages) so that your advertising spend stays focused. Without this Google will serve your ads to a low-relevance audience.
- Use observation audiences and advanced bid adjustments to test demographic or audience relevance while keeping control.
- Apply target audience locks on high‑value segments (demographics, in‑market) once you have sufficient data.
- Review auto‑generated assets monthly and maintain brand compliance and narrative control. Note: Steer well clear of these assets for brands with stringent brand guidelines.
- Segment campaigns by objective so that prospecting, remarketing and product lines do not compete against each other.
- Set clear spend and performance thresholds that define when to scale, pause, or stop campaigns to prevent wasted spend and ensure ROI accountability
- Ensure your creatives are refreshed regularly with variations (different headlines, visuals, formats).
- Feed first‑party data and audiences into Google to improve learning, such as CRM lists and hashed email uploads. Quality of data feeds are imperative with AI technologies.
- Review product feeds and metadata if running e‑commerce ads to ensure data accuracy and quality.
- Cross‑check performance outside Google Ads using GA4, CRM attribution and your analytics tools.
- Brief stakeholders on the learning curve so expectations are aligned.
- Never switch on AI Max on a new campaign. It needs a recent volume of quality conversions so that it can learn.
These steps will help you stay strategic and prepared. Without them you may be handing over spend to queries that are either irrelevant to your brand or offering, or simply don’t lead to conversions.
Download AI Max or Performance Max Getting Started checklist.
The First‑Mover Advantage: How Digivizer Helps Brands Stay Ahead
With AI Mode now live, early adopters gain valuable data and positioning. Advertisers who move fast will learn faster and capitalise on the less competitive, higher‑intent inventory. Wait too long and your competitors may lock in positions & learnings you’ll struggle to reach later on.
At Digivizer, we help brands anticipate and thrive with each stage of search evolution. Our combined agency services and platform offering means we deliver:
- Cross‑channel visibility so you can monitor Search, AI‑Mode placements and paid media all in one dashboard.
- Creative and landing page optimization that aligns with intent‑based models.
- Real‑time performance insights so you can respond quickly when AI‑driven placements shift.
- Visibility of all organic search volume available, what is your share of clickthroughs on those terms and phrases, and how you are ranking
Search is changing. The opportunity has not. Ask Digivizer how we can help you turn AI‑driven search into a growth engine built for purpose.
