Google Clarifies Where Ads Appear in AI Overviews

“Where exactly do Google Ads show up in AI Overviews, and can the same ad appear in multiple placements on the same page?”

Google’s AI Overviews (AIO), now increasingly integrated into Search, have changed the layout and logic of SERP results for both organic and paid listings. As brands and advertisers rush to adapt, Google has clarified a critical aspect of ad behavior: your ad can appear either within an AI Overview or above or below it – but not both at once. This clarification impacts how advertisers structure their keyword match types, bidding strategies, and campaign segmentation going forward.

What Are AI Overviews?

AI Overviews are summaries generated by Google’s Gemini AI that appear at the top of some search results. These summaries aim to answer user queries by aggregating content from multiple sources. As Google positions AI Overviews as a new standard for information delivery, marketers have been left wondering where their ads fit into this reshaped experience.

Key characteristics of AI Overviews include:

• A box-style layout summarizing the answer to the user’s query
• Citations and links to underlying sources
• Ads potentially appearing above, below, or inside the AIO module

This fluid placement raised a question among advertisers: Can a single ad appear in multiple locations simultaneously? As of May 28, 2025, we now have an answer.

Google’s Official Clarification on AIO Ad Placement

On May 28, Google Ads Liaison responded to growing concerns from advertisers with this official statement on X (formerly Twitter):

“Hi Yoav, Your ad could trigger to show either above/below AIO or within AIO, but not both at this time.

As you note, in this scenario, the exact match or broad match keyword could be eligible to trigger an ad above or below AIO. In contrast, only the broad match would be eligible to trigger an advertisement within.”

This distinction not only settles the placement question but also reveals a key difference in match-type eligibility for in-AIO versus traditional ad slots.

Match-Type Rules: What Shows Where?

Here’s how keyword match types affect ad eligibility with regard to AIO placements:

Match Type	Eligible Placement
Exact Match	Above or below AIO only
Broad Match	Above, below, or within AIO

Ads shown within AIO require broad match targeting. This insight gives advertisers a clear path forward if their goal is to appear inside AI Overviews rather than around them.

Strategic Implications for Paid Search

The new rules on AIO ad placement affect everything from campaign design to budget allocation. Here are the most critical considerations for paid search marketers:

1. Broad Match Isn’t Optional Anymore

To make your ad eligible for in-AIO display, you must include broad-match keywords in your campaign. This is a marked shift from previous best practices, where an exact match was often favored for control and precision.

Now, not using a broad match may exclude you from a growing segment of Search visibility.

2. Segment Campaigns by Match Type

To test performance effectively, consider segmenting campaigns:

• Broad Match Campaigns: Targeting in-AIO visibility
• Exact/Phrase Match Campaigns: Optimized for above/below AIO placements

This segmentation will allow you to observe behavioral and performance differences between these placements, even if reporting doesn’t currently distinguish them.

3. AI-Optimized Bidding May Gain Ground

Since AIO content is generated using Google’s AI stack, ads positioned within AIO may be influenced by conversion history, landing page quality, and audience signals. Innovative Bidding strategies, such as Maximize Conversions or Target CPA, may outperform manual bidding in this scenario.

Reporting Limitations Remain

While we now know where ads may appear, Google Ads and Google Search Console still don’t provide placement-level transparency specific to AI Overviews. That means:

• There is no way to filter for in-AIO vs above/below-AIO ad impressions
• No distinct AIO performance columns in the Google Ads dashboard
• No ability to see which keywords or creatives are triggering in-AIO placements

Marketers will need to infer AIO visibility based on changes in CTR, bounce rates, and campaign behavior across high-AIO-intent queries.

Content Alignment for AIO Ads

Because ads within AI Overviews often appear in a contextual, informational environment, advertisers must ensure that their landing pages:

• Align with the intent of the query (not just the keyword)
• Offer explicit, helpful, and educational content
• Feature strong conversion pathways that don’t interrupt the experience

Thin content or aggressively sales-driven pages are less likely to win in-AIO placement or perform well when they do.

What Brands and Agencies Should Do Next

With this clarification from Google in mind, here are the next steps for search marketing teams:

1. Audit Match Type Usage

If your account is overly dependent on exact or phrase-match keywords, consider testing controlled broad-match campaigns focused on informational or early-stage queries.

2. Review Landing Pages for AIO Suitability

Evaluate whether your pages offer sufficient topical depth and a helpful structure. Incorporating FAQs, summaries, and semantic markup can improve both AIO sourcing and ad performance.

3. Track Performance Changes on AIO Queries

While placement data isn’t available yet, track metrics for queries known to trigger AIO results. Monitor:

• Impression share changes
• Shifts in average CPC
• Engagement and conversion rate deltas

These shifts can provide indirect clues about the impact of AIO.

4. Stay Alert for Reporting Updates

Google has hinted that more detailed placement reporting for AI Overviews will be added in future updates. Watch Google Ads support documentation and Google Marketing Live announcements closely.

Looking Ahead: Ads in the Era of AI-Driven Search

AI Overviews are not just a feature; they are a powerful tool. They represent a paradigm shift in how users consume search results. As these AI-generated answers expand across more verticals and query types, Google is weaving ads more deeply into the informational experience.

But with less advertiser control and more reliance on AI, the game is changing. Brands that embrace automation, broad match experimentation, and content alignment will be best positioned to thrive in the hybrid Search + AI landscape.