How Google AI Mode ads work

Six steps for this week

1. Check which campaigns can reach AI ModeGoogle says existing Search, Shopping and Performance Max campaigns are eligible on their own. Exact and phrase match keywords only match direct product searches. Broad match, AI Max, Shopping and Performance Max also match longer questions, using both the question and the AI answer.
2. Test broad match or AI Max on one campaignPick one campaign that already brings sales and turn on broad match or AI Max there first. Google’s help page says to pair it with Smart Bidding and accurate conversion data, so check your conversions fire before you widen the match.
3. Read your search terms for long questionsAI Mode queries are folded into your normal search terms report with no separate segment. Filter for question words and long phrases each week, add negatives for the ones that will never buy, and keep the ones that convert.
4. Put the short answer on your landing pageAds in AI Mode can carry an AI explainer that Gemini writes from the question, the AI answer and public sources including your website. You cannot edit it, so make your page say plainly what you sell and who it is for. Framer’s Framer vs Webflow page has a section called the short answer, which is the kind of line AI answers quote.
5. Write one ad as the answer to a how to questionFollow up questions read like how do I or which one should I. Zapier runs an ad that answers How to use Copilot in Excel, so the ad reads as the next step in the conversation and earns trust before the pitch.
6. Refresh your product feeds before the holidaysShopping ads in AI Mode use your Merchant Center data. Google asks for descriptive titles, sharp images, accurate prices and sale prices, and clear shipping and return policies. Bing now puts shopping ads at the top of its AI Mode, so update Microsoft Merchant Center as well.

Which setups can show ads in AI answers

Where do these numbers come from

1. Google Ads Help: About ads in AI-powered experiences in Google Search (read Nov 9, 2026)
2. Search Engine Roundtable: Google AI Mode multiturn ads are live, Nov 9, 2026
3. Search Engine Roundtable: Google expands ads in AI Mode to more countries and multiturn ads in the US, Oct 28, 2026
4. Search Engine Roundtable: Bing ads at top of AI Mode results, Nov 9, 2026
5. Today's Marketing news: Google AI Mode now shows ads in follow up answers

Which real examples show it

Framer

1. Give the short answer up front

A direct, fair answer at the top is the line AI answers lift, and it earns trust from buyers who already know both tools.

1. Answer which tool fits whom in the first lines
2. Admit where the rival wins
3. Add a short answer section people can quote

Full breakdown · Source

Zapier

2. Answer a how to search with an ad

Meeting a how to search with help builds trust before the pitch.

1. Find how to searches near your product
2. Write the ad as the answer
3. Send clicks to a helpful guide

Full breakdown · Source

Miro

3. Answer the switch questions on the page

An FAQ matches the exact questions people type into search and AI tools, so the page gets pulled into those answers.

1. Collect the questions buyers ask about the switch
2. Answer each in two or three lines
3. Add FAQ schema to the page

Full breakdown · Source

HubSpot

4. Sell the new thing people search for

Matching a hot search with a new feature catches people at the right time.

1. Find a rising search
2. Say new in the headline
3. Promise a fast setup

Full breakdown · Source

What else do people ask

Related answers