AI is turning Google Search into a discovery engine - and marketers can win earlier
Search has always been great at converting intent into action. Now, AI features like AI Mode and AI Overviews are changing how intent shows up in the first place.
People are asking richer, conversational questions that expose the "why" behind the query. Think, "What's the best way to remove red wine stains from an oak floor without damaging the finish?" instead of "clean wood floors." That extra context lets Search decode what people actually want - and it opens new entry points for brands.
Understand the deeper "why" behind every query
AI Overviews now reaches more than 2 billion monthly users across 200 countries and territories in 40 languages (Google internal data, 2025). When users share more context, AI can interpret intent more precisely and return helpful responses faster.
That same intent signal now benefits ads. A complex query like "things to do in Nashville this weekend with friends - big foodies, into music, prefer chill spots off the beaten path" tells you far more than a keyword ever could. While AI Overviews or AI Mode provide a comprehensive answer, ads can offer the next best step: boutique hotels, supper clubs, or tickets to an intimate show.
Result: brands can connect at the beginning of the decision process, not just compete for clicks at the end.
Match your ads to the moment with AI-driven search campaigns
The old keyword-only workflow is fading. Google AI Max for Search Campaigns moves beyond predefined keywords and static creatives. With one click, it activates creative and targeting upgrades that learn from your ads and match them to live intent signals.
As intent shifts, the system adapts headlines and descriptions, and routes traffic to the most relevant landing page. You reach new, high-quality queries without rebuilding your entire account.
What this unlocks for marketers
- Expand in-market reach by matching against richer queries you didn't plan for.
- Increase ad relevance with creative that adapts to intent in real time.
- Send users to the page most likely to convert, not just your default URL.
Practical playbook: win the intent, then win the click
1) Feed the system with quality signals
- Set up accurate conversion tracking and value rules. Use enhanced conversions and import offline conversions where applicable.
- Connect first-party audiences. High-signal lists speed up learning and improve match quality.
2) Build for discovery, not just demand capture
- Broaden coverage to handle complex queries. Keep clear negatives to protect brand fit.
- Structure campaigns so new themes can scale without cannibalizing proven terms.
3) Treat creative as a system, not a single ad
- Provide diverse, on-brand assets: multiple headlines, angles, benefits, objections, and proof points.
- Add high-quality images and short videos where relevant to improve engagement.
4) Make landing pages intent-accurate
- Create pages that map to common intents (learn, compare, buy; weekend trip vs. foodie itinerary; stain removal vs. full floor care).
- Use clear CTAs, fast load times, and helpful content. Add structured data where it makes sense.
5) Optimize with value, not vanity
- Bid to business outcomes (ROAS, CPA, or conversion value). Cheap clicks without qualified intent are a distraction.
- Run holdout or geo tests to quantify incremental lift from new query coverage.
Brand and performance now move together
A helpful ad that answers a complex query can close a sale and build brand equity at the same time. You're being useful earlier, which compounds over time.
Search and commercial queries continue to grow year over year, and new AI experiences are fueling that usage (Google internal data, 2025). For marketing leaders, this is a strategic window: show up earlier, with better context, and let AI do the heavy lifting.
Next steps
- Audit your conversion tracking, audiences, and key pages. Fix gaps first.
- Activate AI Max for Search Campaigns to extend reach beyond your keyword list.
- Expand creatives and let the system test angles tied to intent, not just features.
Helpful resources
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