Google Introduces AI Overview Ads in Seven Asia Pacific Markets
Google is set to launch English-language ads within AI Overview query results across seven Asia Pacific countries later this year. The markets include Malaysia, Singapore, Indonesia, Philippines, India, Pakistan, and Australia. This marks the first time these ads will be available in the region, expanding beyond their previous presence in the US and select countries.
This move reflects a shift in how users search for information. Increasingly, people are turning to AI assistants like Google’s Gemini, ChatGPT, and others to get detailed answers rather than relying solely on traditional search engines. AI Overview ads appear prominently at the top of results, giving brands a fresh way to connect with consumers.
Changing Search Behavior and Advertising Opportunities
Google revealed this expansion at Google Marketing Live in Singapore, highlighting significant changes in search habits. For the first time in decades, Google searches on browsers such as Safari have declined. Reports show Google's search market share dipping below 90%, signaling a shift toward AI-powered tools that provide richer, more contextual answers.
“People spend more time interacting because of the better response they get,” said Sapna Chadha, Vice President of Google Southeast Asia and South Asia Frontier. She emphasized that this interaction creates new advertising and non-advertising opportunities by engaging user intent more deeply. Brands now have more surfaces to deliver relevant messages, making the overall experience beneficial for both users and advertisers.
Impact on Web Traffic and User Engagement
Many brands and content publishers have noticed a decline in direct web traffic from traditional keyword search links. As AI Overviews provide detailed answers directly, fewer users click through to websites. However, Sapna Chadha points out that with 1.5 billion people using AI Overviews monthly, the quality of clicks has improved. Users spend more time on the sites they visit, leading to higher engagement despite lower volume.
Additional AI Marketing Updates from Google
- AI Mode Ads Testing: Google will soon test relevant ads integrated into responses in AI Mode, its most advanced AI search tool, starting in the US. Ads will appear where contextually appropriate.
- YouTube Creator Partnerships Hub: This tool helps marketers find creators based on keywords, categories, and trends, offering insights such as audience demographics and engagement before outreach. It’s currently available in Singapore and Indonesia, with plans to expand across Asia.
- AI Max for Search: Using Gemini, this tool understands brand websites and ads to automatically generate headlines aligned with user search queries. A five-week campaign in Singapore and Malaysia showed Shopee doubling conversions and achieving a 49% higher ROI.
- Asset Studio: A generative AI workspace within Google Ads that uses video models to create diverse brand creative assets, helping optimize campaign performance.
For marketers, these developments highlight the need to adapt strategies to AI-driven user behaviors. Leveraging AI-powered ad placements and creative tools can improve both reach and engagement as search evolves.
Editor’s note: The initial report mentioned AI Overview ads launching in four Southeast Asian markets. Google later confirmed three additional Asia Pacific countries to the rollout.
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