Google is continuing to expand advertising within its AI-powered search experiences; ads within AI Overviews are expanding
Following launch at beginning of 2026 in US & limited further markets, Google have recently announced further scaling of ads into additional regions, with Brazil, Mexico, and the United Kingdom launching later in Q4 2026. Ireland launch is expected within the next six months, although Google has not yet confirmed a date
What should advertisers do?
There’s no need to completely rethink Paid Search strategies overnight, but there are three areas worth prioritising:
1. Test AI-powered targeting: Broad Match, AI Max, Performance Max and Shopping campaigns can make advertisers eligible for these emerging placements.
2. Strengthen measurement: Robust conversion tracking, Enhanced Conversions and Consent Mode will become increasingly important as targeting becomes more automated.
3. Think beyond keywords: As searches become longer and more conversational, strong website content that clearly answers customer questions will help platforms better understand when a brand is relevant.
For now, this remains an experiment — but its expansion is another clear indication of where Google Search is heading.