As marketers and website managers in Australia deal with the shifting search landscape, a big new change that you need to know about is that advertising are now showing up in Google’s AI Overviews. This change could change how people look for information, how they get to websites, and how search ads are set up. In this blog, I’ll explain what this implies, how it works, and how you can move ahead, especially if you utilise Google Ads Management or search engine marketing services.
What Are Google AI Overviews (aka AI Overviews)?
Let’s start by establishing some terms.
- Google’s use of artificial intelligence to produce summaries or narratives in response to search queries is known as Google AI (or generative search).
- AI Overviews are brief, automatically created summaries that appear above standard search results (blue links) when Google determines that the user requires a complete or “no single answer” response.
- Google is also implementing AI Mode in some markets, which is a chat-like, conversational interface that primarily uses these AI Overviews for more complex queries.
Simply put, Google may present an AI Overview summarising relevant information with important citations and follow-up recommendations when a user inputs a difficult inquiry or multi-part query instead of ten blue links at the top. Users may find what they need without ever scrolling, but in many circumstances, conventional link results still show up below.
What’s New: Ads Inside AI Overviews
Google only used “ad slots” close to the top or bottom of search results pages to monetise search results until recently. But now, Google is trying and placing advertising right in or next to AI Overviews.
Key points about how ads show
- Ads could show up above, below, or even inside the AI Overview content.
- Google explains that a single ad won’t appear in more than one location at once, though. Ads won’t appear above the AI Overview if they are set to appear within it, and vice versa.
- In addition to matching the user’s question, the advertisement needs to be in line with the AI Overview’s purpose and content. In other words, Google is looking for semantic significance, not just keyword matching.
- According to Google’s public statements, AI Overviews generate revenue at rates comparable to those of conventional search pages. In other words, according to their internal tests, running advertisements in AI Overviews hasn’t resulted in a drop in ad income per inquiry.
In certain markets (including the U.S.), this placement is currently more mature. Google continues to expand its rollouts in new locations, including Australia.
Why This Matters to You (and What’s Changing)
This shift is important for you whether you run a website or do digital marketing.
Reduced click-through from standard results
Since AI Overviews show answers right away, fewer people may click on regular organic links. Some publishers say that since AI Overviews became more common, they have seen a drop in page views that can be measured.
That means you need to change your SEO strategy. You could need to get more “AI attention” or make sure you’re one of the sources that AI cites. If you don’t, your content could still become less popular, even if it ranks well.
New competition in ad placement
AI Overviews ads create a new place to fight for visibility. Now you’ll have to compete not only for conventional SERP ad positions, but also for spots in the AI-generated content itself. This needs to be taken into account in your ad campaign.
The importance of relevance, context and intent
Because ads in AI Overviews need to make sense with both the query and the summary’s content, just matching keywords won’t work. Campaigns need strategies that take the context into account (which we’ll talk about below).
Early markets first: Australia’s timeline
Google’s localisation roadmap includes Australia.
Google has said that AI Mode would start to be available in Australia on October 8, 2025.
In the same way, Australia was one of the first countries to get AI Overviews when Google made them available around the world.
Ads in AI Overviews are still being tested, though, and they are slowly being added to English-speaking regions outside of the U.S.
Now is the moment to become ready, in other words.
How to Get Your Ads Ready for AI Overviews
Here’s an approach you can follow whether your firm uses Google Ads Management, or you offer search engine marketing services.
1. Use AI-powered targeting methods
When you utilise campaign types that allow machine learning instead of specific keyword targeting, ads in AI Overviews are more likely to show up. Make sure you are using:
- For search marketing, use broad match instead of just exact or phrase match. Google uses broad match signals frequently to figure out when advertising should show up in AI Overviews.
- Campaigns for Performance Max. Google’s all-in-one ad format employs AI to show ads on Search, Display, Shopping, YouTube, and other sites. This lets Google put relevant adverts in AI Overviews as needed.
- AI Max for Search campaigns (or its equivalents). Using AI, this new Google function improves targeting and the capacity to change creative.
2. Optimise for semantic relevance, not just keywords
To make sure your advertising fit with the AI Overview content, you should:
• Rich headlines and descriptions that can easily match what the user wants
• Different versions and assets, so Google can pick the best one
• Landing pages that are very similar to popular questions and content that AI Overviews are likely to have
• Add structured information and schema to your website (including FAQs, How To, and definitions) to make it more likely that AI Overviews will link to your content.
3. Monitor and test placements carefully
Because advertising can show up above, below, or in AI Overviews (but only once per question), keep an eye on how your ad placements change:
• Use metrics like “Top vs. Absolute Top” to find out if you’re getting the best AI placements.
• Keep an eye on click-through, cost-per-click, and conversion rates as AI Overviews are released.
• Do A/B tests with different types of matches or sets of assets to find out what makes placements in-overview.
4. Refine your content and SEO for AI citation
Your organic content has to be “AI-ready” even before you run advertisements. This will make it more likely that the AI Overview will use and cite your source. Steps are as follows:
• Writing content that is straightforward and well-organised in the form of a question and answer or a list
• Using headings, short definitions, and styles like “FAQ/HowTo”
• Making sure that the data comes from reliable sources, links to other pages on the site, and is up-to-date and correct
If the AI Overview uses information from your page, people will see it even before they click through.
5. Stay agile and informed
Because the subject is always changing:
• Check out Google’s Help pages on “Ads and AI Overviews” for news.
• Keep an eye on how Google adds ads in AI Overviews to new markets, like Australia.
• Be ready to change your keyword strategies, bids, and budgets as new performance data comes in.
Example: Suppose a Travel Business in Melbourne
Imagine that you own a small travel firm in Melbourne that offers “unique Tasmania small-group tours.” “Best small group tours Tasmania itinerary 7 days” could be a possible search.
• Google’s AI Overview lists the best routes, must-see places, and evaluates different tour companies.
• There may include an ad in the summary, such “Melbourne Tours: 7-Day Small-Group Tasmania.” “Book early and save.”
• For your ad to be eligible, it must match both the user’s search and the AI-generated summary’s context.
• You have a chance at that placement if you run a campaign with broad match, flexible headlines, and a landing page that is appropriate, such “7-day Tasmania small group itinerary.”
• Even if you don’t get the in-overview ad spot right away, being one of the organic sources mentioned may help people learn about your business and click through when they scroll.
Final Thoughts
The fact that advertising is now showing up in Google AI Overviews marks a big change. It’s not just another ad placement; it shows how generative AI and search monetisation are coming together in new ways.
Australian marketers and website managers need to get ready today. Make sure that your Google Ads configuration is AI-aware (wide match, Performance Max, AI Max). Also, make your ad copy and landing pages more semantically relevant, and improve your content so that AI Overviews see your site as a reliable source.
Search isn’t just about keywords and rankings anymore; it’s becoming more about intent, context, and interaction. You will stand out in the future “AI-first” search world if you adapt quickly.
Ecompapi can assist you with making a checklist or audit template to get your site and campaigns ready for ads in AI Overviews.
