Google is adding conversational ads to search

At a glance:

• Google announced "conversational discovery" ads powered by its Gemini AI model
• "Highlighted answers" will surface as promoted items in regular search results
• Both formats are being tested in the United States on mobile and desktop browsers

What Google announced at Marketing Live

Google used its annual Marketing Live event to unveil a new generation of ad experiences that blend directly into the AI‑driven search interface. The company described two distinct formats. Conversational Discovery ads appear in the AI Mode of Google Search and are crafted to look like a natural answer to a user’s query, while still being clearly labeled as sponsored. These ads are generated on‑the‑fly with the Gemini large‑language model, allowing advertisers to deliver highly tailored responses without pre‑written copy.

The second format, Highlighted Answers, shows up in the classic search results list as a recommendation‑style promotion. Like its counterpart, it is powered by Gemini and is meant to surface the most relevant commercial offer alongside organic results. Both formats are intended to move advertising away from static keyword‑matching toward dynamic, context‑aware conversations.

How the new ad formats work

In practice, a user who types a question that would normally trigger a featured snippet will now see a sponsored response that mimics the conversational tone of Gemini’s answers. The ad copy is generated in real time, pulling from the advertiser’s product feed, landing pages, and any pre‑approved messaging rules the brand supplies. Google says this approach will let advertisers “talk” to users, answering follow‑up questions and guiding them through a purchase journey without leaving the search page.

Highlighted Answers sit alongside organic results but are visually distinguished with a label and a background highlight. Because they are also AI‑generated, the promotional text can adapt to the user’s location, device, and search intent, promising a higher relevance score than traditional text ads. Both formats will initially be rolled out to a test pool in the United States and will be visible on mobile and desktop browsers.

Industry reaction and what comes next

The announcement has drawn a mix of curiosity and concern. Search Engine Land notes that the move signals Google’s broader strategy to make its AI‑centric search the default canvas for all commercial messages. Meanwhile, the Wall Street Journal reminded readers that Gemini itself remains ad‑free for now, though the paper warned that future monetisation could blur that line.

Competitors are already experimenting with similar concepts. OpenAI briefly embedded ads in its chatbot, a trial the company later described as “mixed” and largely ineffective. Analysts suggest Google’s deep‑rooted advertising ecosystem gives it a distinct advantage in scaling conversational ads, but they also caution that users may experience “ad fatigue” as the line between organic answers and paid content blurs.

Google promises additional AI‑powered advertising tools later this year, hinting at a broader rollout beyond the United States. Advertisers should prepare by auditing their product feeds, defining clear conversational guidelines, and monitoring performance metrics that go beyond click‑through rates, such as conversation length and post‑interaction conversion.

What this means for users and marketers

For everyday searchers, the immediate impact will be a subtle increase in sponsored content that feels more like a dialogue than a static banner. The experience aims to feel helpful, but the risk of over‑commercialisation remains. Marketers, on the other hand, gain a powerful new channel to engage prospects directly within the search flow, leveraging Gemini’s language capabilities to answer nuanced queries in real time.

The rollout will be closely watched as a bellwether for how AI can reshape digital advertising. If the test phase shows strong engagement and conversion, Google could set a new standard for conversational commerce, prompting other platforms to follow suit or double down on ad‑free experiences.