Google to expand ads in AI Overviews to more markets

Google will roll out ads within AI Overviews beyond the U.S. to select English-speaking markets by the end of 2025, the company confirmed during its Google Access event last week.

Why we care. As AI-generated answers become a central part of Search, this expansion could reshape how advertisers reach users – with ads appearing directly alongside AI summaries rather than traditional text results.

Catch up. Ads in AI Overviews were first unveiled at Google Marketing Live 2025, allowing brands to appear within generative responses when users ask complex, multi-part queries.

What’s next. Google’s gradual rollout will give advertisers and users time to adapt to new ad placements and formats – and could provide early insights into how generative AI changes ad visibility, performance, and measurement across Search.

Bottom line. For advertisers, AI Overviews represent both an opportunity and a challenge – blending paid placements into AI-generated answers could drive richer engagement but may also require rethinking how to optimize for discovery and intent in a more conversational search environment.

First seen. This update was shared on LinkedIn by CEO of Profitmetrics.io Frederik Boysen, after hearing it announced Google Access meeting he attended last week.

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