Google expands image search ads with mobile carousel format

Google rolled out AI-powered ad carousels in the Images tab on mobile, now appearing across all categories — not just shopping-related ones.

Why we care. Ads are now showing directly within image search results, giving brands a new, highly visual placement to grab attention where users are actively browsing and comparing visuals. With users often browsing images to explore ideas or compare options, these AI-powered carousels give brands a chance to influence discovery earlier in the journey.

The details:

• The new format features horizontally scrollable carousels with images, headlines, and links.
• These carousels are powered by AI-driven ad matching, pulling in visuals relevant to the user’s query — even in non-commerce categories like law or insurance.
• The feature was first spotted by ADSQUIRE founder Anthony Higman, who shared screenshots of the new layout on X.

The big picture. By integrating ads more seamlessly into visual search, Google is blurring the line between organic and paid discovery a continued shift toward immersive, image-based ad experiences that go beyond traditional text and product listings.

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