This article is part of our AI Ads hub. Want help applying it? Talk to eSEOspace.
Ads can appear in three places around a Google AI Overview: above it, below it or inside it. Each position has different availability, and advertisers cannot buy any one of them on its own.
Here is what Google's documentation says about each position. This guide is part of our AI ads hub. It was checked against Google's documentation on 9 November 2026.
Key Takeaways
- Ads can show above, below or within an AI Overview.
- Google lists ads inside AI Overviews for English in 12 markets and says its list may not be exhaustive, while ads above or below are far wider.
- An ad can appear above and inside on one search, but not inside and immediately below.
- All ads in AI Overviews and AI Mode are labeled "Sponsored."
- You cannot opt out of AI Overviews separately from Search, and reporting is aggregated.
Where ads can appear
Google's Help page on AI Overviews and AI Mode sets out the positions and where each one is available.
| Position | Where it is available | Language |
|---|---|---|
| Above or below an AI Overview | All 200+ countries and territories where AI Overviews are available | All languages where AI Overviews are available |
| Inside an AI Overview | United States, Australia, Canada, India, Indonesia, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, Philippines, Singapore | English |
The list carries two limits. Google marks Indonesia as AI Overviews only, and Pakistan as text ads only. The page describes this as English in the United States and select English-speaking markets.
Google's page has a specific rule about combinations: "Your ad can appear both above an AI Overview and within it on the same search, depending on the query and auction." However, it also says ads don't appear both within an AI Overview and immediately below it.
The page does not say how many ads can appear in one AI Overview.
What formats can run
Google says: "Text ads and Shopping ads can appear within AI Overviews and AI Mode." It also says: "We are also experimenting with other types of ads such as local inventory ads and vehicle ads."
Do not plan around those experiments yet. Google describes them only as experiments.
How people can tell it is an ad
Google says: "All ads in AI Overviews and AI Mode are clearly labeled as "Sponsored" and visually distinguished from organic content."
That matters for your brand. Your ad sits near an AI-written answer, but it is marked as an ad. It is not part of the organic answer, and it is not the AI recommending you.
How an ad gets chosen
Google's page says ads are matched in one of two ways.
- Direct matching: the ad matches the person's query.
- Contextual matching: the ad matches both the query and the AI response.
Your keyword match type affects which is available. Exact and phrase match keywords are eligible when a query expresses direct commercial intent. They are not eligible for contextual matching on broader exploratory questions.
AI-powered targeting is eligible for both. Google's list includes AI Max for Search, broad match on Search, Shopping campaigns and Performance Max. If you are choosing between those, see our comparison of AI Max and Performance Max.
What you need to set up
Possibly nothing, because existing campaigns qualify. Google says: "Advertisers don't need to create new campaigns or set up separate budgets." It also says: "Existing campaigns automatically participate through the Google Ads auction when relevant."
That means your ads may already be showing there. You just cannot see it broken out.
What you can and cannot control
| You can | You cannot |
|---|---|
| Use negative keywords | Target only AI Overviews or AI Mode |
| Use brand exclusions | Opt out of them separately from Search |
| Apply asset pinning and other existing guardrails | See a separate AI Overviews report |
Google says you can't target ads exclusively to these surfaces, or opt out of them separately from Search. In its FAQ, it says: "You can continue using negative keywords, brand exclusions to control when and how your ads serve."
Reporting is the other limit. Google says performance for these ads is included in aggregate in your standard reports. Triggering queries are aggregated in the search terms report.
Anyone who gives you a precise AI Overviews result from Google Ads data alone is estimating.
There is a nuance on brand exclusions. Google's brand exclusions page says that, for Performance Max, they apply only to Search, Shopping and YouTube search inventory. That page does not mention AI Overviews or AI Mode, so we are not stating how the two interact.
Our guide on controlling ads in AI Mode covers the options.
AI Overviews are not the same as AI Mode
AI Overviews appear on a regular results page. AI Mode is a separate conversational experience. Google's 28 October 2026 announcement covers AI Mode expansion and says nothing about ads in AI Overviews.
That post says Google is launching multiturn ads for follow-up queries in AI Mode in the US. Our guide to multi-turn ads in AI Mode explains that format. For the organic side, read Google AI Mode explained.
What to do this week
- Review your search terms report for longer, question-style queries.
- Add negative keywords for any you do not want to pay for.
- Check which campaigns use AI-powered targeting, and whether that is intended.
- Make sure your conversion tracking is accurate. Google recommends accurate conversion data alongside Smart Bidding.
- Keep Merchant Center feeds complete and current if you run Shopping ads, as Google recommends.
Next step
Decide whether you want exposure on exploratory questions, or only on buying-intent searches. For help reviewing your campaigns, see our paid search management.
Frequently asked questions
Can I buy an ad only in AI Overviews?
No. Google says you can't target ads exclusively to AI Overviews or AI Mode. They run through your normal campaigns.
Do I need a special campaign?
No. Google says advertisers don't need new campaigns or separate budgets. Existing Search, Shopping and Performance Max campaigns can participate.
How can I tell if my ads showed in an AI Overview?
Google Ads does not give a separate report for it. Performance is included in aggregate in your standard campaign reports.
Can I keep my ads out of AI Overviews?
Not separately from Search. Negative keywords and brand exclusions are the controls Google names.
Are these ads available outside the US?
Yes, in part. Ads above or below extend to all AI Overviews countries. Ads inside are listed for English in 12 markets, and Google says that list may not be exhaustive, so check its page.
