Google is testing ads in AI Mode – but will they be effective?

Google plans to introduce ads in AI Mode – a new search feature that generates detailed responses to complex queries. Currently, ads are not displayed there, but the company is already analyzing data from AI Overviews, where ads are integrated into search results.

What concerns advertisers?

Ads in AI Overviews show good CTRs, but the situation might be different in AI Mode. Experts worry that ads in this format could appear intrusive and receive fewer clicks on social media since users may get used to interacting with AI rather than clicking on links.

Additionally, AI Mode could become a premium inventory, increasing the cost per click. If the ROI doesn't justify the investment, this could impact the effectiveness of ad campaigns.

Google continues to test new formats, but advertisers remain skeptical for now.