Search ads become conversations. Landing pages matter more than ever.
Google's advertising event moved ads into AI answers and let prospects chat with your ad. Advertisers who win will pair these formats with websites that convert.
By the Xuru Technologies team · 23 May 2026
Key takeaways
- Google positioned AI Mode, with over a billion monthly users, as its primary search experience.
- New formats include conversational ads, AI-explained Shopping ads, Direct Offers and a Business Agent that qualifies leads.
- These formats run within AI Max for Search or Performance Max.
- Ask Advisor combines Google's AI helpers for Ads, Analytics and Merchant Center.
Last year AI Mode was a test. This year it is where Google expects most searching, and buying, to happen.
What happened
Level Agency summarised 57 product announcements, and BrowserMedia explained how ads in AI Mode work. TripleDart covered implications for B2B advertisers.
What it means for advertisers
- Less keyword control. AI matches intent from conversations.
- Better feeds and pages win. The AI writes ads from your site and data.
- Leads may start in the ad. Your follow-up needs to be fast.
Getting ready
| Step | Why |
|---|---|
| Sharpen service pages | The AI draws ad copy from them. |
| Clean product feeds | Feeds power Shopping ads and AI answers. |
| Instant lead follow-up | Connect ad leads to your CRM and reply in minutes. |
| Track conversions properly | AI bidding needs accurate signals. |
Frequently asked questions
Can I advertise in Google AI Mode?Yes. Google announced ads inside AI Mode responses, available through AI Max for Search and Performance Max campaigns.
Yes. Google announced ads inside AI Mode responses, available through AI Max for Search and Performance Max campaigns.
What is the Business Agent for leads?An AI agent placed in an ad that lets prospects ask questions and qualify themselves in real time instead of filling in a form.
An AI agent placed in an ad that lets prospects ask questions and qualify themselves in real time instead of filling in a form.
Do I still need SEO if I run ads?Yes. Strong content and structured data improve both organic visibility and the ads Google generates from your site.
Yes. Strong content and structured data improve both organic visibility and the ads Google generates from your site.
Pages that make AI ads convert.
Landing pages, feeds, tracking and fast lead follow-up for the AI search era.
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