Which campaigns can serve ads in Google AI Overviews?

Definition: AI Overviews are summaries in Google Search that draw on information from web pages. As of 17 October 2026, Google documents text and Shopping ads from existing Search, Shopping, and Performance Max campaigns as eligible to appear within these summaries, subject to targeting, relevance, auction, and market conditions.

Key facts

• Google's AI Overviews advertising help lists broader campaign eligibility for placements above or below the summary, including App campaigns.
• Google's responsive search ads guidance confirms that ads within AI Overviews are available in English on mobile and desktop in the countries listed below.
• Google's keyword matching documentation defines broad match as matching related searches, including searches beyond the direct meaning of the keyword.

Where can the campaigns serve?

Google's placement documentation separates eligibility by position. Above or below an AI Overview, existing text, Shopping, local, and app ads from Search, Shopping, Performance Max, and App campaigns are eligible across all markets where AI Overviews are available.

Within the summary, the same documentation lists text and Shopping ads from Search, Shopping, and Performance Max campaigns. Availability covers English on mobile and desktop in Australia, Canada, India, Indonesia, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, the Philippines, Singapore, and the United States. A campaign assessment therefore needs to distinguish the ad's position as well as its market and language.

Which targeting methods are required?

Broad match matches keywords to related searches. Keywordless targeting matches ads without relying on a supplied keyword. Google's AI Overviews help requires broad match on Search or keywordless targeting available through AI Max for Search campaigns, Performance Max campaigns, Shopping campaigns, or Dynamic Search Ads.

Google's keyword matching guide specifies that a broad match keyword is entered without quotation marks or square brackets. Using its example keyword, the entry looks like this:

red car

The same guide says matching can consider recent search activity, landing-page and asset content, and other keywords in the ad group. These contextual signals help explain why campaign type alone is insufficient when reviewing eligibility.

How does Google select an eligible ad?

Google's serving explanation says ads appear for a subset of queries with detected commercial intent and relevant ads. An ad within the summary must address both the query and the AI Overview's content and win the auction.

The same documentation excludes sensitive sectors from ads within AI Overviews, with examples including adult content, alcohol, gambling, finance, healthcare, and politics. For Shopping ads, it also recommends keeping product feeds current, including descriptions, prices, promotions, shipping, and returns.

Related terms

• Ads in Google AI Overviews
• Google AI Overviews
• AI Overviews country availability
• Merchant Center advertising eligibility

FAQ

Can I target only placements within AI Overviews?

Google's advertising FAQ says you cannot directly target placements within AI Overviews. It also says you cannot opt out of serving ads there.

Does an eligible campaign automatically appear?

Eligibility depends on the auction and relevance to both the query and the summary. Google's help page describes automatic eligibility for existing campaigns meeting those conditions.

Can I see separate results for these placements?

The same help page says Google Ads reports these placements as Top Ads and offers no separate reporting for ads within Search AI Overviews.

Sources

1. Google Ads Help, "About ads and AI Overviews", undated
2. Google Ads Help, "Best practices for creating effective responsive search ads", undated
3. Google Ads Help, "About keyword matching options", undated

---

Check how a page reads to answer engines. Open the GEO score analyzer