Google Ads in AI Mode: the new way of advertising
Erwin Berkouwer
Google AI Mode changes how ads work. Discover what this means for your SMB campaigns and what 3 steps you need to take now.
Companies that haven't yet adapted their Google Ads campaigns to the rise of AI Mode are missing an average of 15 to 25% of potential leads that are now being picked up by competitors—simply because they're visible in AI-generated answers. While you're still bidding on keywords, Google is already answering direct questions from your customers with an AI summary—and advertisers who don't participate are invisible.
What is Google Ads in AI Mode?
Google AI Mode is the new AI-driven search mode where users no longer see a list of links, but a conversation-oriented answer from Google's AI (Gemini). Think of it: someone types "what is the best CRM for an installation company with 30 employees?"—and Google provides a detailed, personalized answer, including recommendations.
Ads appear here not next to results, but in and under the AI answer itself. They're more relevant, less intrusive, and target the exact context of the search query. Google calls this the "moment that matters": the user is ready to buy, and you make a direct, relevant offer.
In the Netherlands, Google AI Mode has been active since October 2025. Ad opportunities in AI Mode are already in testing in the US and will also be rolled out to the Netherlands during 2026.
Why this already requires action
The rules have already changed—even if ads in AI Mode aren't yet fully available in the Netherlands.
AI Max has replaced Dynamic Search Ads. Starting in September 2026, all DSA campaigns will automatically be upgraded to AI Max—Google's new campaign type that uses AI to understand your landing pages and automatically match relevant search intent. Companies already using this are seeing an average 7% more conversions at comparable CPA/ROAS compared to traditional keyword targeting.
Text guidelines are now available to everyone. Since February 26, 2026, all advertisers can control what Google's AI is and isn't allowed to write in their ad copy. That means you can now exert control over how your brand appears in AI-generated ads.
First-party data is your biggest weapon. Google's AI bidding gets smarter the better data you provide. Server-side tracking, your own customer data, and conversion signals are the fuel that powers the algorithms. Companies that have this in order will advertise cheaper and smarter down the line.
Expert tip: Don't wait for the official rollout of AI Mode ads in the Netherlands. The technical infrastructure is already running—whoever has their tracking, data and campaign structure in order now will start with an advantage.
How ads are changing in AI Mode
| Element | Traditional Google Ads | Google Ads in AI Mode |
|---|---|---|
| Placement | Next to/above search results | In and under AI answer |
| Targeting | Keywords + audiences | Signals: intent, context, behavior |
| Creativity | Hand-written ad copy | AI generates text based on your input + guidelines |
| Formats | Text, responsive, shopping | Direct Offers, Shopping, video required alongside text |
| Data | Cookie-based, keyword data | First-party data, server-side conversion signals |
| Control | Fully manual or Smart Bidding | AI decides, you set boundaries via text guidelines |
New format: Direct Offers
The most concrete new format is Direct Offers: personalized offers that appear the moment someone is truly ready to buy. As a company, you can set a custom offer that the AI deploys as soon as a user shows the right intent. For an SMB service provider, that could be: "Schedule a free intake today—normally €150, free for new customers."
Three concrete steps for your SMB
Step 1: Set up server-side tracking (this week)
The quality of your data determines how smart Google's AI works for you. Without server-side tracking, you miss conversion signals due to cookie limitations. This is the best investment you can make right now—before AI Mode is fully rolled out.
What it costs: €500–€1,500 one-time implementation via an agency or developer.
What it delivers: 15–30% more measured conversions, better AI bid management, lower CPA over time.
Step 2: Switch to AI Max (or prepare the upgrade)
If you're still running Dynamic Search Ads, they'll automatically upgrade in September 2026. Do it actively now—then you'll have months to train the algorithm on your conversion profile.
Watch out: AI Max gives Google more freedom in where ads appear. Use URL exclusions to block pages you don't want advertised (e.g., careers pages, privacy policy).
Step 3: Set text guidelines
Go to your Google Ads account → AI Max → Text guidelines. Specify:
- What tone you want (formal/informal)
- What claims you DON'T want to make ("cheapest", "market leader"—unless provable)
- Which product categories or services should be highlighted
This protects your brand image while AI does the work.
Note for Unify AI customers: We help you set up server-side tracking, migrate to AI Max, and set text guidelines as part of our AI implementation processes. Request a free consultation →
What you lose if you do nothing
- Competitors already running AI Max are scoring historical data the algorithm needs right now. You'll start in 2026 with zero training data.
- Without text guidelines, you let Google write ad copy freely—including claims you might prefer not to make.
- Companies without server-side tracking miss up to 30% of their conversion data, meaning Google's bidding has too few signals to bid efficiently.
Frequently asked questions
When will Google Ads in AI Mode be available in the Netherlands?
Google is rolling out ads in AI Mode gradually outside the US in 2026. In the Netherlands, this is expected in the second half of 2026. The AI search feature itself (AI Mode) is already active in the Netherlands since October 2025.
Do I need to completely rebuild my existing campaigns?
Not necessarily. Most existing campaigns will continue to work. It's smart to proactively upgrade DSA campaigns to AI Max and improve your tracking. Major shift: the weight moves from manual keyword selection to providing quality data and creative input. Bigger change: weight shifts from manual keyword selection to delivering quality data and creative input.
What are Direct Offers and how do I set them up?
Direct Offers are personalized ad offers that Google deploys at the right time in AI Mode. They're set up from the Google Ads dashboard and are currently available via Performance Max and Shopping campaigns. Specific AI Mode campaign types are expected in the second half of 2026.
How is AI Max different from Smart Bidding?
Smart Bidding only manages your bid strategy. AI Max goes further: it understands the content of your website, generates ad text, and determines which landing pages are most relevant per search query—all within the boundaries you set.
Do I need a large budget to participate?
No. AI Mode ads are also accessible to SMBs with modest budgets. It's less about how much you spend and more about the quality of your data, your creative assets (images, video), and your conversion profile.
Ready to advertise in the AI era?
Google's AI Mode fundamentally changes how your customers search and how you reach them. Companies that get their data, tracking and campaign structure in order now will advertise smarter, cheaper and more visible down the line—exactly when a customer is ready to buy.
Schedule a free consultation and discover how Unify AI can prepare your advertising strategy for the AI era. Get in touch →
