Google Ads in AI Mode: the new way of advertising

In Google AI Mode, a searcher no longer gets a list of links, but a conversational answer from Gemini. Ads sit in and below that answer. You don't have to wait until the ad formats are fully available in the Netherlands: you can get your tracking, data and campaign structure in order now.

What is Google Ads in AI Mode?

Google AI Mode is an AI search mode where users get a coherent answer from Google's AI (Gemini). Say someone types: "what's the best CRM for an installation company with 30 employees?" Google then gives a detailed, personal answer with recommendations.

Ads don't sit next to the results here. They sit in and below the AI answer itself. They match the context of the question and show up when the user is ready to choose.

Google AI Mode has been live in the Netherlands since October 2025. The ad options have been tested in the US and are being rolled out elsewhere step by step during 2026.

Why does this matter right now?

The rules are already changing, even if ads in AI Mode aren't fully available in the Netherlands yet.

AI Max replaces Dynamic Search Ads. Google is moving from Dynamic Search Ads (DSA) to AI Max, a campaign type that uses AI to understand your landing pages and match them to relevant search intent. Google itself reports an average of just over 7% more conversions at a similar CPA or ROAS. That is a Google figure, not independent research.

Text guidelines are available to all advertisers. Since 26 February 2026 you can steer what Google's AI may and may not write in your ad copy. That keeps you in control of how your brand appears in AI-generated ads.

First-party data is becoming more important. AI bidding gets smarter the better the data you feed it. Server-side tracking, your own customer data and conversion signals are the fuel for the algorithms. Companies that have this in order will be able to bid more precisely later on.

How do ads in AI Mode differ from traditional Google Ads?

What are Direct Offers?

Direct Offers are a new format in AI Mode: an offer the AI shows as soon as a user displays the right intent. You set the offer yourself. For a service provider that could be a short introductory session at a fixed price, for example.

Which 3 steps can you take now?

Step 1: Set up server-side tracking

The quality of your data decides how well Google's AI works for you. Without server-side tracking you miss conversion signals because of cookie restrictions and ad blockers. It is often the best preparation you can do now, even apart from AI Mode. Expect a one-off implementation by an agency or developer; the cost varies with the complexity of your website and tools.

Step 2: Move to AI Max

If you still run Dynamic Search Ads, Google will convert them to AI Max. Better to switch yourself: that gives you time to train the algorithm on your conversion profile, and you get to pick the settings deliberately.

Watch out: AI Max gives Google more freedom in where your ads appear. Use URL exclusions to block pages you don't want to advertise for, such as job pages or your privacy policy.

Step 3: Set text guidelines

In your Google Ads account, go to AI Max and then Text guidelines. Set down:

• the tone you want (formal or informal);
• the claims you don't want to make, such as "cheapest" or "market leader", unless you can prove them;
• which products or services may get extra attention.

That protects your brand while the AI does the writing. A good base for steps 1 and 3 is data that is correct and easy to find: that is exactly what Data op orde is about.

What do you risk if you do nothing?

• Competitors already running AI Max build up the historical data the algorithm needs sooner. You then start later, with little training data.
• Without text guidelines you give Google a lot of freedom in writing your ad copy, including claims you'd rather not make.
• Without server-side tracking you often miss part of your conversion data. Google's bidding then 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 outside the US step by step during 2026. The exact date for the Netherlands isn't fixed; check the current status in your Google Ads account. AI Mode itself has been live in the Netherlands since October 2025.

Do I have to overhaul my existing campaigns completely?

Not necessarily. Most existing campaigns keep working. It is smart, though, to move DSA campaigns to AI Max yourself and improve your tracking. The weight shifts from picking keywords by hand to good data and creative input.

What are Direct Offers and how do I set them up?

Direct Offers are offers that Google can show at the right moment in AI Mode. You set them up from Google Ads. Which campaign types support them changes quickly; check your account to see what is available to you.

How does AI Max differ from Smart Bidding?

Smart Bidding only steers your bidding strategy. AI Max goes further: it reads the content of your website, generates ad copy and picks the most relevant landing page for each search, within the limits you set.

Do I need a big budget to take part?

No. SMBs with a modest budget can take part too. It matters less how much you spend and more how good your data, your imagery and video, and your conversion profile are.

Where do you go from here?

AI Mode changes how customers search and how you reach them. Start with the basics: clean data, reliable tracking and clear guidelines for your ad copy. Want to know where your organisation stands on data and AI? Run a scan with the UnifyAI Agent or book an introduction.