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Google AI Mode ads are not a separate campaign type that advertisers can switch on and target exclusively. Google documents ad placements for AI Overviews, while its May 2026 announcement describes newer ad formats in AI Mode as tests. Sponsored sitelinks are additional paid links attached to an ad; they can send people to specific pages, and a click costs the same as a click on that ad’s headline.
How are ads different in AI Mode and AI Overviews?
AI Mode and AI Overviews are related but distinct Search experiences. AI Mode is designed for exploratory questions, follow-up prompts, comparisons and multimodal input. AI Overviews are generated summaries that can appear in Search results. Google’s documentation describes current ad placements in AI Overviews; its May 20, 2026 announcement describes newer formats being tested in AI Mode. Treating those as the same placement—or assuming that every AI Mode answer includes ads—overstates what Google has documented.
Google says AI features may use “query fan-out”: rather than relying only on the words in the original question, its systems may run multiple related searches across subtopics and sources to assemble context. That can make the answer more useful for a complex query, but it does not guarantee an ad will appear. Ads still depend on commercial intent, relevance, eligible campaigns and the ad auction.
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| Experience | What Google describes | What advertisers should expect |
|---|---|---|
| Ordinary Search | Ads from established Search and other eligible campaign types may appear in Search results. | Normal campaign and auction eligibility applies. |
| AI Overviews | Ads may appear above or below an overview; in supported markets and languages, they may also appear within it. | Google documents these placements, but advertisers cannot directly target the AI Overview placement alone. |
| AI Mode | Google’s May 20, 2026 announcement describes tests of new Gemini-built formats with product details and an independent AI explainer. | The announced formats are tests; availability and appearance can vary by market, device, query and rollout stage. |
Google Ads Help says ads in AI Overviews are reported as “Top Ads.” The help documentation describes AI Overview ad availability in more than 200 markets for placements above or below the overview; that is not a promise that every format is available everywhere. Check current Google Ads documentation for the market and language that matter to your campaign.
How does Google decide whether an ad appears?
For AI Overviews, Google says an ad can be eligible when the query has commercial intent and Google has quality ads relevant to both the query and the AI Overview. An eligible ad must still compete in the existing auction. Google determines whether to show it above, below or within the overview; an advertiser does not choose the exact position.
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- A person enters a question in Search or AI Mode. It may be a detailed or exploratory query rather than a short product keyword.
- For AI features, Google may use query fan-out to gather context from multiple related searches.
- For an AI Overview placement, Google assesses commercial intent and whether relevant, quality ads are available for the query and generated context.
- Eligible ads from existing campaign types compete under the usual auction and serving conditions.
- Google decides whether an ad is shown and, where applicable, whether it appears above, below or within the AI Overview.
The eligible campaign types Google identifies for AI Overview ads are Search, Shopping, Performance Max and App campaigns. This does not mean every ad in those campaigns will appear in an AI feature; relevance and auction outcomes still matter. The announcement of experimental AI Mode formats does not establish a separate, universally selectable AI Mode campaign.
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Can I target only AI Mode or AI Overviews?
No AI Overview-only targeting control is described in Google’s cited documentation. Ads in these placements are drawn from eligible existing campaigns, and Google decides when the context and auction support serving an ad. The newer AI Mode formats announced in May 2026 are tests, not evidence of a general AI Mode-only targeting option.
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That distinction matters for campaign planning. You can make campaign, asset and landing-page decisions that support relevance, but you should not promise a client or internal team that a given campaign will show only in AI Mode, only in an AI Overview, or at a fixed location in an AI-generated answer. Google also says its current documentation does not provide segmented reporting specifically for ads shown within AI Overviews. A campaign’s overall results therefore should not be presented as a measured AI Overview-only result.
What are sponsored sitelinks?
A sitelink is an additional link shown with an ad that takes the user to a particular page on the advertiser’s site. It is an ad asset, not an organic Search result and not a separate campaign. For example, a retailer might use sitelinks to send people to a product category, a promotion or store information rather than sending every click to the same landing page.
Advertisers can create sitelinks at the account, campaign, asset-group or ad-group level. Google may also serve dynamic sitelinks, which its systems can generate from landing pages and other account sources when they predict those links will improve performance. Dynamic sitelinks do not require a separate setup. Smart campaigns can generate automatic sitelinks using Google AI.
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Manual assets do not guarantee that the exact links you entered will appear every time. Google selects eligible assets according to predicted usefulness, relevance, device, ad position and other auction and serving factors. Dynamic sitelinks may appear alongside manually created sitelinks or instead of them.
How should I create useful sitelinks?
Make each sitelink a clear route to a materially different destination. A link to a product page and a link to store hours offer different next steps; several links that all lead to the same page do not. Google’s policy prohibits using the same link text for multiple sitelinks.
- Choose a distinct destination: Match each link to a page that answers a different likely need, such as a product, promotion, menu, review or store-hours page.
- Keep the text concise: A reader should understand where the link goes without treating it as a second headline.
- Check the landing page: Make sure it loads, contains the information promised by the link and is appropriate for the audience and market.
- Review assets at more than one level: Sitelinks can be set at account, campaign, asset-group or ad-group level, so inspect the levels that apply to the campaign you are managing.
- Allow for automated selection: Google may use dynamic sitelinks alongside or instead of manual assets. Review the destinations and text users could see, rather than assuming manual assets are the only possibilities.
Google’s documentation describes up to six sitelinks on desktop and up to eight on mobile for relevant Search placements, subject to current format rules. Those are maximums, not a guarantee that all available slots will be filled. Google Ads Help cites internal data from May 15–24, 2025, reporting up to 3.5% more conversions at a similar cost per conversion when advertisers increased sitelinks to six. That is Google’s dated internal result, not an independent benchmark or a promised lift for every account.
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Do sitelinks cost extra?
There is no separate fee just for displaying a sitelink. If someone clicks a sitelink, Google charges the same click cost as for a click on the headline in that same ad. Dynamic sitelinks are also charged only when someone clicks through to the site.
Google says an ad impression is not charged for more than two clicks when rapid multiple clicks are treated as duplicate or invalid. This rule does not mean all clicks are free after the second one; it describes the handling of rapid clicks that Google treats as duplicates or invalid. For performance analysis, Google Ads provides sitelink performance information and lets advertisers segment statistics for individual sitelink clicks.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How are sponsored ads labeled?
Google’s October 13, 2025 announcement says text ads can be grouped beneath a persistent “Sponsored results” label, which may appear above or below an AI Overview. Google also described a “Hide sponsored results” control that collapses the paid text-ad grouping so users can focus on organic results. Shopping units use sponsored labeling too.
In the AI Mode formats announced on May 20, 2026, Google said the units would remain clearly labeled “Sponsored.” The announcement describes tests, so the exact presentation may change. The label is the key distinction: a sponsored ad or sitelink is paid, even when it appears near an AI-generated answer or other Search links.
How can a website become a supporting link in AI Mode?
Google says a page must be indexed and eligible to appear in ordinary Search with a snippet to be considered as a supporting link in AI Mode or an AI Overview. Google does not specify additional AI-only technical requirements, a special AI text file or special schema markup for this eligibility.
That does not guarantee that Google will crawl, index or show a particular page. Standard site practices remain relevant: allow crawling, use clear internal links, publish useful text and maintain a good page experience. Where applicable, keep Merchant Center or Business Profile information current. These are ordinary Search and site-quality practices, not a way to force inclusion in an AI-generated response.
This organic-link question is separate from ad eligibility. A site’s ability to appear as a supporting link does not make it a sponsored result; an advertiser’s eligible campaign does not guarantee that its site will be selected as an organic supporting link.
What should advertisers measure and verify?
Separate what Google reports from what the available data can establish. Sitelink click statistics can help show whether particular additional destinations are being used. By contrast, Google’s cited help page says ads shown within AI Overviews do not have a dedicated reporting segment. Do not attribute a change in campaign results specifically to AI Overview exposure unless you have measurement that supports that conclusion.
- For sitelinks: Review performance and individual sitelink click statistics in Google Ads, alongside the relevance and usefulness of each destination.
- For AI Overview exposure: Do not treat “Top Ads” reporting as a placement-specific AI Overview report; Google’s cited wording says those ads are reported as Top Ads.
- For AI Mode tests: Confirm current availability and format details for the relevant market and device. A test announcement does not establish broad or permanent availability.
- For website eligibility: Check ordinary indexing and snippet eligibility rather than adding an unsupported AI-only file or markup.
The practical operating model is therefore straightforward: build relevant existing campaigns, maintain useful landing pages and distinct sitelinks, then evaluate the reporting Google actually provides. Neither a sitelink asset nor a technical SEO change guarantees a particular AI placement.
Frequently Asked Questions
Does Google’s claim about people making faster decisions prove AI Mode ads work better?
No. Google’s May 2026 Marketing Live announcement says 75% of people report making faster, more confident decisions using AI Mode in Search. That is a Google-reported research result about people’s decisions, not a measured conversion or effectiveness result for ads.
Are AI Mode ads personalized to each person?
The Google materials described here explain query context, relevance, campaign eligibility and auction conditions, but do not establish how personalization affects a particular AI Mode ad impression. Advertisers should not infer individual targeting rules from the format announcement alone.
Does schema markup make a page more likely to appear in an AI answer?
Google says no special schema markup is required for AI Mode or AI Overview eligibility. Structured data may have other uses in Search, but these materials do not say that adding it secures or improves inclusion as a supporting link.
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