Google AI Mode ads are expanding: what should advertisers do?

Alphabet's third-quarter results hold important clues about how Google plans to monetise AI search. According to Ars Technica, Google's chief business officer Philipp Schindler said AI Mode queries earn less revenue than a comparable web search: there are fewer ads and they cost more to run.

What did Google announce on the ad side?

Google said contextual ads in AI Mode will soon appear in more international markets. In the US it is moving to multi-turn ads that change as the back-and-forth between the user and the search chatbot continues. Search volume grew 12% year on year, compared with 17% in the second quarter.

What is the problem for advertisers?

According to Search Engine Journal, Google says sponsored and organic product listings in AI Mode have similar click-through rates. But how those visitors convert compared with classic search traffic is unknown: Google currently combines AI Mode performance with standard campaign and search term reports, so acquisition cost and lead quality cannot be compared separately.

What should advertisers in Turkey do?

• Do not set aside a budget for AI Mode specifically; Google did not name Turkey, but if your campaigns use broad match and automated bidding, assume impressions may move to new surfaces.
• Review the search terms report weekly and limit spend on irrelevant or exploratory queries with exclusion lists.
• Judge campaigns on sales and qualified leads rather than click-through rate, and verify that conversion tracking and CRM imports work.
• If you have a long buying cycle, check the conversion window and attribution settings so you can see later purchases by visitors who arrived in that first conversation. Google Ads management that steers budget by conversion data keeps these checks routine.