New ad formats built with Gemini coming to Google Search
Google Ads
A new generation of ads for the AI era of Search
May 20, 2026
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Built with Gemini, we're testing new ad formats in Search and expanding our Direct Offers pilot to help brands connect with consumers.
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General summary
Google is integrating Gemini into Search to provide conversational, AI-driven ad experiences that offer product guidance and transparent explanations. You can now use new formats like Conversational Discovery ads, Highlighted Answers, and AI-powered Shopping ads to connect with customers through real-time, personalized advice. To prepare, ensure your campaigns are set up with Performance Max and AI Max tools to take full advantage of these upcoming features.
Summaries were generated by Google AI. Generative AI is experimental.
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Google’s "A new generation of ads for the AI era of Search" introduces smarter ads.
New AI-powered ads use Gemini to provide helpful, relevant product details for your searches.
Conversational ads and highlighted answers give you direct, personalized advice while you research products.
New shopping features and chat agents help you make confident buying decisions much faster.
Expanded direct offers now include native checkout and travel deals to simplify your shopping.
Summaries were generated by Google AI. Generative AI is experimental.
Basic explainer
Google is updating its ads to work better with AI. These new ads use Gemini to answer your specific questions and explain why a product might be right for you. You’ll see these helpful suggestions while you search or shop online. They’re designed to make finding what you need faster and easier.
Summaries were generated by Google AI. Generative AI is experimental.
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People come to Google to research complex topics and discover products and services that fit their needs. As the Search experience becomes smarter and more conversational, we’re using Gemini models to experiment with new ad experiences designed to provide engaging, helpful answers that connect people with businesses.
We’re introducing more helpful ads in AI Mode<br>When researching a topic, consumers want to know exactly how a product suits their unique situation. In fact, 75% of people report making faster, more confident decisions using AI Mode in Search.
That’s why we’re testing two new types of ads, built with Gemini, that offer relevant product details along with helpful guidance.<br>To help people evaluate their choices, both of these new formats will feature an independent AI explainer as part of the ad. Our Gemini model evaluates and synthesizes information about a product or service, and displays that context alongside the advertiser’s creative. This coherent, independent response ensures transparency and builds trust. These formats will also continue to be clearly labeled as “Sponsored.”<br>Conversational Discovery ads: With Conversational Discovery ads, your ad answers a person’s specific question. Suppose someone searches, "I am trying to make my house smell like those fancy spas or a rainy forest. What are some low-maintenance ways to make my home smell amazing?" We use the Gemini model to build creative tailored to that search, highlighting specific relevant features.<br>Highlighted Answers: When people are researching, they want helpful suggestions. Now, when AI Mode provides a list of recommendations — like the best language apps for an upcoming trip — highly relevant, high-quality ads are eligible to appear on that list as a Highlighted Answer.
Conversational Discovery Ads
Highlighted Answers
We’re bringing next-gen AI ads to Search<br>Helpful, smart ads aren’t just for AI Mode. In the coming months, we’re bringing two new ways to give people real-time product advice on Search, exactly when it’s needed most.<br>AI-powered Shopping ads<br>Buying something big — like a new fridge or a TV — can be overwhelming. People want to see exactly what they’re looking for and why it’s the best option. To make choosing easier, we’re launching AI-powered Shopping ads. Now, if someone searches for an espresso machine, Gemini will pull up your most relevant products and instantly write a custom explainer highlighting why your product may be the right choice for them.
AI-powered Shopping ads
Business Agent for Leads<br>When weighing important options, people want to feel confident before they commit. Business Agent for Leads, built with Gemini, puts a smart brand agent right inside your ad. Instead of filling out a static form, a student researching universities can click “Chat” to get...