Google’s Latest AI Advertising Updates: What Business Owners Need to Know

At this year’s Google Marketing Live, the tech giant unveiled a range of AI-powered updates that could significantly impact how businesses run and benefit from digital advertising.

Whether you’re already running Google Ads or just starting out, these changes are worth paying attention to. Here’s a breakdown of the key updates, and some questions to consider as you plan your next move.


Smarter Search Ads: AI Overviews and AI Mode

Google now sees over 5 trillion searches each year, and those searches are getting more dynamic. New features like AI Overviews and AI Mode use generative AI to help users not just find information but understand it more quickly and act on it.

Now, ads are being rolled out within these AI enhanced experiences, both on desktop and mobile. That means ads will become more integrated into the natural flow of information, helping people discover products and services as they explore.

What this means:
Ads could appear in entirely new contexts, during moments of active discovery. Instead of showing up after a user types a specific keyword, your ad might surface when someone is simply exploring a topic related to your product or service.


Easier Visual Creation: Veo and Imagen AI Tools

Creating quality ad content takes time and resources — something many small businesses find challenging. Google is addressing this by introducing advanced generative tools: Veo for video and Imagen for images.

These tools will soon be built directly into Google Ads and Merchant Center, allowing advertisers to generate high-quality visuals in a matter of minutes. For small businesses, this could mean a big reduction in production time and cost.


Smarter Bidding and Broader Reach: AI Max & Smart Bidding Exploration

One of the most significant updates is the introduction of AI Max for Search campaigns and the launch of Smart Bidding Exploration. These tools aim to help advertisers reach audiences in new and unexpected ways — beyond obvious, high-competition keywords.

Smart Bidding Exploration uses AI to identify and pursue less obvious but potentially high-performing searches, helping businesses tap into parts of the market they may not have considered before.


Working Smarter with Agentic AI

The term “agentic capabilities” refers to AI tools that can act more independently — suggesting actions, setting up campaigns, and adapting strategies automatically.

These tools are being built directly into Google Ads to help advertisers, especially those without large marketing teams, stay competitive. This could make campaign management more accessible, even for those who are new to paid advertising or short on time.


What Does All This Mean?

The common thread across all of Google’s new updates is clear: AI is no longer experimental — it’s operational. From creative production to campaign management and customer discovery, these tools are being integrated directly into the platforms small businesses already use.

But as powerful as these tools are, they still need to be used wisely. Understanding your audience, setting clear goals, and regularly reviewing your performance remain just as important as ever.

 

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Wecanhelp.digital was established by Alex Reid in Totnes, Devon to deliver agency-quality digital marketing services to SMEs at an affordable cost.