What is Ads in AI Overviews and AI Mode?
The increased use of generative AI tools like Google's AI Mode, Gemini, or ChatGPT will drive those companies to monetise the AI results. For example, ChatGPT's business model, at this moment, is based on a subscription fee and we cannot rule out ChatGPT using other options like Ads in the future.
Google typically will show Ads as it is currently doing in other platforms like Youtube, Search, or Display. Actually, since mid-2025 Google has been testing ads in AI Overviews and AI Mode results in the United States and this will be expanded to Europe and other countries soon.
Why does this matter for my Hotel?
Users are using AI tools more and more in the booking journey to plan their trips, discover and book hotels like yours. They ask things such as: "Find me a pet-friendly family hotel with a heated indoor pool in Barcelona for under $150 per night in July."
With Ads in AI Overviews and AI Mode, place your Hotel on those results and reach potential customers in their new journeys of discovery. Present your Hotel as a highly relevant and next step as customers search options.
AI Overviews now has over 2 billion monthly users across more than 200 countries and territories and 40 languages. AI Mode, currently in a limited testing phase in the U.S., will be expanded globally.
What Hotels can do?
Getting your Hotel ads to appear in Google's AI Overviews and AI Mode requires more than just ticking a box. Instead, it requires aligning your campaigns with Google's focus on automation and user intent-based matching. To be eligible, you should be running campaigns in Search using AI-powered targeting solutions like the keywordless targeting technology of AI Max in Search and, most importantly, Performance Max campaigns.
Performance Max campaigns are inherently suited for this, as they operate on broad intent signals across all of Google's inventory using segmented audiences to reach those potential customers for the Hotel.
For your standard Search campaigns to qualify, it is highly recommended to adopt AI Max in Search. This is crucial because AI-driven search often involves complex, conversational, and informational queries. AI Max in Search provides the necessary flexibility for Google’s AI to connect your ad to these more nuanced searches.
Ads in AI Overviews are currently available in the US and are set to expand to select English-language countries by the end of 2025. Ads in AI Mode are also being tested in the US market. For forward-thinking hoteliers, the time to adapt your digital strategy is now.
Embracing AI-powered targeting is no longer just an option; it's essential for capturing the next generation of travellers.
