I’ve been diving into some recent updates from Google regarding keyword match types, especially for those of us working with AI Overviews (AIO) and AI Mode ad placements. It’s crucial to understand these changes, particularly for those testing AI Max and using various match-type strategies. Let’s break it down so we can all optimize our ad reach effectively.
Why this matters to us. As the digital advertising landscape embraces AI-powered placements, it’s more important than ever to grasp which keywords are ready to serve ads and avoid unintentionally limiting our ad reach or misjudging performance metrics.
In May’s developments. When I followed the conversation between Marketing Director Yoav Eitani and Google’s Ads Liaison, Ginny Marvin, it was clarified that ads can serve either above or below an AI Overview—or appear within—but not in both placements simultaneously. Marvin stated, “Your ad could trigger to show either above/below AIO or within AIO, but not both at this time.”
When we talk about ad placements, it turns out both exact and broad match keywords can trigger ads above or below AIO. However, only broad match keywords (or those using keywordless targeting) have the privilege to appear within the AI Overviews.
What’s different now. In a later discussion with Paid Search specialist Toan Tran, Marvin provided further insight into Google’s updated eligibility criteria. Before this update, the presence of an exact match keyword could block a broad match keyword from filling AIO spots. But thanks to Google’s revisions, that’s no longer an issue.
Marvin detailed, “The presence of the same keyword in exact match will not prevent the broad match keyword from triggering an ad in an AI Overview, since the exact match keyword is not eligible to show Ads in AI Overviews and hence not competing with the broad match keyword.”
This adjustment means that with exact and phrase match keywords not qualifying for AI Overview placements, they won’t compete with broad match keywords in those auctions. So, a broad match can still trigger successfully even if its exact match counterpart is present.
The broader perspective. Google’s strategic update strengthens the distinction between traditional keyword matching and AI-powered intent matching. Ads in AI Overviews now depend on a keen understanding of both user queries and AI-generated content, requiring broader targeting signals.
The takeaway for us. If you, like me, are pushing into AI Max and AIO placements, it’s clear that broad match and keywordless strategies are key to tapping into Google’s AI-driven ad spaces. Exact and phrase match keywords might not appear in AI Overviews, but crucially, they won’t stop us from leveraging broad matches.
I’ve been captivated by how Google AI Overviews shifted the search landscape in 2025. Since then, I’ve delved into a detailed analysis by Semrush, which evaluated over 10 million keywords, revealing significant volatility, an increase in ads, stronger click-through rates (CTRs), and AI Overviews venturing beyond purely informational searches.
The year witnessed a rapid expansion of AI Overviews in Google’s search functions, which eventually tapered off as they began appearing in commercial and navigational inquiries. Between January and November, Semrush’s analysis identified these dynamic changes.
AI Overviews surged, then retreated. The deployment of AI Overviews was far from linear. Google introduced them at a rapid pace, peaking mid-year, then scaled back based on user data and feedback:
January: AI Overviews appeared in 6.5% of all queries.
July: Their presence peaked, appearing in nearly 25% of searches.
November: By this time, their appearance was retracted to less than 16%.
Zero-click behavior defied expectations. Contrary to initial beliefs, I noticed that click-through rates for searches with AI Overviews have increased steadily. It seems that rather than reducing clicks, AI Overviews may actually encourage them.
AI Overviews are more common on searches that generally lead to no clicks.
But when examining the same keywords pre and post-introduction of an AI Overview, the zero-click rates decreased from 33.75% to 31.53%.
Informational queries no longer dominate. At the start of 2025, AI Overviews predominantly served informational purposes:
January: 91% informational
October: 57% informational
Eventually, I observed AI Overviews appearing in commercial and transactional searches:
Commercial queries: Jumped from 8% to 18%
Transactional queries: Increased from 2% to 14%
Navigational queries are rising fast. Interestingly, there’s a noticeable increase in AI Overviews intercepting brand and destination searches:
Navigational AI Overviews rose from under 1% in January to over 10% by November.
Google Ads + AI Overviews. Earlier this year, ads rarely appeared next to AI Overviews. Now, their presence is much more common:
Ads alongside AI Overviews grew from about 3% in January to around 40% by November.
Roughly 25% of AI Overview SERPs now show ads at the bottom.
Science is the most impacted industry. In terms of keyword saturation, Science tops the list with AI Overviews appearing in 25.96% of searches. This is followed by Computers & Electronics at 17.92%, and People & Society at 17.29%.
Since March, Food & Drink has experienced the fastest growth among all categories in AI Overview usage.
In contrast, sectors like Real Estate, Shopping, and Arts & Entertainment see AI Overviews in less than 3% of queries.
Why we care. With AI Overviews persistently reshaping click behaviors, commercial visibility, and ad placements, I believe it’s important to keep a close eye on these shifts and adapt accordingly.
The position of ads is more crucial than ever. I’ve recently come across new data that underscores how Google AI Overviews are reshaping paid search visibility and click-through rates (CTR).
In my experience, Google’s AI Overviews have dramatically altered the search landscape almost overnight. As someone deeply invested in paid search, I’ve noticed the battle for visibility isn’t just about ad rank anymore—it’s about appearing above the AI results.
This change is part of a rapid surge in AI Overviews, which I discovered in Adthena’s earlier study. My analysis found that AI Overviews are now trespassing into short, high-volume commercial searches.
The underlying mechanism causing this is pretty clear to me: AI Overviews intercept user attention, slash CTRs, and push both organic and paid listings lower down the page. As a result, clicks and revenue take a hit.
From what I’ve seen in Adthena’s latest research, it accurately identifies how often advertisers secure top ad positions above AI Overviews across seven major industries, device types, and query categories. The research highlights clear leaders and provides actionable strategies for the rest of us in paid search.
The topline reality: Ad position visibility is lost 25% of the time
The industry benchmark table below reveals how fierce the fight is for the top spot. It shows us the percentage of ads that appear either above or below AI Overviews across seven industries.
Strategic implications from the topline data
The leaders: Industries like Travel, Energy, Financial Services, and Retail consistently land above the AI Overviews in more than 75% of cases. However, I’ve noticed that even in these sectors, 1 in 4 paid ads are still affected. When keywords drive major revenue, that 20% to 30% exposure is a direct threat to ROI.
The runners-up (the risk of being hidden): Healthcare is a major outlier. Ads in this field often appear below AI Overviews 64.6% of the time, given the high-stakes nature and research-heavy aspect of healthcare searches. Google’s AI prioritizes “expert” information first, meaning healthcare ads see significantly less visibility.
The volatility: The gaming sector shows a clear 50/50 split. Visibility feels like flipping a coin, demonstrating to me the need for agile bidding strategies.
The device divide: Why mobile is your biggest threat
From what I’ve gathered, device-specific data indicates that ads are more likely to be displaced by AI Overviews in a mobile setting due to limited screen space.
Strategic implications on device differences
Automotive’s Mobile Problem: Although Automotive shows strong “Above %” placement overall, daily trends are worrying. On mobile, ads are frequently buried by AI Overviews, making them invisible without extensive scrolling. This leads to diminishing visibility and CTR for us marketers.
The “double whammy”: In healthcare, desktop ads generally appear below AI Overviews, although mobile sometimes performs slightly better. It seems the AI Overviews box might be designed for mobile screens, occasionally allowing one or two ad slots to remain visible. However, desktop visibility still suffers greatly.
Actionable insight: Mobile is where AI Overviews present the greatest challenge. For industries like healthcare and gaming, where this is a significant problem, securing top ad positions is vital for survival.
The query intent test: Where does AI Overviews win and lose?
Generally, I’ve observed that long queries tend to be more informational and thus more likely to activate AI Overviews, while shorter ones are typically transactional. The table below unfolds a surprising industry pattern related to this.
This table reveals the connection between query complexity (or user intent) and AI Overviews’ dominance, spread over query lengths from one to ten words.
Strategic implications on query intent
AI Overviews dominance on the fringes:
Healthcare shows that as queries get longer (up to 10 words), ad positions above AI Overviews drop to 0%. Google clearly prioritizes complex health questions, relegating commercial interests lower.
Gaming reveals the opposite: short terms (1-2 words) have 0% visibility above AI, suggesting organic results or features claim the top spot. However, for longer terms (7-9 words), ads dominate above AI Overviews, a golden opportunity to engage users deeply researching.
The unexpected paid search opportunity (Automotive & Travel):
Automotive and Travel ads excel with longer informational queries rather than short, high-volume ones. For example, Automotive’s “Ad Above AI Overviews” rate leaps from 21.9% (one word) to over 74% (four words).
Strategic implication: This upends conventional PPC strategy, suggesting we should be bidding eagerly on mid-to-upper-funnel terms where AI Overviews are present, intercepting the user’s journey before their final decisions.
Next steps for paid search marketers
Adthena’s research highlights that the threat of Google AI Overviews is fragmentary. Precision is key: know when and where your ads can outrank AI Overviews, adjust your bids and content accordingly.
From my ongoing observations, as the frequency of AI Overviews rises, these ad position percentages might swing. I advise regularly auditing profitable keywords to effectively handle changes in the AI-driven search landscape.
Here are three game-changing steps we can take:
1. Have you explored testing a device-specific strategy?
I’ve realized that mobile often amplifies visibility loss from AI Overviews, notably in sectors like automotive.
I recommend considering a device-specific strategy, especially for campaigns severely impacted by AI Overviews.
2. Have you identified quick wins in keyword coverage?
Data on word counts reveals unexpected possibilities. Industries like Gaming and Automotive often see robust ad placements with long-tail queries (four words or more) above AI Overviews.
This signals high-visibility traffic in mid- to upper-funnel searches that our competitors may be ignoring.
3. Have you reviewed your ad copy against the AI answer?
AI Overviews can miss out on brand nuances and emotional resonance.
To captivate users, ads must deliver what AI can’t: a strong, compelling reason to choose you over Google’s summary. Using messaging that includes trust, guarantees, or urgency can clearly differentiate from AI’s generic style.
Convey transactional incentives like deals, free shipping, or scarcity (“Limited stock, grab yours!”), and use emotional elements like customer testimonials to build trust and convey your unique brand narrative.
The search landscape has evolved. Adthena’s data suggests that marketers who rapidly analyze and adjust their ad strategies in response to AI Overviews will thrive.
Ready to see where your ads sit today?
Adthena gives you the precise data on ad appearances in relation to AI Overviews, helping you adapt to changes in AI search performance. Book a demo to see where your ads rank today.
