"On X, Greg Sterling noticed a local HVAC repair recommendation in a box marked "Sponsored" below typical results from Google's AI. SEO expert Brodie Clark successfully replicated the same "Sponsored" tag in a different search related to plumbing in their area. Sterling's example was in Google's experimental Labs tools, but Clark saw it in the public-facing AI Mode. This Tweet is currently unavailable. It might be loading or has been removed."
"In May, Google said it was "expanding ads in AI Overviews to desktop, and bringing ads to AI Mode to create new opportunities for our customers." Google didn't publicly acknowledge a delay, but ads haven't appeared for users until now. In August, Search Engine Land reported that Google had begun briefing brands and agencies about ads coming to AI Mode in Q4."
Ads for AI Mode are appearing in Google's chatbot-style search tool, including local service recommendations labeled "Sponsored." Examples show local HVAC and plumbing recommendations appearing in both experimental Labs and the public AI Mode. Recommendation titles may be authored by Google, Gemini AI, or paying companies, and that attribution remains unclear. Organic search results appeared above the ads, while ads appeared above the AI search box used for follow-ups. Google announced expanding ads to AI Overviews and AI Mode and briefed brands about an expected Q4 rollout; current observations indicate testing and inconsistent ad triggering across similar queries.
Read at PCMAG
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