Google is beginning to show ads inside search results across AI Overviews and AI Mode.

This signals a major shift in how the tech giant is merging sponsored content with AI-generated answers, which could reshape the search experience for marketers.

Adthena, an AI search intelligence platform, has been the first to detect signs of Google’s intentions to monetise AI search.

It identified 13 ads appearing within AI Overview results while monitoring 25,000 search pages – a tiny proportion at just 0.052% ad frequency.

Google announced it was rolling out search and shopping ads in AI Overviews to desktop users in the US at its Marketing Live 2025 event in May. It also confirmed at the time it was experimenting with ads in AI Mode – its advanced AI search platform.

The ads detected by Adthena were on desktop in the US and resembled traditional Google text ads, which featured a blue headline (matched to the query), short description, thumbnail image and a ‘sponsored’ label.

Ads appeared across a range of categories including education, consumer electronics, retail, telecom and health; and were placed directly beneath the AI Overview’s summary.

Phillip Thune, CEO of Adthena, said: “This is a pivotal moment for search marketers. For the first time, we can see ads entering AI-generated results.

“Our mission is to answer the questions that paid search marketers have – as ads enter AIOs [AI Overviews], a new set of questions emerge and we’ll be able to provide answers on frequency, which brands appear (and don’t), and the impact these ads have on overall campaigns.

“We strive to give brands clarity in every new search environment – and today, that extends to the emerging world of ads in AI search.”

Meanwhile, across Google AI Mode, users have started to see ads at the bottom of search results. Similar to AI Overviews, the ads carry a ‘sponsored’ label and the headline matches the query.

According to the Alphabet-owned company, these ads are part of a months-long test that is still underway.

Paid search click-through rates could decline by 8-12% – equivalent to a 20-40% relative drop – as AI-generated answers take up more space on the search pages, according to Adthena’s analysis.

“While Google’s rollout is still limited and clearly in the test phase, this development signals the start of a new auction dynamic,” added Thune.

“Adthena’s platform is uniquely positioned to help brands adapt – monitoring ad frequency, competitive visibility, and ROI as AI-driven search evolves.”