New Google AI Mode Ads - Search is changing

𝗧𝗵𝗲 𝗼𝗻𝗲 𝘁𝗵𝗶𝗻𝗴 that I found 𝗺𝗼𝘀𝘁 𝗶𝗺𝗽𝗼𝗿𝘁𝗮𝗻𝘁 𝘁𝗼 𝗳𝗼𝗰𝘂𝘀 𝗼𝗻 from all GML 2026 Updates: 𝗡𝗲𝘄 𝗔𝗜 𝗠𝗼𝗱𝗲 𝗔𝗱𝘀.

1 billion monthly users. And new ads are now in there.

It's time to learn about those new AI Search Ads from high funnel to lower funnel listed:

🟠 𝗖𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗗𝗶𝘀𝗰𝗼𝘃𝗲𝗿𝘆
The ad appears during a conversation, embedded inside a Gemini answer as the AI is comparing products.
No keyword triggered it. The user just asked "what's a good home fragrance diffuser?" and the ad showed up as part of the AI's response.

🟢 𝗛𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁𝗲𝗱 𝗔𝗻𝘀𝘄𝗲𝗿𝘀
The ad looks like a featured answer, almost not distinguishable from organic AI content.
Duolingo in the screenshot gets a quoted testimonial-style ad inside the conversation.
Brand trust matters a lot here. A weak ad creative will decrease CTR and CR.

🔵 𝗗𝗶𝗿𝗲𝗰𝘁 𝗢𝗳𝗳𝗲𝗿𝘀 𝗔𝗱𝘀
This one is closer to Shopping, product cards with prices, a deal and a CTA button ("Buy with one-time code"). Pull from your Merchant Center product feed.
Wayfair showing a bundle deal with a countdown ("valid through May 31") right inside AI Mode.
The most performance-focused format of the three. Also the one closest to what we already know how to measure.

They can be triggered by:
- Broad Match
- PMax
- AI Max