<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/01/Optimize-video-for-AI-powered-search.png" class="attachment-large size-large wp-post-image" alt="Optimize video for AI-powered search" style="margin-bottom: 15px;" decoding="async" fetchpriority="high" srcset="https://searchengineland.com/wp-content/seloads/2026/01/Optimize-video-for-AI-powered-search.png 1920w, https://searchengineland.com/wp-content/seloads/2026/01/Optimize-video-for-AI-powered-search-768x432.png 768w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Learn which video signals AI relies on, and how visuals, audio, transcripts, and schema shape search visibility and brand accuracy.

Video is one of the most complex, information-dense marketing assets. 
For human audiences, it delivers emotional nuance and context far more effectively than the written word. 
For AI models, it provides a high-density stream of data for more accurate indexing and synthesis. 
Once upon a time, video was confusing for search crawlers. 
Now, it’s “watchable” by AI. Models can deconstruct video into parallel visual, auditory, and textual streams.
Let’s go through how to optimize video for AI.
Why video is important for AI: contextual density optimization

In the past, search engines had to read surrounding metadata to understand video. This text – title, description, tags, transcript – was the key to optimization. 
In the AI-mediated web, the video file itself is the active training data. 
When an AI model like Gemini 1.5 Pro “watches” a video, it uses a process called discrete tokenization to turn the entire video into a language it understands. 
The AI performs three tasks at once:
Seeing: It takes snapshots of the video at regular intervals to understand what is happening on screen.
Hearing: It listens to the audio for more than just words, picking up on tone, emotion, and background noises.
Connecting: It matches sound to sight – if it sees someone holding a wrench while saying “wrench,” it creates a link between that object and that sound.
Videos with clear, high-quality information that are specific – called content granularity – are more impactful than long ones. 
AI can now also pick up on “silent” information, including:
Text on presentation slides
Labels on a product during a demo
A presenter’s facial expressions
This process converts pixels and sound waves into a language AI can understand.
However, if your video is blurry or the audio is muffled, the model may hallucinate or choose a competitor’s clearer source. 
Dig deeper: How to dominate video-driven SERPs
How to prevent AI from making mistakes about your business
When an AI model doesn’t have enough specific facts about your brand, it interpolates, filling in the blanks by looking at your competitors. 
For example, if many of your competitors offer a free trial but you don’t, the AI might simply “guess” that you do, too. It assumes you are just like everyone else in your industry. 
This is called brand drift. 
High-quality, authoritative video is one of the best ways to fix this. It provides the ground truth that AI needs to stop guessing. It can provide:
Nuance: A video of an expert explaining a complex service captures details that a written blog post might miss.
Correction: If an AI has outdated info, fresh video content gives it the “proof” needed to update its understanding of your brand.
Trust: Models like GPT-5.2 are less likely to guess if they have high-trust visual signals to rely on.
Tip: Use video transcripts and audio to feed RAG systems – the tech AI uses to look up facts. This will help ensure an AI narrates your brand story accurately.
How AI watches videos
A native multimodal model like Gemini 1.5 Pro is trained to understand text, images, and audio directly and simultaneously. 
Other AIs rely on separate specialized models to translate audio, text, and visuals separately, with methods like frame sampling and text surrogates. 
No matter how AI watches your videos, you’ll get better performance if you guide it with structured text: double-check the transcript, optimize the title, and make sure the closed captions are accurate. 
FYI: Gemini 1.5 pro has such a massive context window that it can ingest entire movies, webinars, and long tutorials without breaking a sweat. A video is tokenized at roughly 300 tokens per second (258 for video + 32 for audio). 
This one frame-per-second (FPS) sampling rate has massive implications for video editing. Modern smash cuts and jump cuts are designed to eliminate dead air, for example: 
  
 
  
 


 


 
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While popular on TikTok, YouTube Shorts, and Instagram Reels, this style is not ideal for AI readability. 
If a video features fast-paced editing, AI may miss the visual information. It must remain on-screen for at least one full second, and ideally two to three seconds, to ensure it samples a clear, representative frame. 
This requires a return to “slow TV” principles for technical content – pans should be slow, text overlays should linger, and scene changes should be deliberate.
Dig deeper: YouTube is no longer optional for SEO in the age of AI Overviews
Visual layers
While advanced AI models sample naturally, older models have to work harder, using tools like facial recognition, object detection, and text scanning (OCR) to figure out what is happening in a video. 
To make sure an AI doesn’t miss anything, focus on the following elements.
Resolution and readability
If a video is blurry, the AI won’t be able to read the text on the screen. 
You don’t need 4K, but avoid low-quality video as OCR accuracy degrades below 360p.
While Super-Resolution (SR) techniques can enhance OCR performance by up to 200% on low-quality inputs, creating a new video is more efficient in most cases. 
For most AI models, crisp 1080p video delivers the best results.
Contrast and font selection
Use bold, simple fonts, like Arial or Helvetica, for maximum machine readability. 
Also, use white text on a black background, which provides a 21:1 contrast ratio — the gold standard for OCR reliability. 
Other combinations, such as yellow on black (18:1), are also highly effective. However, yellow can be a complicated color when it comes to accessibility. 
Avoid serif fonts or low-contrast combinations, like grey on white. They introduce probabilistic errors during tokenization. When in doubt, use accessibility guidelines. 
Visual anchors
To help the model “understand” the video, include clear visual anchors. If discussing a software interface, ensure the user interface (UI) is clearly visible and not obscured by the presenter’s head. 
If discussing a physical product, have it rotate slowly in a video so the AI model can generate a 3D understanding from the 2D frames. These anchors help the model build a spatial representation of the subject matter. 
When working with product packaging, ensure product labels are legible, and face the camera when recording or generating your video. 
And when it comes to branding, consistent brand codes, specific color palettes, and logo placement all help AI models recognize your brand entity.
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Audio layers
The way you speak in a video is just as important as what you say. AI looks for patterns and emphasis to figure out what matters most. 
Gemini’s native audio processing can “hear” video, treating audio tokens with the same weight as text tokens. 
Audio streams rely on automatic speech recognition (ASR) models like OpenAI’s Whisper or Google’s Universal Speech Model (USM) to convert speech into searchable text transcripts. 
Advanced models analyze tone, sentiment, and vocal cadence. An authoritative, confident tone serves as a “soft signal” of expertise. 
Here are some optimization tips for audio layers.
Speaker identification: Make sure you identify the speakers multiple times to ensure consolidation occurs. 
Use “audio bolding”: Think of your voice as a highlighter. To help the AI identify your most important points, use audio bolding – a short pause before and after a main point, which acts like a comma or period for the AI. The cadence of speech influences tokenization. It helps the AI model group your words into logical sentences and understand where one thought ends and another begins.
Stay consistent: AI is constantly checking whether what it hears matches what it sees. If you say “Model X is our fastest version” but your video shows a slide for Model Y, you are sending a conflicting signal. When the AI gets confused by these mixed signals, it often chooses to ignore the information.
Tip: Your script and visuals should always be saying the same thing at the same time.
Dig deeper: The SEO shift you can’t ignore: Video is becoming source material
Text layers
Even though AI is getting better at “watching” video, you shouldn’t let it do all the work.
Transcripts are your safety net
Your transcript is the Rosetta Stone for your video. It translates sights and sounds into plain text, the format that LLMs are best optimized to process. 
Even advanced AI models are faster at reading text than at watching video frame by frame.
Transcripts are great for:
Speed: They allow an AI to understand your entire video quickly.
Accuracy: It’s easy for an AI to mishear a technical term or a brand name – a written transcript removes that guesswork.
Compatibility: Not every AI model can “watch” video yet – for those that can’t, a transcript is the only way they will know what your video is about.
Want to go the extra mile? Provide a clean, human-verified transcript in the video description or via closed captions (SRT/VTT files). 
Meet VideoObject schema 
VideoObject schema is the standard for communicating video metadata to search engines and AI crawlers. Beyond basic name and description properties, several advanced properties are needed:
hasPart (Clips/Chapters): This property allows you to define “Clips” or “Chapters” within videos. This is crucial for “Seek-to-Action” capabilities, where an AI can direct a user to the exact second a question is answered. By defining these segments, you are pre-chunking the content for the RAG system. 
transcript: While models have ASR, providing a human-verified transcript in the schema ensures almost 100% accuracy and removes the risk of mishearing brand names, technical jargon, or acronyms.
interactionStatistic: This property, distinct from simple view counts on a player, helps signal authority and engagement. High interaction counts can function as a proxy for quality and engagement. 
Start optimizing video for AI
Video is one of your brand’s strongest defenses against being misunderstood or ignored by AI. Investing in video helps shore up your online reputation. 
Expert videos provide the ground truth that forces AI to be accurate. Without video as a guide, AI might guess who you are based on what your competitors are doing. 
Video is also the most effective way to prove to both humans and AI models that you are an authority in your space.
Dig deeper: A technical guide to video SEO

Learn which video signals AI relies on, and how visuals, audio, transcripts, and schema shape search visibility and brand accuracy.

How to optimize video for AI-powered search

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/01/Inside-Metas-AI-driven-advertising-system-How-Andromeda-and-GEM-work-together.jpg" class="attachment-large size-large wp-post-image" alt="Inside Meta’s AI-driven advertising system: How Andromeda and GEM work together" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/01/Inside-Metas-AI-driven-advertising-system-How-Andromeda-and-GEM-work-together.jpg 1920w, https://searchengineland.com/wp-content/seloads/2026/01/Inside-Metas-AI-driven-advertising-system-How-Andromeda-and-GEM-work-together-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2026/01/Inside-Metas-AI-driven-advertising-system-How-Andromeda-and-GEM-work-together-1536x864.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Andromeda and GEM now determine how ads are selected, ranked, and sequenced across Meta. Here’s what changed and what drives results in 2026.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/01/Inside-Metas-AI-driven-advertising-system-How-Andromeda-and-GEM-work-together.jpg" class="attachment-large size-large wp-post-image" alt="Inside Meta’s AI-driven advertising system: How Andromeda and GEM work together" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/01/Inside-Metas-AI-driven-advertising-system-How-Andromeda-and-GEM-work-together.jpg 1920w, https://searchengineland.com/wp-content/seloads/2026/01/Inside-Metas-AI-driven-advertising-system-How-Andromeda-and-GEM-work-together-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2026/01/Inside-Metas-AI-driven-advertising-system-How-Andromeda-and-GEM-work-together-1536x864.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p>When Meta launched advertising nearly two decades ago, performance was driven by manual inputs – targeting rules, account structure, and incremental optimization. </p>



<p>Success depended on carefully defined audiences, granular budget control, and frequent testing.</p>



<p>That operating model eroded over time as privacy changes and signal loss made deterministic targeting less reliable. </p>



<p>Over the last two years, Meta responded by fundamentally rebuilding its advertising platform around AI.</p>



<p>That rebuild began with <a href="https://engineering.fb.com/2024/12/02/production-engineering/meta-andromeda-advantage-automation-next-gen-personalized-ads-retrieval-engine/" target="_blank" rel="noopener">Andromeda</a>, a personalized ads retrieval engine, and expanded into <a href="https://engineering.fb.com/2025/11/10/ml-applications/metas-generative-ads-model-gem-the-central-brain-accelerating-ads-recommendation-ai-innovation/" target="_blank" rel="noopener">Meta’s Generative Ads Recommendation Model</a> (GEM).</p>



<p>Together, these systems now determine how ads are selected, ranked, and delivered across Meta’s ecosystem.</p>



<p>Meta Ads is no longer an open, manual optimization environment. Performance now depends on understanding how the system evaluates inputs and learns over time.</p>



<p>This article breaks down how Andromeda and GEM work, how they changed ad delivery, and what it takes to align strategy with Meta’s AI-first advertising system in 2026.</p>



<h2 class="wp-block-heading" id="h-andromeda-meta-s-first-major-ai-overhaul">Andromeda: Meta’s first major AI overhaul</h2>



<p>Andromeda is Meta’s AI-driven ads retrieval system that decides which ads are eligible to be shown to a user.&nbsp;</p>



<p>Instead of starting with advertiser-defined audiences, it works in reverse, by first evaluating historical engagement, ad copy, creative, and format.&nbsp;</p>



<p>This helps Andromeda predict which users are most likely to engage with the ad and contribute to your campaign optimization goals.</p>



<p>This AI system began rolling out in late 2024. In 2025, Andromeda became a core component of Meta’s updated infrastructure.</p>



<p>Advertisers saw changes firsthand as:</p>



<ul class="wp-block-list">
<li>Broad targeting began to outperform previous top-performing interest stacks.</li>



<li>Simplified account structures started to win.</li>



<li>Creative fatigue accelerated. </li>
</ul>



<p>These were blatant signals that ad retrieval had changed.</p>



<h3 class="wp-block-heading" id="h-what-andromeda-changed">What Andromeda changed</h3>



<p>With the rollout of Andromeda, Meta shifted away from audience-first advertising to creative-first matching.&nbsp;</p>



<p>Targeting became less deterministic as interests and lookalikes no longer performed as strongly as they once did.</p>



<p>Instead, creatives became the primary signal as the system evaluated creative elements like visuals, themes, hooks, and language to determine relevance.</p>



<p>AI drives better performance when it has a larger opportunity pool to draw from.&nbsp;</p>



<p>Broader campaigns with more creative inputs give the system more options to match ads to users to achieve campaign goals.</p>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="936" height="553" src="https://searchengineland.com/wp-content/seloads/2026/01/A-visual-depicting-Metas-Andromeda-personalized-ads-retrieval-model.png" alt="A visual depicting Meta’s Andromeda personalized ads retrieval model." class="wp-image-468023" srcset="https://searchengineland.com/wp-content/seloads/2026/01/A-visual-depicting-Metas-Andromeda-personalized-ads-retrieval-model.png 936w, https://searchengineland.com/wp-content/seloads/2026/01/A-visual-depicting-Metas-Andromeda-personalized-ads-retrieval-model-768x454.png 768w" sizes="(max-width: 936px) 100vw, 936px" /><figcaption class="wp-element-caption"><em>Source: <a href="https://engineering.fb.com/2024/12/02/production-engineering/meta-andromeda-advantage-automation-next-gen-personalized-ads-retrieval-engine/" target="_blank" rel="noopener">Engineering at Meta</a></em></figcaption></figure></div>


<h2 class="wp-block-heading" id="h-enter-gem-meta-s-central-ai-brain">Enter GEM: Meta’s central AI brain</h2>



<p>GEM is Meta’s large-scale generative AI system that acts as the ad platform&#8217;s central intelligence.&nbsp;</p>



<p>It identifies patterns across organic interactions and ad sequences, formats, and messaging, synthesizing engagement, behavioral, and conversion data.</p>



<p>Most importantly, GEM feeds predictions into Andromeda. These insights help predict what works best, for whom, and when, at scale, while continuously learning.</p>



<p>GEM began rolling out in mid-2025, with broad impact by Q4 2025.&nbsp;</p>



<p>It’s now “4x more efficient at driving ad performance gains” compared to original ads recommendation ranking models, according to Meta.</p>



<h3 class="wp-block-heading" id="h-why-gem-is-a-bigger-shift-than-andromeda">Why GEM is a bigger shift than Andromeda</h3>



<p>Andromeda decides what can be shown, while GEM determines what should be shown <strong>next</strong>.&nbsp;</p>



<p>Think about it like this: Andromeda decides which ads make it onto the shelf, while GEM learns what shoppers buy and shapes what gets featured next.&nbsp;</p>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="966" height="449" src="https://searchengineland.com/wp-content/seloads/2026/01/A-visual-depicting-Metas-GEM-building-and-scaling-architecture-model.png" alt="A visual depicting Meta’s GEM building and scaling architecture model" class="wp-image-468024" srcset="https://searchengineland.com/wp-content/seloads/2026/01/A-visual-depicting-Metas-GEM-building-and-scaling-architecture-model.png 966w, https://searchengineland.com/wp-content/seloads/2026/01/A-visual-depicting-Metas-GEM-building-and-scaling-architecture-model-768x357.png 768w" sizes="(max-width: 966px) 100vw, 966px" /><figcaption class="wp-element-caption"><em>CAP<br>Source: <a href="https://engineering.fb.com/2025/11/10/ml-applications/metas-generative-ads-model-gem-the-central-brain-accelerating-ads-recommendation-ai-innovation/" target="_blank" rel="noopener">Engineering at Meta</a></em></figcaption></figure></div>


<p>Advertisers who have become accustomed to fast testing cycles and frequent edits will require a bit of a mindset shift in 2026 as long-term patterns matter more than short-term performance fluctuations. </p>



<p>Ads are increasingly evaluated within broader contextual journeys.</p>



<p><strong><em>Dig deeper: <a href="https://searchengineland.com/meta-ads-ai-best-practices-better-results-455324">Rethinking Meta Ads AI: Best practices for better results</a></em></strong></p>



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<h2 class="wp-block-heading" id="h-what-meta-s-ai-stack-means-for-advertisers-in-2026">What Meta’s AI stack means for advertisers in 2026</h2>



<p>Advertisers can position themselves for stronger performance this year by shifting efforts toward creative strategy and diversity, simplifying account structure, and embracing patience and stability.</p>



<h3 class="wp-block-heading" id="h-consider-creative-strategy-the-core-lever">Consider creative strategy the core lever</h3>



<p>This year, lean into signaling by serving Meta a buffet of variables.</p>



<ul class="wp-block-list">
<li>Test creative angles tailored to various personas – not just micro-variations.</li>



<li>Create clear video hooks with strong statements and questions that communicate value quickly.</li>



<li>Implement a diverse selection of formats that include images, videos, carousels, user-generated content (UGC), and testimonials.</li>
</ul>



<p>Focus on creating more creative variations and setting up a scalable system.&nbsp;</p>



<p>These tactics will give Meta’s AI more to work with and thus deliver more results.</p>



<p><strong><em>Dig deeper: <a href="https://searchengineland.com/test-ugc-egc-ads-meta-campaigns-454940">How to test UGC and EGC ads in Meta campaigns</a></em></strong></p>



<h3 class="wp-block-heading" id="h-simplify-structure-for-better-performance">Simplify structure for better performance</h3>



<p>The days of hyper-segmentation are gone. Instead, consolidate campaigns and ad sets.</p>



<p>With this tactic, we’ve already seen tremendous improvement in client accounts.&nbsp;</p>



<p>In some accounts, it’s now become typical to see only one or two campaigns.</p>



<p>Having fewer campaigns, broader targeting, and consolidated budgets allows Andromeda and GEM to learn faster and identify winning patterns.&nbsp;</p>



<p>It may be challenging to relinquish that control, especially if you’ve been working on the platform for years.&nbsp;</p>



<p>But you’ll slow down learning if you avoid applying these best practices or if you prioritize the manual boundaries that are still available (for now).</p>



<h3 class="wp-block-heading" id="h-embrace-learning-stability">Embrace learning stability</h3>



<p>Refrain from adjusting ad elements too often, as frequent edits reset the learning phase and can interrupt pattern recognition.&nbsp;</p>



<p>Patience is a competitive advantage given the current state of the system.</p>



<p>Early volatility is common and doesn’t necessarily signal failure. Before launching new campaigns or assets, decide on a minimum no-touch window.&nbsp;</p>



<p>This may be a week or 50-75 conversions (whichever comes first), where you commit to not making any changes unless something is truly broken.</p>



<p>Looking at rolling performance windows, such as three- to seven-day trends, instead of daily spikes. This can help you understand how the system spends, performance, and evaluates success.</p>



<h3 class="wp-block-heading" id="h-treat-your-budget-as-a-signal">Treat your budget as a signal</h3>



<p>As with most advertising platforms, more budget helps you learn faster, get more results, and optimize more quickly.&nbsp;</p>



<p>You <strong>could</strong> get by with a lower budget in Meta Ads. But it may be more challenging, as low spend limits learning ability.</p>



<p>Meta performs best when budgets allow campaigns to generate consistent conversion data, creating enough volume for the system to detect trends.</p>



<p>Ensure that your daily budget is realistic and aligned with the ad set’s conversion event.</p>



<p>High-intent events, such as purchases or qualified leads, require more ad spend per learning cycle than upper-funnel actions, such as engagements or clicks.</p>



<h3 class="wp-block-heading" id="h-rethink-your-role-as-an-advertiser">Rethink your role as an advertiser</h3>



<p>With hand-picked targeting strategies now a thing of the past, we’re no longer manual optimizers.&nbsp;</p>



<p>Instead, we should level up as strategists and creative architects. This way, we can help our brands and clients:</p>



<ul class="wp-block-list">
<li>Define clear brand positioning.</li>



<li>Create strong creative inputs.</li>



<li>Collaborate with design teams to build scalable creative development processes.</li>



<li>Set guardrails for brand integrity.</li>
</ul>



<p>As humans, it’s our responsibility to provide judgment and develop novel ideas while Meta’s AI handles better targeting and optimization with the data it has.</p>



<p><strong><em>Dig deeper: <a href="https://searchengineland.com/3-ppc-myths-you-cant-afford-to-carry-into-2026-467311">3 PPC myths you can’t afford to carry into 2026</a></em></strong></p>



<h2 class="wp-block-heading" id="h-how-to-win-in-meta-s-ai-first-ecosystem">How to win in Meta’s AI-first ecosystem</h2>



<p>From what we’ve seen transpire on the platform in the last few years, Meta has made its direction unmistakably clear: AI is now the foundation of Meta Ads.&nbsp;</p>



<p>If you embrace it and complement it with human guidance, you can succeed and scale.</p>



<p>Trusting the system now is more important than ever because Meta’s AI is a determining factor of success.&nbsp;</p>



<p>Succeeding with Meta Ads in 2026 comes down to feeding the platform diverse, high-quality inputs and creating strategies and content that align with how Meta’s AI learns and optimizes.&nbsp;</p>



<p>The tools have changed, but the opportunity to get creative and find success hasn’t.</p>

When Meta launched advertising nearly two decades ago, performance was driven by manual inputs – targeting rules, account structure, and incremental optimization. 
Success depended on carefully defined audiences, granular budget control, and frequent testing.
That operating model eroded over time as privacy changes and signal loss made deterministic targeting less reliable. 
Over the last two years, Meta responded by fundamentally rebuilding its advertising platform around AI.
That rebuild began with Andromeda, a personalized ads retrieval engine, and expanded into Meta’s Generative Ads Recommendation Model (GEM).
Together, these systems now determine how ads are selected, ranked, and delivered across Meta’s ecosystem.
Meta Ads is no longer an open, manual optimization environment. Performance now depends on understanding how the system evaluates inputs and learns over time.
This article breaks down how Andromeda and GEM work, how they changed ad delivery, and what it takes to align strategy with Meta’s AI-first advertising system in 2026.
Andromeda: Meta’s first major AI overhaul
Andromeda is Meta’s AI-driven ads retrieval system that decides which ads are eligible to be shown to a user. 
Instead of starting with advertiser-defined audiences, it works in reverse, by first evaluating historical engagement, ad copy, creative, and format. 
This helps Andromeda predict which users are most likely to engage with the ad and contribute to your campaign optimization goals.
This AI system began rolling out in late 2024. In 2025, Andromeda became a core component of Meta’s updated infrastructure.
Advertisers saw changes firsthand as:
Broad targeting began to outperform previous top-performing interest stacks.
Simplified account structures started to win.
Creative fatigue accelerated. 
These were blatant signals that ad retrieval had changed.
What Andromeda changed
With the rollout of Andromeda, Meta shifted away from audience-first advertising to creative-first matching. 
Targeting became less deterministic as interests and lookalikes no longer performed as strongly as they once did.
Instead, creatives became the primary signal as the system evaluated creative elements like visuals, themes, hooks, and language to determine relevance.
AI drives better performance when it has a larger opportunity pool to draw from. 
Broader campaigns with more creative inputs give the system more options to match ads to users to achieve campaign goals.
Source: Engineering at Meta
Enter GEM: Meta’s central AI brain
GEM is Meta’s large-scale generative AI system that acts as the ad platform’s central intelligence. 
It identifies patterns across organic interactions and ad sequences, formats, and messaging, synthesizing engagement, behavioral, and conversion data.
Most importantly, GEM feeds predictions into Andromeda. These insights help predict what works best, for whom, and when, at scale, while continuously learning.
GEM began rolling out in mid-2025, with broad impact by Q4 2025. 
It’s now “4x more efficient at driving ad performance gains” compared to original ads recommendation ranking models, according to Meta.
Why GEM is a bigger shift than Andromeda
Andromeda decides what can be shown, while GEM determines what should be shown next. 
Think about it like this: Andromeda decides which ads make it onto the shelf, while GEM learns what shoppers buy and shapes what gets featured next. 
CAP
Source: Engineering at Meta
Advertisers who have become accustomed to fast testing cycles and frequent edits will require a bit of a mindset shift in 2026 as long-term patterns matter more than short-term performance fluctuations. 
Ads are increasingly evaluated within broader contextual journeys.
Dig deeper: Rethinking Meta Ads AI: Best practices for better results
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See terms.
What Meta’s AI stack means for advertisers in 2026
Advertisers can position themselves for stronger performance this year by shifting efforts toward creative strategy and diversity, simplifying account structure, and embracing patience and stability.
Consider creative strategy the core lever
This year, lean into signaling by serving Meta a buffet of variables.
Test creative angles tailored to various personas – not just micro-variations.
Create clear video hooks with strong statements and questions that communicate value quickly.
Implement a diverse selection of formats that include images, videos, carousels, user-generated content (UGC), and testimonials.
Focus on creating more creative variations and setting up a scalable system. 
These tactics will give Meta’s AI more to work with and thus deliver more results.
Dig deeper: How to test UGC and EGC ads in Meta campaigns
Simplify structure for better performance
The days of hyper-segmentation are gone. Instead, consolidate campaigns and ad sets.
With this tactic, we’ve already seen tremendous improvement in client accounts. 
In some accounts, it’s now become typical to see only one or two campaigns.
Having fewer campaigns, broader targeting, and consolidated budgets allows Andromeda and GEM to learn faster and identify winning patterns. 
It may be challenging to relinquish that control, especially if you’ve been working on the platform for years. 
But you’ll slow down learning if you avoid applying these best practices or if you prioritize the manual boundaries that are still available (for now).
Embrace learning stability
Refrain from adjusting ad elements too often, as frequent edits reset the learning phase and can interrupt pattern recognition. 
Patience is a competitive advantage given the current state of the system.
Early volatility is common and doesn’t necessarily signal failure. Before launching new campaigns or assets, decide on a minimum no-touch window. 
This may be a week or 50-75 conversions (whichever comes first), where you commit to not making any changes unless something is truly broken.
Looking at rolling performance windows, such as three- to seven-day trends, instead of daily spikes. This can help you understand how the system spends, performance, and evaluates success.
Treat your budget as a signal
As with most advertising platforms, more budget helps you learn faster, get more results, and optimize more quickly. 
You could get by with a lower budget in Meta Ads. But it may be more challenging, as low spend limits learning ability.
Meta performs best when budgets allow campaigns to generate consistent conversion data, creating enough volume for the system to detect trends.
Ensure that your daily budget is realistic and aligned with the ad set’s conversion event.
High-intent events, such as purchases or qualified leads, require more ad spend per learning cycle than upper-funnel actions, such as engagements or clicks.
Rethink your role as an advertiser
With hand-picked targeting strategies now a thing of the past, we’re no longer manual optimizers. 
Instead, we should level up as strategists and creative architects. This way, we can help our brands and clients:
Define clear brand positioning.
Create strong creative inputs.
Collaborate with design teams to build scalable creative development processes.
Set guardrails for brand integrity.
As humans, it’s our responsibility to provide judgment and develop novel ideas while Meta’s AI handles better targeting and optimization with the data it has.
Dig deeper: 3 PPC myths you can’t afford to carry into 2026
How to win in Meta’s AI-first ecosystem
From what we’ve seen transpire on the platform in the last few years, Meta has made its direction unmistakably clear: AI is now the foundation of Meta Ads. 
If you embrace it and complement it with human guidance, you can succeed and scale.
Trusting the system now is more important than ever because Meta’s AI is a determining factor of success. 
Succeeding with Meta Ads in 2026 comes down to feeding the platform diverse, high-quality inputs and creating strategies and content that align with how Meta’s AI learns and optimizes. 
The tools have changed, but the opportunity to get creative and find success hasn’t.

Andromeda and GEM now determine how ads are selected, ranked, and sequenced across Meta. Here’s what changed and what drives results in 2026.

Inside Meta’s AI-driven advertising system: How Andromeda and GEM work together

<div><img width="1920" height="1097" src="https://searchengineland.com/wp-content/seloads/2026/01/google-robot-stuck-1920.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/01/google-robot-stuck-1920.jpg 1920w, https://searchengineland.com/wp-content/seloads/2026/01/google-robot-stuck-1920-768x439.jpg 768w, https://searchengineland.com/wp-content/seloads/2026/01/google-robot-stuck-1920-1536x878.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>You may soon be able to tell Google to not use your content for AI Overviews, AI Mode and other search AI features.

<div><img width="1920" height="1097" src="https://searchengineland.com/wp-content/seloads/2026/01/google-robot-stuck-1920.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/01/google-robot-stuck-1920.jpg 1920w, https://searchengineland.com/wp-content/seloads/2026/01/google-robot-stuck-1920-768x439.jpg 768w, https://searchengineland.com/wp-content/seloads/2026/01/google-robot-stuck-1920-1536x878.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p>Google is exploring ways to give site owners a way to prevent Google from using its content for Search AI generative features including AI Mode and AI Overviews. Google said this is based on the new requirements from UK’s Competition and Markets Authority (CMA) and any measures must avoid breaking how Google Search works.</p>



<p><strong>What Google said. </strong>Google <a href="https://blog.google/products-and-platforms/products/search/search-ai-features-controls/">wrote</a>:</p>



<ul class="wp-block-list">
<li>&#8220;We&#8217;re now exploring updates to our controls to let sites specifically opt out of Search generative AI features.&#8221;</li>
</ul>



<p>Google added that these options cannot break Google Search, Google said:</p>



<ul class="wp-block-list">
<li>&#8220;Any new controls need to avoid breaking Search in a way that leads to a fragmented or confusing experience for people.&#8221;</li>
</ul>



<p><strong>What the CMA wrote. </strong>CMA <a href="https://www.gov.uk/government/news/cma-proposes-package-of-measures-to-improve-google-search-services-in-uk">wrote</a>:</p>



<p>To provide certainty for stakeholders, the CMA published possible measures it might take in a roadmap in June 2025. The CMA is now consulting on the proposed conduct requirements below. The measures have been designed to support innovation and growth, ensuring people benefit from a high-quality digital experience:</p>



<ul class="wp-block-list">
<li>Publisher controls: Making sure content publishers get a fairer deal by giving them more choice and transparency over how their content is used in Google’s AI Overviews. Publishers will be able to opt out of their content being used to power AI features such as AI Overviews or to train AI models outside of Google search. Google will also be required to take practical steps to ensure publisher content is properly attributed in AI results.</li>



<li>Fair ranking: Making sure Google’s approach to ranking search results is fair and transparent for businesses, with an effective process for raising and investigating issues. Google will be required to demonstrate to the CMA and its users that it ranks search results fairly, including in its AI Overviews and AI Mode.</li>



<li>Choice screens: Making it easier for people to switch the search services they use by making default choice screens on Android mobiles a legal requirement and introducing choice screens on the Chrome browser.</li>



<li>Data portability: Making it easier for people and businesses to make use of Google search data.</li>
</ul>



<p><strong>When is this coming. </strong>It is unclear when these new controls are coming but more controls are welcomed. Many publishers, content creators, site owners &#8211; want to be able to control if Google uses their content for Search AI features, like AI Overviews and AI Mode. These new controls, whatever they might be, will give us more control in how Google uses our content for their features.</p>



<p><strong>Full text. </strong>Here is what Google posted on its blog this morning:</p>



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow">
<p>Shifts in user behavior are rapidly changing how people search for information, and features like AI Overviews are helping people discover new content and ask more questions. Today, the UK’s Competition and Markets Authority (CMA) opened a consultation on potential&nbsp;<a href="https://blog.google/company-news/inside-google/around-the-globe/google-europe/united-kingdom/cma-designation-google-search/">new requirements</a>&nbsp;for Google Search, including on the controls we provide to websites to manage their content in Search AI features. This is a complex topic because it can affect how people find information and how websites get found in Search.</p>



<p>For years, we have provided web publishers with a range of&nbsp;<a href="https://developers.google.com/search/docs/appearance/ai-features" rel="noopener" target="_blank">controls</a>, based on open standards like robots.txt, to manage how their content appears in Search. As technology has evolved, so have our tools. We added controls for things like&nbsp;<a href="https://developers.google.com/search/docs/appearance/featured-snippets" rel="noopener" target="_blank">Featured Snippets</a>&nbsp;and image previews (which also apply to AI Overviews). And more recently, we introduced&nbsp;<a href="https://developers.google.com/crawling/docs/crawlers-fetchers/google-common-crawlers?_gl=1*49p2gw*_up*MQ..*_ga*MTYwMTYxMjk1Mi4xNzY1MzYwOTEw*_ga_SM8HXJ53K2*czE3NjUzNjA5MTAkbzEkZzAkdDE3NjUzNjA5MTAkajYwJGwwJGgw#google-extended" rel="noopener" target="_blank">Google-Extended</a>, a new control that lets websites manage how their content is used to train our Gemini models.</p>



<p>Building on this framework, and working with the web ecosystem, we&#8217;re now exploring updates to our controls to let sites specifically opt out of Search generative AI features. Our goal is to protect the helpfulness of Search for people who want information quickly, while also giving websites the right tools to manage their content. We look forward to engaging in the CMA’s process and will continue discussions with website owners and other stakeholders on this topic.</p>



<p>Any new controls need to avoid breaking Search in a way that leads to a fragmented or confusing experience for people. As AI increasingly becomes a core part of how people find information, any new controls also need to be simple and scalable for website owners.</p>



<p>We&#8217;re optimistic we can find a path forward that provides even more choice to website owners and publishers, while ensuring people continue to get the most helpful and innovative Search experience possible.</p>
</blockquote>



<p><strong>Why we care. </strong>More controls are no doubt better than fewer controls from Google. And SEOs, site owners, publishers, etc have been asking Google to give us controls over how our content is used for AI Overviews and AI Mode.</p>



<p>These controls may be coming soon &#8211; so stay tuned.</p>


Google is exploring ways to give site owners a way to prevent Google from using its content for Search AI generative features including AI Mode and AI Overviews. Google said this is based on the new requirements from UK’s Competition and Markets Authority (CMA) and any measures must avoid breaking how Google Search works.
What Google said. Google wrote:
“We’re now exploring updates to our controls to let sites specifically opt out of Search generative AI features.”
Google added that these options cannot break Google Search, Google said:
“Any new controls need to avoid breaking Search in a way that leads to a fragmented or confusing experience for people.”
What the CMA wrote. CMA wrote:
To provide certainty for stakeholders, the CMA published possible measures it might take in a roadmap in June 2025. The CMA is now consulting on the proposed conduct requirements below. The measures have been designed to support innovation and growth, ensuring people benefit from a high-quality digital experience:
Publisher controls: Making sure content publishers get a fairer deal by giving them more choice and transparency over how their content is used in Google’s AI Overviews. Publishers will be able to opt out of their content being used to power AI features such as AI Overviews or to train AI models outside of Google search. Google will also be required to take practical steps to ensure publisher content is properly attributed in AI results.
Fair ranking: Making sure Google’s approach to ranking search results is fair and transparent for businesses, with an effective process for raising and investigating issues. Google will be required to demonstrate to the CMA and its users that it ranks search results fairly, including in its AI Overviews and AI Mode.
Choice screens: Making it easier for people to switch the search services they use by making default choice screens on Android mobiles a legal requirement and introducing choice screens on the Chrome browser.
Data portability: Making it easier for people and businesses to make use of Google search data.
When is this coming. It is unclear when these new controls are coming but more controls are welcomed. Many publishers, content creators, site owners – want to be able to control if Google uses their content for Search AI features, like AI Overviews and AI Mode. These new controls, whatever they might be, will give us more control in how Google uses our content for their features.
Full text. Here is what Google posted on its blog this morning:
Shifts in user behavior are rapidly changing how people search for information, and features like AI Overviews are helping people discover new content and ask more questions. Today, the UK’s Competition and Markets Authority (CMA) opened a consultation on potential new requirements for Google Search, including on the controls we provide to websites to manage their content in Search AI features. This is a complex topic because it can affect how people find information and how websites get found in Search.
For years, we have provided web publishers with a range of controls, based on open standards like robots.txt, to manage how their content appears in Search. As technology has evolved, so have our tools. We added controls for things like Featured Snippets and image previews (which also apply to AI Overviews). And more recently, we introduced Google-Extended, a new control that lets websites manage how their content is used to train our Gemini models.
Building on this framework, and working with the web ecosystem, we’re now exploring updates to our controls to let sites specifically opt out of Search generative AI features. Our goal is to protect the helpfulness of Search for people who want information quickly, while also giving websites the right tools to manage their content. We look forward to engaging in the CMA’s process and will continue discussions with website owners and other stakeholders on this topic.
Any new controls need to avoid breaking Search in a way that leads to a fragmented or confusing experience for people. As AI increasingly becomes a core part of how people find information, any new controls also need to be simple and scalable for website owners.
We’re optimistic we can find a path forward that provides even more choice to website owners and publishers, while ensuring people continue to get the most helpful and innovative Search experience possible.
Why we care. More controls are no doubt better than fewer controls from Google. And SEOs, site owners, publishers, etc have been asking Google to give us controls over how our content is used for AI Overviews and AI Mode.
These controls may be coming soon – so stay tuned.

You may soon be able to tell Google to not use your content for AI Overviews, AI Mode and other search AI features.

Google may give sites a way to opt out of AI search generative features

<div><img width="1920" height="1097" src="https://searchengineland.com/wp-content/seloads/2026/01/bing-webmaster-tools-1920.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/01/bing-webmaster-tools-1920.jpg 1920w, https://searchengineland.com/wp-content/seloads/2026/01/bing-webmaster-tools-1920-768x439.jpg 768w, https://searchengineland.com/wp-content/seloads/2026/01/bing-webmaster-tools-1920-1536x878.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Sadly, it does not show you clicks, so you still have no idea what your click-through rate is from AI search results.

<div><img width="1920" height="1097" src="https://searchengineland.com/wp-content/seloads/2026/01/bing-webmaster-tools-1920.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/01/bing-webmaster-tools-1920.jpg 1920w, https://searchengineland.com/wp-content/seloads/2026/01/bing-webmaster-tools-1920-768x439.jpg 768w, https://searchengineland.com/wp-content/seloads/2026/01/bing-webmaster-tools-1920-1536x878.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p>Microsoft has been promising to give data on the performance of websites mentioned in AI results within Bing and Copilot since <a href="https://searchengineland.com/bing-webmaster-tools-to-gain-bing-chat-and-index-coverage-reporting-393687">February 2023</a> and then again in <a href="https://searchengineland.com/bing-webmaster-tools-to-gain-bing-chat-impressions-and-clicks-next-month-396008">April 2023</a>. But then decided to <a href="https://searchengineland.com/bing-chat-data-may-never-come-to-bing-webmaster-tools-431064">let us down</a> and only <a href="https://searchengineland.com/bing-webmaster-tools-performance-report-gains-new-data-but-you-cant-filter-by-just-bing-chat-data-432148">lump the data together</a> with web queries, not giving us a clear view of how our sites perform within Bing&#8217;s AI experiences.</p>



<p>Now Bing is reportedly testing showing a new report within <a href="https://www.bing.com/webmasters">Bing Webmaster Tools</a> named AI Performance report.</p>



<p><strong>AI Performance report. </strong>This report is currently in a super limited beta &#8211; Microsoft has not announced anything about this publicly.  But a source told us this report shows citation data from both Microsoft Copilot and partners.  It shows the number of citations and the number of cited pages by day. </p>



<p>You can see how many times Copilot cited your website and across how many pages.  It does not show you how many people clicked from those citations on Copilot to your site.</p>



<p>It does also let you see the data listed by &#8220;grounding queries&#8221; and &#8220;pages.&#8221; Grounding queries is likely not the full query entered into the search box on Copilot but how Bing interprets that query.  Plus, it will show you the &#8220;intent&#8221; behind the query, whether it is a navigational, informational, or other form of query.</p>



<p>The report also shows you the specific pages cited by Copilot.</p>



<p><strong>ETA. </strong>Again, Microsoft has not announced this report yet but some are seeing it go live within Bing Webmaster Tools under the Search Performance report named &#8220;AI Performance.&#8221;  I do not know when you or I will gain access to the report.</p>



<p><strong>Why we care. </strong>It is great to see more AI performance reporting coming from Bing Webmaster Tools, but I really do wish for click data. Every publisher, content creator, and site owner wants to know how the click-through rate from AI experiences compares to web search. </p>



<p>It just feels like all the search engines are deliberately hiding this data from us.</p>


Microsoft has been promising to give data on the performance of websites mentioned in AI results within Bing and Copilot since February 2023 and then again in April 2023. But then decided to let us down and only lump the data together with web queries, not giving us a clear view of how our sites perform within Bing’s AI experiences.
Now Bing is reportedly testing showing a new report within Bing Webmaster Tools named AI Performance report.
AI Performance report. This report is currently in a super limited beta – Microsoft has not announced anything about this publicly.  But a source told us this report shows citation data from both Microsoft Copilot and partners.  It shows the number of citations and the number of cited pages by day. 
You can see how many times Copilot cited your website and across how many pages.  It does not show you how many people clicked from those citations on Copilot to your site.
It does also let you see the data listed by “grounding queries” and “pages.” Grounding queries is likely not the full query entered into the search box on Copilot but how Bing interprets that query.  Plus, it will show you the “intent” behind the query, whether it is a navigational, informational, or other form of query.
The report also shows you the specific pages cited by Copilot.
ETA. Again, Microsoft has not announced this report yet but some are seeing it go live within Bing Webmaster Tools under the Search Performance report named “AI Performance.”  I do not know when you or I will gain access to the report.
Why we care. It is great to see more AI performance reporting coming from Bing Webmaster Tools, but I really do wish for click data. Every publisher, content creator, and site owner wants to know how the click-through rate from AI experiences compares to web search. 
It just feels like all the search engines are deliberately hiding this data from us.

Sadly, it does not show you clicks, so you still have no idea what your click-through rate is from AI search results.

Bing Webmaster Tools testing new AI Performance report

<div><img width="1920" height="1097" src="https://searchengineland.com/wp-content/seloads/2026/01/google-robot-laptop-1920.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/01/google-robot-laptop-1920.jpg 1920w, https://searchengineland.com/wp-content/seloads/2026/01/google-robot-laptop-1920-768x439.jpg 768w, https://searchengineland.com/wp-content/seloads/2026/01/google-robot-laptop-1920-1536x878.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>This will result in less traffic to your site and more traffic to Google's AI Mode. Plus, Gemini 3 is now powering all AI Overviews globally by default.

<div><img width="1920" height="1097" src="https://searchengineland.com/wp-content/seloads/2026/01/google-robot-laptop-1920.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/01/google-robot-laptop-1920.jpg 1920w, https://searchengineland.com/wp-content/seloads/2026/01/google-robot-laptop-1920-768x439.jpg 768w, https://searchengineland.com/wp-content/seloads/2026/01/google-robot-laptop-1920-1536x878.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p>Google will now jump you directly into AI Mode when you do a follow-up question from AI Overviews within Google Search. This makes the &#8220;transition to a conversation even more seamless,&#8221; Robby Stein, VP of Product, Google Search <a href="https://blog.google/products-and-platforms/products/search/ai-mode-ai-overviews-updates">wrote</a>.</p>



<p>Plus, Google AI Overviews are powered by Gemini 3 by default, globally.</p>



<p><strong>AI Overviews jumping to AI Mode. </strong>We covered when Google was officially testing this back in <a href="https://searchengineland.com/google-tests-pushing-searchers-from-ai-overviews-show-more-button-to-ai-mode-465523">December</a> and also before Google confirmed the test in <a href="https://www.seroundtable.com/google-ai-overviews-show-more-button-into-ai-mode-40223.html">October 2025</a>. The ask a follow-up question within the Google Search AI Overviews will jump you into a conversation directly in AI Mode.</p>



<p>Google said this is about &#8220;making the transition to a conversation even more seamless,&#8221; within Google Search.</p>



<p>Why is Google doing this? Google said that during its testing, it &#8220;found that people prefer an experience that flows naturally into a conversation – and that asking follow-up questions while keeping the context from AI Overviews makes Search more helpful.&#8221;</p>



<p>Here is how it works:</p>



<figure class="wp-block-video"><video controls src="https://searchengineland.com/wp-content/seloads/2026/01/AI-in-Search-experience.mp4"></video></figure>



<p>When you click on &#8220;Show more,&#8221; Google will overlay AI Mode directly over the search results. You can to click the X at the top right of the screen to go back to the search results. And all the sources are removed from this view, so much for sending more traffic to publishers and content creators&#8230;</p>



<p>Note, this is live on mobile only right now.</p>



<p><strong>Gemini powering AI Overviews. </strong>Google also said that it is rolling out Gemini 3 as the default model for AI Overviews globally. Robby Stein said, &#8220;we’re making Gemini 3 the new default model for AI Overviews globally, so you get a best-in-class AI response right on the search results page, for questions where it’s helpful.&#8221;</p>



<p>This is different from his previous announcement about a week ago, where <a href="https://searchengineland.com/some-google-ai-overviews-now-use-gemini-3-pro-467710">Gemini 3 Pro</a> would power AI Overviews for complex queries for English globally for Google AI Pro &amp; Ultra subs.</p>



<p>Now, Gemini 3 is the default model uses for AI Overviews globally.</p>



<p><strong>Why we care. </strong>While Gemini 3 may provide better quality responses for AI Overviews, the bigger news is that Google officially rolling out that follow up questions go to AI Mode from Google Search&#8217;s AI Overviews. </p>



<p>This is a big deal, because this will likely result in even fewer clicks from Google Search to publishers and instead will drive more searchers into AI Mode.  </p>



<p>AI Overviews show up at the top of the search results for many queries. It is hard enough to get clicks from those citation cards now, and it will be even harder as this new follow-up experience rolls out.  Google is actively pushing those searchers from Search into AI Mode and not to your website.</p>


Google will now jump you directly into AI Mode when you do a follow-up question from AI Overviews within Google Search. This makes the “transition to a conversation even more seamless,” Robby Stein, VP of Product, Google Search wrote.
Plus, Google AI Overviews are powered by Gemini 3 by default, globally.
AI Overviews jumping to AI Mode. We covered when Google was officially testing this back in December and also before Google confirmed the test in October 2025. The ask a follow-up question within the Google Search AI Overviews will jump you into a conversation directly in AI Mode.
Google said this is about “making the transition to a conversation even more seamless,” within Google Search.
Why is Google doing this? Google said that during its testing, it “found that people prefer an experience that flows naturally into a conversation – and that asking follow-up questions while keeping the context from AI Overviews makes Search more helpful.”
Here is how it works:




When you click on “Show more,” Google will overlay AI Mode directly over the search results. You can to click the X at the top right of the screen to go back to the search results. And all the sources are removed from this view, so much for sending more traffic to publishers and content creators…
Note, this is live on mobile only right now.
Gemini powering AI Overviews. Google also said that it is rolling out Gemini 3 as the default model for AI Overviews globally. Robby Stein said, “we’re making Gemini 3 the new default model for AI Overviews globally, so you get a best-in-class AI response right on the search results page, for questions where it’s helpful.”
This is different from his previous announcement about a week ago, where Gemini 3 Pro would power AI Overviews for complex queries for English globally for Google AI Pro & Ultra subs.
Now, Gemini 3 is the default model uses for AI Overviews globally.
Why we care. While Gemini 3 may provide better quality responses for AI Overviews, the bigger news is that Google officially rolling out that follow up questions go to AI Mode from Google Search’s AI Overviews. 
This is a big deal, because this will likely result in even fewer clicks from Google Search to publishers and instead will drive more searchers into AI Mode.  
AI Overviews show up at the top of the search results for many queries. It is hard enough to get clicks from those citation cards now, and it will be even harder as this new follow-up experience rolls out.  Google is actively pushing those searchers from Search into AI Mode and not to your website.

This will result in less traffic to your site and more traffic to Google's AI Mode. Plus, Gemini 3 is now powering all AI Overviews globally by default.

Google AI Overviews follow up questions jump you directly to AI Mode

<div><img width="1920" height="1097" src="https://searchengineland.com/wp-content/seloads/2026/01/yahoo-robot-1920.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/01/yahoo-robot-1920.jpg 1920w, https://searchengineland.com/wp-content/seloads/2026/01/yahoo-robot-1920-768x439.jpg 768w, https://searchengineland.com/wp-content/seloads/2026/01/yahoo-robot-1920-1536x878.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Yahoo Scout is Yahoo's come back to search, using AI, its massive network and data to give you a more fun AI search experience.

Yahoo today launched the first version of its AI-powered answer engine, Yahoo Scout. Scout is available at scout.yahoo.com and is embedded across Yahoo’s network, including Yahoo News, Finance, Mail, and Search. Think of it as a Yahoo-branded AI companion designed to guide users directly within Yahoo’s properties.
What is Yahoo Scout. Yahoo Scout is Yahoo’s take on an AI search engine and companion, similar to Google’s AI Mode or OpenAI’s ChatGPT, but with a distinct Yahoo flair. The goal is to give Scout a real personality — fun, engaging, and easy for people of all ages to use and understand, Yahoo told me.
When you first visit Yahoo Scout, you’re greeted by a playful homepage with a search box, a catchy slogan, and an animated icon that makes the experience feel friendly and inviting. 
Below the search box, Yahoo offers suggested searches, with filters for topics like news, finance, sports, shopping, and travel. 
On the left, Scout shows your past queries, making it easy to jump back in where you left off.
Here’s a screenshot of the homepage. This one features a cowboy hat, but other versions include a crystal ball, a gold medal, a walking cartoon brain, and more.




Yahoo Scout’s advantage. The Yahoo Search team gave me early access to Yahoo Scout. While the interface feels familiar if you’ve used competing tools, the Yahoo-specific elements clearly set it apart.
Yahoo’s advantage over many AI search competitors is its massive, built-in audience across Mail, News, Finance, and Search. It has more than 500 million user profiles and deep data on queries, usage, intent, and behavior. Yahoo also maintains over one billion knowledge-graph entities and tracks 18 trillion consumer events and signals across its properties. Together, this gives Yahoo the ability to deliver more personal AI-driven search experiences and more accurately categorize queries.
Yahoo is the second largest email company and third largest search engine, the company told me.
Yahoo Scout can pull rich content from across Yahoo directly into its responses. This includes features like Yahoo Finance widgets, detailed financial data, tables and citations, weather, news, and more.
“Search is fundamentally changing, and our team has been inspired to use our decades of experience and extremely rare assets to create something uniquely useful for Yahoo’s hundreds of millions of monthly users. This beta launch is just the starting point. From search to our industry-leading verticals, Yahoo Scout will help our users accomplish their goals online faster and better than ever before,” said Jim Lanzone, CEO of Yahoo.
Sending traffic to you, the publisher. Scout is closely tied to Yahoo’s original mission: being a trusted guide to the internet, Lanzone said. From the ground up, Yahoo built Scout to honor the open web by driving traffic downstream to content creators.
Yahoo Scout responses use large, wide blue highlights across the text. When you hover over them, you can click through to the original source. 
Each response also includes a “featured source” that’s easy to spot and select. Scout further emphasizes content with tables and imagery while surfacing relevant news articles and sources throughout its answers.
Early AI search engines did little to send traffic back to the sources behind their answers, Lanzone said. Yahoo wanted to set an example for how to do this the right way. There isn’t enough revenue for every publisher to rely on licensing deals with AI companies, and historically, the model that worked best was simple: send traffic back to the original sources.
Here’s an example of how Yahoo Scout links to its sources:




When you hover over the blue highlights, the source appears, and you can click through to visit it. The purple “Read more” featured-source section also aims to drive traffic downstream.
CTR expectations. I asked Yahoo about the expected click-through rate from Scout to publishers. They said they don’t know yet. Yahoo plans to learn from real-world usage once Scout goes public and iterate to improve downstream clicks. This is Scout’s first release, and real user data should be telling.
They expect queries in Yahoo Scout to be longer than in Yahoo Search, with lighter ad loads and a much higher click-through rate than the industry average. 
Yahoo also told me it plans to give publishers access to impression and click data in the future, possibly through a Yahoo Webmaster Tools–style product. Crawling and indexing would remain separate, since that layer is still powered by Microsoft Bing.
Yahoo Scout in every Yahoo property. You’ll be able to access Yahoo Scout across all Yahoo properties.
Yahoo Mail will summarize emails with AI and extract actionable items, such as adding events to your calendar.
Yahoo Search will add AI summaries powered by Scout.
Yahoo News will surface key article highlights and include the daily digest audio summary.
Yahoo Finance will introduce a new Analyze button powered by Scout.




Examples of Yahoo Scout in action. Here are a few examples of Yahoo Scout. It’s not perfect, but for a six-month project, I’m impressed.
I asked Scout for help explaining how SEO works, and it delivered a solid response. SEO is complex, and not everyone will agree with every detail, but the answer was thoughtful and useful. There are citations throughout the summary:




I then asked it to share sources for finding content on the topic as a follow-up. There were clear missed opportunities to link out more, which I pointed out to Yahoo, and they agreed.




I asked Yahoo Scout how to navigate to the sources it mentioned, and at that point, it did provide links:




Here’s a screenshot of another citation that appears when you hover your mouse cursor over it.




Here are some other searches I tried:
Entertainment: Scout incorporates news articles, with larger graphics in clickable card formats.





Finance: Yahoo brings in Yahoo Finance. I was unable to generate stock charts, although in a demo I was given, I was shown that live. So maybe it was being worked on during my tests:









Weather: I was testing this Sunday morning, as the big snow storm was touching down in New York:




I was able to get a Yahoo Weather chart:




With tips on how to stay warm:





Sports: The Super Bowl is coming up, and I was hoping to get some predictions:




As a lifelong Jets fan, I asked whether the team has any chance of winning the Super Bowl in the next 10 years. The answer wasn’t encouraging, but I was happy to see a chart embedded directly in the response.





Shopping: And then Yahoo gave me some advice on how to dress during this weather:




Ads and commissions. Yahoo Scout will show ads at the bottom of some responses. It will also monetize commerce-related queries through affiliate commissions, a common web revenue model.
Yahoo told me the ads are still powered by Microsoft Advertising, but Yahoo controls how those ads appear within these interfaces.
These ads will be charged on a CPC basis, not an impression basis, as some other AI engines announced.
Here is a screenshot of a Progressive Insurance ad for questions about car insurance.




Here is a screenshot of product results that are labeled, “Yahoo may earn commission from these links.”




How Yahoo Scout came about. For about three years now, Yahoo has been hinting about making a return to the search game.  In 2009, Yahoo made a deal with Microsoft to have Microsoft power Yahoo Search and that was the end of Yahoo building its own search technology.  Literally, Yahoo has outsources Search since then and has not done its own search technology until now, with Yahoo Scout.
That is until now. About six month ago, Yahoo acquired Eric Feng’s company to lead up consumer search at Yahoo. Eric Feng is known for co-founding an online video platform startup called Mojiti, which was acquired by Hulu in 2007, in which Eric became the founding CTO and head of product at Hulu. But before that, he worked at Microsoft in the Research labs, working on solving problems with Search.
“Yahoo’s deep knowledge base, 30 years in the making, allows us to deliver guidance that our users can trust and easily understand, and will become even more personalized over the coming months,” said Eric Feng, Senior Vice President and General Manager of Yahoo Research Group, the creators of Yahoo Scout. “Yahoo Scout now powers a new generation of intelligence experiences across Yahoo, seamlessly integrated into the products people use every day.”
Jim Lanzone, the CEO of Yahoo, who in his own right has a long history in search, as the CEO of Ask.com for many years, told me that Eric Feng has been instrumental in building out Yahoo Scout in the past 6 months.  And there is so much more to come, this is just the first public release and you can expect many more interations and improvements to Yahoo Scout in the near future.
Anthropic. Yahoo Scout is not built on its own LLM, Yahoo partnered with Anthropic to use Claude as Yahoo Scout’s primary foundational AI model. Anthropic is one of the top artificial intelligence companies in the market. It has arguably the best AI for coders and coding frameworks named Claude. Anthropic was founded in 2021 by former members of OpenAI, including siblings Daniela Amodei and Dario Amodei, who serve as president and CEO, respectively. In September 2023, Amazon announced an investment of up to $4 billion. Google committed $2 billion the next month. As of November 2025, Anthropic has an estimated value of $350 billion.
While the foundational AI models use Anthropic, Yahoo has customized it and incorporates Yahoo’s proprietary data to make it unique and useful. Doing these searches on Anthropic will not give you anywhere close to the same experience as you would get on Yahoo Scout.
“When you’re serving hundreds of millions of users, you need AI that can do more than retrieve information – it has to reason, synthesize, and explain. Yahoo is building toward a more personalized, trustworthy kind of search, and Claude’s ability to deliver that quality of guidance at scale is at the heart of Yahoo Scout,” said Ami Vora, Head of Product at Anthropic.
Microsoft Bing. Plus, Microsoft Bing data is also incorporated into Yahoo Scout. The underlining search index is from Bing, but the responses, ranking, and experience is all Yahoo. “Yahoo Scout also builds on Yahoo’s long-standing relationship with Microsoft by leveraging Microsoft Bing’s grounding API. By combining this API with Yahoo’s trusted data and content ecosystem, Yahoo Scout ensures that answers are informed by authoritative sources from across the open web, Yahoo wrote.
Plus, Yahoo is also joining Microsoft’s Publisher Content Marketplace pilot. Microsoft’s Publisher Content Marketplace can help support revenue for publishers, the company said.  Yahoo wrote this is, “reflecting a shared commitment to expanding publisher reach, connecting original work with new audiences, and supporting sustainable revenue opportunities for publishers.”
Hallucinations. I asked about hallucinations and Yahoo told me they put in a lot of guardrails to prevent hallucinations as much as possible. The Yahoo entity graph, the news content, and other Yahoo-specific data are used to ground the responses so that communications should be minimal and less than some other AI engines.  In fact, they believe the hallucination rate would be “very low” compared to other AI engines.
Agents. Many AI engines are releasing agentic experiences, AI agents, to complete tasks for you. Google, OpenAI and Microsoft are investing big time into this.
Yahoo Scout has added some elements of this including inside of Yahoo Mail to add calendar events, smart compose features and more.  Yahoo promises a lot more to come on this front.
Why we care. It’s an exciting time for search. For someone like me who has spent more than 20 years in search, it’s nice to see  Yahoo step back into the space. Watching industry veterans like Jim Lanzone, Eric Feng, and Brian Provost take on search with AI is making it fun again, and I’m excited to see what Yahoo does next.
Availability. The Yahoo Scout answer engine is available today in beta for U.S. users at Scout.Yahoo.com and in the Yahoo Search app on iOS and Android. For more about Yahoo Scout, see this help document.

Yahoo Scout is Yahoo's come back to search, using AI, its massive network and data to give you a more fun AI search experience.

Yahoo debuts Scout, an AI search and companion experience

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/01/Is-your-account-ready-for-Google-AI-Max-A-pre-test-checklist.png" class="attachment-large size-large wp-post-image" alt="Is your account ready for Google AI Max? A pre-test checklist" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/01/Is-your-account-ready-for-Google-AI-Max-A-pre-test-checklist.png 1920w, https://searchengineland.com/wp-content/seloads/2026/01/Is-your-account-ready-for-Google-AI-Max-A-pre-test-checklist-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/01/Is-your-account-ready-for-Google-AI-Max-A-pre-test-checklist-1536x864.png 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>AI Max can unlock incremental conversions – or drain budget fast. Validate tracking, bidding, and broad match readiness before enabling it.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/01/Is-your-account-ready-for-Google-AI-Max-A-pre-test-checklist.png" class="attachment-large size-large wp-post-image" alt="Is your account ready for Google AI Max? A pre-test checklist" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/01/Is-your-account-ready-for-Google-AI-Max-A-pre-test-checklist.png 1920w, https://searchengineland.com/wp-content/seloads/2026/01/Is-your-account-ready-for-Google-AI-Max-A-pre-test-checklist-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/01/Is-your-account-ready-for-Google-AI-Max-A-pre-test-checklist-1536x864.png 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p><a href="https://searchengineland.com/ai-max-for-search-everything-you-need-to-know-462923">AI Max</a> is Google’s latest foray into semi-keywordless targeting.&nbsp;</p>



<p>While you need keywords for the system to have a starting place, Google uses signals beyond keywords in deciding how to show ads to searchers.</p>



<p>In accounts with a strong history of broad match success, AI Max can be highly effective at finding new conversions.&nbsp;</p>



<p>If accounts are not well-optimized or have not been successful with broad match, AI Max can be a huge money pit.</p>



<p>To clear up a rumor before we get into the data: you do not have to use AI Max to have ads appear in AI Overviews.&nbsp;</p>



<p>Broad match keywords can show ads in AI Overviews regardless of your AI Max usage.&nbsp;</p>



<p>We’re looking at AI Max as a conversion expansion option, not just an option to show in AI Overviews.</p>



<p>This article examines the review steps you should take before you decide to test AI Max.</p>



<h2 class="wp-block-heading" id="h-what-to-check-before-enabling-ai-max">What to check before enabling AI Max</h2>



<h3 class="wp-block-heading" id="h-accurate-conversion-tracking-nbsp">Accurate conversion tracking&nbsp;</h3>



<p>Your conversion tracking must be accurate, deduplicated, and focused on business outcomes. AI Max optimizes toward what you have defined as success.&nbsp;</p>



<p>If you aren&#8217;t tracking all your conversions, or if your conversions are inflated, AI Max will be working from inaccurate data and making poor decisions.</p>



<h3 class="wp-block-heading" id="h-automated-bidding-with-a-conversion-focused-strategy-nbsp">Automated bidding with a conversion-focused strategy&nbsp;</h3>



<p>Broad match only works well when you have a bid strategy that is focused on conversions, such as:</p>



<ul class="wp-block-list">
<li><a href="https://searchengineland.com/maximize-conversion-value-google-ads-bidding-explained-453638">Maximize conversion value</a>.</li>



<li><a href="https://searchengineland.com/maximize-conversions-bidding-google-ads-guide-450273">Maximize conversions</a>.</li>



<li><a href="https://searchengineland.com/target-cpa-bidding-451823">Target CPA</a>.</li>



<li><a href="https://searchengineland.com/google-ads-target-roas-454747">Target ROAS</a>.</li>
</ul>



<p>Our experiments with AI Max have shown that it is much more predictable with one of the target options (Target CPA or Target ROAS) than with the max bid options (Maximize conversion value or Maximize conversions).&nbsp;</p>



<p>Since the Max conversion options are meant to get you the most possible, regardless of the CPA or ROAS, they will often continue to spend your budget when the next set of conversions could have exceptionally high CPAs or very low ROAS.</p>



<p>If you use AI Max with one of the max bid options, pay close attention to your budget and the AI Max data.</p>



<h3 class="wp-block-heading" id="h-conversion-volume">Conversion volume</h3>



<p>Technically, you can enable AI Max without any conversions for a campaign.&nbsp;</p>



<p>However, with under 30 conversions per month, AI Max has been highly erratic.&nbsp;</p>



<p>At over 100 conversions per month, it has done well more often than not, assuming you have had success with broad match in the past.&nbsp;</p>



<p>In general, you will want to test AI Max in campaigns that have at least 30 conversions per month.</p>



<p>If you are going to test AI Max, starting with non-brand campaigns that have a high conversion volume will usually give you a better introduction to AI Max’s possibilities for your account.</p>



<h3 class="wp-block-heading" id="h-no-impression-share-lost-due-to-budget">No impression share lost due to budget</h3>



<p>If you&#8217;re already losing impressions due to your budget, your handpicked keywords will receive even less budget if you enable AI Max. </p>



<p>The goal is to spend as much as you can on your top keywords, and then have AI Max experiment with the budget we can’t spend. </p>



<p>If you are already losing impressions due to your budget, then enabling AI Max usually results in poorer performance.</p>



<h3 class="wp-block-heading" id="h-have-proven-broad-match-success">Have proven broad match success</h3>



<p>AI Max will treat all of your keywords as broad match, and then expand even further than your broad match keywords.&nbsp;</p>



<p>If you haven&#8217;t successfully used broad match, then enabling AI Max will be a waste of money.</p>



<p>You should first ensure that broad match can work for you, which might require reorganizing ad groups, testing new ads, and optimizing your landing pages.&nbsp;</p>



<p>Only after you have consistently seen good results with broad match should you try AI Max.</p>



<p><strong><em>Dig deeper: <a href="https://searchengineland.com/how-to-tell-if-googles-ai-max-for-search-is-actually-working-464916">How to tell if Google’s AI Max for search is actually working</a></em></strong></p>



<h2 class="wp-block-heading" id="h-should-you-use-url-expansion-nbsp">Should you use URL expansion?&nbsp;</h2>



<p>When you enable AI Max, you can expand URLs to other pages on your website.&nbsp;</p>



<p>This means that Google can pick any page of your website to use as a landing page when AI Max triggers an ad.</p>



<p>Google allows you to exclude URLs. Most sites should exclude:</p>



<ul class="wp-block-list">
<li>Help files and support pages.</li>



<li>Pages not built for conversions.</li>



<li>Pages that do not have conversion tracking enabled.</li>



<li>FAQs.</li>



<li>Blogs.</li>



<li>Old landing page tests that are still live.</li>



<li>Old website designs that are still live.</li>
</ul>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="1105" height="389" src="https://searchengineland.com/wp-content/seloads/2026/01/Google-Ads-Add-URL-exclusions.png" alt="Google Ads - Add URL exclusions" class="wp-image-467934" srcset="https://searchengineland.com/wp-content/seloads/2026/01/Google-Ads-Add-URL-exclusions.png 1105w, https://searchengineland.com/wp-content/seloads/2026/01/Google-Ads-Add-URL-exclusions-768x270.png 768w" sizes="(max-width: 1105px) 100vw, 1105px" /></figure></div>


<p>A few people have found success with using AI Max with blogs and support pages. However, these seem to be exceptions more often than the standard result.</p>



<p>AI Max has struggled when there are many geographic landing pages.&nbsp;</p>



<p>We’ve seen accounts that target different geographies by campaign, and each campaign has its own set of landing pages.&nbsp;</p>



<p>AI Max has routinely mismatched the campaign’s geographic target with landing pages intended for other geographies.&nbsp;</p>



<p>For example, your California campaigns are sending all of their traffic to landing pages dedicated to Texas traffic.</p>



<p>If you want to use AI Max URL expansion, and you have landing pages dedicated to various geographies, you will need to exclude all the landing pages that are irrelevant to the geography of your campaign.</p>



<p>For companies that create dedicated landing pages for each campaign or ad group, I have yet to see an example of AI Max finding better landing pages.</p>



<p>In every example, AI Max’s URL expansion has needed to be turned off. Eventually, this option might work for advertisers, but I have yet to see that happen.</p>



<p>You can review the URLs that Google is using and exclude them. If you turn on URL expansion, you will want to regularly review these URLs.</p>



<p><strong><em>Dig deeper: <a href="https://searchengineland.com/ai-max-early-case-studies-analysis-script-462706">AI Max in action: What early case studies and a new analysis script reveal</a></em></strong></p>



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<hr class="wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background"/>



<h2 class="wp-block-heading" id="h-should-you-try-automatically-created-assets-nbsp">Should you try automatically created assets?&nbsp;</h2>



<p>My great hope for AI Max is the automatically created assets.&nbsp;</p>



<p>I wish I could enable this only for extensions. AI Max can help you scale messaging tremendously.&nbsp;</p>



<p>It can go through all of your ad groups and automatically create sitelinks and callouts at the ad group level.&nbsp;</p>



<p>This level of customization is one that many advertisers never have time to fully explore.</p>



<p>We had a client who enabled this feature, and suddenly, all their sitelinks linked to pages that were irrelevant to the keywords.&nbsp;</p>



<p>We’ve seen other clients use this feature, and their callouts improved dramatically.&nbsp;</p>



<p>Google still has a ways to go in how they auto-create assets, but this is a feature I have high hopes for.</p>



<p>Unfortunately, you can&#8217;t enable this feature for only ad assets (extensions). If you enable automatically created assets, Google will create additional RSA assets for you.</p>



<p>These assets can cause customer confusion by:</p>



<ul class="wp-block-list">
<li>Making promises your brand doesn&#8217;t meet.</li>



<li>Using messaging that isn&#8217;t compliant with the law for regulated industries or doesn&#8217;t follow your brand guidelines.</li>
</ul>



<p>You can write guidelines for how you want your ads to appear and rules on what shouldn&#8217;t be used. </p>



<p>If you&#8217;re going to have Google automatically create assets, you&#8217;ll want to add guidance on how the ads should be created.</p>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="1600" height="882" src="https://searchengineland.com/wp-content/seloads/2026/01/Google-Ads-Text-guidelines.png" alt="" class="wp-image-467935" srcset="https://searchengineland.com/wp-content/seloads/2026/01/Google-Ads-Text-guidelines.png 1600w, https://searchengineland.com/wp-content/seloads/2026/01/Google-Ads-Text-guidelines-768x423.png 768w, https://searchengineland.com/wp-content/seloads/2026/01/Google-Ads-Text-guidelines-1536x847.png 1536w" sizes="(max-width: 1600px) 100vw, 1600px" /></figure></div>


<p>Note that term exclusions and text guidelines (Google’s official names for these features) don&#8217;t appear to be enabled in all accounts right now and may still be rolling out to advertisers.</p>



<p>Overall, Google’s auto-generated RSA assets have a poor track record, and if you enable them, you will want to regularly review what Google is creating on your behalf.</p>



<h2 class="wp-block-heading" id="h-how-to-test-ai-max">How to test AI Max</h2>



<p>Since Google has a history of matching broad match keywords to other brands and generic keywords, AI Max has been very inconsistent with brand keywords.</p>



<p>I’d suggest starting with your top non-brand keywords to test AI Max.&nbsp;</p>



<p>For most brands, there are more conversions to be had in non-brand expansion than in finding more people who are already searching for your brand.</p>



<p>AI Max can be enabled at the campaign or ad group level.&nbsp;</p>



<p>One of the best ways to run a limited test with AI Max is to enable it only in a few ad groups that have a lot of conversion data and a successful history with broad match.</p>



<p>In the interface, enabling AI Max for only a few ad groups is painfully slow.&nbsp;</p>



<p>You have to enable AI Max at the campaign level, then go into every ad group and turn it off where you don’t want it enabled.</p>



<p>The Google Ads Editor lets you turn AI Max on or off at the ad group level.</p>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="709" height="149" src="https://searchengineland.com/wp-content/seloads/2026/01/Google-Ads-Settings-for-AI-Max.png" alt="Google Ads - Settings for AI Max" class="wp-image-467936"/></figure></div>


<p>If you want to test AI Max in only a few ad groups, then use the editor for your initial setup.</p>



<p><strong><em>Dig deeper: <a href="https://searchengineland.com/when-to-trust-google-ads-ai-and-when-you-shouldnt-461668">When to trust Google Ads AI and when you shouldn’t</a></em></strong></p>



<h2 class="wp-block-heading" id="h-is-your-account-ready-to-test-ai-max">Is your account ready to test AI Max?</h2>



<p>Google has long sought a keywordless targeting option for search. Its first step was <a href="https://searchengineland.com/google-performance-max-431821">Performance Max</a>.&nbsp;</p>



<p>AI Max is another foray to introduce advertisers to the idea that they don’t have to choose every keyword in their search campaigns.</p>



<p>Like all Google Ads products, they usually perform poorly when first launched.&nbsp;</p>



<p>After a few years of data gathering, refinement, and additional advertiser controls, these products often prove successful.</p>



<p>AI Max is still a new product. Some accounts have had success with it. Others have only found failure.&nbsp;</p>



<p>As with everything Google Ads-related, you should test it before widely adopting it.</p>



<p>The best way to test AI Max is to find non-brand ad groups with high conversion volume and a successful history with broad match keywords.&nbsp;</p>



<p>Perform limited tests in these ad groups. If you find success, you can expand the ad groups that use AI Max.</p>



<p>During your tests, you must review your search terms, URLs, and auto-created assets.&nbsp;</p>



<p>If you are not going to add these tasks to your workflow, then you are not ready to test every AI Max feature.</p>



<p>AI Max’s potential is enormous. However, it isn&#8217;t a good solution for everyone. Its ad writing can be quite poor. </p>



<p>The new search terms can be hit-or-miss. You must babysit it. However, the time savings and potential are undeniable.</p>



<p>While I believe there is a bright future for AI Max, you must first ensure you complete all steps to verify that your account is ready to test it.&nbsp;</p>



<p>If you follow the steps outlined in this article, you’ll know if you’re ready to test AI Max and see what these new campaign options can do for you.</p>

AI Max is Google’s latest foray into semi-keywordless targeting. 
While you need keywords for the system to have a starting place, Google uses signals beyond keywords in deciding how to show ads to searchers.
In accounts with a strong history of broad match success, AI Max can be highly effective at finding new conversions. 
If accounts are not well-optimized or have not been successful with broad match, AI Max can be a huge money pit.
To clear up a rumor before we get into the data: you do not have to use AI Max to have ads appear in AI Overviews. 
Broad match keywords can show ads in AI Overviews regardless of your AI Max usage. 
We’re looking at AI Max as a conversion expansion option, not just an option to show in AI Overviews.
This article examines the review steps you should take before you decide to test AI Max.
What to check before enabling AI Max
Accurate conversion tracking 
Your conversion tracking must be accurate, deduplicated, and focused on business outcomes. AI Max optimizes toward what you have defined as success. 
If you aren’t tracking all your conversions, or if your conversions are inflated, AI Max will be working from inaccurate data and making poor decisions.
Automated bidding with a conversion-focused strategy 
Broad match only works well when you have a bid strategy that is focused on conversions, such as:
Maximize conversion value.
Maximize conversions.
Target CPA.
Target ROAS.
Our experiments with AI Max have shown that it is much more predictable with one of the target options (Target CPA or Target ROAS) than with the max bid options (Maximize conversion value or Maximize conversions). 
Since the Max conversion options are meant to get you the most possible, regardless of the CPA or ROAS, they will often continue to spend your budget when the next set of conversions could have exceptionally high CPAs or very low ROAS.
If you use AI Max with one of the max bid options, pay close attention to your budget and the AI Max data.
Conversion volume
Technically, you can enable AI Max without any conversions for a campaign. 
However, with under 30 conversions per month, AI Max has been highly erratic. 
At over 100 conversions per month, it has done well more often than not, assuming you have had success with broad match in the past. 
In general, you will want to test AI Max in campaigns that have at least 30 conversions per month.
If you are going to test AI Max, starting with non-brand campaigns that have a high conversion volume will usually give you a better introduction to AI Max’s possibilities for your account.
No impression share lost due to budget
If you’re already losing impressions due to your budget, your handpicked keywords will receive even less budget if you enable AI Max. 
The goal is to spend as much as you can on your top keywords, and then have AI Max experiment with the budget we can’t spend. 
If you are already losing impressions due to your budget, then enabling AI Max usually results in poorer performance.
Have proven broad match success
AI Max will treat all of your keywords as broad match, and then expand even further than your broad match keywords. 
If you haven’t successfully used broad match, then enabling AI Max will be a waste of money.
You should first ensure that broad match can work for you, which might require reorganizing ad groups, testing new ads, and optimizing your landing pages. 
Only after you have consistently seen good results with broad match should you try AI Max.
Dig deeper: How to tell if Google’s AI Max for search is actually working
Should you use URL expansion? 
When you enable AI Max, you can expand URLs to other pages on your website. 
This means that Google can pick any page of your website to use as a landing page when AI Max triggers an ad.
Google allows you to exclude URLs. Most sites should exclude:
Help files and support pages.
Pages not built for conversions.
Pages that do not have conversion tracking enabled.
FAQs.
Blogs.
Old landing page tests that are still live.
Old website designs that are still live.

A few people have found success with using AI Max with blogs and support pages. However, these seem to be exceptions more often than the standard result.
AI Max has struggled when there are many geographic landing pages. 
We’ve seen accounts that target different geographies by campaign, and each campaign has its own set of landing pages. 
AI Max has routinely mismatched the campaign’s geographic target with landing pages intended for other geographies. 
For example, your California campaigns are sending all of their traffic to landing pages dedicated to Texas traffic.
If you want to use AI Max URL expansion, and you have landing pages dedicated to various geographies, you will need to exclude all the landing pages that are irrelevant to the geography of your campaign.
For companies that create dedicated landing pages for each campaign or ad group, I have yet to see an example of AI Max finding better landing pages.
In every example, AI Max’s URL expansion has needed to be turned off. Eventually, this option might work for advertisers, but I have yet to see that happen.
You can review the URLs that Google is using and exclude them. If you turn on URL expansion, you will want to regularly review these URLs.
Dig deeper: AI Max in action: What early case studies and a new analysis script reveal
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See terms.
Should you try automatically created assets? 
My great hope for AI Max is the automatically created assets. 
I wish I could enable this only for extensions. AI Max can help you scale messaging tremendously. 
It can go through all of your ad groups and automatically create sitelinks and callouts at the ad group level. 
This level of customization is one that many advertisers never have time to fully explore.
We had a client who enabled this feature, and suddenly, all their sitelinks linked to pages that were irrelevant to the keywords. 
We’ve seen other clients use this feature, and their callouts improved dramatically. 
Google still has a ways to go in how they auto-create assets, but this is a feature I have high hopes for.
Unfortunately, you can’t enable this feature for only ad assets (extensions). If you enable automatically created assets, Google will create additional RSA assets for you.
These assets can cause customer confusion by:
Making promises your brand doesn’t meet.
Using messaging that isn’t compliant with the law for regulated industries or doesn’t follow your brand guidelines.
You can write guidelines for how you want your ads to appear and rules on what shouldn’t be used. 
If you’re going to have Google automatically create assets, you’ll want to add guidance on how the ads should be created.

Note that term exclusions and text guidelines (Google’s official names for these features) don’t appear to be enabled in all accounts right now and may still be rolling out to advertisers.
Overall, Google’s auto-generated RSA assets have a poor track record, and if you enable them, you will want to regularly review what Google is creating on your behalf.
How to test AI Max
Since Google has a history of matching broad match keywords to other brands and generic keywords, AI Max has been very inconsistent with brand keywords.
I’d suggest starting with your top non-brand keywords to test AI Max. 
For most brands, there are more conversions to be had in non-brand expansion than in finding more people who are already searching for your brand.
AI Max can be enabled at the campaign or ad group level. 
One of the best ways to run a limited test with AI Max is to enable it only in a few ad groups that have a lot of conversion data and a successful history with broad match.
In the interface, enabling AI Max for only a few ad groups is painfully slow. 
You have to enable AI Max at the campaign level, then go into every ad group and turn it off where you don’t want it enabled.
The Google Ads Editor lets you turn AI Max on or off at the ad group level.

If you want to test AI Max in only a few ad groups, then use the editor for your initial setup.
Dig deeper: When to trust Google Ads AI and when you shouldn’t
Is your account ready to test AI Max?
Google has long sought a keywordless targeting option for search. Its first step was Performance Max. 
AI Max is another foray to introduce advertisers to the idea that they don’t have to choose every keyword in their search campaigns.
Like all Google Ads products, they usually perform poorly when first launched. 
After a few years of data gathering, refinement, and additional advertiser controls, these products often prove successful.
AI Max is still a new product. Some accounts have had success with it. Others have only found failure. 
As with everything Google Ads-related, you should test it before widely adopting it.
The best way to test AI Max is to find non-brand ad groups with high conversion volume and a successful history with broad match keywords. 
Perform limited tests in these ad groups. If you find success, you can expand the ad groups that use AI Max.
During your tests, you must review your search terms, URLs, and auto-created assets. 
If you are not going to add these tasks to your workflow, then you are not ready to test every AI Max feature.
AI Max’s potential is enormous. However, it isn’t a good solution for everyone. Its ad writing can be quite poor. 
The new search terms can be hit-or-miss. You must babysit it. However, the time savings and potential are undeniable.
While I believe there is a bright future for AI Max, you must first ensure you complete all steps to verify that your account is ready to test it. 
If you follow the steps outlined in this article, you’ll know if you’re ready to test AI Max and see what these new campaign options can do for you.

AI Max can unlock incremental conversions – or drain budget fast. Validate tracking, bidding, and broad match readiness before enabling it.

Is your account ready for Google AI Max? A pre-test checklist

<div><img width="1920" height="1081" src="https://searchengineland.com/wp-content/seloads/2026/01/4-Facebook-ad-templates-that-still-work-in-2026-with-real-examples.png" class="attachment-large size-large wp-post-image" alt="4 Facebook ad templates that still work in 2026 (with real examples)" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/01/4-Facebook-ad-templates-that-still-work-in-2026-with-real-examples.png 1920w, https://searchengineland.com/wp-content/seloads/2026/01/4-Facebook-ad-templates-that-still-work-in-2026-with-real-examples-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/01/4-Facebook-ad-templates-that-still-work-in-2026-with-real-examples-1536x865.png 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>The Facebook ads winning in 2026 use simple, repeatable structures that make problems, benefits and proof immediately clear.

<div><img width="1920" height="1081" src="https://searchengineland.com/wp-content/seloads/2026/01/4-Facebook-ad-templates-that-still-work-in-2026-with-real-examples.png" class="attachment-large size-large wp-post-image" alt="4 Facebook ad templates that still work in 2026 (with real examples)" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/01/4-Facebook-ad-templates-that-still-work-in-2026-with-real-examples.png 1920w, https://searchengineland.com/wp-content/seloads/2026/01/4-Facebook-ad-templates-that-still-work-in-2026-with-real-examples-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/01/4-Facebook-ad-templates-that-still-work-in-2026-with-real-examples-1536x865.png 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p>Have you ever tried to find inspiration for ads by scrolling your own Facebook feed?</p>



<p>Then you know that most companies’ ads aren’t very compelling. Also, scrolling Facebook in this day and age is weirdly exhausting.</p>



<p>Here’s the truth: most high-performing ads in 2026 aren’t winning the day because they’re wildly original or uniquely “viral” (do we still call something that?).&nbsp;</p>



<p>They’re winning because they follow the same repeatable templates that smart marketers have been using for decades.&nbsp;</p>



<p>(Yes, even now. Even with AI. Even with “creative strategy” and words like “scrollable” being used non-ironically in business initiatives.)</p>



<p>This article goes back to basics, eschewing “inspiration” in favor of tried-and-true approaches.</p>



<p>Below are four Facebook ad templates you can use right now, regardless of what you’re selling, with real examples that show the strategy behind top brands’ creative.</p>



<h2 class="wp-block-heading" id="h-1-problem-meet-solution">1. Problem? Meet solution</h2>



<h3 class="wp-block-heading" id="h-pain-point-relief-simple-next-step">Pain point → Relief → Simple next step</h3>



<p>This is advertising 101. It worked in 1926, it works in 2026, and it’s still undefeated for a reason.</p>



<p>Despite what some business owners believe, customers don’t wake up thinking about your business.&nbsp;</p>



<p>They wake up thinking about their life:</p>



<ul class="wp-block-list">
<li>“I spent too much money.”</li>



<li>“I don’t have time.”</li>



<li>“I feel stuck.”</li>



<li>“I’m overwhelmed.”</li>



<li>“I can’t stay consistent.”</li>
</ul>



<p>That means you’ve got to meet them where they are.&nbsp;</p>



<p>If your customer doesn’t realize their situation is solvable, they won&#8217;t buy anything.&nbsp;</p>



<p>That means, even if you’re the best solution in the world, until they recognize the problem, they won&#8217;t look for an answer.</p>



<h3 class="wp-block-heading" id="h-example-clickup">Example: ClickUp</h3>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="393" height="649" src="https://searchengineland.com/wp-content/seloads/2026/01/Facebook-Ads-ClickUp.png" alt="Facebook Ads - ClickUp" class="wp-image-467950"/></figure></div>


<p>ClickUp takes a modern pain point that most tech workers struggle with on a daily basis, and reframes it into something that can actually be solved:</p>



<p>Overwhelmed by multiple tools and apps? Stop switching between them and use one platform that does it all.</p>



<p>This ad isn’t just selling “project management.” It’s selling:</p>



<ul class="wp-block-list">
<li>Mental relief.</li>



<li>A single source of truth.</li>



<li>Less context switching, more productivity.</li>



<li>Team alignment.</li>



<li>The promise (though some might say illusion) of control.</li>
</ul>



<p><strong>Plug-and-play copy starter</strong></p>



<p>Still dealing with [problem]?</p>



<p>You’re not alone – and you don’t have to stay stuck.</p>



<p>[Product/service] helps you [benefit] without [common objection].</p>



<p>Get started → [CTA]</p>



<p><strong><em>Dig deeper: <a href="https://searchengineland.com/meta-ads-lead-gen-what-you-need-to-know-456269">Meta Ads for lead gen: What you need to know</a></em></strong></p>



<h2 class="wp-block-heading" id="h-2-can-your-competitors-do-this">2. Can your competitors do this?</h2>



<h3 class="wp-block-heading" id="h-unique-selling-point-instant-comparison-oh-hey-moment">Unique selling point → Instant comparison → ‘Oh, hey’ moment</h3>



<p>If you’re in a crowded industry fighting for market share (and in 2026, a lot of businesses are), the brands that stand out are the ones that make it easy for customers to answer one question:</p>



<ul class="wp-block-list">
<li>Why should I choose you?</li>
</ul>



<p>Let’s be clear: you don’t necessarily need a radical innovation or a show-stopping differentiator.&nbsp;</p>



<p>Sometimes it’s how you do things, what you prioritize, or who you’re for.&nbsp;</p>



<p>All that really matters is that you’re different in a way people can understand quickly and easily.</p>



<h3 class="wp-block-heading" id="h-example-the-woobles">Example: The Woobles</h3>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="401" height="781" src="https://searchengineland.com/wp-content/seloads/2026/01/Facebook-Ads-The-Woobles.png" alt="Facebook Ads - The Woobles" class="wp-image-467951"/></figure></div>


<p>Crocheting has been around forever. Beginner kits have existed for decades. Patterns have been sold in stores since before we were all born.</p>



<p>And yet, somehow, The Woobles managed to grab a huge chunk of market share in a craft that’s older than the automobile.</p>



<p>That’s impressive.</p>



<p>This ad shows exactly how they do it.</p>



<p>Instead of positioning crochet as “learn a new skill,” they highlight what makes them different, then continue stacking their differentiators in a way that makes the purchase feel almost inevitable:</p>



<ul class="wp-block-list">
<li>Cute, modern projects people actually want to make.</li>



<li>Designed for true beginners.</li>



<li>Thicker yarn and a chunky hook.</li>



<li>Step-by-step video tutorials.</li>
</ul>



<p>That’s really the point of a strong USP ad. It’s not just “we’re unique.” It’s “here’s why this is easier, better, and faster.”</p>



<p><strong>Plug-and-play copy starter</strong></p>



<p>Most [category] products do [expected thing].</p>



<p>Ours does [unexpected/uncommon benefit].</p>



<p>Here’s what makes it different:</p>



<ul class="wp-block-list">
<li>[Differentiator 1]</li>



<li>[Differentiator 2]</li>
</ul>



<p>Try it for yourself → [CTA]</p>



<p><strong><em>Dig deeper: <a href="https://searchengineland.com/meta-ads-ai-best-practices-better-results-455324">Rethinking Meta Ads AI: Best practices for better results</a></em></strong></p>



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<hr class="wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background"/>



<h2 class="wp-block-heading" id="h-3-say-more-with-less">3. Say more with less</h2>



<h3 class="wp-block-heading" id="h-testimonial-ugc-minimal-brand-talk-trust-does-the-selling">Testimonial/UGC → Minimal brand talk → Trust does the selling</h3>



<p>Not every ad needs to look and sound like an ad. In fact, some of the best-performing Facebook ads in 2026 are the ones that take you a second to realize they’re sponsored.</p>



<p>This is the “let the customer do the talking” template, and it’s everywhere on Instagram and TikTok because it works.</p>



<p>Think creator-style, user-generated content (UGC), testimonials, and review-driven ads that feel real, slightly imperfect, and way less polished than traditional brand messaging.</p>



<p>Oddly enough, the lack of polish is part of the appeal. It reads as “honest,” not “salesy.”</p>



<h3 class="wp-block-heading" id="h-example-allbirds">Example: Allbirds</h3>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="352" height="608" src="https://searchengineland.com/wp-content/seloads/2026/01/Facebook-Ads-Allbirds.png" alt="Facebook Ads - Allbirds" class="wp-image-467952"/></figure></div>


<p>Allbirds runs a simple, product-focused ad for the Tree Dasher 2, pairing a customer quote with a simple image of the shoe.</p>



<ul class="wp-block-list">
<li>“Wore these @allbirds for 13 hours and could’ve gone another 13. I never want to take them off.”</li>
</ul>



<p>That line pretty much does all the work for the ad.</p>



<p>It implies:</p>



<ul class="wp-block-list">
<li>Comfort that lasts all day.</li>



<li>No break-in period.</li>



<li>Real-world wearability.</li>
</ul>



<p>The creative itself is even straightforward: product image, a few lifestyle shots, and a clean layout. It’s not trying to be flashy, it’s trying to be believable.&nbsp;</p>



<p><strong>Plug-and-play copy starter</strong></p>



<p>“I didn’t think anything would help, but this actually worked.”</p>



<p>[Show the proof]</p>



<p>If you’re dealing with [problem], try [product] → [CTA]</p>



<p><strong><em>Dig deeper: <a href="https://searchengineland.com/test-ugc-egc-ads-meta-campaigns-454940">How to test UGC and EGC ads in Meta campaigns</a></em></strong></p>



<h2 class="wp-block-heading" id="h-4-the-quick-win-checklist">4. The ‘quick win’ checklist</h2>



<h3 class="wp-block-heading" id="h-3-5-bullets-easy-decision-low-friction-cta">3-5 bullets → Easy decision → Low-friction CTA</h3>



<p>Sometimes people don’t want a story. They want clarity.</p>



<p>This template works especially well on Facebook because it’s built for how people actually scroll: fast, distracted, and looking for something that solves a problem <strong>right now</strong>.</p>



<p>Instead of writing paragraphs, you give them a handful of “yes, I want that” benefits they can absorb in two seconds.&nbsp;</p>



<p>The “quick win” Checklist format:</p>



<ul class="wp-block-list">
<li>Reduces decision fatigue.</li>



<li>Makes value instantly scannable.</li>



<li>Highlights benefits without over-explaining.</li>



<li>Works beautifully for cold audiences who don’t know your brand yet.</li>
</ul>



<h3 class="wp-block-heading" id="h-example-little-sleepies">Example: Little Sleepies</h3>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="383" height="649" src="https://searchengineland.com/wp-content/seloads/2026/01/Facebook-Ads-Little-Sleepies.png" alt="Facebook Ads - Little Sleepies" class="wp-image-467955"/></figure></div>


<p>Little Sleepies uses a simple visual and benefit callouts to answer the parent question underneath the question:</p>



<ul class="wp-block-list">
<li>“Is this actually going to make my life easier?”</li>
</ul>



<p>Instead of trying to be clever, the ad clearly lists the practical wins:</p>



<ul class="wp-block-list">
<li>Double zippers for easier diaper changes.</li>



<li>Ultra-soft bamboo for comfort.</li>



<li>Fits longer (up to 3x) for better value.</li>
</ul>



<p>This is a great reminder that in 2026, the ads that win aren’t always the funniest or most creative; they’re often the ones that make the buying decision feel effortless.</p>



<p><strong>Plug-and-play copy starter</strong></p>



<p>Everything you need to [achieve outcome]:</p>



<ul class="wp-block-list">
<li>[Benefit 1]</li>



<li>[Benefit 2]</li>



<li>[Benefit 3]</li>
</ul>



<p>Get it today → [CTA]</p>



<p><strong><em>Dig deeper: <a href="https://searchengineland.com/meta-ads-vertical-video-formats-452902">How to get better results from Meta ads with vertical video formats</a></em></strong></p>



<h2 class="wp-block-heading" id="h-templates-beat-inspiration-every-time">Templates beat inspiration every time</h2>



<p>In 2026, the brands winning on Facebook aren’t the ones reinventing advertising every week or pouring money into slick branding campaigns.</p>



<p>They’re the ones who:</p>



<ul class="wp-block-list">
<li>Choose a proven structure.</li>



<li>Write a clear hook.</li>



<li>Test variations quickly.</li>



<li>Let the results decide.</li>
</ul>



<p>You don’t need inspiration every time you write a Facebook ad. You need structures you can trust.</p>



<p>Pick one template, write two variations, and test them against each other. Then repeat.</p>

Have you ever tried to find inspiration for ads by scrolling your own Facebook feed?
Then you know that most companies’ ads aren’t very compelling. Also, scrolling Facebook in this day and age is weirdly exhausting.
Here’s the truth: most high-performing ads in 2026 aren’t winning the day because they’re wildly original or uniquely “viral” (do we still call something that?). 
They’re winning because they follow the same repeatable templates that smart marketers have been using for decades. 
(Yes, even now. Even with AI. Even with “creative strategy” and words like “scrollable” being used non-ironically in business initiatives.)
This article goes back to basics, eschewing “inspiration” in favor of tried-and-true approaches.
Below are four Facebook ad templates you can use right now, regardless of what you’re selling, with real examples that show the strategy behind top brands’ creative.
1. Problem? Meet solution
Pain point → Relief → Simple next step
This is advertising 101. It worked in 1926, it works in 2026, and it’s still undefeated for a reason.
Despite what some business owners believe, customers don’t wake up thinking about your business. 
They wake up thinking about their life:
“I spent too much money.”
“I don’t have time.”
“I feel stuck.”
“I’m overwhelmed.”
“I can’t stay consistent.”
That means you’ve got to meet them where they are. 
If your customer doesn’t realize their situation is solvable, they won’t buy anything. 
That means, even if you’re the best solution in the world, until they recognize the problem, they won’t look for an answer.
Example: ClickUp

ClickUp takes a modern pain point that most tech workers struggle with on a daily basis, and reframes it into something that can actually be solved:
Overwhelmed by multiple tools and apps? Stop switching between them and use one platform that does it all.
This ad isn’t just selling “project management.” It’s selling:
Mental relief.
A single source of truth.
Less context switching, more productivity.
Team alignment.
The promise (though some might say illusion) of control.
Plug-and-play copy starter
Still dealing with [problem]?
You’re not alone – and you don’t have to stay stuck.
[Product/service] helps you [benefit] without [common objection].
Get started → [CTA]
Dig deeper: Meta Ads for lead gen: What you need to know
2. Can your competitors do this?
Unique selling point → Instant comparison → ‘Oh, hey’ moment
If you’re in a crowded industry fighting for market share (and in 2026, a lot of businesses are), the brands that stand out are the ones that make it easy for customers to answer one question:
Why should I choose you?
Let’s be clear: you don’t necessarily need a radical innovation or a show-stopping differentiator. 
Sometimes it’s how you do things, what you prioritize, or who you’re for. 
All that really matters is that you’re different in a way people can understand quickly and easily.
Example: The Woobles

Crocheting has been around forever. Beginner kits have existed for decades. Patterns have been sold in stores since before we were all born.
And yet, somehow, The Woobles managed to grab a huge chunk of market share in a craft that’s older than the automobile.
That’s impressive.
This ad shows exactly how they do it.
Instead of positioning crochet as “learn a new skill,” they highlight what makes them different, then continue stacking their differentiators in a way that makes the purchase feel almost inevitable:
Cute, modern projects people actually want to make.
Designed for true beginners.
Thicker yarn and a chunky hook.
Step-by-step video tutorials.
That’s really the point of a strong USP ad. It’s not just “we’re unique.” It’s “here’s why this is easier, better, and faster.”
Plug-and-play copy starter
Most [category] products do [expected thing].
Ours does [unexpected/uncommon benefit].
Here’s what makes it different:
[Differentiator 1]
[Differentiator 2]
Try it for yourself → [CTA]
Dig deeper: Rethinking Meta Ads AI: Best practices for better results
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See terms.
3. Say more with less
Testimonial/UGC → Minimal brand talk → Trust does the selling
Not every ad needs to look and sound like an ad. In fact, some of the best-performing Facebook ads in 2026 are the ones that take you a second to realize they’re sponsored.
This is the “let the customer do the talking” template, and it’s everywhere on Instagram and TikTok because it works.
Think creator-style, user-generated content (UGC), testimonials, and review-driven ads that feel real, slightly imperfect, and way less polished than traditional brand messaging.
Oddly enough, the lack of polish is part of the appeal. It reads as “honest,” not “salesy.”
Example: Allbirds

Allbirds runs a simple, product-focused ad for the Tree Dasher 2, pairing a customer quote with a simple image of the shoe.
“Wore these @allbirds for 13 hours and could’ve gone another 13. I never want to take them off.”
That line pretty much does all the work for the ad.
It implies:
Comfort that lasts all day.
No break-in period.
Real-world wearability.
The creative itself is even straightforward: product image, a few lifestyle shots, and a clean layout. It’s not trying to be flashy, it’s trying to be believable. 
Plug-and-play copy starter
“I didn’t think anything would help, but this actually worked.”
[Show the proof]
If you’re dealing with [problem], try [product] → [CTA]
Dig deeper: How to test UGC and EGC ads in Meta campaigns
4. The ‘quick win’ checklist
3-5 bullets → Easy decision → Low-friction CTA
Sometimes people don’t want a story. They want clarity.
This template works especially well on Facebook because it’s built for how people actually scroll: fast, distracted, and looking for something that solves a problem right now.
Instead of writing paragraphs, you give them a handful of “yes, I want that” benefits they can absorb in two seconds. 
The “quick win” Checklist format:
Reduces decision fatigue.
Makes value instantly scannable.
Highlights benefits without over-explaining.
Works beautifully for cold audiences who don’t know your brand yet.
Example: Little Sleepies

Little Sleepies uses a simple visual and benefit callouts to answer the parent question underneath the question:
“Is this actually going to make my life easier?”
Instead of trying to be clever, the ad clearly lists the practical wins:
Double zippers for easier diaper changes.
Ultra-soft bamboo for comfort.
Fits longer (up to 3x) for better value.
This is a great reminder that in 2026, the ads that win aren’t always the funniest or most creative; they’re often the ones that make the buying decision feel effortless.
Plug-and-play copy starter
Everything you need to [achieve outcome]:
[Benefit 1]
[Benefit 2]
[Benefit 3]
Get it today → [CTA]
Dig deeper: How to get better results from Meta ads with vertical video formats
Templates beat inspiration every time
In 2026, the brands winning on Facebook aren’t the ones reinventing advertising every week or pouring money into slick branding campaigns.
They’re the ones who:
Choose a proven structure.
Write a clear hook.
Test variations quickly.
Let the results decide.
You don’t need inspiration every time you write a Facebook ad. You need structures you can trust.
Pick one template, write two variations, and test them against each other. Then repeat.

The Facebook ads winning in 2026 use simple, repeatable structures that make problems, benefits and proof immediately clear.

4 Facebook ad templates that still work in 2026 (with real examples)

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/01/Why-Search-and-Shopping-ads-stop-scaling-without-demand.png" class="attachment-large size-large wp-post-image" alt="Why Search and Shopping ads stop scaling without demand" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/01/Why-Search-and-Shopping-ads-stop-scaling-without-demand.png 1920w, https://searchengineland.com/wp-content/seloads/2026/01/Why-Search-and-Shopping-ads-stop-scaling-without-demand-768x432.png 768w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Search and shopping excel at closing, not creating. Learn how awareness, CRM, and upper-funnel media fuel future performance.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/01/Why-Search-and-Shopping-ads-stop-scaling-without-demand.png" class="attachment-large size-large wp-post-image" alt="Why Search and Shopping ads stop scaling without demand" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/01/Why-Search-and-Shopping-ads-stop-scaling-without-demand.png 1920w, https://searchengineland.com/wp-content/seloads/2026/01/Why-Search-and-Shopping-ads-stop-scaling-without-demand-768x432.png 768w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p>If you&#8217;ve spent any time in <a href="https://searchengineland.com/guide/what-is-paid-search">PPC</a> communities, Reddit threads, Slack groups, or conference Q&amp;As, you’ve probably noticed a recurring frustration: “Google Ads isn’t scaling. It’s not working, and we’re stuck.”</p>



<p>On the surface, everything looks fine. The campaigns are running, impression share is high, shopping feeds are clean, and budgets are flowing. But growth isn’t materializing. </p>



<p>This isn’t usually about “broken campaigns” – it’s about the limits of demand. </p>



<p>In <a href="https://searchengineland.com/google-ads-niche-markets-467188">niche markets</a> or categories shaped by seasonality, growth is naturally capped.</p>



<p>Yes, running broad match or AI Max can expand your reach to adjacent queries, so impression share might not literally be 95%. </p>



<p>But these campaigns are still only capturing demand that already exists. Once you’ve covered the pool of relevant searches, you can’t spend your way into more.</p>



<p>That’s the uncomfortable truth: Google Ads doesn’t create demand. It captures it.</p>



<p>If fewer people are searching this month, or if your category naturally has a small audience, your results will reflect that. </p>



<p>You can dominate what’s there, but you can’t conjure demand out of thin air.</p>



<p>So when growth stalls, the real question isn’t “What’s wrong with Google Ads?” but “What are we doing to create demand that fuels future searches?”</p>



<h2 class="wp-block-heading" id="h-search-and-shopping-demand-capture-not-creation">Search and shopping = Demand capture, not creation</h2>



<p>Let’s call Search and Shopping what they are: demand capture channels.</p>



<p>They’re excellent for getting in front of people when they’re ready to buy, or at least actively researching. But they are reactive by design. </p>



<p>Ads only appear once someone types a query. No query, no ad.</p>



<p>That’s why impression share (IS) can be deceptive. </p>



<p>A 90% IS looks like you’re winning (and you are). But if there are only 500 relevant searches in your market this month, you’ll never scale to 5,000 clicks just by raising bids.</p>



<p>Broad match and campaigns like AI Max can stretch coverage by surfacing adjacent queries. </p>



<p>But these still rely on intent. If nobody is searching for related terms, there’s nothing to match against.</p>



<p>Contrast this with platforms like <a href="https://searchengineland.com/meta-ads-ai-best-practices-better-results-455324">Meta</a> or <a href="https://searchengineland.com/tiktok-advertising-450817">TikTok</a>, where more budget literally means more reach. </p>



<p>Search doesn’t work that way. It’s not a demand generator – it’s a closer.</p>



<h2 class="wp-block-heading" id="h-where-demand-really-comes-from">Where demand really comes from</h2>



<p>So if Search and Shopping can&#8217;t create demand, what does?</p>



<p>Marketers have long grouped channels into three buckets: owned, earned, and paid. </p>



<p>It’s old-school terminology, but it&#8217;s still the most practical way to break down where demand actually originates. </p>



<p>If Search and Shopping are just there to capture demand at the end, you need to understand which levers create it upstream.</p>



<h3 class="wp-block-heading" id="h-owned">Owned</h3>



<p>These are the channels you control: your website, email, content, and CRM. They don’t usually create brand-new demand, but they’re critical for nurturing it.</p>



<p>Think of a D2C brand running a simple “VIP early access” sign-up before Black Friday. That list fuels branded searches once the sale goes live. </p>



<p>Or a SaaS company publishing an FAQ blog that shows up for early research queries, nudging prospects who later Google the brand directly.</p>



<p>Owned channels ensure that once curiosity is sparked, it’s effectively nurtured toward a search.</p>



<h3 class="wp-block-heading" id="h-earned">Earned</h3>



<p>These are the channels you don’t directly pay for: PR mentions, SEO visibility, reviews, organic social, and word of mouth.</p>



<p>A product that lands in a holiday gift guide? Branded searches spike the next week. </p>



<p>A TikTok that goes viral organically? Google Trends charts it days later. </p>



<p>Positive Trustpilot reviews? They push people back to Google to check your site or compare pricing.</p>



<p>Earned channels matter because they carry credibility. They don’t just spark curiosity; they make people trust you enough to type your name into the search bar.</p>



<h3 class="wp-block-heading" id="h-paid">Paid</h3>



<p>Paid media includes both demand-capture channels (Search and Shopping) and demand-creation channels.</p>



<p>Search and Shopping capture existing intent, but platforms like Meta, TikTok, YouTube, Pinterest, and Display create it. </p>



<p>These channels don’t wait for someone to type a query, they put your brand in front of people who weren’t already looking.</p>



<ul class="wp-block-list">
<li>A TikTok showing your product in action. </li>



<li>A YouTube pre-roll highlighting your brand story. </li>



<li>A Pinterest ad that lands on someone’s gift board weeks before purchase. </li>
</ul>



<p>These sparks generate curiosity, which later turn into branded searches.</p>



<p>While broad match and Performance Max might unearth “new” queries, they’re still intent-driven. </p>



<p>The real creation happens upstream, through paid channels designed to spark awareness.</p>



<p><strong><em>Dig deeper: <a href="https://searchengineland.com/paid-earned-shared-owned-media-generative-search-visibility-465603">How paid, earned, shared, and owned media shape generative search visibility</a></em></strong></p>



<h2 class="wp-block-heading" id="h-the-funnel-without-the-fluff">The funnel without the fluff</h2>



<p>You&#8217;ve likely heard this before, but it&#8217;s worth being specific about where Search and Shopping actually fit. </p>



<p>They&#8217;re strongest at conversion, but they also show up during the consideration phase of the buyer’s journey, when people are still comparing options.</p>



<p>Here’s how the funnel really works.</p>



<h3 class="wp-block-heading" id="h-awareness">Awareness</h3>



<p>This is the stage where people first notice you exist. </p>



<p>For example, a skincare brand could run TikTok ads showing its serum in action, or a B2B SaaS company might run YouTube pre-roll explaining a popular platform feature. </p>



<p>In retail, a promoted Pinterest pin could land on someone’s gift board long before purchase.</p>



<p><strong>Tip:</strong> This is where Meta video campaigns, TikTok ads, YouTube pre-roll, Pinterest-promoted pins, PR placements, and influencer content live. These channels don&#8217;t wait for intent – they spark it.</p>



<h3 class="wp-block-heading" id="h-consideration">Consideration</h3>



<p>During this stage, people compare, research, and explore. </p>



<p>For example, that skincare shopper might read reviews, sign up for “early access,” and later search “best vitamin C serum.” </p>



<p>In B2B, a prospect could download a case study and then Google “top CRM tools for small businesses.”</p>



<p><strong>Tip:</strong> This is where generic search campaigns (e.g., &#8220;best [product]&#8221; or &#8220;affordable [category]&#8221;), shopping ads with comparison queries, CRM nurture flows, SEO content, and retargeting via Meta/display/YouTube come in. This stage is about reassurance, education, and visibility while the prospect weighs their choices.</p>



<h3 class="wp-block-heading" id="h-conversion">Conversion</h3>



<p>The stage where people buy. For example, two weeks after first becoming aware of the brand, the skincare shopper searches “Brand X serum” and buys via Shopping. </p>



<p>After much comparison, the B2B prospect searches “[Vendor name] pricing” and completes a demo-request form.</p>



<p><strong>Tip: </strong>This is where branded search, high-intent shopping queries, retargeting to cart abandoners, and PMax remarketing close the deal.</p>



<p>That’s why the funnel matters. If you only play at conversion, you miss those critical mid-funnel searches where people decide between you and your competitors. </p>



<p>Skip awareness and consideration, and your funnel isn’t a funnel at all – it’s a drinking straw.&nbsp;</p>



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<h2 class="wp-block-heading" id="h-what-to-do-when-search-hits-its-ceiling">What to do when search hits its ceiling</h2>



<p>When growth stalls, the solution isn’t “spend more on search.” It’s fuelling demand earlier. </p>



<p>Here’s how to do exactly that, broken up by budget level.</p>



<p>If you&#8217;re working with smaller budgets, focus on high-leverage plays:</p>



<ul class="wp-block-list">
<li><strong>Grow your CRM list:</strong> Run simple lead-gen ads, like “sign up for early access” or “exclusive drops.” Even $300-$500 on Meta can build a list that costs nothing to email later.</li>



<li><strong>Run warm-up campaigns:</strong> Low-cost video or carousel ads on Meta or TikTok build remarketing pools you can retarget with cheaper Google Display or YouTube Ads.</li>



<li><strong>Optimize your site:</strong> Gift guides, FAQs, delivery cut-offs. A poor landing page wastes every click you’ve fought for.</li>



<li><strong>Keep remarketing switched on:</strong> Display, YouTube, or PMax remarketing switched on is often cheaper than chasing new clicks in search.</li>
</ul>



<p>If you&#8217;ve got bigger budgets, play full-funnel:</p>



<ul class="wp-block-list">
<li><strong>Run always-on awareness:</strong> Meta, YouTube, TikTok, Pinterest. Sequence your creative by teasing early, revealing mid-season, and then pushing offers when intent peaks.</li>



<li><strong>Segment your CRM properly:</strong> VIPs deserve exclusives. Lapsed buyers need reactivation. Gift shoppers want bundles. Tailor the journeys.</li>



<li><strong>Invest in influencers and PR:</strong> Gift guides, unboxings, trend-driven content. These placements fuel branded search demand faster than any keyword tweak.</li>



<li><strong>Personalize your site:</strong> Recommendation engines and dynamic content keep people on the path to purchase.</li>
</ul>



<p>Things everyone should check:</p>



<ul class="wp-block-list">
<li><strong>Check impression share:</strong> If you’re at 90%+, you’re near the ceiling. Broad match and AI Max might stretch coverage, but they won’t invent intent.</li>



<li><strong>Track branded search:</strong> If branded queries aren’t rising, awareness is flat.</li>



<li><strong>Keep remarketing on:</strong> It’s the lowest-hanging fruit.</li>
</ul>



<h2 class="wp-block-heading" id="h-assets-you-need-in-place">Assets you need in place</h2>



<p>Fix the basics before you pour money into awareness. Demand creation is wasted if your funnel leaks.</p>



<p>At a minimum, you need proper creative assets. Don&#8217;t just think about &#8220;a video&#8221; or &#8220;a few images.&#8221; </p>



<p>Different platforms require different formats and sizes, and if you don&#8217;t prepare variations, you&#8217;ll either be stuck with auto-cropping or miss placements altogether.</p>



<ul class="wp-block-list">
<li><strong>Meta</strong>: Vertical (Reels/Stories), square (Feed), and landscape (In-stream).</li>



<li><strong>TikTok</strong>: Full-screen vertical, with captions/subtitles baked in as sound-off viewing is common.</li>



<li><strong>YouTube</strong>: Horizontal 16:9 ratio for standard placements, but also vertical Shorts for mobile audiences.</li>



<li><strong>Pinterest</strong>: Vertical lifestyle imagery tends to outperform product-only shots.</li>



<li><strong>Display</strong>: Responsive formats mean you should plan both text + multiple image ratios so the algorithm has variety to test.</li>
</ul>



<p>For small brands, this doesn&#8217;t mean expensive shoots. Scrappy user-generated content can be repurposed across platforms if you plan with aspect ratios in mind. </p>



<p>For bigger brands, building a creative matrix – every concept mapped across different formats and funnel stages – ensures consistency and saves on reshoots.</p>



<h3 class="wp-block-heading" id="h-landing-pages">Landing pages</h3>



<p>Don’t send awareness traffic to a generic homepage. Build pages that:</p>



<ul class="wp-block-list">
<li>Answer FAQs</li>



<li>Highlight delivery cut-offs (critical in Q4)</li>



<li>Showcase bundles or gift guides for seasonal shoppers</li>



<li>For B2B: Tailor landing pages to industries or personas</li>
</ul>



<h3 class="wp-block-heading" id="h-crm-setup">CRM setup</h3>



<p>Even a simple nurture flow is better than nothing. Capture the email at the awareness/consideration stage and follow up. </p>



<p>Larger brands should run segmentation and automated journeys:</p>



<ul class="wp-block-list">
<li><strong>VIPs:</strong> Exclusives.</li>



<li><strong>Lapsed buyers:</strong> Reactivation flows.</li>



<li><strong>Prospects:</strong> Educational sequences.</li>
</ul>



<p>These assets make sure that when demand is created, it actually converts instead of leaking out of the funnel.</p>



<h2 class="wp-block-heading" id="h-ai-helpful-but-not-a-shortcut">AI: Helpful, but not a shortcut</h2>



<p>AI is everywhere right now. Tools like Performance Max, AI Max, and creative generators are powerful.</p>



<p>Used well, AI can save time and scale execution. </p>



<p>For example, generative AI can <a href="https://searchengineland.com/use-generative-ai-ad-copywriting-450842">help brainstorm dozens of ad copy variations</a> that you then refine for brand fit.</p>



<p>Or it can automate repetitive tasks, such as analyzing search term reports or adjusting bids, freeing you up to <a href="https://searchengineland.com/scaling-ppc-ai-automation-scripts-data-custom-tools-461503">focus on strategy</a>.</p>



<p>However, AI doesn’t change the rules of demand. It still relies on intent already being there. And if you let it run unchecked, you risk losing <a href="https://searchengineland.com/ai-driven-search-advertising-success-445058">what makes your brand stand out</a>. </p>



<p>Search Engine Land has repeatedly warned about this: over-reliance on AI can result in generic creative that lacks voice and originality, blending your ads into the crowd.</p>



<p>Think of AI as an accelerator: It can speed up execution, but it can’t define your brand, audience, or strategy. That still requires a human marketer.</p>



<h2 class="wp-block-heading" id="h-making-it-real-for-stakeholders-measuring-demand-creation">Making it real for stakeholders, measuring demand creation</h2>



<p>If you&#8217;re explaining this to a board or client, keep it simple:</p>



<ul class="wp-block-list">
<li><strong>Lead with this: </strong>Search responds to demand; it doesn&#8217;t generate it.</li>



<li><strong>Show them impression share:</strong> If you&#8217;re already at 90%+, the problem isn&#8217;t coverage – it&#8217;s demand.</li>



<li><strong>Point to branded search trends:</strong> Flat branded queries mean flat awareness.</li>



<li><strong>Highlight competitor activity:</strong> Show where rivals are fuelling demand – Meta, TikTok, PR, or Pinterest. That&#8217;s why their branded search traffic is rising.</li>
</ul>



<p>Don&#8217;t just show performance data. Show where the demand gap is.</p>



<p>Branded search is the clearest signal, but it isn’t the only one. Look at:</p>



<ul class="wp-block-list">
<li><strong>Direct traffic</strong>: More people typing your URL into their browser means brand awareness is working.</li>



<li><strong>Organic search traffic (non-branded)</strong>: If this grows, your content is pulling people in who may later convert via paid.</li>



<li><strong>Social engagement and reach</strong>: Demand creation platforms build traction, even if the final conversion happens in Google.</li>
</ul>



<p>Ultimately, owned, earned, and upper-funnel paid activity all create demand; Search and Shopping are there to capture it.</p>



<h2 class="wp-block-heading" id="h-the-ceiling-isn-t-google-ads-it-s-demand">The ceiling isn’t Google Ads – it’s demand</h2>



<p>The truth is, this is the direction PPC is heading. </p>



<p>Query growth is flattening, AI search is reshaping how results appear, and brand demand is becoming the real performance lever.</p>



<p>The next time someone says, “Google Ads isn’t driving traffic,” flip the question on them: Was there any demand to capture in the first place? </p>



<p>Because if you&#8217;re only running Search and Shopping, you can&#8217;t grow beyond the demand that already exists.</p>



<p>The brands that win aren’t the ones squeezing bids and obsessing over CPC swings. </p>



<p>They’re the ones consistently fuelling demand upstream: awareness, SEO, content, influencers, CRM, video, and social – all working together to prime the market.</p>



<p>So when growth stalls, the real question isn’t, “What’s wrong with Google Ads?” It’s “What are we doing to create demand that fuels future searches?”</p>



<p></p>

If you’ve spent any time in PPC communities, Reddit threads, Slack groups, or conference Q&As, you’ve probably noticed a recurring frustration: “Google Ads isn’t scaling. It’s not working, and we’re stuck.”
On the surface, everything looks fine. The campaigns are running, impression share is high, shopping feeds are clean, and budgets are flowing. But growth isn’t materializing. 
This isn’t usually about “broken campaigns” – it’s about the limits of demand. 
In niche markets or categories shaped by seasonality, growth is naturally capped.
Yes, running broad match or AI Max can expand your reach to adjacent queries, so impression share might not literally be 95%. 
But these campaigns are still only capturing demand that already exists. Once you’ve covered the pool of relevant searches, you can’t spend your way into more.
That’s the uncomfortable truth: Google Ads doesn’t create demand. It captures it.
If fewer people are searching this month, or if your category naturally has a small audience, your results will reflect that. 
You can dominate what’s there, but you can’t conjure demand out of thin air.
So when growth stalls, the real question isn’t “What’s wrong with Google Ads?” but “What are we doing to create demand that fuels future searches?”
Search and shopping = Demand capture, not creation
Let’s call Search and Shopping what they are: demand capture channels.
They’re excellent for getting in front of people when they’re ready to buy, or at least actively researching. But they are reactive by design. 
Ads only appear once someone types a query. No query, no ad.
That’s why impression share (IS) can be deceptive. 
A 90% IS looks like you’re winning (and you are). But if there are only 500 relevant searches in your market this month, you’ll never scale to 5,000 clicks just by raising bids.
Broad match and campaigns like AI Max can stretch coverage by surfacing adjacent queries. 
But these still rely on intent. If nobody is searching for related terms, there’s nothing to match against.
Contrast this with platforms like Meta or TikTok, where more budget literally means more reach. 
Search doesn’t work that way. It’s not a demand generator – it’s a closer.
Where demand really comes from
So if Search and Shopping can’t create demand, what does?
Marketers have long grouped channels into three buckets: owned, earned, and paid. 
It’s old-school terminology, but it’s still the most practical way to break down where demand actually originates. 
If Search and Shopping are just there to capture demand at the end, you need to understand which levers create it upstream.
Owned
These are the channels you control: your website, email, content, and CRM. They don’t usually create brand-new demand, but they’re critical for nurturing it.
Think of a D2C brand running a simple “VIP early access” sign-up before Black Friday. That list fuels branded searches once the sale goes live. 
Or a SaaS company publishing an FAQ blog that shows up for early research queries, nudging prospects who later Google the brand directly.
Owned channels ensure that once curiosity is sparked, it’s effectively nurtured toward a search.
Earned
These are the channels you don’t directly pay for: PR mentions, SEO visibility, reviews, organic social, and word of mouth.
A product that lands in a holiday gift guide? Branded searches spike the next week. 
A TikTok that goes viral organically? Google Trends charts it days later. 
Positive Trustpilot reviews? They push people back to Google to check your site or compare pricing.
Earned channels matter because they carry credibility. They don’t just spark curiosity; they make people trust you enough to type your name into the search bar.
Paid
Paid media includes both demand-capture channels (Search and Shopping) and demand-creation channels.
Search and Shopping capture existing intent, but platforms like Meta, TikTok, YouTube, Pinterest, and Display create it. 
These channels don’t wait for someone to type a query, they put your brand in front of people who weren’t already looking.
A TikTok showing your product in action. 
A YouTube pre-roll highlighting your brand story. 
A Pinterest ad that lands on someone’s gift board weeks before purchase. 
These sparks generate curiosity, which later turn into branded searches.
While broad match and Performance Max might unearth “new” queries, they’re still intent-driven. 
The real creation happens upstream, through paid channels designed to spark awareness.
Dig deeper: How paid, earned, shared, and owned media shape generative search visibility
The funnel without the fluff
You’ve likely heard this before, but it’s worth being specific about where Search and Shopping actually fit. 
They’re strongest at conversion, but they also show up during the consideration phase of the buyer’s journey, when people are still comparing options.
Here’s how the funnel really works.
Awareness
This is the stage where people first notice you exist. 
For example, a skincare brand could run TikTok ads showing its serum in action, or a B2B SaaS company might run YouTube pre-roll explaining a popular platform feature. 
In retail, a promoted Pinterest pin could land on someone’s gift board long before purchase.
Tip: This is where Meta video campaigns, TikTok ads, YouTube pre-roll, Pinterest-promoted pins, PR placements, and influencer content live. These channels don’t wait for intent – they spark it.
Consideration
During this stage, people compare, research, and explore. 
For example, that skincare shopper might read reviews, sign up for “early access,” and later search “best vitamin C serum.” 
In B2B, a prospect could download a case study and then Google “top CRM tools for small businesses.”
Tip: This is where generic search campaigns (e.g., “best [product]” or “affordable [category]”), shopping ads with comparison queries, CRM nurture flows, SEO content, and retargeting via Meta/display/YouTube come in. This stage is about reassurance, education, and visibility while the prospect weighs their choices.
Conversion
The stage where people buy. For example, two weeks after first becoming aware of the brand, the skincare shopper searches “Brand X serum” and buys via Shopping. 
After much comparison, the B2B prospect searches “[Vendor name] pricing” and completes a demo-request form.
Tip: This is where branded search, high-intent shopping queries, retargeting to cart abandoners, and PMax remarketing close the deal.
That’s why the funnel matters. If you only play at conversion, you miss those critical mid-funnel searches where people decide between you and your competitors. 
Skip awareness and consideration, and your funnel isn’t a funnel at all – it’s a drinking straw. 
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See terms.
What to do when search hits its ceiling
When growth stalls, the solution isn’t “spend more on search.” It’s fuelling demand earlier. 
Here’s how to do exactly that, broken up by budget level.
If you’re working with smaller budgets, focus on high-leverage plays:
Grow your CRM list: Run simple lead-gen ads, like “sign up for early access” or “exclusive drops.” Even $300-$500 on Meta can build a list that costs nothing to email later.
Run warm-up campaigns: Low-cost video or carousel ads on Meta or TikTok build remarketing pools you can retarget with cheaper Google Display or YouTube Ads.
Optimize your site: Gift guides, FAQs, delivery cut-offs. A poor landing page wastes every click you’ve fought for.
Keep remarketing switched on: Display, YouTube, or PMax remarketing switched on is often cheaper than chasing new clicks in search.
If you’ve got bigger budgets, play full-funnel:
Run always-on awareness: Meta, YouTube, TikTok, Pinterest. Sequence your creative by teasing early, revealing mid-season, and then pushing offers when intent peaks.
Segment your CRM properly: VIPs deserve exclusives. Lapsed buyers need reactivation. Gift shoppers want bundles. Tailor the journeys.
Invest in influencers and PR: Gift guides, unboxings, trend-driven content. These placements fuel branded search demand faster than any keyword tweak.
Personalize your site: Recommendation engines and dynamic content keep people on the path to purchase.
Things everyone should check:
Check impression share: If you’re at 90%+, you’re near the ceiling. Broad match and AI Max might stretch coverage, but they won’t invent intent.
Track branded search: If branded queries aren’t rising, awareness is flat.
Keep remarketing on: It’s the lowest-hanging fruit.
Assets you need in place
Fix the basics before you pour money into awareness. Demand creation is wasted if your funnel leaks.
At a minimum, you need proper creative assets. Don’t just think about “a video” or “a few images.” 
Different platforms require different formats and sizes, and if you don’t prepare variations, you’ll either be stuck with auto-cropping or miss placements altogether.
Meta: Vertical (Reels/Stories), square (Feed), and landscape (In-stream).
TikTok: Full-screen vertical, with captions/subtitles baked in as sound-off viewing is common.
YouTube: Horizontal 16:9 ratio for standard placements, but also vertical Shorts for mobile audiences.
Pinterest: Vertical lifestyle imagery tends to outperform product-only shots.
Display: Responsive formats mean you should plan both text + multiple image ratios so the algorithm has variety to test.
For small brands, this doesn’t mean expensive shoots. Scrappy user-generated content can be repurposed across platforms if you plan with aspect ratios in mind. 
For bigger brands, building a creative matrix – every concept mapped across different formats and funnel stages – ensures consistency and saves on reshoots.
Landing pages
Don’t send awareness traffic to a generic homepage. Build pages that:
Answer FAQs
Highlight delivery cut-offs (critical in Q4)
Showcase bundles or gift guides for seasonal shoppers
For B2B: Tailor landing pages to industries or personas
CRM setup
Even a simple nurture flow is better than nothing. Capture the email at the awareness/consideration stage and follow up. 
Larger brands should run segmentation and automated journeys:
VIPs: Exclusives.
Lapsed buyers: Reactivation flows.
Prospects: Educational sequences.
These assets make sure that when demand is created, it actually converts instead of leaking out of the funnel.
AI: Helpful, but not a shortcut
AI is everywhere right now. Tools like Performance Max, AI Max, and creative generators are powerful.
Used well, AI can save time and scale execution. 
For example, generative AI can help brainstorm dozens of ad copy variations that you then refine for brand fit.
Or it can automate repetitive tasks, such as analyzing search term reports or adjusting bids, freeing you up to focus on strategy.
However, AI doesn’t change the rules of demand. It still relies on intent already being there. And if you let it run unchecked, you risk losing what makes your brand stand out. 
Search Engine Land has repeatedly warned about this: over-reliance on AI can result in generic creative that lacks voice and originality, blending your ads into the crowd.
Think of AI as an accelerator: It can speed up execution, but it can’t define your brand, audience, or strategy. That still requires a human marketer.
Making it real for stakeholders, measuring demand creation
If you’re explaining this to a board or client, keep it simple:
Lead with this: Search responds to demand; it doesn’t generate it.
Show them impression share: If you’re already at 90%+, the problem isn’t coverage – it’s demand.
Point to branded search trends: Flat branded queries mean flat awareness.
Highlight competitor activity: Show where rivals are fuelling demand – Meta, TikTok, PR, or Pinterest. That’s why their branded search traffic is rising.
Don’t just show performance data. Show where the demand gap is.
Branded search is the clearest signal, but it isn’t the only one. Look at:
Direct traffic: More people typing your URL into their browser means brand awareness is working.
Organic search traffic (non-branded): If this grows, your content is pulling people in who may later convert via paid.
Social engagement and reach: Demand creation platforms build traction, even if the final conversion happens in Google.
Ultimately, owned, earned, and upper-funnel paid activity all create demand; Search and Shopping are there to capture it.
The ceiling isn’t Google Ads – it’s demand
The truth is, this is the direction PPC is heading. 
Query growth is flattening, AI search is reshaping how results appear, and brand demand is becoming the real performance lever.
The next time someone says, “Google Ads isn’t driving traffic,” flip the question on them: Was there any demand to capture in the first place? 
Because if you’re only running Search and Shopping, you can’t grow beyond the demand that already exists.
The brands that win aren’t the ones squeezing bids and obsessing over CPC swings. 
They’re the ones consistently fuelling demand upstream: awareness, SEO, content, influencers, CRM, video, and social – all working together to prime the market.
So when growth stalls, the real question isn’t, “What’s wrong with Google Ads?” It’s “What are we doing to create demand that fuels future searches?”

Search and shopping excel at closing, not creating. Learn how awareness, CRM, and upper-funnel media fuel future performance.

Why Search and Shopping ads stop scaling without demand

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/12/Google-vs.-publishers-What-the-EU-probe-means-for-SEO-AI-answers-and-content-rights.jpg" class="attachment-large size-large wp-post-image" alt="Google vs. publishers: What the EU probe means for SEO, AI answers, and content rights" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/12/Google-vs.-publishers-What-the-EU-probe-means-for-SEO-AI-answers-and-content-rights.jpg 1920w, https://searchengineland.com/wp-content/seloads/2025/12/Google-vs.-publishers-What-the-EU-probe-means-for-SEO-AI-answers-and-content-rights-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/12/Google-vs.-publishers-What-the-EU-probe-means-for-SEO-AI-answers-and-content-rights-1536x864.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Google is facing fresh EU scrutiny that could expand access to its search data and Android AI features, potentially reshaping competition.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/12/Google-vs.-publishers-What-the-EU-probe-means-for-SEO-AI-answers-and-content-rights.jpg" class="attachment-large size-large wp-post-image" alt="Google vs. publishers: What the EU probe means for SEO, AI answers, and content rights" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/12/Google-vs.-publishers-What-the-EU-probe-means-for-SEO-AI-answers-and-content-rights.jpg 1920w, https://searchengineland.com/wp-content/seloads/2025/12/Google-vs.-publishers-What-the-EU-probe-means-for-SEO-AI-answers-and-content-rights-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/12/Google-vs.-publishers-What-the-EU-probe-means-for-SEO-AI-answers-and-content-rights-1536x864.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p>The European Commission has formally opened new proceedings to spell out how Google must share key Android features and Google Search data with rivals under the Digital Markets Act.</p>



<p>The Commission on Tuesday opened two formal “specification proceedings” to guide how Google must comply with key DMA obligations, effectively turning regulatory dialogue into a structured process with defined outcomes.</p>



<p><strong>Why we care. </strong>The European Commission is escalating its oversight of Google under the Digital Markets Act, with moves that could reshape competition in mobile AI and search — and limit how much advantage Google can extract from its own platforms. If Google is required to share search data and Android AI capabilities more broadly, it could accelerate competition from alternative search engines and AI assistants, potentially fragmenting reach and measurement. </p>



<p>Over time, that may affect where advertisers spend, how much inventory is available, and how dependent campaigns are on Google-owned platforms.</p>



<p><strong>First focus — Android and AI interoperability</strong>. Regulators are examining how Google must give third-party developers free and effective access to Android hardware and software features used by Google’s own AI services, including Gemini. </p>



<ul class="wp-block-list">
<li>The goal is to ensure rival AI providers can integrate just as deeply into Android devices as Google’s first-party tools.</li>
</ul>



<p><strong>Second focus — search data sharing</strong>. The Commission is also moving to define how Google should share anonymised search ranking, query, click and view data with competing search engines on fair, reasonable and non-discriminatory terms. </p>



<ul class="wp-block-list">
<li>That includes clarifying what data is shared, how it’s anonymised, who qualifies for access, and whether AI chatbot providers can tap into the dataset.</li>
</ul>



<p><strong>Between the lines</strong>. This isn’t just about compliance checklists. The Commission is signaling that AI services are now squarely in scope of DMA enforcement, especially where platform control over data and device features could tilt fast-growing markets before competitors have a chance to scale.</p>



<p><strong>What’s next:</strong> Within three months, the Commission will send Google its preliminary findings and proposed measures. The full proceedings are set to conclude within six months, with non-confidential summaries published so third parties can weigh in.</p>



<p><strong>The backdrop</strong>. Google has been required to <a href="https://searchengineland.com/google-changes-digital-markets-act-compliance-438158">comply with DMA obligations since March 2024</a>, after being designated a gatekeeper across services including Search, Android, Chrome, YouTube, Maps, Shopping and online ads.</p>



<p><strong>Bottom line</strong>. <a href="https://ec.europa.eu/commission/presscorner/detail/en/ip_26_202">The EU is moving from theory to execution on the DMA</a> — and Google’s handling of AI features and search data is becoming an early test of how aggressively regulators will shape competition in the next phase of the digital economy.</p>


The European Commission has formally opened new proceedings to spell out how Google must share key Android features and Google Search data with rivals under the Digital Markets Act.
The Commission on Tuesday opened two formal “specification proceedings” to guide how Google must comply with key DMA obligations, effectively turning regulatory dialogue into a structured process with defined outcomes.
Why we care. The European Commission is escalating its oversight of Google under the Digital Markets Act, with moves that could reshape competition in mobile AI and search — and limit how much advantage Google can extract from its own platforms. If Google is required to share search data and Android AI capabilities more broadly, it could accelerate competition from alternative search engines and AI assistants, potentially fragmenting reach and measurement. 
Over time, that may affect where advertisers spend, how much inventory is available, and how dependent campaigns are on Google-owned platforms.
First focus — Android and AI interoperability. Regulators are examining how Google must give third-party developers free and effective access to Android hardware and software features used by Google’s own AI services, including Gemini. 
The goal is to ensure rival AI providers can integrate just as deeply into Android devices as Google’s first-party tools.
Second focus — search data sharing. The Commission is also moving to define how Google should share anonymised search ranking, query, click and view data with competing search engines on fair, reasonable and non-discriminatory terms. 
That includes clarifying what data is shared, how it’s anonymised, who qualifies for access, and whether AI chatbot providers can tap into the dataset.
Between the lines. This isn’t just about compliance checklists. The Commission is signaling that AI services are now squarely in scope of DMA enforcement, especially where platform control over data and device features could tilt fast-growing markets before competitors have a chance to scale.
What’s next: Within three months, the Commission will send Google its preliminary findings and proposed measures. The full proceedings are set to conclude within six months, with non-confidential summaries published so third parties can weigh in.
The backdrop. Google has been required to comply with DMA obligations since March 2024, after being designated a gatekeeper across services including Search, Android, Chrome, YouTube, Maps, Shopping and online ads.
Bottom line. The EU is moving from theory to execution on the DMA — and Google’s handling of AI features and search data is becoming an early test of how aggressively regulators will shape competition in the next phase of the digital economy.

Google is facing fresh EU scrutiny that could expand access to its search data and Android AI features, potentially reshaping competition.

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