How to Get Your Paid Ads into AI Overviews

Posted on April 30, 2025 Mary Merritt

“Zero click” doesn’t have to mean “zero chance.”

To get your paid ads into AI Overviews, you simply have to answer your customer’s questions by creating helpful content that directly answers a relevant question potential customers might ask. Notice how I used the first sentence of this blog to answer your question? I apologize for answering questions with more questions, but there’s no question about it: AI Overviews are changing things fast. Well, there are many questions about it, but I digress.

AI Overviews (AIO) in Google Search are not a “flash in the pan” situation. With a concerted effort to integrate AI into search engines, AIO is here to stay. In the same way that Voice Search is changing how researchers interact with technology and the internet, AIO is quickly and significantly changing the way users engage with the search engine results pages (SERPs).

To date, only organic content shows up and gets sourced in AIO. Your paid ads, however, are now eligible for their AIO debut. The best part is that not a lot of folks know about this yet (and even fewer have even seen this update in action). You now have an opportunity to get ahead of your competitors by restructuring your paid search and display strategy.

Now that you can get your paid advertisements into AIO, what’s your next move?

What is AIO?

AIO stands for Artificial Intelligence Overviews, and you have most definitely come across this in the wild (unless you don’t use Google). Instead of the usual paid, organic, or local pack results, you will see a summary of information at the top of the page. There is often a list of associated citations or sources, the location of which depends on your device/browser. For example, some citations come in the form of a small “link” icon (🔗) next to the overview text itself. Other sources might appear in a sidebar on the right. Powered by Google’s own GEMINI, the AIO pulls information from all over the web to provide the user with a solid summary at the top of the page.

Zero-Click Searches: The New Reality

You may have noticed declines or dips in organic traffic. You’re not alone; in fact, we see similar performance for many different industries. The reason is that many users now get what they need from AIO when it appears on search engine results pages. This impact is especially evident for local searches. Since AIO provides the user with the information they need, this creates what is now known as “zero click searches.” As a result, digital marketers across the globe are trying to get their content “sourced” in the AI Overviews as part of their future strategy.

So the biggest NERDs in the world are starting to figure out just how to become part of the AI Overview. Luckily, an honest approach to creating helpful content always wins, no matter what changes the technology world throws at us.

Restructuring Paid Strategy: Getting Sourced in AIO

Getting your Google Ads sourced in AI Overviews requires a massive shift in the ol’ mindset. Targeting general, short, service-focused keywords is still important, but you definitely want to add another layer to your paid search strategy. If you want both your organic content and your paid content to appear in AIO, you have to go a bit deeper.

Step 1: Figure Out What Questions Are Being Asked

Figuring out what questions people are asking in Google is the first step to a solid AIO strategy. In order to do this, you can use tools such as Google’s “People Also Ask,” (PAA) along with Neil Patel’s “AnswerThePublic.” Other common programs are AnswerSocrates or AlsoAsked. Additional resources, like Reddit, Facebook Groups—even your own chatbot transcripts—can bolster your research. Go where the conversations are happening, and you will find your answers…or questions, as the case may be.

For example, compare the phrases “how to choose the right digital marketing company” and “digital marketing companies.” The search intent is very different between the two, but both are relevant (and if you are a digital marketing company, you should try to show up for both).

Step 2: Don’t Be Sales-y—Answer Their Questions

It is in our nature to talk about ourselves and the services/products we provide in our marketing content, and there is a time and a place for that. Part of your AIO strategy, however, should be to answer questions. Educational blog posts, advanced FAQs, detailed guides, comparison pages, and videos are a great start. Delivering information visually with custom graphics is also a great move. The more your content is helpful, the more likely it will be sourced in an AI Overview (organically or via paid placement).

You don’t have to abandon talking about your product or services. You just need to make sure you provide answers before pivoting to that sales process. It doesn’t hurt to have your typical calls to action on these pages, but make sure they are not front and center. I know this seems absolutely counterintuitive in every way! For customers though, awareness and consideration come first.

Step 3: Promote Your Helpful Content in Paid Campaigns

Now that you have made AIO a priority and built a strategy around it, it’s time to take that juicy, helpful content and promote it with Google Ads. Instead of sending ads over to your navigational service pages or product detail pages, set aside some budget to send people to your amazing new informational guides. Remember, search volume for longtail questions won’t be as high as shorter, more general terms. The approach values quality over quantity.

Paid + Organic Increases Your Chances

One thing hasn’t changed: Showing up in AI Overviews both organically AND with paid campaign content is a big win. There is still an opportunity to own the top of the SERPs, but it just looks a bit different these days.

Are your paid and organic teams siloed? Now is the time to join forces and combine strategies to explore these new frontiers together. Regardless of AIO, those teams should be like Captain Kirk and Spock.