At Google Marketing Live earlier this year, the company unveiled a new test: ads within AI-generated search overviews on mobile devices. These ads are now live, marking the beginning of a shift in how Google Ads may perform.
What do these ads look like? How will they impact multifamily marketers relying on Google Ads as one of their primary sources of traffic and leads? We'll unpack what we know.
What is a Google AI Overview Ad?
A Google AI Overview ad is a paid placement shown within the AI-generated answer box at the top of mobile search results. These AI-generated responses pull content from multiple sources and aim to give users an immediate answer to their queries.
Google has only provided one example of its AI overview ads (see below).
(Source: Search Engine Land)
These ads appear beneath the AI-generated answer, meaning they have lower visibility than traditional search ads at the top of the page—a significant drawback that could impact click-through rates for AI Overview Ads across industries, including multifamily.
When Will a Google AI Overview Ad for My Apartments Appear?
Instead of displaying multiple links in search results, Google’s AI compiles organic content into conversational answers.
However, according to Google, these ads only appear if the answer relates to a commercial need. For example, in the image above, an advertisement for a wrinkle spray is shown for the search query 'How do I get wrinkles out of clothes?'
At this stage, queries from apartment shoppers are unlikely to generate AI overview responses. Our research shows Google still relies on traditional search ads and listings for apartment-related searches.
Nonetheless, with over 80% of traffic to our client’s apartment websites coming from mobile devices, it’s crucial for multifamily marketers to prepare for Generative AI searches.
How Can I Feature My Apartments in Google AI Overview Ads?
If you already run Google Ads, including Performance Max campaigns, your apartment's ads will automatically be eligible for AI Overview Ad placements. No extra setup is required, and there is no option to opt-out.
How Do I Track the Performance of My Apartment's Google AI Overview Ads?
Currently, Google won’t provide specific reporting on clicks or impressions from AI overview ads. To gauge performance, you’ll need to rely on traditional metrics, especially those focused on mobile traffic.
The Takeaway
Google AI Overview Ads offer a new avenue for reaching mobile searchers but are unlikely to immediately impact multifamily marketers. The limited visibility and lack of detailed reporting present challenges that can’t be overlooked.
For a more reliable way to boost apartment leasing through Google Ads, explore Predictive Advertising by RentVision. Our technology adjusts campaigns in real-time to bring in qualified renters for your apartments when you need it—and saves you money when you don’t.