Industry News
Coming Soon: Google Ads Within AI Overviews
Remember when Google search results were simple? A few ads on top, some blue links, maybe a map pack. These days the page looks very different. Google’s AI Overviews have been appearing for Australian users since 2024 — concise, AI-generated summaries right at the top of the screen, answering questions without even requiring a click.
For independent eye care practice owners, this goes far beyond a cosmetic tweak. It signals a serious shift in how patients discover information — and how ads reach them. The rules have changed. And they are about to change even more.
Ad Placement Options For AI Overviews
Above, Below, and Beside the Overview
Right now, ads are already appearing above, below, and beside AI Overviews in more than 200 markets worldwide — including Australia. These placements use the familiar Google Ads auction system and look much like the ads you’ve been running for years.
What’s New: Ads Inside AI Overviews
The big development is the ability for advertisers to place ads inside the AI Overview summary itself. This represents an entirely new level of visibility.
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To qualify, you’ll need Broad Match Search ads or AI-driven formats like Performance Max.
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These placements don’t rely only on the search query; they also consider how well your ad and landing page align with the content of the AI summary.
Why does this matter? Because ads embedded inside an AI-generated answer are far less likely to be ignored. Instead of sitting on the sidelines where users tune them out, they’re integrated into the very explanation people are reading — a space patients instinctively trust.
Imagine a patient searching: “Can I get wrap around sunglasses for my lens prescription?” The AI Overview explains the pros and cons, and your ad appears as part of the solution. That’s not just visibility — that’s credibility by association.
At the time of writing, in-Overview ads are available only in the U.S. and in English. But Google confirmed at the recent Google Marketing Live in Singapore that it has rollout plans for seven APAC countries, including Australia, later this year.
For Australian practices, this means the countdown has already begun.
Visibility in Complex Search Queries
AI Overviews often appear for exploratory questions without a single clear answer e.g.
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“Are myopia control glasses better than ortho-k lenses?”
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“Can I still get LASIK after 40 years old?”
These queries are valuable because patients are still shaping their intent. Showing up here means reaching people earlier in their decision-making journey — not just when they’ve already chosen a clinic.
Research suggests that on the whole, people tend to trust AI-generated content (or at least don't bother to independently check it).
Best Practices For Eye Care Advertisers
Experiment And Measure Performance
Google allows advertisers to specify how much latitude they are willing to give the algorithm when it comes to matching ads to keyword search terms. Match types are "Exact Match", "Phrase Match" and "Broad Match", with the last one giving Google the most free rein on when to show your ads.
If you only run "Phrase match" or "Exact match" keyword targeting campaigns, you won’t qualify for in-Overview placements. You’ll remain visible above or below, but you won’t appear inside the AI-Overview.
"Broad Match", however, can be unpredictable. It may generate ad impressions that aren’t relevant or cost-effective for smaller, niche campaigns. That’s why cautious testing — starting with modest budgets — is critical.
Approach this like a pilot program:
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Launch small Broad Match or Performance Max campaigns with controlled budgets.
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Monitor where ads are being placed and how patients interact.
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Scale gradually once consistent performance is demonstrated.
Navigate Healthcare Advertising Rules
Health-related products and services can appear within AI Overviews in Australia once the feature launches — but only if they meet compliance standards.
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Ads must adhere to Google’s healthcare advertising policies and Australia’s AHPRA advertising guidelines.
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Prescription-only interventions, such as AMD injections, are excluded.
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Messaging must remain accurate and balanced .
Closing Thoughts
AI Overviews are changing the search game. People are becoming used to Google doing all the “leg work” and condensing that into AI-Overview recommendations. With Ads inside AI-Overviews are coming soon, it creates both new possibilities AND challenges for eye care practices. Independent practices that start testing now will be prepared to capture patient attention when the opportunity opens up.
AUTHOR BIO
Paul Sallaway is the founder, owner and web strategist behind Optics Digital Marketing. His agency specialises in assisting business growth for eye care practices through conversion optimised websites and data driven marketing. For a free consultation, visit: opticsdigital.net.
