Google to expand Ads in AI Overviews beyond US by end of 2025

Google will expand ads within AI Overviews beyond the U.S. to select English-speaking markets by the end of 2025, the company confirmed during its Google Access event last week.

As AI-generated answers become a key part of Search, this expansion could change how advertisers reach users – with ads appearing directly alongside AI summaries instead of traditional text results.

Ads in AI Overviews were first introduced at Google Marketing Live 2025, allowing brands to appear within generative responses when users ask complex, multi-part questions.

Google’s gradual rollout will give advertisers and users time to adjust to new ad placements and formats – and could offer early insights into how generative AI impacts ad visibility, performance, and measurement across Search.

For advertisers, AI Overviews are both an opportunity and a challenge – integrating paid placements into AI-generated answers could create richer engagement but may also require rethinking how to optimize for discovery and intent in a more conversational search environment.

This update was shared on LinkedIn by Frederik Boysen, CEO of Profitmetrics.io, after hearing about it at the Google Access meeting he attended last week.