Google’s AI Mode Ads Are Slick. Marketers Need Strategy, Not Slogans.

Ultimately, here’s the uncomfortable truth: the future of search won’t be won by the brand with the catchiest 15-second spot. Instead, it will go to the brand that adapts fastest to conversational, agentic, and visual search — where clicks vanish, tasks happen inside the results page, and brand visibility comes from answers, not links.

Here’s the uncomfortable truth: the future of search won’t be won by the brand with the catchiest 15-second spot. Instead, it will go to the brand that adapts fastest to conversational, agentic, and visual search

Meanwhile, Google’s new AI Mode videos — the breezy “Feeling stuck? Just Ask Google” and the slangy “Lost the plot? Just ask Google to get the tea” — feel fresh and relatable. They sell outcomes over features. However, if you’re a marketer thinking “nice ad,” you’ve missed the point. Specifically, AI Mode is reshaping discovery, decisions, and attribution, so you need a new marketing playbook.

What Google’s Ads Get Right

First, they speak human. “Get the tea” works because conversational search is now normal behaviour. In fact, people ask questions like people, not robots. Furthermore, data shows that zero-click and follow-up queries are on the rise. Therefore, Google’s tone matches real user habits without confusing tech talk.wsiworld+1

Similarly, this people-first move echoes Swiggy’s Wiggy 3.0 campaign: authentic connections over algorithms.

Smart Scenario Selection

For example, one spot shows a student stressing over finance homework. Likewise, the other captures a literature student struggling with Shakespeare’s twists. Consequently, these scenes prove AI Mode breaks down hard topics and handles follow-ups better than any feature list. Notably, most brands overthink this, but Google kept it simple.

Moreover, using “get the tea” for Shakespeare makes a 400-year-old play feel as juicy as modern gossip. Thus, Google bridges old and new without condescension.

Technical Restraint Builds Trust

Additionally, Google avoids jargon, model names, and benchmarks. Ultimately, it’s not oversimplifying; it’s opening the funnel. Meanwhile, the tech runs deep behind the scenes.quickframe+1

Where the Ads Fall Short

The real change: search is becoming a to-do list that gets done

Most damning, Google buries its best feature. In particular, “and even ask follow-ups” appears for only two seconds in the Shakespeare spot. Clearly, multi-turn follow-ups chat sets AI Mode apart, yet Google treats it like a bonus. After all, competitors like ChatGPT already break things down — Google needed to lead with follow-ups.

Most damning, Google buries its best feature. Multi-turn chat sets AI Mode apart, yet Google treats it like a bonus

Duration Constraints

Moreover, a 15-second spot sparks curiosity but cannot change habits at scale. Indeed, conversational search is reshaping click-through rates and funnel paths. Consequently, marketers risk missing the full impact.bain+1

By contrast, KitKat’s musical break ads use short and long formats to build both rhythm and emotion.

Unclear Differentiation

Similarly, Google sells the vibe but not the advantage. For instance, why pick AI Mode over Perplexity, Copilot, or TikTok search? Because Copilot boasts 73% higher CTRs, marketers need clear reasons to invest, not just style.about.ads.microsoft

Meanwhile, focusing on students ignores bigger money in finance, healthcare, B2B research, travel, and shopping. Therefore, Google’s agentic booking features and visual shopping deserve equal airtime.verkeer+1

The Real Change: Search as a To-Do List

The most important updates to AI Mode aren’t in the ad. Two shifts matter more than any slogan.

First, agentic behaviour. Google now lets you book a table or complete actions inside search. Consequently, the entire funnel lives in one interface.thinkwithgoogle+1

Second, visual-first exploration. Inspiration grids and live product options draw on a 50 billion–item Shopping Graph. Thus, search feels part Pinterest, part Google.retailbrew

In summary, search becomes a conversation that ends with a task, not a click. As a result, websites relying on organic visits will suffer.wsiworld+1

What This Means for Performance & Content

Prepare for crocodile-mouth analytics. Impressions will climb while clicks fall, and brand mentions will rise in AI summaries.

If your reports still chase clicks, you will underinvest in what truly drives visibility.themartechsummit+1

Content Optimisation

Furthermore, AI answers cite and synthesise. Your job is to make your content easiest to cite.

That means clear FAQs, how-tos, decision frameworks, and schema markup designed for excerpting.quantifimedia+2

As a result, treat entity authority and generative engine optimisation as core SEO, not side projects.searchengineland

Funnel Restructuring

Meanwhile, top-of-funnel needs shrink; mid- and bottom-funnel assets grow. Hence, modular product pages, comparisons, expert explainers, and localised details become AI building blocks, not just landing pages.theegg

In addition, ad budgets will shift toward AI search formats. Therefore, PPC and SEO teams must collaborate on a unified AI canvas.wordstream+2

Creative Guidance

Moreover, tier storytelling: bumpers for awareness, 30s demos for flows, 60–90s films for category depth. Additionally, lead with follow-ups in your scripts: “Who’s Iago? Why does he hate Othello? What’s his plan?” to showcase sequential queries.porchgroupmedia+2

Finally, pair ads with mirror-dialogue landing pages: “Help me choose…” flows, skimmable videos, and cite-ready content. Ultimately, optimise for questions, not clicks.

The Risks If You Don’t Adapt

Zero-click is not a phase. Bain finds 80% of consumers rely on zero-click in 40% of searches, putting 15–25% of organic traffic at risk.

As a result, if you plan on “getting clicks later,” you’re behind the curve.bain

Performance Expectations Will Reset

Meanwhile, Microsoft reports higher CTRs and shorter journeys in Copilot. Therefore, standard search ads will feel blunt. Your media plan must reflect this AI shift.about.ads.microsoft

AI Mode is expanding fast. Consequently, global rollout, new languages (Hindi included), and deeper features close the window for early advantage. Late adopters face entrenched authority inside AI answers.theegg

Final Word

Ultimately, don’t fetishise the ad; fix the system. Instead, rebuild content, data, and measurement so brands can appear helpfully, repeatedly, and visibly inside AI conversations where decisions happen.

Optimise for questions. Structure for answers. Design for visuals. Prepare for actions. Measure beyond clicks.

Then, you won’t just survive AI Mode; you’ll compound advantage while others wait for links that are never clicked.