Key points at a glance
- On Google, people search with keywords; in AI assistants, they ask detailed questions.
- Google Ads is an established, easily measurable channel; ads in AI assistants are still young.
- Both channels can be combined: Google for known search terms, AI assistants for research and comparison.
- Regardless of the channel, the landing page and follow-up decide success.
How does user behaviour differ?
On Google, people usually enter short search terms and then choose from several results. In AI assistants, they formulate whole questions, describe their situation and have a conversation. This often makes it clearer what someone really needs.
How does the ad context differ?
- Google Ads: ads appear for search terms, above or next to the search results.
- AI assistants: ads appear in the context of a conversation, labelled and separate from the answer.
- On Google, many ads and results compete; in AI assistants, space is more limited.
What about measurability and maturity?
Google Ads offers mature tools for targeting, bidding and measurement. Advertising in AI assistants is still young; formats and reporting options are evolving. So plan tests with clear goals and clean tracking on your website.
How do I combine both channels?
- Use Google Ads for search terms with clear purchase intent.
- Test ads in AI assistants for research and comparison phases.
- AEO as the organic foundation, so you are mentioned even without ads.
- A joint evaluation that shows which channel brings enquiries and customers.
Conclusion
Google Ads and ads in AI assistants are not mutually exclusive. Google remains the established channel for search queries, AI assistants open a new entry point in the research phase. Those who combine both sensibly and measure cleanly are well prepared for the change in search.
Frequently asked questions
AIMelanie Dincdemir
Marketing, digital business and business model development at Optivanta
This article is for general information only and does not constitute legal, tax or investment advice. It does not replace advice on your individual case. Despite careful research, we accept no liability for accuracy, completeness or timeliness; use is at your own risk. Articles bearing an author's name reflect that author's opinion. The provider of and party responsible for all content is Optivanta Solutions LLC. More in the imprint
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