Ads in AI Overviews: where UK advertisers stand in October 2026

Ads above and below AI Overviews: yes

Google says ads are eligible to show above or below the AI Overview in all 200+ markets where AI Overviews are available, using the existing auction. Existing text, Shopping, local and app ads in Search, Shopping, Performance Max and App campaigns are eligible (Google Ads Help).

Ads inside AI Overviews: not yet in the UK

Ads within AI Overviews are currently available in English in 12 countries: Australia, Canada, India, Indonesia, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, the Philippines, Singapore and the US. The UK is not on the list (Google Ads Help). Google also says it does not currently show ads in AI Overviews for sensitive categories such as finance, healthcare, alcohol and gambling.

Google says advertisers cannot target AI Overview placements directly, and Google Ads does not currently offer segmented reporting for ads shown within AI Overviews. Where the placement is available, Google requires broad match or keywordless targeting, such as AI Max for Search, Performance Max, Shopping or Dynamic Search Ads.

Why clients are asking

In the AgencyAnalytics 2026 benchmarks, 64% of agencies named Google’s AI Overviews as their top industry concern, and 55% said clients regularly ask whether the agency can clearly connect marketing performance to revenue.

What to do now

• Set expectations. Explain to clients that in-Overview ad placements are not currently available in the UK, and that this can change.
• Check the source regularly. Google’s help page is the place to confirm when the country list changes.
• Focus on fundamentals. Clear landing pages, accurate product feeds and reliable conversion tracking matter whichever placement your ads appear in.
• Connect activity to outcomes. Report in the terms clients care about, such as leads, sales and revenue.

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