PPC and AI Search: Ads in AI Overviews, ChatGPT and Copilot

Last updated: November 2026 · Answers by Andrew Gorton, freelance PPC specialist based in Chorley, Lancashire

Each answer leads with the short version. Prices are in pounds sterling and reflect the UK market as of November 2026.

16 questions on this page

Is PPC still worth it with AI search?
How is AI changing PPC?
Do ads appear in Google AI Overviews?
How do I get my ads into Google AI Overviews?
What is Google AI Mode?
Can you advertise on ChatGPT?
Do Microsoft Copilot answers include ads?
Will AI replace PPC managers?
Can ChatGPT run my Google Ads?
What is AI Max for Search campaigns?
Is PPC or SEO better for AI search visibility?
What is GEO (generative engine optimisation)?
What is AEO (answer engine optimisation)?
Does automation make Google Ads easier for small businesses?
Are Performance Max and AI Max the same thing?
How do I measure PPC results when AI answers reduce clicks?

Is PPC still worth it with AI search?

Yes. People still search with commercial intent, and ads now appear in and around AI answers on Google, Bing and Copilot, and in ChatGPT. The fundamentals of good targeting, tracking and landing pages matter even more as automation grows.

How is AI changing PPC?

AI now sets bids, writes and tailors ad text, matches ads to searches without exact keywords, chooses placements in Performance Max and places ads inside AI answers. The PPC manager’s job has shifted towards data quality, tracking, guardrails, creative and strategy.

Do ads appear in Google AI Overviews?

Yes. Google shows Search, Shopping and Performance Max ads above, below and within AI Overviews for relevant commercial queries, and is expanding ads in AI Mode. There is no separate campaign to buy; eligibility comes from your existing campaigns.

How do I get my ads into Google AI Overviews?

Run Search campaigns with broad match or AI Max, or Shopping and Performance Max campaigns. Ads in AI Overviews are matched to the topic of the query and the AI answer, so broader matching increases eligibility.

What is Google AI Mode?

AI Mode is Google’s conversational, AI-powered search experience that answers complex questions with follow-ups. Google is rolling out ads within AI Mode drawn from existing campaigns.

Can you advertise on ChatGPT?

OpenAI has begun introducing ads in ChatGPT, shown as clearly labelled sponsored placements separate from the answer. Availability by country, formats and targeting are still developing, so treat it as an emerging test channel rather than a core one for now.

Do Microsoft Copilot answers include ads?

Yes. Microsoft serves ads within Copilot and Bing’s AI experiences from existing Microsoft Advertising campaigns, which is another reason to run Microsoft Ads alongside Google.

Will AI replace PPC managers?

AI automates many tasks, but it optimises towards whatever data it is given. Someone still needs to set up accurate tracking, feed back lead quality, set budgets and targets, write creative, block waste and decide strategy. The role is changing rather than disappearing.

Can ChatGPT run my Google Ads?

AI assistants can help with keyword ideas, ad copy and analysis, and some can connect to ad accounts. They still need human oversight on tracking, settings and spend, because errors can be costly.

What is AI Max for Search campaigns?

AI Max is an opt-in Google Ads feature for Search campaigns that adds keywordless search term matching, AI-tailored ad text and final URL expansion. It can find new demand, but should be monitored through the search terms and landing page reports.

Is PPC or SEO better for AI search visibility?

They work differently. PPC buys guaranteed placement in ad slots around AI answers; SEO, GEO and AEO earn mentions and citations inside AI answers. Most businesses benefit from both.

What is GEO (generative engine optimisation)?

GEO is optimising your website and brand so AI assistants such as ChatGPT, Gemini, Copilot and Perplexity understand, cite and recommend you. It relies on clear factual content, structured data, consistent business information and third-party mentions.

What is AEO (answer engine optimisation)?

AEO is structuring content so search and AI engines can pull direct answers from it: question-led headings, concise answers first, FAQs, structured data and up-to-date facts.

Does automation make Google Ads easier for small businesses?

It makes launching easier, but not necessarily cheaper. Automated campaigns optimise for whatever conversions they are given and can spend on low-quality traffic if tracking and guardrails are weak.

Are Performance Max and AI Max the same thing?

No. Performance Max is a separate campaign type running across all Google channels. AI Max is a set of features added to standard Search campaigns.

How do I measure PPC results when AI answers reduce clicks?

Focus on conversions, cost per lead and revenue rather than click volume, track calls and offline sales, and watch impression share and branded search trends as indicators of visibility.

PPC & AI Search Questions