Introduction: The AI Overview Is Here and It’s Reshaping Paid Strategy
AI Overview in Google (formerly Search Generative Experience) is no longer an experiment. As of mid-2025, they appear in nearly 1 out of every 2 search results. As of June 2025, AI Overviews appear in nearly 49% of all Google SERPs, marking a profound shift in how information is presented, and how both paid and organic visibility are won. AI Overviews are AI-generated summaries shown at the top of the results page, replacing traditional organic and paid results below the fold. For users, Google AI Overviews is a faster way to get direct, concise answers. For brands, it’s a fundamental rewrite of how and where their visibility is earned.
Here is the screenshots of Ads Appearing in AI Overviews:
This is no longer a theoretical disruption. It’s already happening and it’s happening at scale.
What’s changed? Google is now showing sponsored ads directly into AI Overviews, quietly monetizing this new layer of the SERP. But while AI-generated content pushes traditional ads further down the page, Google provides no ad-level reporting for this new surface and no placement data, no impressions, no clicks.
Using GrowByData’s SERP tracking, we analyzed over six months of daily SERPs across six major retail categories. What we found: AIO ads are increasing, unevenly distributed, and more volatile than expected.
→ Why consistent SERP tracking matters more than ever in 2025
AIO Monetization Timeline: How Paid Ads Entered the AI Layer
Between January and June 2025, GrowByData tracked daily SERP features and AIO behavior across Apparel, Beauty & Personal Care, Computer, Food & Beverage, Home Furnishing, and Toys.
The chart below shows how ads began appearing inside AIOs over time:
| Month | AIO Presence in SERPs | Ads Present When AIO Detected | Ads in AIO | % Ads Above AIO | % Ads Below AIO |
|---|---|---|---|---|---|
| January | 5.2% | 1.1% | 0.0% | 7.5% | 92.5% |
| February | 6.3% | 1.8% | 0.0% | 47.8% | 52.2% |
| March | 8.6% | 2.1% | 0.0% | 43.6% | 56.4% |
| April | 7.8% | 0.9% | 0.0% | 18.8% | 8.3% |
| May | 9.3% | 9.2% | 0.0% | 7.6% | 92.4% |
| June | 13.5% | 9.4% | 0.1% | 19.6% | 80.4% |
Key Takeaways:
- AIO went from niche (5.2% of SERPs) to 13.5% in just six months.
- Ads were almost absent until May, when Google began full-scale monetization.
- Most AIO ads (80%+) appear below the AI box, but a consistent 18-20% now appear above AIO.
- February was a key experiment month and the only time ads below AIO outnumbered those above.
Vertical-Specific Trends: Ad Presence Is Not Uniform
GrowByData’s Search Intelligence also uncovered vertical-level differences in AIO ad presence. And with major players like Amazon pulling back, we’re seeing new leaders emerge in the battle for Google Shopping real estate. Here’s what we observed from April to June 2025:
Apparel
- January – March: 0% AIO ad presence
- April onward: sporadic lift, with June ad presence averaging ~15-18%
Beauty & Personal Care
- One of the fastest-adopting categories for AIO monetization
- Daily ad presence grew from <2% in April to 20% in June
- Slightly more stable than Apparel
Home Furnishing
- High AIO presence but significant ad volatility
- April daily data ranged from 1.2% to 6%, indicating layout experimentation
- By June, ad presence stabilized above 15%
Toys
- Lowest AIO ad adoption rate among the tracked verticals
- Ad presence rarely exceeds 10%, even as AIO presence rises
Computer / Electronics
- Highly variable, but trending upward in May – June
- Placement favors above-AIO, often text or hybrid Shopping
Food & Beverage
- Mid-tier AIO ad penetration, typically 10-14%
- Less volatility than Toys, but still trending upward
What Google Doesn’t Show: The Reporting Gap
Despite showing ads into AIOs, Google provides:
- No segmentation for AIO – specific impressions or clicks
- No breakdown of above vs. below AIO placement
Advertisers who have been running different ads campaigns on Google platforms have very little information and insights on whether their ads are showing inside AI Overviews. This blind spot makes budget optimization and ROI modeling nearly impossible in AI-powered search.
GrowByData: Tracking the AI Layer Google Hides
That’s where GrowByData come into action. GrowByData is built to decode AI search dynamics. Our LLM intelligence solution gives enterprise brands:
| Capability | What It Uncovers |
|---|---|
| AIO Share of Voice | How often AIOs appear across your target vertical |
| Ad Presence When AIO Detected | Daily % of AIOs that include ads |
| Placement Mapping | % of ads above vs. below the AI box |
| Category & Sub-Category Trends | Apparel, Beauty, Toys, etc. |
| Daily Volatility | Detect test cycles and rollout waves |
| Data-Backed Optimization | Align spend with actual SERP visibility |
Example: Home Furnishing in April showed ad presence as low as 1.2% and as high as 6% within 10 days. Without daily monitoring, brands miss these test windows entirely.
Here are some examples of how headlines above the ad carousels appear based on specific search queries:
| Keyword | Heading Above AIO Ad Carousel |
|---|---|
| What is a good brand for seat covers | Here are some seat covers to consider |
| What’s a good tool set brand | Here are some related products to consider |
| Which is best brand for sweatshirt | Here are some lululemon women’s jackets and hoodies to consider |
| What is the cheapest store to buy Halloween candy | Here are some related products to consider |
| Streaming media players | Here are some streaming devices to consider |
Want to understand how this transformation began? Explore how Google AI Mode is reshaping the search landscape.
Strategic Recommendations for Advertisers
- Benchmark AIO Visibility by Category
- Know where your vertical sits in the AIO monetization curve.
- Monitor Daily Placement Trends
- Track not just presence but whether you’re above or below the AI box.
- Optimize for Mixed Surfaces
- Prioritize dual visibility, get cited and advertise inside AIO for dominance.
- Build a Measurement Layer
- Supplement Google Ads reporting with SOV and placement data for AIO.
To compete effectively, brands must think beyond just AIO ads and align content to win across both paid and organic layers of the SERP.
→ Learn how to optimize for high-impact SERP features
Conclusion
In less than six months, Google turned AI Overviews from a test into a paid placement opportunity. But unlike traditional ads, AIO visibility is hidden, uneven, and unavailable in standard reporting.
GrowByData makes it visible by vertical, by day, by placement.
If you’re managing campaigns in categories like Apparel, Beauty, Home Furnishing, or Electronics, understanding your AIO ad performance isn’t optional it’s mission critical.
Ready to see your ad visibility in AI Overviews by category and position?
