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
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% |
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:
Despite showing ads into AIOs, Google provides:
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.
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.
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
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?