Testing new ad formats in Search and expanding the Direct Offers pilot

Google is using Gemini to test more conversational and contextual ad formats in Search and AI Mode.

In AI Mode, it is testing Conversational Discovery ads, which respond to a user's questions, and Highlighted Answers, which place ads within recommendation lists. Both formats include independent AI descriptions separate from advertiser creative, and carry a Sponsored label.

This is also expanding to regular Search. In the coming months, AI-powered Shopping ads, which provide product-specific tailored descriptions, and Business Agent for Leads, which handles inquiries via chat within ads, will be introduced.

Google is also expanding the Direct Offers pilot. The company launched this program in January 2026, and it now supports more types of promotions.

The key changes are as follows.

• Support for promotion bundling, including discounts, giveaways, and regional coupons
• Native checkout integration for UCP merchants
• Expanded exposure of offers from travel partners such as Booking and Expedia
• Enhanced ways to naturally surface deals within AI Mode responses

On the advertiser side, Google advised preparing based on AI Max for Search, AI Max for Shopping campaigns, and Performance Max.