Tech CMOs: What to Ask Your Search Team After Google’s AI Shift

Search isn’t dead, but it’s definitely not what it used to be.

Google’s latest updates signal a shift that every tech CMO needs to pay attention to. If your media team or agency is still running the same playbook from 2023, you’ve got bigger problems than ad performance. Here’s what just changed, what it means for tech brands, and the questions you should be asking right now.

‍‍Google’s recent announcements at Marketing Live 2025 are more than just feature updates. They’re a clear signal that search, as we know it, is getting rewritten in real time

And if you’re a CMO or marketing leader in tech, it’s worth paying attention, not just to what was announced, but to what it all adds up to.

Here’s the quick version of what’s happening:

• Ads are now appearing inside AI Overviews at the top of Google Search. These are the summaries you’ve probably seen showing up more often lately. You can’t buy your way in directly. It’s only accessible through Broad Match and Performance Max campaigns.
• AI Mode is coming, which will allow ads to show up in conversational threads powered by Gemini. Think of it like getting inserted into a back-and-forth with a chatbot. Still in beta, but it’s clearly on the roadmap.
• AI Max for Search is launching. It skips keywords altogether and uses topic, context, and creative generation to serve ads.
• AI agents are being added into Google Ads and GA4, helping marketers flag issues, make budget suggestions, and create reports aligned to business goals.
• Smart Bidding, CRM integration, and Performance Max all got updates aimed at giving you better targeting and more flexibility, especially if you’re sitting on strong first-party data.
  

Our take

We’re actively optimizing with these capabilities now and advising our tech customers on how and when to experiment. But let’s not overreact either. A lot of this is early, some of it is locked behind Broad Match, and most of it still has measurement gaps. And it should be noted that the buyer behavior goes well beyond Google search. 

Technologies like deep research, agents and companies like OpenAI and others adding web search capabiities will change the game on how tech products are researched and bought... and how your GTM programs will need to evolve.

That said, this isn’t just an ad tech update. It’s a preview of where search is going. And if your media strategy is still built around keywords and last-click attribution, you’re going to miss the bigger shift.

What to do now, and what to ask your team / agency

1. Test AI Overviews the right way

You can’t target them directly, and you can’t see a breakout of performance yet. But if you’re already running Broad Match or Performance Max, you’ll start showing up there. Treat it like high-visibility expansion inventory, not a core strategy.

Ask your team / agency:

• Are we currently eligible for AI Overview placements? How can we confirm?
• How are we measuring performance if we can’t isolate this inventory yet?
• Should we be shifting budget to test Broad Match or Performance Max now?

2. Get ready for 'keywordless" search

AI Max campaigns and AI Mode both hint at a future where queries aren’t the organizing principle. That means your creative and content strategy need to be flexible enough to plug into intent-driven systems. Static landing pages and single-message ad sets won’t cut it.

Ask your team / agency:

• How are we preparing for AI Max and conversational ad placements?
• What changes should we be making to creative and landing page strategy?
• How will we evaluate performance when keyword-based reporting is gone?

3. Clean up your data infrastructure

The updates to Data Manager and Smart Bidding are actually pretty good. You can now optimize toward pipeline outcomes instead of just lead volume, if your CRM is clean, structured, and connected via API.

Ask your team / agency:

• Is our CRM data integrated into our Google Ads strategy?
• Are we bidding toward pipeline value or just lead conversions?
• What’s our plan for using lifecycle stages or opportunity data in targeting?

4. Use AI agents as assistants, not operators

They can flag stuff, run reports, and recommend changes. That’s helpful. But you still need to set the strategy. Use them to move faster, not to run the show.

Ask your team / agency:

• Are we using AI agents in Google Ads or GA4? If not, why not?
• What recommendations from these tools are we ignoring—and why?
• How are we keeping strategic oversight while leveraging AI automation?

Don’t mistake this for a Google-only story

This is part of a broader shift in how B2B buyers research products. Google is still a player, but it’s no longer the starting point for everyone.

Buyers are reading reviews in Slack threads. They’re prompting ChatGPT for shortlists. They’re watching demos on YouTube before they ever hit your site. And they are increasingly using agents to do their research for them. Before long, your website will talk more with agents than humans. 🤯

Search is becoming passive. Discovery is happening everywhere.

In fact, we've been on this trend for a while. Here is what we wrote about this last year:

👉 How Deep Research is Changing How Your Buyers Research and Buy

‍If you believe in meeting buyers where they are, this matters.

And if you'd like the Mighty & True team to review your current search programs for AI effectiveness, contact us today. We'll do a full audit for free.

FAQ: Real Questions We’re Hearing from CMOs

Can I target AI Overview ads directly?

No. You can’t choose to appear in AI Overviews. These placements are only triggered by Broad Match or Performance Max campaigns and are enabled automatically if your ad meets Google’s relevance and quality thresholds. You won’t see a separate performance report for AI Overview placements yet, so it’s best treated as expansion inventory, not a core buy.

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Should we start testing AI Max now?

Not yet. AI Max is still in beta and expected to roll out more broadly in Q3 2025. When it becomes available, we recommend starting with the Search Term Matching component. This gives you reach without going full Broad Match. If performance holds, then layer in Text Customization and Final URL Expansion over time.

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Is AI Mode a replacement for traditional search?

Not today, but it’s coming. AI Mode is still in beta and only available to select advertisers, but it’s a clear sign of where things are going. Ads will surface contextually during conversations, not just from typed queries. That’s a shift both within Google and across the broader AI ecosystem (ChatGPT, Claude, etc.). It’s not a replacement yet, but it is a behavior change to watch closely.

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Are the AI agents worth using?

Yes, especially for speed, surfacing opportunities, and automating repetitive tasks. These new agents can go beyond previous “optimization recommendations” by analyzing based on business goals and offering goal-based suggestions. They can support campaign creation, troubleshooting, and tagging. Importantly, manual approval is still required, which we see as a good thing.

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What’s the most important thing to do right now?

Make sure your CRM is clean, structured, and API-connected to your ad platforms. Google’s newest features—especially in Data Manager and Smart Bidding—let you optimize toward pipeline outcomes if your data is solid. That’s a major upgrade from lead-based targeting.

But if your CRM is messy or disconnected, you won’t be able to take advantage of any of it.

This moment isn’t about chasing every new product feature. It’s about being honest with yourself on whether your marketing system is ready for this kind of change.

If you’re a tech marketer thinking about how this all fits together, we’re right there with you.

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