Search ads: How Google is reimagining experiences that drive value

Ever wondered why the text asset you meant as a headline is showing as a sitelink? Or why Google introduced a button that lets users hide ads on Search? Changes to how text ads show up - especially as AI experiences like AI Overviews and AI Mode drive a total reimagining of Search - can make advertisers feel out of step with the mechanics of their campaigns. So in this special episode of Ads Decoded, we’re pulling back the curtain on the design and testing process behind these new ad experiences on Search. Join host Ginny Marvin, Abby Butler (Ads UI Product Manager) and Adam Bullock (Search Ads UX Lead) as they discuss the "ecosystem balance" between user trust and advertiser value that guides every change that makes it to the results page. 00:00 - Any surprising ad testing failures / successes? 03:00 - How does consumer behavior inform the overall search experience and the tests Google runs? 04:08 - How is AI changing the kind of ads experiences that are possible? 06:48 - How does Google determine whether text ads on the page are adding value? 09:03 - Does the organic Search experience play a role in ad design and testing? 09:33 - What was the impetus behind recent updates to how assets can show in ads? 14:01 - 'Predicted to improve performance': what does this actually mean? 15:43 - How did the 'hide sponsored results' idea come about? 17:53 - Any ad testing failures / successes that have been suprising? 20:15 - What does Google look for regarding test opportunities and outcomes? 24:00 - How does the test process work? 26:44 - How is AI Mode and AI Overviews informing text ad experiences on Search? 29:32 - How should advertisers be thinking about their text ads in 2026? 34:09 - Community Q&A: Will using Direct Offers mean I'm offering a discount to someone who would have purchased anyway? 35:35 - Community Q&A: With Direct Offers, will advertisers have control over the offers that consumers see? Want Ginny’s key takeaways and tips from this conversation? Subs