The AI already answered their question. Now your ad has to convince them to click anyway.
That's the new creative challenge. And it requires a completely different approach.
The Creative Problem
In the old world, your ad competed with other ads and organic listings. Everyone was offering links to more information. Your job was to be the most compelling link.
In AI search, users get the information without clicking. The AI Overview already told them the best running shoes for flat feet. The Copilot response already compared CRM pricing. The ChatGPT answer already explained the tax implications.
Your ad appears below (or within) that answer. The user has what they came for. Why would they click?
That's the question your creative has to answer. Every time.
What Doesn't Work Anymore
Generic value propositions don't cut it.
- "Shop our wide selection" — the AI already showed them the selection.
- "Find the best deals" — the AI already compared prices.
- "Learn more about X" — they just learned about X.
Feature lists are redundant.
The AI overview likely mentioned your key features already (if you're cited). Repeating them adds nothing.
Weak calls-to-action get ignored.
"Click here" and "Learn more" were never strong. Now they're invisible. There's no reason to "learn more" when the AI already taught them.
Undifferentiated messaging blends in.
If your ad sounds like every other ad (and like the AI's answer), it's visual noise. Users scroll past it without registering.
What Works Now
1. Lead with What AI Can't Provide
AI gives information. You give action, trust, and experience.
Human elements:
- •"Talk to a real person — call now"
- •"Live support, no chatbots"
- •"Speak with a [product] expert"
Guarantees and risk reduction:
- •"Free 30-day trial, no credit card"
- •"60-day money-back guarantee"
- •"Free returns, no questions"
Urgency and scarcity:
- •"12 hours left — sale ends midnight"
- •"Only 3 left in stock"
- •"Limited availability — book now"
Social proof:
- •"Rated 4.9/5 by 10,000+ customers"
- •"Trusted by [recognizable companies]"
- •"#1 rated [product] 3 years running"
The AI told them what to buy. You tell them why to buy it from you, and why to buy it now.
2. Mirror the AI's Specific Recommendations
AI Overviews often mention specific products, brands, or SKUs. If you're cited, your ad should reference the same specificity.
AI Overview: "The Brooks Ghost 15 is recommended for runners with flat feet..."
Weak ad: "Shop Running Shoes — Free Shipping"
Strong ad: "Brooks Ghost 15 In Stock — Ships Today, Free Returns"
If you're not the brand mentioned, acknowledge the context: "Compare to Brooks Ghost 15 — Same support, $40 less"
3. Deliver the Promise Instantly
When CTRs are down 50%+, the users who do click are serious. They've already done their research. They expect your landing page to deliver exactly what the ad promised.
Message match is non-negotiable:
- •If your ad mentions a specific product, the landing page must feature that product above the fold
- •If your ad promotes a discount, the discount must be visible immediately
- •If your ad promises "talk to an expert," the landing page must have a clear path to human contact
The user scrolled past an AI answer to click your ad. Any friction, any disconnect, any hunting for what they were promised — they're gone.
4. Use Emotional Hooks AI Can't Match
AI is informational. It's factual. It's neutral. Your creative can be emotional, urgent, personal.
Fear of missing out:
- •"Don't wait — price increases January 1"
- •"Last chance for 2024 pricing"
Aspiration:
- •"Join 50,000 marketers who scaled with [product]"
- •"The CRM used by the fastest-growing startups"
Relief/solution framing:
- •"Finally — ad management that doesn't require a PhD"
- •"Stop losing customers to slow support"
AI can tell users what's good. Your ad can make them feel why it matters.
5. Write for Conversational Context
AI Mode and conversational search mean users are asking questions, not typing keywords. Your ad appears in a dialogue context.
User query: "What's the best project management tool for a remote team of 15 people?"
Old-style ad: "Project Management Software — Try Free"
Conversational ad: "Remote teams love [Product] — set up in 10 minutes"
The conversational ad acknowledges the specific context (remote teams), answers an implicit question (is it easy to get started?), and feels like part of the conversation, not an interruption.
6. Maximize Ad Real Estate
In a crowded SERP with AI Overviews, organic results, and competing ads, visual real estate matters more than ever.
Use all available assets:
- •All 15 headline options (RSAs)
- •All 4 description lines
- •Sitelinks (4 minimum, 6 if possible)
- •Callouts, Structured snippets
- •Image extensions, Seller ratings
More real estate = more visibility = better odds of earning the click.
7. Test Aggressively
With lower CTRs, you have less data per creative. You need more variants to find winners.
Test across these dimensions:
- •Emotional angle (fear, aspiration, relief, trust)
- •Specificity level (general vs. specific product/feature)
- •CTA type (action verbs, benefit-focused, urgency-focused)
- •Length (concise vs. detailed)
Platform-Specific Considerations
Google AI Overviews:
- •Reference the types of queries that trigger AI Overviews (comparison, "best of," how-to)
- •Assume users have already read a comprehensive answer
- •Focus on action differentiation, not information
Google AI Mode:
Conversational queries will dominate. Consider CTAs like:
- •"Get a personalized recommendation"
- •"See how [Product] fits your needs"
- •"Compare options for your situation"
Microsoft Copilot:
More enterprise and B2B oriented. Emphasize credibility signals, professional outcomes (efficiency, ROI, productivity), and integration with Microsoft ecosystem (if relevant).
Testing Framework
Week 1-2:Baseline and variation
- • Identify your current best-performing ads
- • Create 3-5 new variants using the principles above
- • Split test against baseline
Week 3-4:Iterate on winners
- • Cut clear losers
- • Create new variants inspired by early winners
- • Test different elements (headline vs. description vs. CTA)
Monthly:Strategic review
- • Which emotional hooks are working?
- • Which CTAs drive action?
- • How does performance differ by query type?
Quarterly:Creative refresh
- • Even winners fatigue
- • Update messaging for seasonality, new features, market changes
- • Test new creative directions based on learnings
Measuring Creative Performance
Standard metrics still matter, but context matters more:
- CTR: Down across the board due to AI Overviews. Benchmark against your own history and industry averages, not historical norms.
- Conversion rate: Should be up if your CTR is down. Fewer but more qualified clicks. If conversion rate is also down, your landing page isn't delivering on creative promises.
- Relative CTR: How do your ads perform vs. competitors in the same auctions? Auction Insights helps here.
- Quality Score: Still influenced by expected CTR, ad relevance, and landing page experience. Strong creative improves all three.
- Asset performance: RSA reporting shows which headlines and descriptions are performing. Use this data to inform future creative.
Examples: Before and After
E-commerce (running shoes):
Before: "Shop Running Shoes | Free Shipping Over $50"
After: "Brooks Ghost 15 Ships Today | 4.8★ Rating, Free 60-Day Returns"
B2B SaaS (CRM):
Before: "Best CRM for Small Business | Try Free Today"
After: "CRM that 50,000 SMBs Trust | Set Up in 15 Min, Talk to a Real Person"
Local Services (plumber):
Before: "24/7 Emergency Plumber | Call Now"
After: "Plumber On-Site in 90 Min or It's Free | Licensed, 5★ Google Reviews"
Financial Services (tax prep):
Before: "File Your Taxes Online | Fast and Easy"
After: "Maximize Your Refund — CPA Review Included | Avg. $2,400 Returned"
The Bottom Line
AI search changed the creative game. Users arrive with more information and less need to click. Your ad isn't competing with other ads anymore — it's competing with a comprehensive AI-generated answer.
To earn the click, your creative must offer something the AI can't:
- •Human connection
- •Risk reduction
- •Urgency
- •Trust signals
- •Emotional resonance
- •Immediate action
The ads that win in 2025 don't just describe your product. They give users a reason to leave the AI's answer and choose you.
The AI answered their question. Now make them click anyway.
