Episode 5: Google’s AI Search

Episode 5:
AI Search

Moderator:

Bob Bachelor
Senior Product Manager

Guests:

Brian Kroll
VP of Strategic Accounts

Scott Belford
Search Operations Manager

Caleb Alcorn
Search Operations Director

Google’s AI Era: What Advertisers Need to Know About the Future of Search

Google is calling its latest AI-powered search evolution the biggest change to Search in 25 years—but what does that actually mean for advertisers? In this episode, our panel of experts discuss how AI is reshaping search behavior, campaign management, measurement, and optimization. From conversational search and evolving consumer habits to first-party data and content readiness, the panel breaks down what marketers should focus on today to prepare for what’s next.

In this episode, hear expert insights on:

• How Search Is Evolving Beyond Keywords
  As consumers increasingly interact with search through natural language and conversational queries, advertisers must think beyond traditional keyword strategies and focus on the broader signals, content, and context that help AI understand user intent.
• Why Content Quality and Brand Signals Matter More Than Ever
  Websites, landing pages, business profiles, reviews, videos, images, and metadata all play a growing role in how Google evaluates relevance. Strong content and a trusted brand presence can help advertisers remain visible as AI-driven search experiences expand.
• AI Doesn’t Eliminate Strategy—It Changes It
  Tools like Performance Max and AI-powered campaign types continue to automate optimization, but success still depends on providing high-quality inputs, maintaining clean data, and establishing the right guardrails to guide machine learning.
• Measurement Must Focus on Business Outcomes
  As click behavior changes and AI surfaces more answers directly in search results, advertisers may see fewer clicks but higher-quality traffic. Success should be measured by meaningful business results and conversion quality rather than volume alone.
• First-Party Data Is a Competitive Advantage
  Organized, accessible first-party data will become increasingly important for campaign performance. Advertisers who connect CRM data, offline conversions, and customer insights to advertising platforms will be better positioned for future AI-driven optimization.