Google Ads is set to introduce a natural-language conversational experience within its platform, aiming to simplify Search ads by integrating user expertise with Google's AI technology. The new feature allows businesses to add a preferred landing page from their website, and Google AI will summarise the page, generating relevant keywords, headlines, descriptions, images, and other assets for the campaign.

Last year, Google Ads began rolling out automatically created assets (ACA) for Search ads, which utilised content from landing pages and existing ads to generate headlines and descriptions. The tech giant plans to enhance ACA with generative AI, to more effectively create and adapt Search ads based on the context of a query.

Performance Max, a feature of Google Ads, is also being enhanced with generative AI to facilitate users in creating custom assets and scaling them. Advertisers who utilise Performance Max have reportedly achieved, on average, over 18% more conversions at a similar cost per action. Google AI will scour business' websites to learn about the brand, and populate campaigns with relevant text and assets, including newly generated imagery. The capability will also be available through the new conversational experience in Google Ads.

Google has also launched a new Search Generative Experience, currently available in Search Labs. The tech giant will experiment with Search and Shopping ads that are directly integrated within the AI-powered snapshot and conversational mode. The company emphasised its commitment to transparency and making ads distinguishable from organic search results.