How advertising is changing in the age of AI

Episode Overview:

AI isn’t just changing content and search—it’s also transforming how ads appear online. Host Lance Fisher, and Stacey Abler, Director of Digital Marketing at Outside Communications, share what’s happening on platforms like Google and what service companies should be doing now to stay ahead.

Key Takeaways:

AI is pushing ads further down the page. Search results are getting crowded, and ads aren’t always at the top anymore.
Expect ads in AI summaries soon. Google won’t ignore its top revenue stream for long.
Ad tools are more complex, not less. Auto-generated campaigns and new settings can lead to bad placements if not managed properly.
First-party data is more critical than ever. Service companies must leverage their own CRM data to refine and target effectively.
Full-funnel strategy is essential. Relying on one tactic (like paid ads) is risky in a fast-changing ecosystem.
AI tools can help, but require oversight. Automation can generate ideas but still needs human editing and alignment.
Adopt or get left behind. Resistance to AI may cost visibility, leads, and market share.

AI is changing the ad game

Google’s “AI Overview” feature is taking up prime space on the search results page—often pushing paid ads lower, beneath maps, and even below organic results. That means fewer clicks and less visibility for traditional search ads.

But here’s the kicker: Ads will be inside those AI boxes soon. Google won’t sacrifice ad revenue for long, and OpenAI likely won’t stay ad-free forever, either. Both are gearing up for monetization.

Why it’s getting harder

At the same time, Google’s ad platform is introducing new products and settings, many of which are automatically applied. Campaigns can now be generated with just a few clicks, but the resulting ads often target irrelevant keywords or display in poor placements.

Without proper oversight, automation leads to wasted budget and missed opportunities.

What smart service companies are doing

The answer isn’t to pull back—it’s to get smarter. Here’s what you should focus on:

Implement a full-funnel strategy
Don’t rely on just one channel. Optimize your presence across paid ads, local service listings, organic SEO, and now—AI-driven content.

Use first-party CRM data
Upload customer lists to Google Ads. This sharpens targeting and helps exclude existing customers from acquisition campaigns.

Audit every campaign manually
Automation tools can help start the process, but human review is critical. Ads still need strategy, accuracy, and refinement.