Google Ads Shifts Gears: AI Introduced and Search Gets a Makeover

Not long ago, landing the #1 spot on Google search felt like striking gold. But with the explosion of AI technologies since late 2022, those familiar digital marketing rules are quickly becoming outdated. In 2024, Google introduced “AI Overviews”—AI-generated summaries that sit prominently above traditional search results, changing how users interact with search and how practices gain visibility.

What Are Google AI Overviews—and Why Should Your Practice Care?

Instead of clicking through pages of links, patients now see AI-generated summaries that provide direct answers, often eliminating the need to scroll further. More significantly, these summaries are beginning to include ads. That means even if your website ranks organically on page one, it may be buried below AI content and sponsored placements.

Initially tested on mobile, Google has now rolled out AI Overview ads to desktop search results. According to Google, these placements are designed to better connect users with businesses—in this case, healthcare providers like plastic surgeons, med spas, or cosmetic dermatologists.

Why This Matters for Plastic Surgeons and Aesthetic Practices

With AI Overviews commanding top search real estate, relying solely on traditional SEO tactics is no longer enough. Ads have a new home, and your practice needs to adapt to stay visible. Google’s Vidhya Srinivasan has positioned this as a major opportunity for advertisers—and she’s right. But it comes with a learning curve.

To succeed, aesthetic practices must take a more agile, performance-driven approach to their digital ad strategies. That means optimizing for Google’s new AI experiences and being ready to test and adjust campaigns regularly.

Getting Your Practice Featured in AI Overview Ads

To be part of these emerging ad spots, your practice should already be running campaigns using Google’s Performance Max, Shopping (for skincare or aesthetic products), or Search campaigns with broad match targeting. Google automatically integrates eligible ads into these AI-generated sections, often labeling them as “Sponsored” and embedding them within or beneath the summaries.

Currently, these placements are U.S.-only and English-language, but expansion is on the horizon with international rollouts being considered in markets like Canada, India, and Malaysia.

Limitations to Watch For—And What’s Next

Despite the promise, Google’s AI Overview ad placements still lack transparency. There’s no specific performance data yet for ads shown in these new areas, and advertisers can’t control whether an ad appears in an AI Overview or a traditional result. That means tracking return on investment (ROI) remains challenging.

Still, the expectation is that visibility and control will improve as adoption grows and Google fine-tunes the format.

Stay Ahead with a Medical SEO and PPC Partner

Keeping up with these rapid changes can feel daunting—especially while managing a busy aesthetic practice. Partnering with a digital marketing team experienced in both medical SEO and PPC is essential. At MedShark Digital, we specialize in helping plastic surgeons and cosmetic providers thrive in evolving search environments.

From optimizing Performance Max campaigns to crafting ad messaging that resonates with prospective patients, our strategies are designed to secure visibility in both traditional and AI-driven placements. Stay competitive and maximize your marketing ROI with a proactive, expert-led approach.

Ready to future-proof your digital marketing? Contact us today to explore how our customized solutions can help your practice dominate in the age of AI search.