Google’s Search Generative Experience (SGE), now widely known as AI Overviews, is one of the biggest shifts in how search results are displayed. For businesses running Google Ads in the UAE, this change raises an important question: Will AI-generated answers reduce paid visibility or reshape how users interact with ads?
This blog breaks down what AI Overviews are, how they may affect ads, and what UAE advertisers, especially in Dubai, should prepare for.
What Are Google’s AI Overviews?
Google’s AI Overviews use generative AI to provide instant, summarized answers at the top of the search results page.
Instead of simply showing blue links and ads, Google can now display:
- A short AI-generated summary
- Sources pulled from multiple websites
- Suggested follow-up questions
- Visual elements like cards or lists
This section often appears above organic results, and in many searches, above ads too.
Google says these results are designed to appear mostly for complex, multi-step queries, not for simple transactional searches (Source: Google Search Central & Google I/O updates).
How AI Overviews May Impact Google Ads Visibility
1. Paid Search Visibility Could Shift
AI Overviews can push both organic and paid results further down the page, especially on mobile.
This may reduce immediate visibility for some industries, particularly those relying on informational queries.
However, early industry research from platforms like Search Engine Land and SparkToro suggests:
- AI Overviews are less common for high-intent commercial keywords.
- They appear more frequently for research-focused searches (“best time to visit UAE,” “how to choose insurance,” etc.)
For UAE advertisers, this means impact will vary by industry.
2. CPC Trends in the UAE
CPCs in the UAE are already higher than in many regions due to competitive sectors such as:
- Real estate
- Tourism
- Healthcare
- Financial services
AI Overviews may affect CPCs in two ways:
Potential CPC Increase (short term):
- If fewer ad slots appear above the fold on mobile, competition for top positions rises.
- More advertisers may shift budgets toward high-intent keywords, increasing auction pressure.
Potential CPC Stabilization (mid-term):
- As advertisers refine keyword strategies and Google adjusts placement, CPC volatility may normalize.
No fabricated numbers, but industry consensus shows early fluctuations in CPC since SGE testing began.
3. CTR (Click-Through Rate) Changes
When AI Overviews answer informational queries, some users may not scroll down. This can reduce CTR for:
- Broad-match queries
- Educational content
- Early-funnel searches
However, for transactional UAE keywords (“book dentist Dubai,” “buy gold UAE,” “hotel Dubai deals”), ads continue to dominate the top section with minimal interference.
4. Ad Placement & Auction Competition
Some advertisers have reported fewer impressions where AI Overviews appear frequently.
Expected changes:
- Ads may appear below the AI Overview for certain queries.
- Fewer users reach mid-page organic/paid links on mobile.
- Competition may increase on keywords less affected by AI responses.
For UAE markets, especially Dubai, where PPC activity is dense, agencies like Bright Ideas Communications are already adapting keyword strategies for clients.
Impact on UAE User Behavior
UAE search behavior is unique:
High mobile usage + preference for quick answers = greater impact from AI-generated summaries.
Expected behavior shifts:
- Faster decision-making on informational queries
- Lower scrolling depth
- Preference for AI-provided summaries for research topics
- Higher intent when users do click ads
This means ad clicks may become more valuable, even if they become fewer.
Impact on Search Demand in the UAE
AI Overviews could:
Reduce search volume for:
- “How to,” “what is,” and research topics
- Broad informational queries
Increase search volume for:
- Local, high-intent services (“Google Ads in Dubai,” “best clinics Dubai”)
- Purchase-ready keywords
- Branded queries
Users who trust the AI summary will move faster to action-based searches.
What UAE Advertisers Should Do to Adapt
1. Shift Toward High-Intent Keywords
Focus budget on keywords where AI Overviews rarely appear:
- “Book,” “buy,” “near me,” “services,” “appointment,” “price,” “offer.”
- UAE-specific modifiers: Dubai, Abu Dhabi, Sharjah, UAE.
2. Strengthen Landing Page Relevance
Google’s AI systems analyze content quality deeply.
Better relevancy = higher ad position at lower CPC.
Optimize for:
- Expertise-based content
- Clear service descriptions
- Fast mobile UX
3. Improve Ad Strength & Asset Variety
Include multiple:
- Headlines
- Descriptions
- Visual assets (for Performance Max)
More assets help Google place ads in formats less impacted by AI Overviews.
4. Re-evaluate Broad Match Usage
Because AI Overviews primarily affect informational queries, broad match may become less efficient in some campaigns.
Use:
- Phrase match for control
- Negative keywords to avoid research queries
5. Create Content Built for AI Overviews
Even though this is unpaid, it still indirectly affects ads.
Strategies:
- Produce clear, structured content
- Add FAQs
- Use bulleted lists
- Target “multi-step” questions AI, Overviews often summarise
This ensures your brand appears as a cited source above the fold.
6. Increase Focus on Localized Campaigns
UAE audiences respond strongly to local relevance.
Use campaign structures like:
- Location-specific ad groups
- Local call ads
- Google Business Profile integration
- Local landing pages (“services in Dubai,” “UAE packages”)
Expert Analysis: What UAE Businesses Should Do Next
Given early global trends and UAE-specific search patterns, businesses should:
- Diversify budgets across Search, Performance Max, and YouTube to reduce reliance on one placement.
- Strengthen first-party data collection because AI-driven search journeys may shorten.
- Monitor impression drops weekly to identify where AI Overviews appear most frequently.
- Double down on UAE-focused SEO + PPC integration. Agencies like Bright Ideas Communications are already adopting hybrid strategies combining PPC with AI-optimized content.
The key takeaway:
AI Overviews won’t kill paid ads, but they will reward advertisers who focus on intent, quality, and local relevance.
FAQs
- What are Google’s AI Overviews?
Google’s AI Overviews summarize search results using AI, giving users a quick insight without clicking multiple links.
- Will AI Overviews reduce the visibility of Google Ads?
AI Overviews may shift attention from ads, but well-targeted ads can still perform effectively.
- How can advertisers in the UAE adapt to AI Overviews?
Advertisers can focus on high-quality, relevant ads and use smart bidding strategies to stay competitive.
- Do AI Overviews affect all types of Google Ads?
Primarily, they impact search ads, but display and YouTube ads remain largely unaffected.
- Is there a change in Google Ads strategy for UAE businesses?
Yes, businesses may need to optimize for relevance, ad extensions, and user engagement to maintain ad performance.
