Google rolled out AI Mode in Search in May – and it’s already clear this isn’t just another update.
Many experts predict AI Mode could soon replace traditional search as the default interface.
Naturally, B2B advertisers are wondering what this means for their Google Ads strategy.
At the same time, cost per click (CPC) rates keep climbing, and some advertisers are feeling like they’re losing control to the algorithm.
Their instinct? Clamp down. Tighten the reins. Stick with what they know.
But here’s the thing: while it might feel a little scary, AI Mode actually opens the door to some exciting new opportunities – if you’re willing to shift your mindset and let go of a few outdated habits.
The old playbook is fading fast
For years, B2B Google Ads campaigns focused on laser-focused keyword targeting, tight match types, and granular control. That approach used to work.
But in the age of AI, that strategy is outdated.
Today, smart advertisers are asking:
- “Where is my audience spending time, and how can I show up in ways my competitors aren’t?”
This shift requires a mindset change – from micro-managing keywords to managing attention.
Smarter budgeting without spending more
Let’s start with the elephant in the room: ad budgets.
Shrinking budgets and rising CPCs might make you think you need to cut back. But the real move is to reallocate, not reduce.
So, what does smart budgeting look like in the AI era?
- Stop depending on keywords as the main targeting option.
- Focus budget on areas where your audience is active and your competitors are absent.
- Include underutilized assets – like video ads to gain cost-effective exposure within AI-forward campaigns.
Our B2B clients who utilize video assets are winning when compared to those who don’t.
Furthermore, they’re often putting only five to 10% of their total ad spend to video ads initially and later adding more as they realize the value.
For example, last quarter, when comparing similar product groups within the same account for one of our clients, we found that the product group focused only on search wasn’t a shining star (Program B in the graphic below).
They were impressed with Program C, which is video-forward. This started a conversation among stakeholders to start creating video assets.
Here’s where things are at right now:
Program C (the video-forward product group) is spending about a third of the Search and Display program and half of the Search Only program, and performance is healthy. The client has also confirmed that the incoming leads are qualified.
This is only the first step for this company and some of these product groups, but they realize that a keyword-only/search-only approach is not viable in the future.
Think of your budget like a portfolio: you need both safe bets (search) and growth plays (video, social, display) to stay competitive. It all works together.
Yet I still talk to plenty of B2B companies whose entire Google Ads strategy is centered on keywords and search campaigns.
Sadly, it’s a red flag that these advertisers are going to struggle to stay relevant as the landscape shifts.
Stream, scroll, search, shop: Are you covering all four?
The 4S framework from Boston Consulting Group offers a great lens for rethinking ad strategy. It breaks digital behavior into:
- Streaming.
- Scrolling.
- Searching.
- Shopping.
Most B2B advertisers only focus on searching and shopping – i.e., people actively looking for a solution or filling out lead forms.
And yes, those touchpoints matter. But if that’s all you’re doing, you’re missing a big part of the picture.
Streaming and scrolling are where trust is built and brand recognition begins.
That’s why we’ve long pushed for a two-budget approach for our lead gen clients – one for awareness and one for performance – and that structure is more valuable than ever in the AI era.
AI-forward campaigns now make it easier to build presence at multi-stage touchpoints.
So, instead of thinking solely about conversions, think about how your brand is showing up across all four S’s.
Create two budgets:
- One for performance.
- One for maintaining and building your position as a market leader.
Get the newsletter search marketers rely on.
MktoForms2.loadForm(” “727-ZQE-044”, 16298, function(form) {
// form.onSubmit(function(){
// });
// form.onSuccess(function (values, followUpUrl) {
// });
});
See terms.
It’s time to rethink keywords
Now, let’s talk about the keyword problem.
Many B2B advertisers are still treating Google Ads like it’s 2015:
- Managing huge lists of exact and phrase match keywords.
- Uploading auto-generated lists.
- Obsessing over every query variation.
This reliance on keyword-only targeting is concerning – especially when the expectation is that the advertiser can continue to operate this way. It’s simply not viable.
The approach results in bloated, overengineered accounts filled with noise.
Not only are they time-consuming to manage, but they also work against Google’s algorithm.
Simpler, cleaner account structures perform better.
What has driven this obsession with keywords?
Likely, it’s an overreliance on exact match and phrase-matching keywords.
When matches have to be exact, you might need a long, long list of keywords to gain some impressions, and still, you’re not covering the ground you think you are.
But it’s a misconception that exact and phrase match give you more control. You’re actually missing out on opportunities and often spending more.
In contrast, broad match, when used correctly, allows you to access relevant searches you might not have considered.
You’re also leveraging other signals to help Google determine relevance, such as your landing page content and the user’s historical searches.
Here’s how Google describes broad match:
Google’s systems are smarter now.
But to take full advantage of broad match, your site needs strong, relevant content that connects with your audience and supports your ad goals.
So instead of micromanaging keywords, try using broad match and focus on creating helpful, high-quality landing pages, content, and assets.
That’s what gives your ads a better shot at success.
Where to start: Clean up and level up
If you’re ready to future-proof your account for AI, start by cleaning house. Here’s where to begin.
1. Adopt an audience-first strategy
Use tools like customer lists, custom audience segments, CRM imports, and retargeting.
An audience-first strategy is key to fueling growth.
2. Audit your landing pages
Your landing pages should give Google and your visitors a clear idea of what you do and who you serve. Weak or generic pages will hurt your results.
3. Check your creative
Creative matters – especially in AI-forward campaigns.
Make sure your assets align with your goals to help Google deliver the right message to the right person.
You might find that you’re missing creative formats (like video) that would help you reach people in the stream and scroll phases. Now’s the time to create them.
4. Double-check your account settings
Review the hidden automation features in your Google Ads account.
Default settings can quietly drain performance if you’re not aware of them.
5. Streamline your keywords
This is also the time to cut back on those keywords. Focus on quality, not quantity.
Choose high-quality terms that align with your content and goals. Let go of those massive keyword lists and let Google’s AI do the heavy lifting.
6. Confirm whether you’re testing AI Max
Review your accounts (or ask your agency) to confirm if you’re testing AI Max.
There’s a reason Google named it AI Max. This campaign type is your ticket into AI Overview Ads in the very near future.
It’s early days, and not all accounts have access yet. But initial testing has encouraged us to roll out to more accounts.
If you want to position your ads for visibility in AI Overviews, now is the time to start testing and integrating AI Max into your ad accounts.
7. Build presence in stream and scroll
Once your account is optimized, it’s time to expand your reach – especially in streaming and scrolling.
Think platforms like LinkedIn, Meta, X, or video placements on YouTube and Shorts.
These channels aren’t new, but they’re underutilized in the B2B space – mainly because advertisers tend to compare their performance directly to Google Search.
That’s a mistake.
Yes, stream and scroll platforms may not convert like search does – and they’re not meant to.
Their value lies in building trust and brand familiarity.
Chances are, by the time someone searches for your brand and fills out a lead gen form, they’ve already encountered one of your videos or boosted posts along the way.
If your internal team is posting organically on social, great – consider boosting that content with ads.
Paid social can amplify your existing efforts and help you get noticed in competitive markets.
And if you haven’t tested LinkedIn Ads yet, now’s the time.
Organic reach on the platform is getting harder, and a paid strategy can help you break through.
We’re entering a new era with AI Mode
AI Mode isn’t the end of control in Google Ads – it’s the beginning of a smarter, more strategic era.
B2B advertisers who adapt by simplifying their accounts, embracing broad match, and (very soon) AI Max, and investing in strong content and creative will be better positioned to thrive.
And by shifting your mindset from keyword obsession to audience engagement and building presence across stream, scroll, search, and shop, you can stay ahead of the competition.