Google Just Revealed AI Search Ads

Last week, Google showed us how search ads are going to work inside of AI mode for home service businesses, and it's going to fundamentally change how your prospects find and interact with your business over the next 12 months. My company manages over $1 million in Google Ads, and after 8 years of helping home service businesses grow, this is the biggest shift in Google Ads that I've seen. In this video, I'll explain why Google has to make this change, what this means for your Google Ads strategy going forward, and how to prepare your business right now so that you continue to get leads as AI search becomes the new normal. Okay, before I show you the new way of running ads, I need to make sure that we're on the same page, the old way of running search ads. So before, a customer would search for roof repair near me, they would go to Google search engine results page, they click on your ad, they'd go to your landing page, they might read some of the content, they'd fill out a form, they'd call your business, and it was built on one assumption, that your website is where the buying decision happens. Someone costs per click, clicks on your ad, goes to your landing page, landing page turn into a lead. That is the old way. And the reason it's the old way is because when we talk about people not going to websites anymore and people using AI mode, the 3 things that Google is trying to solve for by doing this is one, the shift to AI mode. So traditional search results page, it's disappearing. So if we go here and we look at actual Google results, if you notice when you type something in here, it goes to AI mode. It does not go to the traditional search engine results page. And the reason is because Google is funneling people into AI mode. The CEO of Google, Sundar Pichai, literally said 2027 is the year of the agents, and they want people to use AI mode because they want people to use agents. So the first thing is, if we're funding people into agents in AI mode, how are we going to show results for ads and actually make money? The second thing is that for local service businesses, home service businesses, the number one digital asset that we have is our Google Business Profile. It's the number one thing that Google trusts. It's the number one that local people trust because it has reviews, it has data, it has information. You have to update it. It's a pinnacle part of Google Maps, Google search engine results. And so Google's like, well, how do we leverage this in AI mode? And then the last thing is just in general, Google's a billion-dollar company. How do they make sure that they don't kill their monetization by not going to Google Search Ads or Google Ads or Google search engine results page and run everything through an AI agent or AI mode? And that's exactly what they rolled out here and what they're solving for. So here's what they're rolling out now. Search ads open a conversation. So I'm going to walk you through this and I'm going to show you the actual documentation of what Google has shown us. So a search ad now shows Talk to the Business option. So imagine in AI mode, it shows you can talk to the business. It opens an AI agent that's trained on your Google Business Profile and website data. The agent hands the conversation to a human when necessary. There's a new Promote tab that turns the messaging into paid ad channel. So now it's search ad, AI agent, business profile all in one loop. And this solves all 3 of the problems that they have: AI mode, trust signals, and monetization all at once. This is a beautiful thing. Now let me show you what this means. So May 20th, 2026, a new generation of ads for the AI era of search, and Google rolled this out and they're slowly rolling out these changes. I'm going to show you what they showed us here, and then I'm going to show you the documentation specifically from a Google Business Profile perspective. So Business Agent for Leads. When weighing important options, people want to feel confident before they commit. Business Agent for Leads built with Gemini puts a smart brand agent right inside of your ad. That's exactly what I just explained. And I'm going to show you more specifically a home service business, how this works. Instead of filling out a static form, a student researching university can click chat to get instant answers based on your website, turning a practical interaction into a valuable lead. So notice here, where are the top colleges? Ask a question. Boom, it pulls it up. And now you can start interacting with an agent that's specifically built on this business. Okay, this is the leads inside of AI mode. This is exactly what I'm talking about. Now you can fill out a form and get some more information if you need to pass it over. But this is the information right here. Now, how does this actually correlate to your Google Business Profile? So first, on your Google Business Profile, you used to have messaging and messaging was turned off in 2024 because it was a big mess. People would send messages, customers would, and then no one would respond. And then Google got upset because no one was responding and they turned it off a couple years ago. Now they're bringing it back. So you have messages, but more importantly, notice here you have a welcome message, you have conversation starters, you have a customer handoff, yes or no, and you can build in FAQs and information to train this agent on your business. Okay, now you have AI mode and now you have your Google Business Profile that's leveraged, that can communicate with your business. So let me walk you through this. So this is Darren. He runs Whitespark. He does a lot of local SEO stuff. This is what he explains is that you click the messages button in the— and it now opens pages with 4 tabs: messages, insights, settings, promotion. Messages are divided into 2 sections: need your attention, handled by your agent. You have insights. In your settings, you can set up this information. You have a promote tab where you can actually launch ads directly inside of this platform. And it sounds like you're able to create Google Ads for your service and people can engage with your Google My Business Profile AI chatbot directly from the ad. So I said, okay, this is cool. And there's screenshots of it. Also, if you notice here, this is another documentation on it, which the people are asking, well, how, how does the AI chatbot know the answers about your business? And this is the whole point of the content that I've been making over the past 3 to 6 months, which is you You need to be creating a knowledge base about your business that you can educate these agents on your business. That's verified knowledge base. You don't want it to hallucinate about random things. You need to be coaching this thing, educating it so that way it knows about your business. But the agent answers based on data that you give it. For the retail version, Google uses Gemini models to read your Merchant Center. Okay, but for local businesses, the same logic applies to your profile field, service hours, and reviews. Thin data produces weak or wrong answers. So imagine uploading FAQs into your Google Business Profile. This is important. What if you didn't know what your actual FAQs were because you don't know what the real customer questions that you have are, which is why you want to create content based off real customer questions. So when we talk about this shift, it's literally allowing people like what I showed you here to do AI mode, show an ad, interact with your business straight here, straight from your Google Business Profile. Now, what this means for your home service business, the advantage is no longer a nicer website or prettier landing pages or converting landing pages. The new advantages is how well AI understands your business and how much trust you can build with this person as they're interacting with your business. And the number one way that I know to build trust is to explain a customer's problem more deep than they know it. So if you can tell them the FAQs, the questions that they should be asking before they even ask them, they know that you're an expert. That's just like me knowing that, hey, you're probably wondering if AI mode and ChatGPT and Google AI is shifting. Then how is Google going to make money from ads? And I'm telling you exactly how to do it. And I'm answering your questions before you even ask them because I'm the expert. And that's exactly what I'm talking about for businesses, is that you have to answer the questions before your customer even asks them. That's how they know that you're the expert. So build detailed service pages, pricing information, FAQs, add real photos, stories, project examples to your business profile, and most important, build a knowledge base for real customer questions. Give AI everything it needs to answer accurately. Now I've made videos about how to do this, but what we're doing right now for our clients is we are building knowledge catalogs for our clients. So we have an agent that listens to the client calls, and you can do this too. Listen to your client calls, take the actual customer questions that your people are asking on the phones, and build a knowledge catalog with the answers. So that way, whether it's deployed in some type of a knowledge catalog or you're just uploading FAQs, real stuff into some type of AI agent like this, allows you to have a repository of information that you can build the AI agents on. So collect real customer questions, organize your pricing information. I'm not saying have a price book that's online. I'm saying have some type of pricing guidelines. Why are you different than a $99 guy? What makes the price go up and down for new windows installation? Those types of things. And specifically in your area, create structured FAQs, train AI agents on each client's business. That's what we're doing. Those same answers power AI Chat, AI Search, and future Google experiences. What I'm getting at here is that Google is shifting, right, to AI mode. We all know that. They have to figure out how they're going to make money. And the advantage now is that you have the best and cleanest, most verified data. You do not want these platforms hallucinating or not knowing anything about your business because they're going to trust the companies that have the most robust information possible. And so it shifts from just jamming keywords into blog posts and random Happy Earth Day social posts to creating real content that these platforms trust. And that's really what it comes down to here. So the shift is all— is in one table back and forth here. But for that, if you own a home service business between $1 and $10 million, you want to see the agents that we're building, or you want a marketing company that actually cares about these things and is preparing their clients for the future, I'll put a link down below. I'd love the opportunity to at least talk to you and see if we might be able to help you. So the old way is website is the decision point. The new way is that your business profile is decision point. If we're running into AI mode and people are going— they're not going to your website anymore, then what are they doing? They're going to be interacting with your agent and your Google Business Profile, and they're going to be turning into a customer that way. The old way is search ads, landing page form, and then they wait. They don't want that. They want search ad, talk to the business agent, and then ultimately book online or book with your agent. Nicer website wins. No, AI-readable business wins. So the more that AI knows about your business, you're going to win. Ads drive clicks to your site. No, they don't. Ads drive conversations into your business profile. Manual follow-up after the form fill. The AI agent can quote and schedule and book in real time and answer real questions. This is the shift. So here's 5 steps to get ready for your business. Audit your Google Business Profile messaging setup. Build out detailed service pages and pricing information. Create structured FAQs from real customer questions. Organize projects, examples, and review count, and build a knowledge catalog that AI can actually use and deploy it so that way it trusts your business. Again, if you are looking for a company that does this stuff, this is what we do all day for home service businesses. I'll put a link, some links down below. If you like content like this, be sure to hit like and subscribe, and I'll see you in the next video.