Ads Decoded Search ads: How Google is reimagining experiences that drive value
Feb 25, 2026
Adam Bullock, UX lead who shapes on-screen ad experiences, and Abby Butler, product manager focused on Search Ads UI and asset-driven formats, unpack how Search ad design is evolving. They discuss how AI enables new ad formats and personalization. They explain balancing user trust with advertiser value. They cover why assets appear differently and the testing that guides safe rollouts.
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AI As A Synthesis Engine
- AI acts as a synthesis engine that simplifies complex queries so users find advertiser value faster.
- Abby Butler and Adam Bullock say AI enables new ad formats that distill attributes and surface relevant content for conversational searches.
Ecosystem Balance Between Users And Advertisers
- Teams balance user relevance and advertiser value to protect long-term trust and ROI.
- Abby explains leaning too far toward short-term advertiser gains can erode user trust and harm advertisers later.
Prioritize Asset Breadth Not Individual Impressions
- Provide broad, high-quality assets because more assets let Google unlock diverse ad formats like collages and landscape images.
- Abby Butler notes image extensions and headline assets become usable in multiple placements as asset volume grows.