For months, marketers have been asking the same questions:
When will paid media show up in AI search results? What will it look like? Will this be disruptive?
NB: This is an article from Koddi
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That moment is here. Google’s Gemini-powered search has started surfacing hotel listings directly inside AI-generated experiences.
We’ve seen feed-based metasearch listings appear in real AI-powered search scenarios. A user searches for travel inspiration or itinerary ideas, clicks into the AI-generated plan, and is served a curated guide that includes dynamic hotel listings.
These listings trigger paid ads, pulled from product feeds and placed at the exact moment of decision-making.
In this article, we break down what this new experience looks like, how it impacts marketers, and how teams can strategically leverage the AI-driven future of search.
The experience
Google has been steadily replacing traditional search results with Gemini-powered AI responses. As this becomes the new standard, ads are now being integrated directly into the AI experience. Metasearch ads, which previously lived outside these results, are now embedded within them, giving marketers a new way to reach high-intent audiences right at the top of the page.
For example, a search for “London itinerary” triggers Gemini to generate a day-by-day itinerary. Clicking “where to stay” reveals hotel listings with visuals, prices, and reviews. These are paid placements embedded in the journey.
Why this matters
This is a turning point for paid media. Ads are no longer adjacent to results, but are becoming integrated into the AI-generated journey itself. Ads appear during high-intent planning moments, so instead of waiting for transactional queries, ads now surface earlier, when users are actively building itineraries and considering their options. That changes how, when, and where brands connect with travelers.
Here are three key things to understand to help boost visibility and conversions as this experience takes off:
- Visual-first content gives your brand an edge: Gemini results are heavily text-based, so hotel listings with strong visuals, pricing, and branding elements are more likely to capture attention and drive engagement.
- Feed-based targeting powers relevance and utility: These placements are driven by real-time product feeds and contextual signals, making targeting more precise and ensuring your ads align with the user’s planning phase.
- Dynamic visibility requires active optimization: Your presence in Gemini is shaped by query triggers, feed quality, rate competitiveness, and Google’s evolving AI logic. Understanding these factors helps you invest in the right mix of channels and surface when it matters most.
