Consumers aren’t starting their financial research the way they used to. A member who once searched “auto loan rates near me” now asks:

“What are the pros and cons of refinancing with my local credit union vs. a national bank?”

Search is becoming a blend of traditional keywords, multi-step research, and conversational questioning, a shift accelerated by Google’s AI Overviews (AIOs), AI Mode, and tools like Gemini and ChatGPT.

For credit unions, this means the path to visibility now runs across two parallel environments:

• members who still begin with the classic SERP
• members who start inside AI-driven experiences
  
  

Our recent CU consumer study (Full report to be released Jan 2026) reflects this split:

• 30% still start with traditional search
• 10% begin directly inside LLMs like ChatGPT or Gemini
  
  

As AI usage grows, Google is expanding ad inventory across these conversational experiences. While we don't yet have reporting that confirms when an ad surfaces inside an AIO or AI Mode, early patterns give us strong clues about eligibility.

At Geear, we pair this with our Generative Experience Optimization (GEO) work for organic visibility. But in this article, we focus on paid strategies that show promise as AI-driven placements expand.

Understanding the Shift: The Integrated Search User

Today’s financial researcher is navigating multiple touchpoints. Even with AI tools rising, the traditional SERP remains central for many.

The Present

We continue to rely on proven paid search tactics to reach the 30% who start with classic query-based research.

The Shift

At the same time, we’re adapting to new environments, ads appearing in AIOs, AI Mode, and AI-influenced query flows, where conversational intent plays a bigger role.

The Strategy

A dual approach.
We position your credit union so your ads can show up whether someone begins with:

• a keyword
• a question
• or a full AI-assisted conversation
  
  

Part I: The Ad Eligibility Signals

Google’s early guidance is clear: ad eligibility for AI surfaces is strongly tied to automation-heavy, intent-driven campaign structures.

Currently, ads may appear in AIO or AI Mode through:

• Performance Max (PMax)
• Search campaigns using Broad Match
• Search campaigns using AI Max
• Dynamic Search Ads (DSAs)
  
  

Google does not yet provide diagnostics confirming AI placements, so we monitor:

• performance shifts
• account behavior
• rollout updates
  
  

Based on recent increases in transparency across the Google Ads platform, we’re optimistic that reporting will become more transparent as these surfaces mature.

1. Performance Max (PMax) Campaigns

PMax is becoming a key driver of AI-driven visibility because it reaches across Google’s full inventory and uses deep intent signals.

How PMax Works Across Google’s Placements

PMax can serve ads across:

• Search
• YouTube & YouTube Shorts
• Discover
• Gmail
• Display Network
• Google Maps
  
  

Because PMax learns from behavioral, contextual, and content signals, it’s well aligned with how AI systems interpret user intent.

How PMax Interprets Conversational Intent

PMax pulls from signals across Google to understand what a member is trying to solve, even if the query is broad or exploratory. Signals can include:

• multi-session search behavior
• content consumed on YouTube and Discover
• on-site behavior and historical conversion patterns
• first-party data (Customer Match)
• contextual and behavioral Display signals
  
  

This multi-layered context helps PMax surface in the kinds of open-ended AI-assisted research moments that traditional keywords can’t fully capture.

Search Themes: Mapping to Exploratory Queries

Search Themes give PMax directional guidance, telling Google what topics your ads should be associated with. This is helpful when users ask AI-style questions instead of typing exact keywords.

Examples for credit unions:

• “auto loan questions”
• “mortgage pre-approval guidance”
• “debt consolidation help”
• “how to build credit responsibly”
  
  

Themes reinforce the types of conversational or exploratory queries your ads should be eligible for.

Audience Signals: Guiding Early Learning

While PMax doesn’t target audiences directly, signals help orient the algorithm toward your ideal member profiles:

• Customer Match lists (when permitted)
• custom segments based on URLs, search behavior, or app patterns
• website visitor lists
• historical Google interactions

These inputs help shape early learning and improve relevance.

Value-Based Bidding: Prioritizing What Matters

Using Maximize Conversion Value aligns the algorithm with your highest-impact outcomes — ensuring your PMax campaigns prioritize actions that matter most for downstream credit union goals.

Bringing It Together: Practical PMax Setup for AI Mode & AIO

To support AI-driven visibility, we prioritize:

• high-quality creative assets that flex across different contexts
  
  
• Search Themes that match broader, question-based research
• audience signals for early learning
• value-based bidding to prioritize meaningful actions
• clear, compliant landing pages aligned with user intent
  
  

Together, these inputs help Google understand who you serve, what you solve, and where your ads should appear, from traditional SERPs to AI-assisted queries.

2. Search Campaigns

Standard Search campaigns can also become eligible for AI placements when supported by automation-focused features. Early indications suggest that AI Max for Search is a strong structural signal.

AI Max for Search

AI Max supports:

• Google-generated asset testing
• dynamic asset combinations
• intent-based matching beyond strict keyword rules (“keywordless” logic)
  
  

While still rolling out, AI Max helps prepare Search campaigns for AI-driven inventory.

Broad Match

Broad Match helps Search campaigns better understand user intent, especially for conversational queries that don’t fit clean keyword patterns.

Smart Bidding

Automated bidding (such as Maximize Conversion Value) enhances Search campaigns by reacting to intent signals in real time.

Emerging patterns suggest that the combination of AI Max + Broad Match + Smart Bidding is the setup most aligned with Search ads showing up in AIOs and AI Mode.

Our Approach to AI Optimizations in Search

Because these features are new, and credit unions require strict compliance and clarity, we adopt a calibrated approach:

1. Test AI-driven features slowly
2. Maintain clear control over messaging and landing pages
3. Monitor how automation impacts accuracy and user experience
   
   

This ensures we explore new possibilities without compromising trust.

Part II - The Trade-Off: Automation vs. Control

A consistent theme in early testing:
Campaigns that lean into automation appear more eligible for AI-driven placements.

But financial institutions can’t simply hand over control.

Automation Supporting Eligibility

More automation = more signals Google can use to understand intent.

Geear’s Guardrails

We give the algorithm room to learn, while protecting brand, accuracy, and compliance:

Our philosophy:
We control the inputs: messaging, audiences, and value signals, all while allowing Google enough flexibility to experiment safely within boundaries.

Next Step: A Dual Approach to AI Visibility

AI Overviews and AI Mode are expanding quickly, and early indicators show that aligning paid structures with these environments increases the likelihood of visibility during AI-driven research.

Our dual approach ensures your credit union is covered on both fronts:

• the traditional SERP your members & prospects still use
• the new AI-driven landscape that’s growing every month
  
  

And we do it while protecting compliance, clarity, and quality.

If you’d like to understand how these early-stage strategies apply to your credit union’s specific goals, our team is ready to help assess next steps.