“Google’s New AI Search Answer Box: What It Means for Your Ads (and Your Phone Ringing)”

Short version

1. Google has added a big answer box at the top of many search pages.

2. Ads can now show inside that box.

3. If you keep running ads the old way, they might get pushed down the page and win you fewer calls.

4. A few small tweaks will keep your ads in front of customers.

5. This article walks you through those tweaks in everyday language—no tech gobbledygook required.

   
   

1. What on earth is this “AI answer box”?

Picture this: you type a question into Google—“best roof tiles for rainy weather.” Instead of only seeing blue links, Google now shows a big coloured box with a friendly chat-style answer summarising advice from a bunch of websites.

That box is called an AI Overview.

Google started rolling it out in 2025 and is now sliding normal ads right into the box when it thinks someone is ready to buy. Good news: you don’t have to create a special ad for it. Bad news: if your ad doesn’t win a spot in the box, it can end up lower on the page.

2. Why should busy trades and small-biz owners care?

• Less space at the top – The box eats up prime real estate.

• Customers click what they see first – If you’re lower down, you may get fewer enquiries.

• Easy wins – A few simple changes keep your ad in the game without spending more.

  
  

3. Four simple moves to stay visible

A) Use question-style keywords

Think about how real people ask for help:

• “How much does a loft conversion cost?”

• “Electrician near me for fuse box upgrade.”

Add those full questions to your Google Ads list. They’re more likely to appear in the new box.

B) Speak to the problem, not just the product

Old-school headline:

“Smith & Sons Roofing – Quality Tiles”

New headline that fits the chatty box:

“Leaky roof? We fit tiles built for heavy rain.”

See the difference? One sounds like a shop sign, the other answers a worry.

C) Show prices, ratings and offers

Google lets you add extra snippets—price, star rating, “10 % off this month.” Fill them in. The AI box pulls these details to make your ad pop.

D) Check your data basics

Google wants to know when a click turns into a call or sale. Make sure:

1. Your contact-form thank-you page is tracked.

2. Phone clicks from mobile are tracked.

If Google sees real results, it will push your ad higher—including inside the new box.

4. Don’t panic about rising ad costs—trim the fat instead

Yes, clicks cost more this year. But many firms still waste budget on:

• Night-owl hours when nobody rings.

• Search Partner sites (Google’s extended network) that rarely convert.

• Old ads for products you no longer push.

Switch those off, put the savings toward the problem-solving ads we just talked about, and you’ll keep spend steady.

5. Google isn’t the only game in town

• TikTok now sells keyword ads. Younger homeowners search there first.

• Amazon and big supermarkets (Tesco, Asda) let you advertise direct to shoppers looking for tools and supplies.

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You don’t need huge budgets—just test £5–£10 a day to see if you snag extra enquiries.

6. The privacy shift in one sentence

Browsers are phasing out the tracking cookies advertisers used for years. The fix is simple: collect your own data (email or phone) when someone enquires, and feed that back into Google Ads so it knows which clicks turned into real business.

7. Quick DIY checklist

Task	Why	When
Add question-style keywords	Show up inside the AI box	This week
Rewrite headlines to solve a problem	Match the conversational tone	This week
Fill in price, offer, rating fields	Makes your ad stand out	This week
Track calls and forms properly	Google rewards ads that work	This month
Pause low-performing hours & sites	Stretch budget further	This month
Test small TikTok or Amazon ads	Reach new eyeballs	Next 60 days

Final word: adapt now, worry less later

Google’s shiny new answer box is here to stay. Spend an hour adjusting your ads and you’ll stay right where customers can see you—at the top. Ignore it and you risk slipping out of sight.

Need a hand making the tweaks? Book a free 20-minute chat with Calum at Brite Digital. We’ll peek at your account, point out the quick wins and get your phone ringing again—without drowning you in jargon.

Written in plain English by the Brite Digital team – July 2025