Why Search Generative Experience is Changing the Advertising Game
Online search is undergoing a radical transformation with the arrival of Google’s Search Generative Experience. For the first time, generative AI is integrated into the heart of the search engine and redefines the relationship between users, content, and advertisers. Where the traditional SERP relied on clickable links, SGE places the generated response at the center of the experience, enriched with visuals, product carousels, and videos. This evolution is revolutionizing how brands approach visibility and directly challenges advertisers’ creative strategies.
At Junto, we are already seeing the tangible impact of generative AI on our clients’ advertising performance. Preparing your SGE assets is no longer optional but essential to staying visible in an environment where search engines are reinventing the user experience. In this article, we share the essential levers for adapting your content and maximizing your visibility.
From Traditional Search to Search Engine Answers
Traditional search revolved around a catalog of results ranked according to SEO relevance or the weight of SEA bids. Search Engine Results Pages (SERPs), on the other hand, function as a search engine answer. Users are no longer required to browse a series of websites to gather information: AI aggregates, summarizes, and delivers comprehensive content that is immediately visible. For advertisers, this means that the content offered must be designed not only to appeal to internet users but also to be readable and usable by an algorithm capable of synthesizing thousands of sources.
The Impact of Zero-Click Content and Immersive Formats
This shift favors zero-click content, a trend where users get their answer without leaving the SERP. In this context, advertising assets must capture attention as soon as they are integrated into the generated response. Immersive formats, whether images, videos, or product carousels, are taking on a strategic dimension. What matters now is not just appearing, but standing out visually and narratively in an environment where AI already offers an enriched summary.
A paradigm where creative content becomes central
Until now, traditional search campaigns focused primarily on keyword precision and bid optimization. Now, creative assets are becoming the foundation of performance. The choice of visuals, the relevance of videos, and the quality of accompanying text directly influence visibility within search engine results. The algorithm favors engaging formats capable of clearly and valuablely addressing search intent.
Advertising assets at the heart of performance
The shift towards an answer engine highlights an often-overlooked aspect of digital campaigns: creative quality. A poor inventory of visuals or videos not only limits the reach of ads, but also reduces the AI’s ability to leverage and distribute content in its responses.
From Keyword Logic to Visual Narratives
Traditional search engine advertising (SEA) relied almost exclusively on keyword logic. With Search Engine Optimization (SEO), this logic is complemented by a creative imperative. Visual narratives become essential for conveying the advertising message. Images, banners, and videos are no longer just secondary media, but triggers for visibility in the generative search engine results page (SERP). The effectiveness of a campaign now depends on the ability to tell a clear and engaging story through these formats.
The Role of Videos and Images in Performance Max Campaigns
Performance Max campaigns have already paved the way for this shift. By merging Search, Display, and YouTube, they introduced automated distribution where the algorithm chooses the best format based on the objective. In this model, videos and images directly drive bottom-of-funnel performance. SEO extends this logic by integrating visual content from the search phase. A brand that neglects video production risks disappearing from the premium placements that Google prioritizes.
The Risks of a Limited Creative Inventory
A limited inventory condemns a brand to reduced visibility. Google can automatically generate assets to supplement the campaign, but these automated creations rarely offer the same quality or brand consistency. Furthermore, a limited inventory makes it impossible to analyze which messages resonate with which audiences, thus depriving advertisers of valuable insights to refine their strategy.
How to Prepare Your Ad Assets for Search Generative Experience (SGE)
Preparing your assets for Search Generative Experience isn’t just about producing more content. It’s about anticipating the expectations of the algorithm and users, while respecting the quality standards required by Google.
Producing Rich Content that Meets E-E-A-T
One of the key criteria for SGE is based on the E-E-A-T system: Expertise, Experience, Authority, and Trust. Every ad asset must demonstrate these qualities. An image must illustrate a product clearly and verifiably. A video should provide a testimonial, a user guide, or a concrete demonstration. The richer, more relevant, and better-documented the content, the more likely it is to be picked up by AI.
Adapt your creatives to search intent and personas
Generative Search Engine Optimization (GSE) relies on a deep understanding of search intent. To be visible, advertising assets must be designed to directly address the expectations of different personas. This involves segmenting messages, varying narrative angles, and anticipating long or conversational queries. A visual that addresses a specific problem is more likely to be picked up by AI than a generic image.
Integrate videos, banners, and interactive visuals from the design stage
Preparing assets should not be considered a secondary addition, but rather a structuring step in the media plan. Explainer videos, product carousels, interactive banners, and optimized visuals should be integrated from the very beginning of the process. This approach ensures brand consistency and maximizes the chances of appearing in the generative SERP.
Tools for Optimizing Your Advertising Assets
The increasing demand for creative content has driven Google and other players to develop tailored solutions. These tools enable the production, testing, and adaptation of assets at scale.
Google Ads Creative Studio for Collaborative Production
Google launched Ads Creative Studio to facilitate the creation and management of advertising content. This tool centralizes visual and video production, while enabling effective collaboration between creative and marketing teams. It helps to quickly adapt formats and ensure they comply with the technical standards imposed by Google Ads.
Pencil Pro and Generative AI at the Service of Creativity
Meanwhile, solutions like Pencil Pro illustrate the growing role of generative artificial intelligence in advertising. Powered by a massive dataset and designed for large companies, this tool allows for the generation of optimized advertising creatives at scale. Its advantage lies in the ability to drastically reduce production costs while multiplying creative variations, thus offering advertisers an ideal platform to test and refine their narratives.
Structured Data and Technical SEO for Indexing
Preparing your assets for Search Generative Experience (SGE) also involves a technical dimension. Schema.org markup, structured data, and rich snippets make it easier for the algorithm to read content. A properly tagged video or a visual with descriptive alt text increases its chances of being included in generative results. Technical optimization thus becomes an essential complement to creativity.
Winning Strategies for Anticipating SGE
Adapting to Search Generative Experience doesn’t happen overnight. Advertisers must define a clear strategy that combines creativity, technology, and continuous analysis.
Focusing on Video as a Priority Visibility Lever
Video is the preferred format for SGE, especially via YouTube. Brands that invest in educational, demonstrative, or inspirational videos increase their chances of appearing in rich results. Moreover, these videos reinforce the perception of expertise and authority, central criteria of the E-E-A-T model.
Multiply creative tests and analyze performance by audience
The strength of ESG lies in its ability to associate specific narratives with targeted audiences. To leverage this potential, it is essential to multiply creative variations and measure their impact. Each asset becomes a learning tool, enabling the identification of messages that resonate according to context and user profiles.
Avoid pitfalls: duplication, bias, and low-quality content
ESG is not without its limitations. Hallucination phenomena, content duplication, and biases present in AI training data can skew results. For advertisers, the challenge is to offer high-quality, consistent, and distinctive content to mitigate these risks. Focusing on originality and precision is the best way to avoid being overwhelmed by a flood of contradictory information.
Preparing for Generative Search Engine (GSE) Ad Assets: Opportunity or Threat for Advertisers?
The arrival of GSE may cause concern and uncertainty, but it should be viewed as a structural shift rather than a threat. Sectors like healthcare, technology, and education will be among the hardest hit, with an expected decline in organic traffic. However, those who invest in rich and engaging advertising assets will be able to capture increased visibility directly within generative search results.
Sectors Most Exposed to Change
Some industries, heavily reliant on transactional or informational search, are already seeing the impact of GSE. E-commerce brands need to strengthen their visual and video catalogs. Healthcare and insurance companies must focus on education and transparency to stand out in search results. Each sector must therefore adapt its content according to the nature of the queries that trigger GSE.
The Balance Between Automation and Human Creativity
Generative AI facilitates production but does not replace strategic vision. Advertisers must find a balance between the efficiency of automated tools and the added value of human creativity. The best performance will come from this combination: authentic, distinctive content, enriched by the power of AI to generate and distribute.
An Essential Shift in Paid Media
Preparing your advertising assets for Generative Generative Search (GGS) is not an option, but a necessity. This shift is reshaping the paid media landscape and imposing an approach where creativity becomes as crucial as data or bidding. Advertisers who prepare now will be best positioned to remain visible and competitive in the era of generative AI.
Key Takeaway
Adapting your GGS advertising assets today will allow you to secure your visibility and take advantage of the advancements brought about by generative AI. At Junto, we apply these approaches daily to support our clients in transforming their digital strategies. Now is the perfect time to anticipate and test these new practices within your organization.
FAQ – Preparing your ad assets for Google Search Engine Generative (SEG)
How do you optimize your ad assets for Google Search Engine Generative (SEG)?
By creating high-quality visuals and videos, enriched with structured data and aligned with search intent.
Which creative formats should you prioritize with SEG?
Videos, images, and product carousels are prioritized because Google integrates them directly into its generative responses.
Why is SEG changing digital advertising?
It transforms Google into an answer engine and places creative content at the heart of advertising performance.
What are the risks of a limited creative inventory?
Loss of visibility, automatically generated assets, and fewer audience insights.
Is SEG already available in Europe?
Not yet, its deployment is delayed by GDPR requirements, but it is expected soon.