Expert Summary
Yes, absolutely. Google Ads remain vital, but shift focus to high-intent queries AI *isn’t* fully addressing. Australian consumers are rapidly adopting AI for research, meaning traditional search is evolving – not disappearing. Prioritise ads targeting customers ready to buy *now*.
The Situation in 2026
Australian businesses face increased digital competition as AI tools like ChatGPT and Gemini gain traction. Cost of living pressures mean consumers are more discerning, demanding immediate answers and streamlined purchasing journeys. This shifts the value towards capturing ‘ready-to-buy’ intent.
Key Considerations
- AI platforms are moving to ad-based models – expect to advertise *within* AI tools soon. Scenario-plan your budgets now.
- ChatGPT ads target high-intent queries currently in Google Search, offering potentially higher conversion rates.
- Australia has high AI adoption and strong digital spend, making it an early adopter market.
- Focus on making your content ‘AI-ready’ – Schema data and natural language optimisation are crucial.
- Strengthen data and attribution to understand the full customer journey across search *and* AI.
ROI and Growth Perspective
At ROI Growth Agency, we’re seeing clients who proactively prepare for AI advertising gain a significant competitive edge. Don’t abandon Google Ads, but integrate them with a broader ‘discoverability’ strategy. Our AI Marketing Audits identify how your business appears in AI answers, unlocking new revenue opportunities.
Published by ROI.COM.AU — Australia’s business growth resource.