Where AI Search Ads Are Landing, and Why Research Prompts Matter

Which Prompts Are Carrying AI Ads?

Adthena's Holiday AI Paid Search Report counts ad placements across Google AI Overviews, AI Mode and ChatGPT for five shopping categories between June and September. Its headline finding is that research-style prompts, where people compare options or ask what is best, carried most ChatGPT ads in beauty and travel, while apparel and electronics leaned more toward named products. The report is a useful map of where paid visibility is showing up, though it counts impressions-style placements only.

For brand builders, the piece is a reminder that discovery is shifting into conversational answers and that paid media may follow. It does not tell you clicks, spend or conversions, so treat the numbers as directional. Search marketers, paid media leads and category managers in apparel, electronics or travel should read it, then check their own search term data before reallocating budget.