Your Google Ads campaign has earned a click. Now your website needs to give that potential customer a reason to stay, enquire or buy.
With AI Overviews helping people explore questions directly within Google’s search results, it is understandable to wonder whether your PPC landing pages need a rethink. Google’s guidance, however, does not call for a separate set of technical optimisations just for its AI search features.
Our advice is to start with the customer rather than the technology. Does your page explain what you offer, answer the questions that matter and make taking action straightforward? Those are more useful starting points than rebuilding a page simply to call it “AI-ready”.
What do UK businesses need to know about ads and AI Overviews?
There is an important distinction between ads appearing around an AI Overview and ads appearing inside one. Google allows eligible ads above and below AI Overviews in markets where the feature is available. However, as of 26 October 2026, the UK is not included in Google’s published list of countries supporting ads within the summaries themselves.
For UK advertisers, we recommend focusing on the customer journey your campaigns already provide. Review the relationship between the search, your advert and the page someone reaches, rather than rushing to build a new landing page around a placement that is not yet listed as available here.
Does your PPC landing page need to appear in an AI Overview?
Being referenced in an AI-generated answer and receiving traffic from a paid advert are different objectives. Google says that established SEO practices remain relevant for organic visibility in AI Overviews, with no additional technical requirements beyond those for appearing in Search. Meeting those requirements does not guarantee inclusion.
Your PPC landing page has a more immediate job: supporting the action your campaign is designed to generate. That might be a quotation request, a booked appointment or an online purchase. Start by assessing how well it supports that outcome, rather than whether Google has cited it in an AI answer.
We explore the wider relationship between organic visibility and AI search in our article on whether businesses still need SEO.
Is your landing page answering the right questions?
Imagine a homeowner clicks an advert offering flat roof repairs. They arrive on a homepage featuring a broad introduction to the company, a list of unrelated building services and a contact button somewhere near the bottom. The business might be suitable, but the visitor still has to work that out.
We would recommend a more focused destination. Explain the repairs available, confirm the areas covered, show relevant examples of completed work and make requesting an assessment straightforward. Address practical questions such as what happens after an enquiry and whether photographs would help the team assess the problem.
The advert’s promise matters here too. Google’s landing-page guidance recommends keeping the destination relevant to the advert, making advertised offers easy to find and matching the action customers were encouraged to take.
Use that as a review exercise: read your advert, then open the landing page. Could a new visitor immediately find the service, offer or booking option that persuaded them to click?
How does Google use your landing-page content?
AI Overviews are not the only AI development worth understanding. Separately, Google’s AI Max features for Search campaigns can use landing-page information when matching adverts to searches. Its text customisation feature can also draw on website content and existing assets to generate advertising copy.
That gives you another reason to review what your pages actually say. We recommend checking service descriptions, availability, prices and promotional terms before relying more heavily on automated features. Treat outdated claims as something to correct, not something you expect the advertising system to recognise and ignore.
Where Final URL expansion is enabled, Google can send visitors to a relevant page other than the destination originally supplied. Advertisers can use URL exclusions to restrict unsuitable destinations. Review those controls alongside your content, particularly for expired promotions or pages that serve a completely different purpose.
What should you improve before adding more content?
Start with the experience on a phone. Google identifies mobile usability and relevance to the searcher’s intentions as important considerations in ad quality. Its guidance recommends making information easy to find and navigation straightforward on mobile devices.
Open your landing page as though you were a first-time customer. Check whether the headline makes sense without further explanation, whether the main button is easy to use and whether the enquiry form works properly. Try completing the whole journey, rather than judging the page from a desktop preview.
Then consider what would help someone make a decision. We recommend using relevant project photographs, genuine customer feedback and clear explanations of your process where they support the offer. For an online shop, review delivery information, product availability and returns information alongside the product description.
Add content to resolve a specific uncertainty, not to reach an arbitrary word count. Ask your sales or customer service team which questions repeatedly come up before someone commits, then use those answers to guide your improvements.
How should you measure whether changes are working?
Before editing a page, decide what success should look like. For a service business, we recommend looking beyond form submissions to qualified enquiries and eventual customers. For ecommerce, assess sales value and profitability alongside conversion rate.
Test a meaningful change, such as a clearer offer or a revised enquiry form, and compare results under reasonably similar campaign conditions. Avoid changing your targeting, budget, advert and landing page simultaneously when your aim is to understand which page improvement made a difference.
Be careful about attributing changes specifically to AI Overviews, too. Google currently does not provide separate reporting for ads shown within them, so a change in overall performance should not automatically be described as an AI Overview result.
How can Outrank help you get more from your PPC?
At Outrank, our PPC specialists work alongside our content, web design and development teams. That means we can assess the journey beyond the advert, including landing-page messaging, usability, tracking and the commercial results your campaigns need to deliver.
Our recommendation is not to rebuild every landing page because AI search is developing. Start by identifying where customers lack information, encounter friction or lose confidence, then make focused improvements you can measure.
Speak to the Outrank team about connecting your PPC campaigns with a website that helps turn interest into enquiries and sales.