Google Marketing Live may be over, but advertisers still have questions. To help answer some of the biggest ones, Google Ads Liaison Ginny Marvin joined Julie Bacchini and the PPC Chat community for an extended Q&A covering everything from AI Max and AI Overviews to first-party data, AI Brief, measurement and the future of search advertising.
The discussion offered several notable clarifications, particularly around AI Search eligibility, reporting limitations and Google’s growing emphasis on data quality.
AI Max isn’t required for AI Search ads
One of the biggest takeaways from the discussion was Marvin’s clarification that advertisers don’t necessarily need AI Max enabled to appear in AI-powered search experiences.
According to Marvin, campaigns using broad match keywords remain eligible to show ads in AI Overviews and AI Mode. AI Max expands eligibility by applying broad match behavior to phrase and exact match keywords while also enabling keywordless matching.
That distinction matters because many advertisers have assumed AI Max would become a mandatory gateway into Google’s emerging AI search surfaces.
The clarification suggests advertisers still have multiple paths into AI Search inventory, at least for now.
Don’t expect AI Search reporting anytime soon
Advertisers hoping for placement-level reporting received less encouraging news.
Marvin confirmed that ads appearing in AI Overviews and AI Mode are currently reported alongside other top-of-page ads, with no separate performance breakdown available. Google is still evaluating what reporting should look like as these experiences evolve.
That means advertisers will continue to face limited visibility into how much traffic and performance is being driven specifically by AI-powered search experiences.
AI Brief is coming and Google wants advertisers to guide the machine
Several questions focused on AI Brief, Google’s upcoming control layer for AI Max campaigns.
Marvin said advertisers will be able to provide both positive and negative guidance, including instructions such as “never mention prices” or specifying audiences, messaging themes and search intent they want AI systems to prioritize. The feature will also preview sample assets and queries before deployment.
The rollout will begin with AI Max for Search campaigns in English over the coming months before expanding to Performance Max and AI Max for Shopping.
For advertisers concerned about losing control in increasingly automated campaigns, AI Brief appears to be Google’s answer.
First-party data remains Google’s favorite answer
If there was one consistent theme throughout the discussion, it was data.
Marvin repeatedly emphasized the importance of what Google now calls “Data Strength” – the quality and completeness of first-party data flowing into advertising accounts. She highlighted tools such as Enhanced Conversions, Google Tag Gateway, Data Manager and direct database integrations as critical inputs for future bidding and measurement systems.
The message aligns closely with Google’s broader GML narrative: better data fuels better AI.
A new metric aims to measure what traditional attribution misses
Marvin also shed additional light on Qualified Future Conversions (QFC), one of the more intriguing measurement announcements from GML.
The metric is designed to estimate conversions that may occur up to 180 days after an ad interaction, helping advertisers understand the long-term impact of campaigns that don’t immediately generate revenue. The feature is particularly relevant for B2B and lead generation advertisers with lengthy sales cycles.
QFC is currently being tested with a limited group of advertisers, with broader availability expected later this year.
What excites Google most
When asked which GML announcements she was personally most excited about, Marvin pointed to three areas:
Her answer offers a useful glimpse into where Google appears to be investing most heavily: AI-driven discovery, more sophisticated measurement and creator-led advertising.
Why we care
The Q&A provided important context that was missing from the GML keynote presentations. Advertisers learned that broad match remains a viable route into AI Search, AI-specific reporting is still a work in progress, and Google’s long-term vision continues to revolve around automation powered by strong first-party data.
Perhaps most importantly, it showed that while Google is adding more AI to its products, it’s also building new controls like AI Brief to help advertisers influence how those systems behave — a balancing act that will likely define the next chapter of Google Ads.
Dig deeper
All Your Google Marketing Live 2026 Questions Answered with Ginny Marvin
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