Google’s search AI mode queries are three times longer
In the October 28 episode of Ads Decoded, Google’s Ginny Marvin and Shivani Mohan explained how users are asking longer questions in the company’s AI‑mode search. They said queries are three times longer than traditional searches and that one in six searches in the U.S. are multimodal, using voice or images. The discussion also highlighted that users still value human‑generated content such as…
Key points
- queries in google’s ai mode are three times longer than traditional searches
- one in six u.s. ai mode searches are multimodal
- advertisers should address detailed customer questions early in the journey
Marvin’s LinkedIn post and the episode notes point to the need for advertisers to test content that addresses the concerns customers mention early in the journey. She urged marketers to review landing pages for price, compatibility, setup and limitations, and to link supporting content like reviews or demos. The episode did not provide conversion benchmarks, so advertisers will need to measure whether the exploratory intent translates into later sales.
The episode’s takeaways suggest that conversational AI search is becoming more exploratory, but the data are still preliminary and the impact on conversion rates remains unconfirmed.
Google’s Ads Decoded Explores How AI Is Changing Search Behavior via @sejournal, @brookeosmundson
Search Engine Journal · 29 October 2026
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