The UK digital advertising landscape is changing fast. Google’s rollout of AI Mode and stricter Consent Mode v2 enforcement are reshaping how advertisers track performance, optimize campaigns, and engage audiences. Here’s what UK advertisers need to know.
AI Mode Arrives in the UK
Google has launched AI Mode in the UK, making it the third country to receive the feature after the US and India.
What is AI Mode?
AI Mode adds a dedicated tab in Google Search for AI-powered, comprehensive answers to complex queries.
What’s new: Multimodal support with text, voice, and images, plus conversational follow-ups similar to AI Overviews and Gemini.
Why it matters: Advertisers should test AI Mode now, as it may affect search behaviour, click-through rates, and engagement. Search Console logs AI Mode traffic together with regular search data, so analytics are less granular but still useful.
Consent Mode v2 Enforcement Across the EU
Google now enforces Consent Mode v2 more strictly. Non-compliance can block key functionalities, including:
- Conversion tracking
- Remarketing audience building
- Personalized and non-personalized ads
What is Consent Mode v2?
Consent Mode v2 lets websites adjust Google tags based on user consent. It ensures tracking, ads, and analytics work within privacy limits while still optimizing campaigns.
Why it matters: Without proper consent management, Google’s machine learning can’t fully optimize campaigns, reducing performance and actionable insights.
What Advertisers Should Do Next
- Implement Consent Mode v2 to maintain tracking and audience targeting.
- Test AI Mode visibility to assess its impact on engagement and traffic.
- Update reporting to account for AI Mode queries in Search Console.
- Adjust paid media strategies for privacy changes and evolving search behaviour.
At Foundery, we help UK advertisers navigate these updates to maximize visibility, conversions, and ROI across Google Ads and search campaigns.
Curious how these changes will impact your campaigns in the UK?
