On May 21, 2025, Google AdSense announced an exciting update for its ad intents format, introducing a new display ads option. This enhancement offers website publishers greater flexibility and potential for increased revenue. Below, we break down the details of this update and analyze how it can boost your earnings.
What’s New with Ad Intents?
Ad intents is a dynamic advertising format that integrates links, anchors, and chips into your website’s existing content. When users interact with these elements, a dialog opens displaying relevant organic search results alongside ads. With the latest update, publishers can now choose between two ad intents settings:
- Search Ads with Organic Search Results (Default): This is the default setting for existing ad intents users, prioritizing search ads with organic results.
- Display Ads with Organic Search Results: Publishers can now opt to show display ads in ad intents, with search ads serving as a backup when display ads are unavailable.
Additionally, the revenue share differs based on the ad type:
- Search Ads: Earnings follow the AdSense for search revenue share model.
- Display Ads: Earnings align with the AdSense for content revenue share, which is typically higher.
How to Opt In to Display Ads in Ad Intents
To take advantage of this new option, follow these simple steps:
- Sign in to your Google AdSense account.
- Navigate to Ads.
- In the table of your sites, click Edit next to the desired site.
- Ensure Auto ads is enabled under “Ad settings.”
- Select Intent-driven formats and check the Ad intents box.
- Under “Advanced settings,” choose Always show display ads with organic search results.
- Click Apply to site to save your settings.
How This Update Boosts Earnings
The introduction of display ads in ad intents offers several advantages that can significantly enhance your revenue potential:
- Higher Revenue Share with Display Ads
Display ads typically offer a higher revenue share compared to search ads under the AdSense for content model. By opting for display ads, publishers can capitalize on this higher payout structure, increasing earnings per user interaction. - Increased Ad Fill Rates
The new option ensures that if search ads are unavailable, display ads will fill the slot. This reduces the likelihood of unmonetized impressions, ensuring more consistent ad delivery and revenue generation. - Enhanced User Engagement
Display ads are visually engaging and can be more appealing to users than text-based search ads. Their integration into ad intents, which are contextually embedded in your content, increases the likelihood of clicks, further boosting revenue. - Flexibility for Publishers
The ability to choose between search ads and display ads (or a hybrid approach) allows publishers to tailor their ad strategy to their audience and content type. For sites with high visual engagement, display ads may perform better, while search-focused sites can stick with the default setting. - Seamless Integration with Auto Ads
Since ad intents work within the Auto ads framework, publishers can easily implement this feature without overhauling their existing setup. This streamlined approach minimizes effort while maximizing monetization opportunities.
Strategic Considerations for Publishers
To maximize the benefits of this update, consider the following:
- Analyze Your Audience: If your site attracts users who respond well to visual ads (e.g., lifestyle, e-commerce, or media-heavy sites), opting for display ads could yield higher click-through rates (CTR) and revenue.
- Monitor Performance: Use AdSense’s reporting tools to compare the performance of display ads versus search ads in ad intents. Adjust your settings based on which format drives higher earnings.
- Optimize Content for Ad Intents: Ensure your site’s content is rich with relevant keywords and context to trigger high-quality ads, whether search or display, to improve user engagement and ad relevance.
Conclusion
The new display ads option for ad intents is a game-changer for AdSense publishers, offering greater flexibility and the potential for higher earnings through a more favorable revenue share and improved ad fill rates. By strategically opting into display ads and monitoring performance, publishers can unlock new monetization opportunities while maintaining a seamless user experience. To get started, log in to your AdSense account today and update your ad intents settings to take advantage of this revenue-boosting feature.
For more details, visit the Google AdSense Help Center or provide feedback on the official announcement to help shape future updates.