Google has introduced new Artificial Intelligence-powered advertising tools designed to help Nigerian businesses better track the performance of their online adverts and manage advertising campaigns.
The Director for East and West Africa at Google, Olumide Balogun, disclosed this on Friday in Lagos.
According to Balogun, the new features, introduced under Google’s AI Max for Search platform, will provide advertisers with clearer insights into how customers interact with their Search advertisements.
The updates include a new Google Ads reporting feature and an expanded AI Brief, a Gemini-powered tool that allows advertisers to guide their campaigns using everyday language.
Balogun explained that the new reporting feature brings together information about what customers search for, the adverts they see and the webpages they subsequently visit, displaying the information in a single view.
He said the feature would make it easier for business owners to determine where their advertising budgets are generating the most value, particularly ahead of the Black Friday and festive shopping seasons.
The reporting feature was unveiled at DMEXCO 2026 in Cologne, Germany, and is expected to be rolled out globally, including Nigeria, later this year.
Balogun added that AI Brief would allow advertisers to give specific instructions about what their advertisements should or should not communicate. For example, businesses could instruct the system not to mention prices, prioritise certain searches or highlight specific offers to particular customer groups.
Advertisers would also be able to preview sample advertisements and search results before campaigns go live and adjust their instructions when necessary.
Google said AI Brief is being expanded through a closed beta programme, with support for seven additional languages: Japanese, German, Spanish, Portuguese, Dutch, French and Italian.
The company also announced that advertisements can now appear above and below AI Overviews in more than 200 countries, including Nigeria.
Balogun advised Nigerian businesses preparing for Black Friday and the festive shopping period to begin planning their campaigns early, noting that Black Friday will take place on November 27.
Google’s Vice-President of Global Ads, Dan Taylor, said changing search habits were influencing how businesses reached potential customers online.
Taylor said consumers were increasingly using longer and more detailed questions, voice commands and images when searching for products and services.
According to him, searches conducted through Google’s AI Mode are three times longer than traditional searches, while one in six searches is conducted through voice or images.
He added that AI Max, which was introduced in 2025, had been adopted by about 500,000 advertisers globally.
Taylor said advertisers using the product recorded 27 per cent more conversions, including sales and enquiries, at a similar cost.
However, he clarified that the performance figures were based on global data presented at DMEXCO 2026 and were not specific to Nigeria.
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