Google has introduced new AI-powered advertising tools designed to help Nigerian businesses better track the performance of their online ads. The tools will, in turn, help them manage advertising campaigns more effectively.
The announcement was made on Friday, September 25, in Lagos by Olumide Balogun, Google’s Director for East and West Africa.
New Features Under AI Max for Search
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New updates on advertising tools form part of Google’s AI Max for Search platform and include two key improvements:
A new reporting feature that consolidates information that was previously scattered across different sections of Google Ads. Hence, advertisers can now see the following in one place.
What customers searched for, the ads they were shown and the webpages they visited afterwards
“We are excited to give Nigerian businesses a clearer view of what their advertising delivers. Every naira matters, especially in the weeks before Black Friday. With the new report, business owners will see on one screen the question a customer asked, the ad she saw, and the page she landed on. This makes it far easier to decide where their budget works best,” Balogun said.
Expansion of AI Brief
AI Brief is a Gemini-powered tool that allows advertisers to guide their campaigns using everyday language.
Businesses can instruct the system on what their ads should or should not communicate – for example, avoiding price mentions, prioritising certain searches, or highlighting specific offers to particular customer groups.
Advertisers can also preview sample ads and searches before campaigns go live. The tool is currently in closed beta and has been expanded to support seven additional languages: Japanese, German, Spanish, Portuguese, Dutch, French, and Italian.
Google also announced that advertisements can now appear above and below AI Overviews in more than 200 countries, including Nigeria.
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Timing for Black Friday and Festive Season
Balogun encouraged Nigerian businesses to start preparing their campaigns early.
“With Black Friday on Nov. 27 and the festive season close behind, now is the time for businesses to set up their peak-season campaigns.”
AI Max, introduced in 2025, has been adopted by about 500,000 advertisers globally. Those using the product recorded 27 per cent more conversions (including sales and enquiries) at a similar cost. Taylor clarified that these figures are global data presented at DMEXCO 2026 and are not specific to Nigeria.
The new reporting feature was unveiled at DMEXCO 2026 in Cologne, Germany, and is expected to roll out globally, including Nigeria, later this year.
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