Technology company Google has introduced new Artificial Intelligence-powered advertising features to assist Nigerian businesses in better tracking the performance of their online adverts and managing campaigns. The features, introduced under its AI Max for Search platform, will give advertisers clearer information on customer interactions with Search ads. This move aims to enhance the online advertising experience for Nigerian businesses.
The Google Director for East and West Africa, Mr Olumide Balogun, announced the new features on Friday in Lagos. According to him, the updates comprise a new Google Ads reporting feature and an expansion of AI Brief, a Gemini-powered tool that allows advertisers to guide campaigns using plain language. These features will enable businesses to make informed decisions about their advertising strategies.
The new Google Ads reporting feature brings together information on what customers searched for, the adverts they see, and the webpages they subsequently visit. This information, previously accessed from different sections of Google Ads accounts, will now appear in a single view. This consolidated view will enable business owners to see the effectiveness of their advertising efforts and make data-driven decisions.
The reporting feature, unveiled at DMEXCO 2026 in Cologne, Germany, will be rolled out globally, including Nigeria, later in the year. Balogun emphasized that every naira matters, especially in the weeks before Black Friday, and that the new report will make it easier for businesses to decide where their budget works best. With this feature, businesses can optimize their advertising spend.
AI Brief, another new feature, allows businesses to specify, in everyday language, what their advertisements should or should not communicate. Advertisers can instruct the system not to mention prices, prioritize particular searches, or highlight specific offers to certain categories of customers. This feature will enable businesses to create targeted and effective advertisements.
Google also announced that advertisements can now appear above and below AI Overviews in more than 200 countries, including Nigeria. The company's Vice-President of Global Ads, Mr Dan Taylor, noted that changing search habits are influencing how businesses reach potential customers online. Searches conducted through Google's AI Mode are three times longer than traditional searches.
Taylor added that AI Max, introduced in 2025, has been adopted by about 500,000 advertisers globally, resulting in 27 per cent more conversions, including sales and enquiries, at a similar cost. Balogun urged Nigerian businesses preparing for Black Friday and the festive shopping season to begin planning their campaigns early, emphasizing that now is the time for businesses to set up their peak-season campaigns.
Key points
- Google introduces AI-powered advertising features to help Nigerian businesses track online advert performance and manage campaigns.
- The new features include a Google Ads reporting feature and an expansion of AI Brief, a Gemini-powered tool.
- The features aim to enhance the online advertising experience for Nigerian businesses, especially during peak seasons like Black Friday.
