Google is changing its ads. What does it mean for your business?

In its May announcement, Google explained that it is testing two new types of ads with Gemini in AI Mode and expanding the Direct Offers pilot. These are tests and pilots: this does not mean that every format is available to every Colombian company or included in GMC's plan.

GMC's commercial reading is this: buyers can ask increasingly specific questions, and companies need to answer with an understandable offer. Before chasing every new development, it is worth clarifying the service, service area, landing page and measurement.

An Ipsos survey commissioned by Google found that 70% of surveyed online shoppers who used social media weekly and had recently bought something that caught their attention there said they used Google Search to research or evaluate those purchases.

Fieldwork ran from March to April 2023 and covered 7,744 consumers aged 13 or older across several markets, including Colombia. It is an international aggregate result published by Google, not a Colombia-only figure or a current 2026 measurement.

It also does not compare the return of Google Ads with Meta Ads: it studies the use of Google Search, which includes organic results. It helps explain that a customer journey can cross channels; it does not prove that paid ads always generate more sales.

Imagine a maintenance company. Someone might discover it on Instagram and, days later, search for a service in their city, compare options and request a quote. This is an illustrative example: the real journey changes according to the product and the buyer.

The opportunity is to evaluate whether you can appear in relevant searches and take that person to a page that explains what you do, where you operate and why they should trust you. Social media can also generate direct sales; Google can also play a role in discovery. The strategy should test which combination works in your case.

It makes sense to study it when people search for terms related to your offer, you have enough margin to acquire customers, a useful page and the capacity to respond. A business with clear services, defined coverage and commercial follow-up has a more concrete foundation for a test.

If the offer is not yet defined, margins are too narrow or nobody can respond to contacts, buying more visits will not solve the problem on its own. First, you need to calculate what acquiring a customer can cost and what budget you can sustain during the evaluation.

In its published case about a car wash operator in Florida, GMC reports a 6X increase in digital revenue during an 18-month initiative. The work combined Google Ads, local search and improvements to the digital ecosystem.

This is an agency-reported result from one business and a specific period. It does not isolate the effect of Google Ads or predict the result for another company. Its value is in showing how a campaign, digital presence and commercial journey can be developed together.

For companies with an existing website, GMC offers Google Ads setup and management for a monthly fee of $200,000 COP plus 20% of the monthly advertising investment. Media spend is paid separately.

Example: if you invest $1,000,000 COP in Google, management costs $400,000 COP and the combined media and management total is $1,400,000 COP before taxes. We confirm applicable taxes and scope in your proposal before you engage us.

We also offer an option with a website redesign included and a six-month commitment. We explain the scope and complete quote according to what your website needs.

Founded in 2010, GMC has worked with more than 450 clients in over 25 countries. Nicolás Gómez, its founder, has 17 years of experience in digital marketing. Our first step is to understand your business and determine whether this model is a fit.