Google has unveiled new AI-powered advertising tools for Nigerian businesses. The tools will help companies track adverts and manage campaigns more effectively.
Director of Google for East and West Africa, Olumide Balogun, announced the update in Lagos on Friday. The features come under Google’s AI Max for Search platform. They will give advertisers clearer insights into how customers interact with their Search ads.
New Report Helps Businesses Track Ad Performance
One major update is a new Google Ads reporting feature. It brings important customer and advert data into one view.
Businesses can now see what customers searched for, which advert they saw and the webpage they visited. Previously, advertisers had to check different sections of their Google Ads accounts.
“Every naira matters, especially in the weeks before Black Friday,” Balogun said.
He added that the new report would make it easier to decide where advertising budgets work best.
AI Brief Gives Advertisers More Control
Meanwhile, Google is expanding AI Brief, its Gemini-powered campaign tool. Advertisers can use everyday language to guide their campaigns. For example, businesses can tell the tool to avoid prices, target specific searches or promote selected offers. They can also preview sample adverts and searches before launching campaigns.
Google is testing AI Brief in seven more languages. The company also said ads can now appear around AI Overviews in more than 200 countries, including Nigeria.
Google Targets Changing Search Habits
Google unveiled the reporting update at DMEXCO 2026 in Cologne, Germany. The company plans to roll it out globally, including Nigeria, later this year.
Google Vice-President of Global Ads, Dan Taylor, said search habits are changing quickly. He noted that AI Mode searches are three times longer than traditional searches.
Taylor also said AI Max now has about 500,000 advertisers globally. According to Google, users of the product recorded 27 per cent more conversions at a similar cost. However, Google said those figures are global and do not represent Nigerian businesses specifically.
