PPC
DJ or chef? How Google remixes your ads for every AI Mode conversation
Google is serving up your existing search ads inside AI Mode, but never the same ad twice: it recombines your RSA assets into a unique headline for every conversation.
Joss Froggatt
Product Marketing Manager
Silver ContributorJoss Froggatt is a Product Marketing Manager at Adthena and a multi award-winning paid search mind. He spent years in the PPC trenches at leading UK agencies. Before this Joss served as a police officer. This background gave him an unconventional edge in threat detection and behavioural analysis. He translates this investigative mindset into modern search strategy, and has a big fascination around the decision making process. His day job sees him delivering top notch positioning, enablement and GTM for AI Search products.
Writes with Joss Froggatt
Paid MediaAI & Automation
3Articles
2026Since
Joss Froggatt joins The SEM Dispatch.
Filed by Joss Froggatt
Strategy
I went looking for a context hints 'hack' on ChatGPT Ads. Here is what I found.
There is no secret "hack" for stopping ChatGPT ads serving against irrelevant conversations, because there are no negative keywords and it appears the only lever is one free-text context hint. This is a real before-and-after of what happened when I rewrote mine on a live account
PPC
How two months running ChatGPT Ads had me unlearning Google Ads
Every PPC instinct you have built on years of Google habits breaks on ChatGPT Ads, and this piece maps where.