Google Ads Liaison Ginny Marvin answered several advertiser questions about AI search, qualified future conversions (QFC), and YouTube creator partnerships in the latest edition of Ads Decoded. newsletter and accompanying video.
The community Q&A followed Google Marketing Live and focused on topics that generated recurring questions from advertisers, including AI Search eligibility, long-term conversion measurement, and creator partnerships.
None of Marvin’s responses introduced any new product announcements. Instead, they added context to the features Google announced at GML and reinforced how Google expects advertisers to use them.
Google clarifies how ads become eligible for AI search
One of Marvin’s most frequently asked questions was how advertisers can make their ads eligible to serve in AI previews and AI Mode.
His response was that nothing has changed.
Advertisers should still use Google’s AI-based targeting solutions, including broad match or non-keyword targeting through Maximum AIPerformance Max, Shopping campaigns, and Dynamic Search Ads as they transition to AI Max. Smart bidding is also part of this requirement.
While this isn’t new information, Marvin spent more time explaining why Google continues to emphasize AI Max and Performance Max.
According to Marvin:
Keep in mind that the relevance bar is higher in AI Search and ads are tailored to Google’s understanding of user intent based on both the user’s query and response content.
As search behavior becomes longer, more conversational, and increasingly multimodal, Google’s systems use this additional context to determine which ads are most relevant.
Marvin highlighted AI-based matching and text personalization as two reasons why these types of campaigns remain central to AI search. Text personalization helps tailor ad copy to better fit the surrounding conversation, while final URL expansion can direct users to the landing page that Google determines is most relevant to their intent.
She also highlighted several controls available in AI Max, including:
- Brand checks
- Location of interest parameters
- URL inclusions and exclusions
Marvin added that AI Brief is expected to roll out in English in the coming months, allowing advertisers to deliver messages, audiences and match advice using natural language.
What this suggests about Google’s direction
Although Marvin said nothing has changed from an electability perspective, the discussion reinforced Google’s recent messaging around AI-driven campaign management.
AI Max, Broad Match, Smart Bidding, text personalization, and final URL expansion have all been referenced as technologies supporting AI search experiences. If advertisers are less willing to adopt these AI features, their ad eligibility could potentially be less competitive than other advertisers who use Google’s full suite of AI tools.
Marvin also clarified that Google’s systems evaluate both the user’s query and the AI-generated response to determine the relevance of the ad. This provides additional context as to why Google continues to invest in contextual matching as AI search becomes more sophisticated.
Qualified future conversions aim to capture long-term impact
Qualified Future Conversions (QFC) has generated several questions from advertisers trying to understand what the new metric measures and who it is designed for.
Marvin described QFC as a predictive metric that estimates conversions occurring up to 180 days after an ad interaction. It combines early user signals, such as brand searches, with historical data to predict future sales.
Google says this metric is designed to close what it calls the “growth gap,” where traditional attribution windows fail to capture the full impact of awareness and demand generation campaigns.
According to Google, approximately 70% of conversions in standard Google Ads campaigns occur within a 30-day click attribution and three-day engaged view attribution window. This figure drops to around 50% for Performance Max campaigns and 40% for Demand Gen campaigns.
QFC aims to provide visibility into conversions that may occur after these reporting windows close.
Marvin also emphasized that QFC is not intended to replace existing conversion measures. Like Attributed Brand Searches, Google positions them as an additional reporting signal that helps advertisers better understand the long-term impact of their campaigns.
The feature is currently being tested with a limited group of advertisers, with wider availability expected later this year.
What this suggests
One of the most interesting aspects of QFC is how it fits into Google’s broader approach to measurement.
Over the past few years, Google has launched several products aimed at helping advertisers measure value that isn’t immediately visible through traditional attribution. Attributed Brand Searches, Data Strength, Meridian, and now Qualified Future Conversions all point to the same goal: understanding business impact beyond the standard conversion window.
Some advertisers wonder whether QFC might overestimate Google’s contribution by predicting conversions that might ultimately have occurred through another marketing channel.
Marvin did not directly address this concern, but she emphasized that QFC is not replace existing conversion metrics. Instead, Google is positioning it as an additional reporting signal alongside existing attribution, not a replacement.
Clarification on the rights of creators in terms of partnership
The last question Marvin answered was about partnerships with YouTube creators and whether advertisers need permission before using a creator’s video in Google Ads.
In short, Marvin confirmed that Yes, you need permission to do so.
Advertisers are responsible for obtaining necessary rights before promoting creator content in campaigns. Although Google Ads provides tools to discover creators and submit partnership requests, obtaining permission remains the responsibility of the advertiser.
Marvin also addressed a common misconception regarding this feature.
Many advertisers combine creator partnerships with major consumer brands and well-known influencers. Marvin suggested that this is a much narrower view than Google is considering.
Instead, she encouraged advertisers to seek out creators with smaller, highly engaged audiences, including those spanning SaaS, lead generation, and other niche industries. In many cases, businesses may already have creators posting reviews, tutorials, or product showcases who could become candidates for paid promotion through a partnership.
Looking to the future
The Q&A answered several questions advertisers had since Google Marketing Live, but it also clarified where future discussions are likely to focus.
For AI Search, the conversation quickly moves from eligibility to execution. Google has been consistent about the technologies it expects advertisers to use. The remaining questions are less about integrating ads into AI Search and more about understanding performance, reporting, and how these experiences influence user behavior.
Future qualified conversions will likely follow a similar path. The concept is now easier to understand than when it was first announced. As the feature rolls out more widely, the focus will likely shift to validation. Advertisers will want to understand how well QFC aligns with their own business data and whether it provides insights that existing measurement tools don’t provide.
The discussion around creator partnerships can also extend beyond permissions and usage rights. Marvin’s comments suggest that Google wants more advertisers to view creator content as a practical creative asset, not just something reserved for big consumer brands or influencer campaigns.
