Google is testing a new Direct offer asset in Google Ads. It shows up in the Assets interface with a beta label, next to Promotion, Message, and Lead form. It’s the Google Ads side of Direct Offers, which lets advertisers show promotions to high-intent shoppers directly inside AI Mode.
The setup screen notes that offers only serve on campaigns using AI Max or text customization. You can add an offer at the account or campaign level.
What you fill in:
- Offer name for internal reference, a short description that Google AI uses to decide when to show the offer and to auto-generate the offer text, and a final URL.
- Incentive type and amount, with an optional CSV upload of single-use promo codes. If you add multiple incentives, Google AI picks which one to show based on customer behavior and context.
- Optional terms and conditions, a terms URL, and start and end dates.
- Optional daily limit by value of claims or by number of claims. Without it, the offer runs until the end date or until all codes are claimed.
In AI Mode, the offer appears as a “Claim one-time code” bar under a sponsored result. Tapping it opens a card with the promo code and a “Continue to site” button.
At Google Marketing Live 2026, Google said Direct Offers is expanding from the AI Mode product viewer to AI Mode answers, and that AI Max and PMax advertisers will be able to create offers directly in the Google Ads UI with value limits to avoid overspending.
This update was spotted by Christian Cabrera.