Direct Offers, by Google's own account
AI Max and Performance Max advertisers can now create Direct Offers in Google Ads and set value limits. Google's AI decides when a deal shows.
· 2 min read · 2 sources
Source: Direct Offers, Google (no publish date on page). Checked Oct 8, 2026. A new generation of ads for the AI era of Search, Google Ads & Commerce blog, May 20, 2026. Checked Oct 8, 2026.
Direct Offers is Google's program for showing an advertiser's discount to a shopper inside AI Mode and Search while they're comparing options. Google started it as a pilot in January 2026 and expanded it at Google Marketing Live on May 20.
Google's Direct Offers page says AI Max and Performance Max advertisers can now create Direct Offers right in the Google Ads UI and set value limits so a deal stays active without overspending. Retail and hotel advertisers can still manage offers from Merchant Center and Hotel Center.
What Google says is changing
- Placement. Direct Offers are expanding from the AI Mode product viewer to the AI Mode answer, so a deal can show next to other products while someone is still exploring.
- Bundling. Brands can upload discounts, giveaways and local coupons, then add eligible products and guardrails. Gemini builds a deal for that specific search, such as a product bundle. In May, Google called parts of this "coming soon."
- Checkout. Merchants on the Universal Commerce Protocol get native checkout for promotional products.
- Travel. Google says travel partners will soon be able to show hotel rates inside AI trip planning.
Who it affects
Retail advertisers running AI Max for Search or Performance Max, especially with Q4 promotions coming up. Google's May post names AI Max for Search, AI Max for Shopping and Performance Max as the foundation for these new formats.
What we don't know yet
- How many accounts can create offers in Google Ads today.
- How offer claims show up in reporting, and whether they count as conversions.
- How Direct Offers work alongside regular promotion assets.
What I'd do
Decide now which offers you're comfortable letting Google's AI pick and show. Start with one capped offer on a product line with margin to spare, and set the value limit before you launch. Keep sitewide discounts out of it until you see where Google puts the first one. If you aren't running AI Max or Performance Max yet, add Direct Offers to the list of features that need one of them.
Sources
Direct Offersbusiness.google.com/us/accelerate/announcements/direct-offersGoogle (no publish date on page). Checked Oct 8, 2026.A new generation of ads for the AI era of Searchblog.google/products/ads-commerce/google-marketing-live-search-adsGoogle Ads & Commerce blog, May 20, 2026. Checked Oct 8, 2026.Jerry Quin
Jerry Quin is the pen name of a paid media practitioner who has managed Google Ads accounts at an agency for 10 years. He writes about Google Ads, Microsoft Ads, ChatGPT Ads, and the rest of paid media and digital marketing, from what's rolling out to what he'd actually do about it.
