AI Brings Divergence in Advertising Business: Meta Ad Revenue Grows 26%, Google Search Up Only 12%
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Meta's third-quarter ad revenue was $63.1 billion, up 26% year over year, while Google's search and related ad revenue for the same period was $63.4 billion, up 12% year over year; the 14-percentage-point growth gap is the largest margin by which Meta has led Google since 2021. Meta has introduced AI tools into its ad management system, and its Chief Financial Officer Susan Li said advertisers using the relevant tools saw conversion rates rise by nearly 5% and ad spending increase by 9%. Google, meanwhile, faces AI assistants such as ChatGPT and Claude diverting search demand, and its own AI Overviews and AI Mode have also changed how search results are presented.
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The original article uses the growth-rate gap between the two companies' ad revenue and conversion-rate data to illustrate the divergent impact of AI on ad placement and search entry points.
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AI带来广告业务分化：Meta广告收入增长26%，谷歌搜索仅增12%凤凰网科技下载客户端 独家抢先看2026年11月02日 18:04:04 来自北京市Updated 2026年11月02日 17:50:43
凤凰网科技讯（编辑/宋淑美） 11月2日，人工智能正在改变互联网广告市场的竞争格局。Meta凭借AI技术优化广告定向和投放效果，广告业务持续提速；相比之下，随着ChatGPT、Claude等AI聊天机器人逐渐成为用户获取信息的新入口，谷歌搜索广告业务面临增长压力。
据CNBC报道，Meta第三季度广告收入达到631亿美元，同比增长26%；谷歌同期搜索及相关广告收入为634亿美元，同比增长12%。两者收入规模已较为接近，但增速相差14个百分点，创下2021年以来Meta领先谷歌的最大差距。
Meta的增长主要得益于AI技术对广告投放效率的提升。该公司将AI工具引入广告管理系统，帮助广告商优化广告创意、精准触达潜在消费者。Meta首席财务官苏珊·李表示，采用相关AI工具的广告商转化率提高近5%，广告支出增加9%。
谷歌则面临另一重挑战。ChatGPT、Claude等AI助手正在改变用户的信息检索习惯，部分传统搜索需求可能被聊天机器人分流。此外，谷歌自身推出的AI概览和AI模式也在改变搜索结果呈现方式，用户无需点击传统网页链接即可获取信息。