Google has urged Nigerian businesses to rethink Search Advertising ahead of Black Friday 2026.
NewsOnline Nigeria reports that Google has urged Nigerian businesses to rethink their approach to digital advertising as changing consumer search behaviour and the growing use of artificial intelligence reshape how customers discover products and services online.
The call comes ahead of Black Friday 2026, scheduled for November 27, and the Detty December shopping season, which typically brings increased consumer activity and competition among businesses.
The shift was highlighted by Olumide Balogun following the recent DMEXCO global marketing event in Cologne, where Google’s Vice President of Global Ads discussed how consumers are moving beyond traditional short keyword searches.
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According to Balogun, consumers are increasingly using longer, conversational queries, voice searches and images when looking for products and services.
Google’s figures cited in the analysis indicate that searches conducted in AI Mode are now three times longer than previous searches, while one in six searches involves either voice or a photo.
The development means businesses may need to move beyond traditional strategies that rely heavily on identifying a fixed list of keywords customers are expected to type into Google.
AI changing how customers search
Balogun explained that consumers often use detailed questions rather than single keywords when searching for products.
For example, a shopper looking for an inverter may ask which product can power a refrigerator and television during a prolonged power outage and how much it costs.
He said Google’s AI Max for Search is designed to help advertisers respond to the meaning and intent behind such queries rather than relying exclusively on predetermined keywords.
According to the analysis, about 500,000 advertisers adopted AI Max during its first year, while businesses using the technology recorded 27 per cent more conversions at approximately the same cost.
Businesses preparing for Black Friday were advised to activate AI Max within their Search campaigns and allow sufficient time for the system to learn before evaluating results.
Businesses urged to update Google profiles
Google Business Profile was also identified as an important tool for businesses preparing for the shopping season.
Many Nigerian consumers discover products through platforms such as Instagram and TikTok before turning to Google to verify a business, check its location, confirm opening hours or obtain contact information.
Businesses with outdated information could therefore lose customers who have already shown interest in their products.
Businesses were advised to update their opening hours, including special Black Friday schedules, verify their telephone numbers, upload fresh images and respond to recent customer reviews.
Focus shifts from clicks to conversions
The analysis also urged businesses to measure advertising success based on actual business outcomes rather than clicks alone.
Businesses were encouraged to configure Google Ads to identify actions that represent genuine customer engagement, including completed purchases, WhatsApp messages, telephone calls and completed forms.
This would allow advertising campaigns to optimise towards activities that directly contribute to sales and enquiries.
AI tools can support video advertising
Small businesses were also encouraged to take advantage of AI-powered advertising tools to produce more content without significantly increasing production costs.
Tools available within Google Ads can help businesses create multiple image and video variations from existing product materials, while Google’s Gemini can assist with advertising copy.
Businesses preparing for Black Friday could use the tools to create different advertisements for their best-selling products and determine which versions generate stronger customer responses.
Voice and visual search gaining importance
The increasing use of voice and visual search could also change how businesses present their products online.
Balogun said one in six AI Mode searches now involves a voice query or photo, meaning businesses need to ensure their product information can answer detailed questions from consumers.
Retailers were advised to include information such as product size, colour, material, features and other specifications that shoppers are likely to ask about.
They were also encouraged to rewrite product descriptions using simple, everyday language that reflects how customers naturally communicate.
Google to provide new advertising insights
Google also announced a new report at DMEXCO that will provide advertisers with more information about the customer journey.
The report is expected to show what a customer searched for, which advertisement they saw and the webpage they subsequently visited.
The feature is scheduled to roll out later in 2026 at no additional cost.
The additional data could help businesses understand the questions customers ask before making purchases and use those insights to improve their advertising campaigns and product offerings.
With Black Friday 2026 approaching on November 27 and the Detty December shopping period following shortly afterwards, Nigerian businesses are being encouraged to begin adapting their digital advertising strategies ahead of the peak shopping season.
The recommendations largely involve using existing advertising tools and improving business information rather than significantly increasing marketing budgets.
