Implementation guide

Ad intents

AdSense turns words in your text into links, icons and anchors. When tapped, a window opens with ads about that topic.

AdSense
inside the page text, turned on by Auto ads

Desktop

Mobile

Understand it in 1 minute

What ad intents are

Ad intents work like an attentive salesperson in a store. When your text talks about a product, for example a cell phone, AdSense notices that the reader may want to know more about it and marks that word. If the reader taps it, a small window opens with ads and information about that topic. When the person closes the window, they stay on the same page.

There are three pieces. Ad intent links turn words that are already in the body of the text into links. They show up only in the main text, never in titles, headings or descriptions. Ad intent icons, called chips in English, are buttons with terms taken from the paragraph itself, placed at the end of paragraphs, where the text pauses. Ad intent anchors show up at the top or bottom of the page while the person scrolls, showing terms that may be of interest.

In the window that opens, ads and content related to the tapped term appear. Google's help talks about content generated by Gemini and organic search results. You earn when the person clicks an ad inside that window. Google limits how many links appear according to the length of the text, avoids repeating the same link too close together, avoids adult content and sensitive topics, and only shows them when it makes sense for the reader. If you also use anchor ads, they take priority: the intent anchor only appears when there is no anchor ad.

This format uses the text you already wrote and does not change your current ads. It lives inside auto ads. It is worth it on pages with a lot of text about products or commercial topics. But it is not worth stuffing the text with product names just to show up more: Google warns against that.

Step by step

How to implement

Have Auto adsAd intents are part of Auto ads. The AdSense code must be on the pages of the site.
Open the site in the dashboardIn AdSense, click Ads and, in the sites table, click Edit next to your site.
Turn on the formatUnder Ad settings, check that Auto ads is turned on. Open Intent-based formats and check Ad intents.
Choose pieces and styleIf you want, uncheck links, anchors or icons. Under Advanced settings, choose the Default or Native style for icons and anchors. This is also where the option Always show display ads with organic search results is.
ApplyClick Apply to site. Ad intents may not show up right away.

Implemented example

The code and how it looks on screen

The format is turned on in the dashboard. This code is only for blocking: the class goes on the element you want to protect, or on the body for the whole page.

<!-- Bloqueia links e ícones de intenção só nesta parte da página -->
<div class="google-anno-skip">
  <p>Texto onde você não quer intenções de anúncio.</p>
</div>

<!-- Ou bloqueia todas as intenções de anúncio na página inteira -->
<!-- (links, ícones e âncora) -->
<body class="google-anno-skip">

On desktopWords in the text become links, buttons with terms show up at the end of some paragraphs and an anchor with terms can show up at the top or bottom of the page. When clicked, a window with ads opens.

On mobileIt works the same way: links in the text, icons at the end of paragraphs and an anchor at the top or bottom while the person scrolls. Google's help does not describe differences between mobile and desktop.

What Google recommends

Do and don't

Allowed

Turn on only the pieces you want: links, anchors or icons. They work best together, but each one can be used on its own.
Choose the Standard style, with the default AdSense background color, or the Native style, which uses your site's color. That color can be set with the theme-color meta tag.
Block part of the page with the google-anno-skip class, or the whole page by putting that class on the body.
Use it together with anchor ads. The anchor ad takes priority over the intent anchor.
Test with experiments that turn ad intents on or off.
Choosing to show display ads in the window, knowing that display and search ads have different revenue shares.

Not allowed

Fill the text with product names or commercial words just to generate more ad intents. Google warns against repeated and unnecessary use of keywords.
Forget Google's publisher policies and Google Search spam policies, which still apply.
Expect links in titles, headings or descriptions. They only appear in the body text.
Ask readers to click the links or the ads in the window, or offer rewards for clicks.

Tips

To do it right

Pages with plenty of commercial text generate more relevant terms and tend to perform better.
For the Native style to match your site, set the color in the theme-color meta tag.
Put the google-anno-skip class on a div so that no text inside it becomes a link or icon.
To see the result, create a custom report with the Ad format breakdown and the Funnel clicks metric.

Watch out

Common errors

Format turned on and nothing appears

Having a qualified page does not guarantee that ad intents appear. They only show up when they seem relevant to the reader, and they can take a while after you apply.

Auto ads turned off

Ad intents live inside Auto ads. Without Auto ads turned on, the format is not activated.

Class in the wrong place

The google-anno-skip class on a div blocks links and icons only inside it. To also remove the intent anchor, the class needs to be on the body.

Intent anchor does not appear

If anchor ads are turned on, they take priority. The intent anchor only appears when no anchor ad is available.

Frequently asked questions

How do I earn from ad intents?

You earn when the person clicks an ad inside the window that opens. Clicks on display ads there follow the AdSense for content revenue share.

Does this change my current ads?

No. Ad intent links and anchors do not change the ads that already exist on the site.

How many links will appear in my text?

It depends on the content. Google limits the links according to the word count and avoids repeating the same link close together.

How do I turn it off on just one page?

Put the google-anno-skip class on the body tag of that page. This removes ad intent links, icons and anchors from the whole page.

Library

Official Google source

Everything on this page follows Google's official documentation. Read it straight from the source:

Does your site use this format the right way?

The audit reads the site as a visitor would, without clicking anything, and shows what to fix.

Run an audit