When the average customer age increases for a brand, it’s rarely a platform failure. It’s usually a signal that younger audiences are discovering, evaluating, and buying in different places, and older established brands haven’t kept pace.
As of 2026, Gen Z spans ages 14 to 29. They’re the first generation raised in a digital online world. Moving from smartphones to social video to AI without ever experiencing a world without them. Their expectations for advertising reflect that upbringing. Traditional creative formats, linear funnels, and keyword‑centric strategies simply don’t match how they navigate the internet.
Many PPC practitioners built their instincts during the 2010-2016 era, when search behavior was more predictable and creative requirements were narrower. Those instincts don’t translate cleanly to a generation that jumps between platforms, verifies claims through peers, and expects ads to feel like the content they already consume.
This article looks at why standard Google Ads approaches fall short with the 18-24 segment, how Gen Z actually discovers products, and what advertisers can adjust to stay relevant.
The “Skip Ad” Generation
Gen Z grew up with pre‑roll ads, sponsored content, and ad blockers. They learned early how to ignore anything that feels like an interruption. Studies show their active attention for digital ads drops after about 1.3 seconds, which is a number that explains a lot about their behavior with ads.
Authenticity As A Baseline Expectation
For Gen Z, authenticity isn’t a marketing trend; it’s the baseline expectation. They gravitate toward brands that feature real people instead of polished models, communicate in plain, natural language rather than corporate phrasing, and embrace imperfect, lo-fi visuals over highly produced studio creative.
84% of Gen Z say they trust brands more when they see real customers in the ads.
Girlfriend Collective is a good example. Its product imagery features real people, not traditional models, and the approach mirrors what Gen Z expects to see in their feeds.
Authenticity isn’t a differentiator anymore. It’s table stakes.
Discovery Habits: Beyond Google Search
Google Search still matters, but it’s no longer the first stop for many younger users.
Recent data shows:
- 64% of Gen Z use TikTok as a primary search engine.
- 77% identify TikTok as the top platform for products.
Their discovery path often starts with a short‑form video, not a search bar. They move through:
- TikTok.
- YouTube Shorts.
- Instagram Reels.
- Reddit.
- Creator content.
Only after that do they turn to Google to verify what they’ve seen. Queries like [best running shoes 2026] often begin on TikTok and end on Google, not the other way around.
The Role Of Performance Max And Demand Gen
Google’s push toward Performance Max and Demand Gen reflects this shift. These formats reach users across YouTube, Discover, Gmail, Display, and Search, which are the same surfaces Gen Z moves through naturally.
But PMax can only perform as well as the creative inside it. Legacy assets built for static search campaigns rarely translate well to visual placements. Gen Z scrolls past anything that looks like an ad, especially if it’s overly polished or logo‑heavy.
The Shift Toward Intent‑Based Matching
Keyword matching is evolving. During a January 2026 PPC Chat session, Google Ads Liaison Ginny Marvin noted that appearing in AI Overviews and “AI Mode” inventory requires broad match or keywordless targeting.
This aligns with how Gen Z searches. Their queries are conversational, fragmented, and context-driven, which mirrors Google’s increasing emphasis on intent, context, and meaning rather than strict keyword matching.
Advertisers who avoid broad match risk losing visibility in the surfaces where younger users spend their time.
The Nonlinear Buyer Journey
Gen Z doesn’t move through a funnel. Their path looks more like a loop:
- Short‑form video discovery.
- Google Search verification.
- Social proof on Reddit or Instagram.
- Long‑form YouTube reviews.
- More short‑form content.
- Conversion.
Social proof carries significant weight. 77% say UGC helps them make decisions, and unboxing‑style clips can lift conversion rates by up to 161%.
The offer doesn’t change, but the format of the proof does.
Privacy And The Value Exchange
Gen Z is cautious about privacy but not unwilling to share data. They simply expect a clear value exchange. When that exchange is obvious and transparent, they are more open to participating. Incentives that work include early access, exclusive drops, loyalty rewards, and insider content.
Transparency matters. They want to know what they’re giving and what they’re getting.
Tactical Adjustments To Future‑Proof Your Google Ads Account
The following adjustments can help advertisers align with Gen Z behavior.
1. Rewrite RSAs for Tone and Context
Many RSAs still rely on keyword‑stuffed templates:
- “Blue running shoes”
- “Best blue running shoes”
RSAs can generate over 43,680 combinations. Use that flexibility to test tone, not just keywords. Use that range to experiment with conversational phrasing, modern language, benefit-driven messaging, social-proof elements, and UGC-inspired copy that better reflects how audiences actually search and engage.
This approach allows Google to assemble combinations that better match user intent.
How RSAs Handle Text Variation
RSAs assemble headlines and descriptions dynamically. The inputs determine the tone Google can test.
The following two examples illustrate how different brands approach RSA‑style messaging and how those choices affect relevance and emotional resonance.
Example 1: Glossier
Headline: Glow With Glossier® Today – Feel Your Glowy, Dewy Best
Description: Shop Accessible Luxury Products Inspired By Our Community To Make You Look And Feel Good. Shop Glossier Skincare Essentials For Glowy, Dewy Skin + Makeup You’ll Actually Use.
Analysis:
- Conversational, emotional, community‑driven.
- This style aligns with Gen Z’s expectations.
Example 2: COVERGIRL
Headline: COVERGIRL® Official Site – Available Online & In‑Store
Description: Explore Our New Makeup Products, Best Sellers, & Trending Tutorials to Enhance Your Look.
Analysis:
- Structured, brand‑led, availability‑focused.
- Clear and informative, but less emotionally resonant.
Key Takeaway For RSAs
Both ads are valid inputs for RSAs, but they serve different strategic purposes:
| Brand | Tone | Focus | Gen Z Alignment |
|---|---|---|---|
| Glossier | Conversational | Emotional <+ Community | High |
| COVERGIRL | Informational | Product + Availability | Moderate |
A mix of both styles gives Google more flexibility across AI‑driven surfaces like AI Overviews and AI mode.
2. Refresh Creative Assets
Gen Z doesn’t like advertising that interrupts content, which means asset groups should feel native to the environments where they appear. That includes lifestyle imagery, lo-fi video, real customers, UGC-style clips, and visuals that blend naturally into the feed rather than stand out as overt advertising.
Organic‑looking creative performs better across PMax and Demand Gen.
3. Leverage Smart Bidding
Smart bidding is designed for nonlinear, multi-touch journeys. It adapts to device switching, platform hopping, and privacy-centric signals, allowing campaigns to respond more effectively to the way users move between channels and interactions before converting.
This makes it well‑suited for Gen Z’s browsing behavior.
4. Test Gen Z‑Specific Variants
Use Google Ads Experiments to compare:
- Control: Standard corporate creative
- Variant: Conversational, UGC‑style creative
This approach provides clear performance insights without requiring a full account overhaul.
5. Use Data‑Driven Attribution (DDA)
Last‑click attribution hides the impact of upper‑funnel channels. DDA provides a clearer view of how YouTube, Demand Gen, and PMax contribute to conversions, which is essential for understanding Gen Z behavior.
Adapting To The New Standard
Gen Z is not opposed to advertising; they are opposed to interruption. They respond to messaging that feels honest, human, relevant, and aligned with their expectations in the spaces where they spend their time.
Brands that adapt their full funnel and not just their headlines will be better positioned to reach this demographic in 2026.
Advertisers should review their current Google Ads campaigns and assess whether Gen Z can see themselves in the messaging. If not, a strategic refresh is warranted.
Final Thoughts
Gen Z isn’t rejecting advertising outright. They’re rejecting anything that feels out of place in the spaces where they spend their time. When brands adjust their creative, targeting, and proof to match how this generation actually discovers and evaluates products, the results tend to follow.
The shift doesn’t require a full rebuild. It just requires intention, testing, and updating the parts of your Google Ads strategy that still assume a linear funnel or a polished, brand‑first message.
If your current campaigns don’t reflect how Gen Z searches, scrolls, and decides, this is the moment to rethink the approach. Small changes go a long way when they match the way people actually behave.
More Resources:
- 15 Fixes To Improve Low Conversion Rates In Google Ads
- 5 Google Analytics Reports PPC Marketers Should Actually Use
- PPC Trends 2026
Featured Image: Stock-Asso/Shutterstock
