Google’s new AI Overviews are changing the way users experience search—and advertisers can’t afford to sit still. These AI-powered summaries give users direct answers on the search results page, often without the need to click further. That’s a seismic shift for digital advertising. With every shift in the search landscape comes a chance to accelerate engagement—by showing up smarter, faster, and exactly where decision-makers are looking.
Let’s unpack what this means for marketers, and how you can recalibrate your strategy to not just keep up but stay ahead.
What’s Getting in the Way
- Click-Through Rates Are Taking a Hit
When AI Overviews are present, fewer users click through to ads or organic listings. In fact, 58% of 2024 searches ended without a single click, up from 49% in 2019 (Search Engine Land). That’s a massive drop in engagement—and a wake-up call for advertisers. - Organic Visibility Is Slipping
Concise, on-page answers reduce the need for users to visit external sites. That’s a blow for publishers and SEO-focused marketers who’ve long relied on organic traffic to fuel the funnel. - Ad Space Is Getting More Competitive (And Expensive)
AI Overviews are crowding out traditional ad placements, which means the fight for attention—and for top spots—is more intense than ever. And more competition means rising costs per click.
Where Smart Advertisers Are Turning
- Ads Are Showing Inside AI Overviews
Google is now testing ads embedded directly within AI Overviews. That opens a powerful new lane for visibility—if your message is highly relevant and strategically placed. - Your Visitors Are More Qualified
Users who do click through from AI Overviews tend to be deeper in the decision journey. They’re not browsing—they’re comparing. Your landing pages need to meet them with exactly what they’re looking for. - AI-Driven Campaign Tools Are Key
Platforms like Performance Max and Responsive Search Ads are built for this moment. They leverage machine learning to optimize messaging and targeting in real-time, adapting to a shifting search environment.
Rethinking the “Top” Position
The coveted top ad spot? It doesn’t carry the same weight when it’s pushed below an AI Overview. Marketers need to reassess what “top of page” means—and focus less on vanity positions and more on results.
What You Should Do Next
- Prioritize High-Intent Keywords
Intent data is key. Transactional and navigational queries are less likely to be fully answered by AI Overviews. Focus here to drive real action.
- Structure Content for Snippets
Format your content for visibility within AI Overviews—whether it's direct answers, lists, or tables. - Monitor and Move
Stay close to your data. Track how AI Overviews are impacting impressions, CTRs, and conversions. Pivot fast when the numbers shift.
Let’s Get in Front
AI Overviews are rewriting the search playbook. But smart, nimble advertisers (you know who you are!) know how to evolve.
Want a partner that helps you navigate every shift in search? Let’s talk strategy.
