AI Overviews, conversational search, and generative AI features are fundamentally reshaping the search engine results page. For PPC practitioners, this means rethinking where and how paid ads appear, and what role they play in the customer journey.
The most significant change is the reduction in organic click-through rates for informational queries. When Google provides a direct AI-generated answer, users are less likely to click through to organic results. This shifts more acquisition pressure onto paid channels for brands that rely on search traffic.
However, AI search also creates new opportunities. Users who click through from AI-enhanced results tend to have higher intent. They've already received a general answer and are now looking for specific products, services, or providers. This means conversion rates on paid clicks from these searches can be significantly higher.
At ClickedOn, we're adapting our PPC strategies in three key ways: investing more in high-intent, bottom-of-funnel keywords where paid ads capture users who've already been educated by AI; leveraging Performance Max and Demand Gen campaigns that work across multiple Google surfaces; and integrating PPC with GEO to ensure our clients' brands appear in both paid and AI-generated results.
The agencies that will win in this environment are those that understand both paid and AI-powered search, and can build strategies that work across both. That's exactly what we're building at ClickedOn.
