Organic SEO isn’t what it used to be. You can rank #1 on Google, get thousands of impressions and still see zero clicks. Why?
Because Google’s new AI Overviews are stealing attention.
This shift has forced businesses to rethink their marketing mix. And here’s the truth:
Google Ads are moving into the prime spotlight.
If you’re still running ads the “old way,” you’re going to get left behind. Let’s break it down.
The Impact of Google AI Overviews on SEO
- Search volume is up (people search more when answers are instant).
- Organic CTR is down by ~60% (answers are on the screen, no need to click).
- Even ranking #1 doesn’t guarantee visibility — listings now sit below the fold.
This means SEO is still valuable for authority and credibility, but ads are where the clicks (and leads) are shifting.
Why Google Ads Matter More Than Ever?
Google is already testing ad placements above AI Overviews.
Some predict that even the organic cards at the bottom might one day be replaced by ads.
Here’s what this means for advertisers:
- CPCs may soften → especially in PMax & Demand Gen campaigns.
- Keywords get a second life → with SEO shrinking, paid search captures lost intent.
- Search ads still matter → Google’s updates to brand controls & query matching prove it.
In short: Google Ads are your insurance against SEO losses.
How Advertisers Should Adapt in 2025
1. Master All Formats
Don’t rely on Search alone. Get comfortable with:
- Search Ads
- Performance Max (PMax)
- Display & YouTube
- Demand Gen
Each plays a role in capturing intent and demand.
2. Feed Google’s AI Clean Data
Google’s AI is only as smart as your inputs:
- Proper conversion tracking
- Correct match types
- Accurate audience signals
Bad data = wasted spend.
3. Test, Don’t Assume
There’s no universal playbook anymore.
- PMax isn’t “better” or “worse” than Search.
- Each account reacts differently.
- Test, measure, iterate.
4. Invest in Original Content
Generic AI content won’t cut it.
Google values experience-driven content that proves you’ve done the work.
5. Stay Marketer-First
Don’t chase the algorithm.
Tie every campaign back to real business goals: revenue, leads, lifetime value.
The Bottom Line is;
AI won’t replace media buyers.
But it will surely punish lazy ones.
The marketers who learn every format, feed clean data, and test relentlessly will own the next era of Google Ads.
If SEO is shrinking, PPC is the lifeline.
Need Help with Google AI Overviews? Hire me!
Subscribe to Imran Nadir’s blog with your email (Is it too much too ask?);
FAQs:
What are Google AI Overviews?
Google AI Overviews are AI-generated summaries that appear at the top of search results, providing quick answers without users clicking on websites.
How do AI Overviews affect SEO?
They push organic listings below the fold, reducing organic CTRs by up to 60% in some industries. Even top-ranked websites see fewer clicks.
Should businesses stop investing in SEO?
No, SEO still builds authority and brand trust. But you need to balance it with PPC to capture traffic AI is taking away.
Which Google Ads campaigns work best in 2025?
Search Ads remain critical, but Performance Max (PMax) and Demand Gen are increasingly important for visibility in AI-driven SERPs.
How can I prepare my ad account for AI?
Focus on:
- Accurate conversion tracking
- Clean audience data
- Testing multiple formats
- Aligning campaigns with real business goals
