Gary ClavenThere’s a shift happening right now in Google Search—and it’s not just another algorithm tweak.
It’s something deeper, more structural.
It’s called AI Overviews.
And if you run ads on Google, you need to start paying attention.
Because this change is already beginning to eat into traffic, disrupt how people search, and ultimately—reshape how your paid search campaigns perform.
Let’s unpack what’s really going on.
What Are Google AI Overviews (And Why Should You Care)?
In short: AI Overviews are Google’s new way of answering user queries directly at the top of the search results using generative AI.
Think of it as Google trying to be ChatGPT + search all in one.
The AI Overview sits above the usual blue links and gives users a “conversational” summary of the answer—often without the need to click through to any site.
For SEOs, this is already sounding alarm bells.
But for PPC folks like us? The real danger is subtler.
The Ad Units Are Shifting—Literally and Figuratively
Here’s what we’re seeing:
- Fewer ads above the fold.
- More ads pushed to the middle or bottom of the page.
- A new reliance on ‘Explore more’ links—which aren’t always ad-triggering.
This isn’t about your Quality Score or CPCs. It’s about visibility.
If your ad is buried beneath an AI summary that satisfies user intent before they even scroll… you’ve already lost.
And we’re seeing it across industries.
PPC Is No Longer Just Bidding On Keywords
This new search experience is built for user journeys, not static queries.
That means:
- Generic commercial queries (e.g. “best CRM for small business”) are being hijacked by AI-generated comparisons.
- Featured snippets and People Also Ask boxes are less predictable.
- Users are clicking less. They’re reading more. Then maybe clicking—if at all.
What used to be a game of matching intent with the right bid and copy is now a question of: “How do I show up at all in this new UI?”
The Hard Truth: It’s Already Impacting Your Data
If you’ve seen drops in impressions, click-through rates, or strange fluctuations in branded traffic—it might not be your campaign structure.
It might be AI Overviews filtering the top layer of traffic before it ever reaches your ad.
A recent analysis using Microsoft’s Clarity tool showed a 45% scroll depth drop in some industries where AI Overviews were enabled.
That means users are staying above the fold, interacting with the AI answers, and never seeing your paid listings.
And for some verticals—especially in B2B SaaS, healthcare, and local services—this could get worse before it gets better.
What You Should Be Doing Right Now
This isn’t a doom post. It’s a readjustment post.
Here’s how I’m advising clients (and adjusting my own PPC strategy):
1. Segment Your Search Campaigns Aggressively
Break out branded, non-branded, and long-tail. Monitor how each responds to AI Overview rollout.
2. Double Down on Video and Visual Assets
AI Overviews are text heavy. But scroll past them and what stands out? Image ads, product carousels, and video placements. Use PMax to leverage these formats.
3. Use First-Party Signals Like Never Before
The more Google can “trust” your brand, the more likely you’ll show up somewhere in the scroll path. Feed it clean conversion data, server-side if needed.
4. Be Ruthlessly Useful in Ad Copy
Generic copy won’t cut through anymore. Lead with outcomes, not features. Think: “Cut hiring time by 36%” not “Next-gen ATS software.”
5. Rethink Landing Page UX
If fewer people are clicking through, those who do click must land somewhere that converts. Now’s the time to revisit page speed, mobile UX, and CRO fundamentals.
What This Means for the Future of Paid Search
We’re not saying PPC is dead. Far from it.
But it’s evolving into something more layered. More dependent on ecosystem visibility than just CPCs and CTRs.
Here’s the new formula:
Search Intent + AI Interruption + Visual Standout + Smart Targeting = Results
It’s no longer about just running ads. It’s about earning attention in an increasingly curated search experience.
The media buyers who adapt first will win hardest.
Want help navigating the AI shift in PPC?
Let’s talk. Whether you need a second set of eyes on your campaign strategy or someone to rebuild it from the ground up—I’m here: https://garyclaven.com/contact/
This isn’t Google Ads anymore.
It’s Meta in disguise.
Gary Claven
