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Quick Read SummaryGoogle AI Overviews, launched as part of its generative search experience, are reshaping PPC in 2025 by pushing ads lower on the page and reducing clicks. These AI-driven summaries deliver instant answers, fueling the rise of “zero-click SERPs.” Industries like healthcare, finance, and retail are seeing major impacts, with branded queries also being affected. To adapt, marketers must refine keyword strategies, enhance schema markup, and build brand authority to increase visibility. Leveraging smart bidding tools and diversifying ad channels are also key. Success now depends on agility, creativity, and measuring performance beyond traditional CTR.
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Google AI Overviews are AI-generated summaries that appear at the top of the search engine results page (SERP). These summaries, created in real time using Google’s machine learning, pull from various web sources to answer user queries instantly. Unlike featured snippets or structured content blocks, AI Overviews are more dynamic and personalized.
This new AI-powered search experience places information directly at the top of search results, often before any paid ads or organic listings. While this helps users get faster answers, it’s significantly reshaping visibility for advertisers.
With AI Overviews taking over the top of search results, search ads are being pushed lower on the page. This shift has led to lower click-through rates (CTR), reduced impressions, and increased cost-per-click (CPC). Advertisers relying on top-of-SERP placements are facing serious visibility challenges.
In what’s becoming known as the “zero-click SERP,” users get their answers from the Overview without clicking further. For PPC professionals, this means fewer opportunities to capture traffic and conversions through traditional search ads.
Digital marketers across industries are seeing results shift. Based on Adthena’s study of over 10 million SERPs, here’s what’s happening by vertical:
| Industry | AI Overview Impact |
|---|---|
| Healthcare | Nearly 50% of queries trigger AI Overviews—even branded terms. User experience is dominated by auto-generated summaries. |
| Finance | Generic search queries commonly prompt AI Overviews, which reduce ad visibility and confuse campaign data. |
| Retail & Travel | These sectors are starting to see longer search queries generate AI Overviews. This means visual search and shopping ads may be pushed further down. |
These disruptions are pushing marketers to rethink how to measure success in campaigns.
Adthena analyzed 450,000 search queries from 25 global enterprise brands. Here’s what stood out:
| Observation | Insight |
|---|---|
| Longer Queries | Triggered more AI Overviews across all industries. |
| Search Ads Visibility | Broad, high-volume terms remained somewhat visible, but long-tail terms often saw AI content appear first. |
| Healthcare Vertical | Stood out as the only vertical with a high match of branded terms and AI summaries. |
Marketers are now forced to evaluate which queries trigger AI Overviews and which allow room for both organic traffic and paid results.
Here are five actionable strategies to help digital marketers adjust and thrive:
| Strategy | Details |
|---|---|
| Target Long-Tail Queries Wisely | Focus on intent-rich search terms less likely to trigger AI Overviews. These provide better opportunities for ad visibility and conversion. |
| Enhance Schema Markup and Structured Content | Help Google understand your pages. Schema improves your chances of being cited in an Overview or appearing near the top organically. |
| Build Brand Authority | AI Overviews favor authoritative sources. Consistent, well-cited content from your brand increases chances of inclusion. |
| Use Google’s Smart Tools | Try Performance Max and Smart Bidding strategies. These tools optimize across placements and adjust for real-time SERP changes. |
| Diversify Your Traffic Sources | Invest in YouTube, Display, Microsoft Ads, and even TikTok. Don’t rely solely on traditional search—it’s becoming less predictable. |
Traditional metrics like CTR and impression share are no longer enough. In an AI-first landscape, marketers should track:
| Metric | Description |
|---|---|
| AI Overview visibility | Are you being referenced in summaries? |
| SERP presence share | How often your brand appears above the fold. |
| Behavioral metrics | Bounce rates and time on page when users land from AI‑impacted queries. |
Understanding performance now means looking beyond the click to how your content fits into AI-powered journeys.
This isn’t just another update, it’s a new phase in digital marketing. As AI Overviews take over more of Google Search, marketers must evolve. Keyword match strategies, real-time insights, and understanding how Google search now behaves are essential.
From PPC managers to SEO specialists, the key is agility. AI-generated content is faster, but human creativity is still critical for standing out.
Marketers who thrive in 2025 will use a mix of AI tools and creative strategy. Here’s your next step:
Don’t let AI Overviews take your visibility—take back control with smarter PPC and content strategies.
