How AI Is Reshaping Paid Search: What Marketers Need to Do Now
AI has been the talk of the industry for years, but now we’re seeing its real, measurable impact on paid search. From Google’s Gemini-powered AI Overviews to Bing’s Co-Pilot experiences, AI is fundamentally changing how…
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AI has been the talk of the industry for years, but now we’re seeing its real, measurable impact on paid search. From Google’s Gemini-powered AI Overviews to Bing’s Co-Pilot experiences, AI is fundamentally changing how people search, how search engines deliver results, and how we as advertisers must respond.
During a recent webinar with Nowspeed, I shared what I’m seeing across client accounts and in conversations with Google: AI is not coming; it’s here. If you’re in marketing or PPC, the time to adapt is now.
Here’s what you need to know.
AI Overviews Are Shifting Search Behavior
Google’s AI Overviews (AIOs) are rapidly taking up more real estate in search results, especially for review-based and question-oriented queries. We’re seeing these overviews double and triple in presence month over month.
What does this mean for your campaigns?
- Organic click-through rates are declining in certain segments as AI directly answers user questions.
- Traffic to review sites like Capterra is also down as people get their answers straight from AIOs.
- Searchers are using longer, more detailed queries (e.g., “best gluten-free restaurants near me with vegan options”), and AI is designed to handle these with contextual precision.
Google and Bing Are Integrating Ads Into AI
Some marketers worry that AI will eliminate ad opportunities, but the reality is the opposite:
- Google has rolled out ad placements within AI Overviews in the U.S., with plans to expand.
- Google’s AI Max campaigns operate like dynamic search ads but use AI to target contextually across the funnel.
- Bing’s Co-Pilot also incorporates multimedia ads into its AI-driven search experience.
If you’re running broad match or AI Max campaigns, you’re already participating in this evolution.
The Fundamentals Haven’t Changed—But Execution Has
At its core, search is still about showing the right message to the right user at the right time. But now, it’s critical to:
Focus on the “who” behind the search.
AI allows broader bidding strategies, but only if you give it clear signals about your Ideal Customer Profile (ICP). Use layered targeting (income, job title, company size, interests) to guide AI to your best prospects.
Move to revenue-based bidding.
Leads aren’t equal. Assign values to MQLs, SQLs, and opportunities to guide Google’s AI toward outcomes that matter, not just cheap leads. Feeding CRM data back into Google (HubSpot, Salesforce, or manual uploads) ensures you optimize for pipeline, not vanity metrics.
Structure your campaigns with intention.
Separate branded, non-branded, and blog-based campaigns to align with funnel stages and control spend effectively.
Maintain high-quality scores.
Your ad relevance, landing page quality, and CTR directly affect CPC and ad rank—especially important as you compete for visibility within AI Overviews.
Use blog content strategically.
AI systems prioritize SEO-optimized, question-answering content. Ensure your blogs have clear CTAs, nurturing flows, and pathways to pipeline opportunities.
Will AI Hurt My Search Traffic?
In some areas, yes, we’re seeing CTR declines due to AIOs answering questions directly. However:
- Google and Bing are not going to sacrifice ad revenue. In fact, Google has re-enabled double ad serving, allowing more opportunities on a single results page.
- As ads expand into AIO placements, prepared advertisers will capture these new opportunities.
- AI can drive lower CPCs and higher efficiency if you leverage it with the right signals, targeting, and revenue-focused strategies.
Those who adapt will benefit. Those who don’t will find it harder to compete.
Final Thoughts
AI is changing the where and how of search, but not the why. People still search for solutions to their problems, and it’s our job as marketers to meet them with the right message at the right time.
The marketers who align their PPC strategies with AI’s evolution—by focusing on user intent, revenue impact, and data-driven learning loops—will thrive in this new era.
At Nowspeed, we’re already helping clients navigate this shift, optimizing their campaigns to capture these new opportunities while reducing wasted spend.
If you’re looking to future-proof your paid search strategies in this AI-driven world, let’s connect. We’re ready to help you turn this disruption into your competitive advantage.
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