By Craig Wilson — Digital Marketing Consultant at Sticky Digital
Key Takeaways
- The rise of Google Search Generative Experience (SGE) and AI-powered search means fewer clicks, more “zero-click” results, and greater disruption for PPC and SEO alike.
- Traditional Google Ads campaigns might face higher costs and lower visibility unless you adapt your funnel, targeting and content to the new search context.
- For SMEs, the smart move is not just more ad spend — it’s better positioning, richer content, and conversion-led strategy that anticipates AI search shifts.
The AI Search Shift: What’s Really Changing
In May 2023, Google unveiled its generative search experiments through Search Labs, introducing features where search results include AI-generated summaries and conversational follow-ups. By mid-2024, the feature now commonly referred to as AI Overviews (formerly SGE), had started rolling out more broadly.
For business owners this matters because it changes how users interact with search results. Instead of clicking through to multiple websites, many users get their answer directly on the Search Engine Results Page (SERP). That means fewer clicks, fewer site visits, and stronger competition for attention.
Why Your Google Ads Strategy Might Be at Risk
1. Reduced Click-Through Rates (CTR)
If fewer searchers click through to your site because the AI summary delivers the answer, your ads (and organic listings) may get fewer opportunities. Some early analysis shows that AI summaries dominate above-the-fold space and push other results down.
2. Higher Ad Costs & Intensity
As real estate for ads and clicks becomes tighter, you may need to spend more to stay visible. That means refining your targeting, improving Quality Score, and focusing on high-intent keywords.
3. Shift in Intent & Behaviour
Users are asking more conversational queries and expecting richer answers. Your ads and landing pages must reflect this; not just generic “buy now” messages.
4. Importance of Content & Authority
Since AI searches will largely draw on high-quality sources, having authoritative content, structured data, and trust signals becomes even more critical. Your site has to prove it’s worthy of being cited in these AI summaries.
What SMEs Should Do Now to Get Ahead
- Focus on High-Intent Keywords: Target keywords and search queries that lead directly to action. These are less likely to be fully answered by a generic AI snippet and more likely to result in a click and conversion.
- Optimise for AI Search & Featured Snippets: Use clear headings, bullet points and Q&A formats. Implement schema markup (FAQ, HowTo, Service). Craft content that adds depth beyond surface-level answers. You want to be the source the AI will cite.
- Refine Your Landing Pages for Conversion: With fewer clicks coming in, make sure each click you do get converts. That means: fast load times, mobile readiness, compelling offers, trust signals and strong CTAs.
- Diversify Traffic Channels: While Google Search remains vital, you’ll benefit from broader strategies: social, video, local, content marketing and referral traffic.
- Monitor, Adapt & Test: Regularly review your analytics. The AI search shift is gradual so being agile gives you the edge.
FAQs
Will Google Ads still work if AI search becomes dominant?
Yes, but the nature of what works will change. Ads will be more effective when they target high-intent queries, link to conversion-optimised pages, and integrate with content/SEO rather than standing alone.
How soon will AI search affect my business in Australia?
While rollout varies by region, AI-powered search features are already appearing. It’s wise to act now rather than wait. Preparing early gives you a competitive advantage.
Do I need to replace all my current SEO and ad strategy?
No. But you should evolve your strategy. Keep doing what works, but layer in AI-search readiness: structured content, review authority, refine keywords, improve conversion.
How Sticky Digital Helps SMEs Future-Proof Their Search & Ads Strategy
At Sticky Digital, we’re helping Australian SMEs build marketing systems designed for today and tomorrow. We don’t just set up Google Ads and hope for clicks; we plan for the future of search.
- Strategy first: analysis and mapping of your funnel, traffic sources and paid ads.
- SEO with depth: content, authority, schema and AI-ready optimisation.
- Conversion-led design: websites and landing pages built in WordPress to convert, not just attract.
- Paid ads that integrate: Google, Meta, remarketing — all aligned with your search strategy.
Contact us today so we can align your marketing for the AI-search era.
