by Sean Condon | Nov 26, 2025
What It Means for Local Businesses, Advertisers, and the Future of Google’s Pay-Per-Lead Model
Google is once again experimenting with the user experience inside its Local Service Ads (LSA) platform — this time by testing the removal of the “More Results” button that typically appears beneath the top three LSA listings. This small-sounding change could have big implications for how visibility, competition, and lead generation work within the LSA ecosystem.
If your business relies on Local Service Ads to capture local leads, this test matters. It could shift how users discover providers, who gets exposure, and how ad budgets perform. In this article, we’ll break down what this test means, why Google might be doing it, and what strategies smart advertisers should adopt to stay ahead.
What’s Changing: The “More Results” Button Test
Traditionally, Local Service Ads appear at the very top of Google’s search results when users look for service-based businesses like plumbers, electricians, roofers, lawyers, HVAC technicians, and other verified local providers.
These ads show three listings by default, with a “More results” button that lets users open an extended list of service providers.
The test now in progress removes that button entirely for some users. Instead of a tappable expansion panel that displays additional businesses, users see only the initial three LSAs — and must scroll further down to find organic results or other ad formats.
In other words:
Fewer ads get visible exposure in the prime, above-the-fold area.
Click opportunities decrease for businesses outside the top three.
Competition for those top three spots intensifies.
This test appears to be limited and may not yet affect all markets or industries, but early reports show it could significantly reshape LSA visibility.
Why Google Might Be Testing This Change
Whenever Google experiments with search layout changes, it’s usually driven by data. The decision to test removing “More Results” likely ties to a mix of user-experience goals, monetization optimization, and evolving search behaviours.
Here are the most likely reasons behind this move:
1. Improving user experience and reducing friction
Google’s goal is always to help users find the right business as quickly as possible. The company may have observed that most clicks already go to the first three LSAs — meaning the “More Results” button adds extra friction without delivering meaningful user benefit.
2. Encouraging stronger competition and ad quality
By reducing the number of available visible listings, Google forces advertisers to improve their performance, reviews, responsiveness, and verification quality to earn one of the top positions.
Fewer visible spots may raise the overall quality bar for businesses participating in the LSA program.
3. Testing engagement vs. scroll behaviour
Google frequently runs A/B tests to measure how users interact with different SERP designs. By removing the expansion option, Google can compare whether users are more likely to click one of the top ads, scroll to organic listings, or refine their search.
4. Increasing monetization potential
A smaller, more competitive LSA layout could drive higher bid competition for top-tier visibility — potentially increasing average cost-per-lead (CPL) and boosting Google’s ad revenue per query. For Google, fewer available impressions can create artificial scarcity, encouraging higher bids.
5. Alignment with mobile-first design
On mobile devices, where most LSA traffic originates, interface simplicity matters. Fewer buttons and shorter scroll paths improve load time and usability. Removing “More Results” could be part of a broader simplification of the LSA mobile interface.
How This Impacts Local Businesses and Agencies
The implications of this test are far-reaching. Here’s how it affects visibility, lead generation, and competition inside Google’s local ad ecosystem.
1. Only the top three providers win prime exposure
If Google permanently removes the expansion panel, only the top three LSAs will benefit from prime real estate. For small and mid-tier advertisers, this raises the stakes dramatically — visibility could drop overnight if your business doesn’t make the top tier.
2. Lower listings may lose impressions and leads
Businesses ranking fourth and beyond could experience a major drop in call volume, message inquiries, and booked leads. Without the “More Results” option, they may lose visibility even if they maintain strong reviews and budgets.
3. Brand strength becomes even more valuable
With fewer listings visible, brand recognition and trust signals (ratings, reviews, response rate, Google Guarantee badge) will matter more than ever. Users are more likely to choose from the three they see immediately — meaning those businesses must stand out at a glance.
4. Budget competition likely intensifies
Limited inventory drives competition. As advertisers fight to remain visible, cost-per-lead could increase. Businesses may need to raise bids or improve lead quality metrics to stay in top placement.
5. Organic listings might get partial rebound traffic
Some users may scroll further to find more options if the “More Results” button disappears. This could slightly benefit organic local pack and map results, though the impact will vary by search intent.
6. Local SEO and LSA performance will become more intertwined
If fewer LSAs appear, businesses can’t rely solely on ads for lead generation. The importance of a hybrid strategy — combining Local Service Ads, Google Business Profile optimization, and organic SEO — grows even stronger.
How Local Service Ads Work (and Why This Matters Now)
To understand the weight of this test, let’s recap how LSAs function.
Pay-Per-Lead Model
Unlike Google Ads, where advertisers pay per click, Local Service Ads use a pay-per-lead model. You pay only when a potential customer contacts you through the ad — by call, message, or booking request.
Ranking Factors in LSAs
Google determines which LSAs appear based on:
Proximity (location relevance to the searcher)
Review score and quantity
Response rate and reliability
Business hours and availability
Budget and bidding
Verification status (Google Guarantee or Google Screened)
With the “More Results” button gone, ranking signals will have to be more precise — only the top three will see meaningful impressions.
Google’s Broader Trend: Simplifying Results Pages
This test fits a broader trend across Google Search in 2025: simplified interfaces, fewer clicks, and AI-assisted discovery.
1. Fewer on-page distractions
From product results to hotel listings to AI Overviews, Google is trying to streamline user flow. Removing unnecessary interactions like “More Results” aligns with a minimalist UX philosophy.
2. AI-driven recommendations are rising
As Google increasingly integrates AI and predictive ranking, its systems will likely decide which providers users are “most likely” to choose — further limiting manual exploration. For LSAs, that means algorithmic quality scores could play a larger role.
3. Focus on verified trust
The Local Service Ads program’s hallmark is trust: verified providers with background checks, licenses, and reviews. Google’s push to surface only the most credible businesses matches its long-term effort to eliminate spam and low-quality results.
How to Prepare: Strategies to Stay Competitive if “More Results” Disappears
If Google rolls this change out broadly, businesses must adapt quickly. Here’s how to protect — and even strengthen — your LSA performance in a more competitive environment.
1. Maximize your review volume and average rating
Reviews are one of the strongest ranking signals for LSAs. Aim for consistent, authentic customer reviews — especially with the Google Guarantee or Screened badge visible.
Encourage customers to leave reviews immediately after service, and respond promptly to all feedback.
2. Improve response rate and lead quality
Google rewards businesses that quickly respond to leads and maintain high satisfaction rates. Keep your LSA inbox monitored, set up SMS notifications, and follow up with all leads to maintain strong responsiveness metrics.
3. Raise your budget strategically
If your business is dropping out of the top three, experiment with incremental budget increases. But rather than blindly raising bids, monitor cost-per-lead and ROI carefully. Sometimes small bid increases can re-enter your business into the top tier.
4. Optimize your LSA profile completely
Ensure your profile includes:
Accurate service areas
Correct business hours
High-quality headshots or logos
Verified licenses and insurance
Strong business bio and call-to-action
All service categories relevant to your niche
A complete, trustworthy profile signals quality to both users and Google’s algorithm.
5. Double down on Google Business Profile optimization
If LSA exposure tightens, your Google Business Profile becomes even more vital. Optimize it for visibility in both the Local Map Pack and organic local results:
Add fresh photos and updates weekly
Post promotional offers or service updates
Keep NAP (Name, Address, Phone) consistent across platforms
Build local backlinks and citations
6. Use call tracking and conversion data
Track every lead source using call tracking software or CRM integrations. This helps you identify whether your LSAs, organic listings, or traditional Google Ads are generating the most qualified leads.
7. Monitor impression share
Regularly check impression share data in your LSA dashboard. If your exposure suddenly drops, it could indicate you’re being impacted by the “More Results” removal test or ranking downgrades.
8. Maintain high trust and compliance
Google’s verification policies are tightening. Keep your licenses, insurance, and background checks up to date to avoid suspension or ranking drops. Verified trust signals often make the difference between ranking third and falling out of view entirely.
Potential Upside: A More Streamlined, Fair Ecosystem?
While most marketers will focus on the risks, this change may also offer potential benefits — especially for top-performing businesses.
1. Higher-quality leads
If only the top three LSAs appear, users who click are more likely to be serious prospects. This could improve lead-to-close ratios and reduce wasted inquiries.
2. Simpler competitive landscape
With fewer visible competitors, users may spend less time comparing prices and more time contacting one or two trusted providers. Businesses with strong reputations stand to benefit most.
3. Potential algorithmic fairness
Google might use this as an opportunity to refine ranking signals, giving more consistent visibility to providers who maintain strong performance metrics instead of rotating randomly among verified businesses.
What This Means for Agencies and Multi-Location Brands
Agencies managing multiple clients — or brands with multiple locations — will need to adapt their reporting, bidding, and client education practices.
Re-evaluate client expectations: Clients used to seeing their ad visible after clicking “More Results” may no longer find it there. Communicate early that visibility could decline if the change becomes permanent.
Adjust lead forecasts: Expect lower impression and click volume, especially for accounts ranked below the top three.
Emphasize conversion optimization: With fewer impressions available, focus on maximizing conversion rates from existing leads.
Centralize review management: Streamline your process for gathering and responding to reviews across all client locations to maintain strong performance scores.
Diversify channel strategy: Invest in Google Ads (search and Performance Max), SEO, social media ads, and local partnerships to balance LSA volatility.
The Future of Local Service Ads: What’s Next?
This test highlights how Google is continuously refining its local monetization strategy. Several trends may define the next generation of LSAs:
1. Dynamic AI-assisted recommendations
As Google integrates AI across its ecosystem, future LSA placements may depend on predictive engagement — AI determining which provider a user is most likely to choose based on behaviour patterns and context.
2. More personalization in results
Expect LSAs to become more user-specific, factoring in previous interactions, proximity, and even price preferences. The “top three” may not be identical for every user — they could rotate based on AI prediction models.
3. Integration with Google Business Messages
As Google unifies its messaging systems, LSA leads may increasingly shift to in-platform messaging or bookings rather than direct calls. That could change lead tracking and conversion attribution models.
4. Evolving verification and spam prevention
Google continues to battle fake listings and low-quality advertisers. Tightening verification standards will likely continue, further elevating trustworthy businesses.
5. Shift toward local performance scoring
Expect Google to expand visibility of “performance insights” for LSAs — allowing businesses to compare their profile completeness, responsiveness, and satisfaction ratings against competitors.
Frequently Asked Questions
Q: What is Google testing with Local Service Ads?
A: Google is testing the removal of the “More Results” button that typically allows users to see additional Local Service Ads. This test limits visibility to the top three LSAs.
Q: Why would Google remove the “More Results” button?
A: The likely goals are to simplify the user experience, reduce friction, emphasize quality over quantity, and test how users interact with fewer available ad listings.
Q: How will this affect local businesses?
A: Businesses outside the top three positions could lose impressions and leads, while those in the top three may see stronger results but face increased competition.
Q: What can businesses do to stay visible?
A: Improve review scores, responsiveness, and verification status. Increase budgets strategically, optimize profiles, and maintain trust credentials to maximize ranking chances.
Q: Will this change be permanent?
A: It’s still an experimental test. Google often runs design experiments before broader rollouts, so the long-term impact will depend on performance data and user feedback.
Final Thoughts: Small Button, Big Consequences
At first glance, removing a “More Results” button might seem minor — but in local advertising, every pixel of visibility matters. For local service providers, this experiment signals that Google is doubling down on efficiency, user trust, and profitability in its pay-per-lead ecosystem.
If you’re managing Local Service Ads, now is the time to:
Audit your LSA rankings and performance.
Double down on reviews, responsiveness, and verification.
Strengthen your Google Business Profile and organic local SEO.
Diversify lead sources beyond Google’s ad inventory.
The businesses that adapt fastest will continue to thrive even as Google reshapes the local advertising landscape — one “button” at a time.
by Sean Condon | Nov 7, 2025
What’s happening, why it matters & how you should respond
If you’ve noticed strange swings in your traffic, especially for informational content or broader top-of-funnel queries, you’re not imagining it. According to recent research by Seer Interactive, organic click-through rates (CTR) for informational queries where Google displays an AI Overview have dropped 61%, while paid CTRs on the same queries fell 68%.
These declines are seismic for content strategies, SEO, PPC and traffic-generation approaches.
In this article we will:
Review the latest data and what it tells us
Examine why this is happening (behavioral, technical, algorithmic)
Explore the implications for organic SEO, paid search and publishing
Provide strategic actions you can take now
Offer FAQ/“People Also Ask” ready questions with clear answers
Forecast what this means for the future of search and content
The Data: A Closer Look
Here are the headline findings from the Seer Interactive study covering June 2024 through September 2025:
Why Is This Happening?
This drop in CTR is not simply seasonal or “just one small change.” It reflects multiple interacting forces reshaping how users interact with search results—and how visibility is earned.
1. Shift in SERP layout and user behavior
The appearance of AI Overviews (blocks at the top of the search results page summarizing an answer, often without requiring a click) changes the user path. Users are increasingly getting the answer on the page, reducing the need to click through to a website.
Because the AI Overview is curated by Google’s algorithm, the first organic link is pushed down in visibility, reducing its share of clicks. Over time, users may also learn to pause or not click when they see the overview box—reducing CTR even further.
2. Rise of zero-click searches and summary consumption
Users are becoming comfortable staying on the results page rather than clicking. Research (by others) shows an increase in zero-click searches—where the user obtains what they need without visiting a site.
This behavior reduces click volume across the board (not just for queries with AI Overview), which is reflected in the data showing declines even when no overview appears.
3. The informational query vulnerability
The study focused on “informational” queries (those where the user is seeking knowledge rather than necessarily a commercial transaction). These queries are naturally more vulnerable to AI Overviews, because the value can be delivered in-page rather than via click.
As a result, traffic driven by these queries is more at risk. This dynamic aligns with historical trends seen in featured snippets but is now amplified given the more prominent placement and design of AI Overviews.
4. Brand and citation advantage
The data shows that being cited in the AI Overview offers a measurable advantage. Brands cited achieved higher CTRs than those not cited. But the study notes that causation isn’t proven — it may be that strong brands are more likely to be cited anyway. The key insight: brand strength + authority matter more than ever.
5. Broader shift away from “click” as metric
Because the results show drops even when there’s no AI Overview present, the phenomenon likely reflects a broader change in the search ecosystem: users may be turning to platforms like ChatGPT, Perplexity, social search, voice assistants, or simply getting answers from the SERP rather than clicking.
In effect, clicks are becoming less reliable as a success metric for search-driven traffic.
What the Drop in CTR Means for Organic SEO
For site owners, content creators and SEO practitioners, this data is a call to rethink strategy—especially around visibility, referral traffic and how “success” is measured.
Re-thinking the “top position” blessing
In the past, ranking #1 in organic results often meant meaningful click volume. With AI Overviews absorbing attention and users clicking less, the reward for top organic ranking is diminished—especially for informational queries.
If your pages are highly dependent on informational traffic, expect less yield per impression and adjust your expectations accordingly.
Emphasize brand authority & citation potential
Given that cited brands perform better, there’s a growing incentive to build brand authority, E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), and optimization that makes your site more likely to be used as a source by Google’s generative answer system.
Actions: ensure structured data, author credentials, clear site architecture, strong internal and external linking to reinforce your brand as an authority.
Diversify away from purely informational queries
If your content strategy is heavily weighted to high-volume informational keywords (e.g., “what is …”, “how to …”), you may be more impacted. Consider shifting balance to:
More commercial/transactional queries where user likely clicks through
Branded or niche queries where competition from generative answer blocks is lower
Content formats that encourage engagement on the site (interactive tools, calculators, deep dive content) rather than basic summary pages.
Reassess KPIs: From clicks to visibility & share of voice
With click volumes dropping, success needs to be measured differently. Rather than focusing solely on traffic numbers, consider:
Impression share in Search Console
“Brand lift” metrics (does your brand show up in AI Overviews?)
Engagement on the site (time on page, conversions) rather than just visits
Share of voice (how often your domain appears across impressions) as a proxy for visibility.
Optimize for answer-surfaces not just rankings
With AI Overviews likely sourcing content, you should optimize not just for ranking but for being used as a source. This means:
Clear, authoritative content that answers key questions
Schema markup (FAQ, How To, Article) to help surface metadata
Well-structured content with headings, data, citations and clarity
Crafting content with the aim of being referenceable, not just clickable.
Monitor shifts and attribution carefully
Because fewer clicks may still represent value (e.g., brand exposure), you’ll want to carefully monitor how your site performs end-to-end: impressions → ranking shifts → click trends → conversions. Adjust attribution modelling to account for reduced click volumes and possibly increased “view only” exposure.
What the Drop in CTR Means for Paid Search & PPC
Advertisers and paid search professionals must also take note—since paid CTRs are falling faster than organic in many cases and the environment is shifting.
Informational keywords may become less efficient
The dramatic drop (~68%) in paid CTRs for queries with AI Overviews means that campaigns targeting high‐funnel, informational keywords may yield far lower click volumes and higher cost-per-click (CPC)/cost per conversion. Advertisers may need to pause or reduce budgets on those broad terms unless clearly tied to conversion outcomes or brand exposure.
Reallocate budget toward conversion-oriented queries
Paid search budgets may increasingly perform better if concentrated on mid- and bottom-funnel queries (where user intent is higher and click behaviour less disrupted by overview blocks). Focus less on “just-learning” queries and more on “ready to act” queries.
Test and optimize new ad surfaces
With Google evolving search formats (AI Mode, generative interfaces), expect new ad placements and ad formats. Early testing can identify where users still click. Additionally, craft ads and creative recognizing the changed interface (for example, more visual/interactive formats, stronger brand presence, clearer immediate value).
Leverage brand strength and citation advantage
Just as with organic, being cited or associated with brand in AI Overviews can drive better CTR outcomes. Advertisers whose brands are well-known and trusted may gain relative advantage in the shifting landscape. Consider investing in brand building as part of your paid strategy (not just direct response).
Re-evaluate bidding strategies and KPIs
Since traditional click volumes are down, simply chasing clicks is less meaningful. Focus on conversions, CPA (cost per acquisition), ROAS (return on ad spend) rather than CTR alone. Monitor cohorts of campaigns for shifts in behavior (impression → view → convert) and adjust attribution accordingly.
Strategic Action Plan: What You Should Do Now
Here’s a tactical checklist for both organic and paid search teams to respond to the shift in CTR caused by AI Overviews.
✅ Organic Search / Content Teams
Audit high-volume informational pages: Identify pages heavily dependent on basic “how-to” content or high‐search‐volume but low‐intent queries. Assess conversion performance, time on site, bounce rate and update where needed.
Upgrade content to answer deeper intent: Add rich features—interactive tools, advanced insights, user-generated examples, video, data visualizations—to give users a reason to click and stay.
Develop brand authority signals: Author bios, case studies, external citations, internal linking to build your domain’s trust and authority. This improves chances of being cited in AI Overview.
Implement structured data: FAQ, How To, News Article, Video Object where relevant. This aids Google’s understanding of your content.
Monitor impression and ranking shifts: Use Search Console to track queries, impressions, positions and click rates. Compare to baseline earlier.
Track conversions not just clicks: If click volume is falling, focus on whether conversions remain stable or improve—this may show you’re getting higher quality traffic despite fewer clicks.
Diversify content types and query types: Move beyond purely informational to actionable, niche, long‐tail, branded and community-led content.
Experiment with brand building: Invest in brand awareness campaigns, social visibility, link building and influencer coverage to increase your authority footprint.
✅ Paid Search / PPC Teams
Evaluate campaign performance for informational keywords: Identify which queries are delivering very low CTR or high cost per conversion and consider pausing or reallocating.
Focus on lower-funnel and commercial intent queries: These queries may be less impacted by AI Overview blocks.
Test new ad creative formats: Recognize that user behavior and interface are shifting. Try more visual, brand-led, conversational or interactive ad formats.
Align with organic strategy: Coordinate paid and organic teams so that landing pages meet the new standard of deeper value and authority.
Track conversions and CPA (not just clicks): As clicks fall, cost per acquisition becomes more meaningful than click count.
Monitor brand exposure in AI Overviews: Use tools to track whether your brand is being cited; consider this an advantage and track paid/organic performance accordingly.
Plan for future surfaces: Stay alert to ad formats within AI Mode or generative interfaces. Early adoption may give advantage.
Frequently Asked Questions
Q: What are Google AI Overviews?
A: Google AI Overviews are AI-generated summary blocks shown at the top of the search results page for many informational queries. They compile results from multiple sources into a narrative answer, which reduces the need for a user to click through.
Q: How much have click-through rates dropped because of AI Overviews?
A: According to research from Seer Interactive, organic CTRs for queries with AI Overviews dropped ~61% (from ~1.76% to ~0.61%), and paid CTRs on those queries dropped ~68% (from ~19.70% to ~6.34%) between June 2024 and September 2025.
Q: Does the drop affect queries without AI Overviews too?
A: Yes. The study found that even for queries without an AI Overview, organic CTRs declined (by ~41%) and paid CTRs also experienced declines. This suggests user behavior changes beyond just the presence of AI Overview.
Q: What advantage do brands get if they’re cited in an AI Overview?
A: Brands cited in AI Overviews had an approximate 35% higher organic CTR and 91% higher paid CTR versus brands not cited on the same queries.
Q: What should marketers do in response to this decline?
A: Marketers should shift focus from purely click-based metrics to visibility and share of voice, optimize content for authority and citation, adjust paid budgets away from low‐intent informational keywords, and monitor conversions over clicks.
Q: Are clicks dead?
A: Not entirely—but clicks are becoming a less reliable indicator of success, especially for informational search. With user behaviour changing (more answers in-page, less click-through), visibility (impressions, share of voice) and conversion efficiency are more critical.
What This Means for the Future of Search & Content
This decline in CTR signals a deeper transformation in search behavior and outcomes. Here are some implications:
The importance of “visibility over visits”
In a world where fewer users click, being visible (i.e., appearing in AI Overviews, high impression share) is as important, if not more, than ranking position. This may shift budget and reporting toward visibility and authority rather than just traffic jumps.
The rise of “Generative Engine Optimization (GEO)”
Search optimization is evolving beyond traditional SEO to include optimization for how content gets used by AI systems. This discipline—sometimes called GEO—emphasizes being cited, being used as an authoritative source, and structuring data for AI consumption.
The blending of paid/organic and brand strategies
As clicks drop, the distinction between organic and paid becomes blurrier—both channels must prioritize brand clarity, authoritative content, and efficient conversion. Budget decisions may hinge more on conversion quality and brand lift than raw clicks.
User behavior is shifting platform-wide
The fact that CTRs are falling even when AI Overviews aren’t present suggests users are doing less clicking and more scanning, more in-SERP consumption or alternative platforms (voice, AI chat, apps). Content owners must diversify traffic sources beyond classical web search.
Publishers and advertisers may need new models
For publishers reliant on referral traffic, this shift is especially challenging. It may accelerate efforts toward subscription models, first-party audiences, branded communities, podcast/video presence, and diversified revenue streams—not just ad-supported traffic volume.
The attention economy intensifies
Because fewer clicks may still deliver value if an impression drives brand recognition, the value of appearing in these new surfaces (AI Overviews, answer boxes, curated lists) increases. Your challenge becomes not just “get the click” but “get the recognition”.
Final Thoughts
The data from Seer Interactive is a wake-up call: the search ecosystem is evolving. Click volumes for informational queries are significantly down—especially for those with AI Overviews. Whether you’re an SEO practitioner, content marketer, advertiser or publisher, the message is clear: your old playbook needs updating.
Focus on visibility. Focus on authority. Focus on conversion.
Clicks will still matter—but how you earn them, how you measure them, and how you build for them is changing.
By adapting now—optimizing for being a source of authority, aligning content to rich intent, shifting PPC budgets to higher-intent queries, tracking conversions over clicks, and measuring brand exposure—you can not only withstand the shift but thrive in the new search landscape.
by Sean Condon | Nov 4, 2025
Why advertisers should see it as evolution, not extinction
If you’re involved in online marketing, digital advertising, or search engine optimization, you may have seen the question circulating: “Are Google Ads going away because of AI in search?” The short answer: No—according to Robby Stein, VP of Product for Google Search, the company doesn’t see its advertising platform disappearing even as AI-driven search experiences expand.
In this article we’ll unpack what Google is saying, what that means for advertisers and SEOs, how AI-driven search (generative, multimodal, conversational) is changing the playing field, and what strategic steps you should take to stay ahead.
What Google’s Leadership Is Saying
In an interview published late October 2025, Robby Stein addressed whether Google Ads will vanish as search becomes more AI-centric via features like “AI Mode” and generative search results.
Key highlights:
When asked directly, “Do you feel like Google Ads is going away in the future?” Stein replied: “Don’t see them going away.”
He explained that user behavior is expanding rather than shifting away from search: “What people actually do… is really expanding.”
Google is already experimenting with ad formats inside AI Mode experiences and generative interfaces: “We started some experiments on ads within AI mode …”
However, he emphasized that the AI Overviews and generative search results are not currently driven by ads inputs: “It doesn’t use ads information … done entirely with what’s on the web and what’s within Google’s information system.”
The takeaway: Google envisages advertisement as evolving to fit new search formats—not a casualty of AI search.
Why This Matters for Advertisers & SEO Professionals
The statement from Google’s leadership matters for multiple reasons:
Budget visibility: If ads were headed for obsolescence, advertisers might expect reduced visibility or increased costs. But Google signalling continuity means you still need to budget ad-spend and prepare for evolving formats.
Strategic planning: Knowing that Google Ads are not going away allows you to align your organic and paid strategies across the evolving search ecosystem rather than betting solely on one channel.
Ad format innovation: The mention of “new and novel ad formats” within AI Mode means advertisers must anticipate and adapt — for example, ads might appear differently in conversational or multimodal search interfaces.
Organic & paid interplay: SEOs should note that while organic search remains crucial, the boundary between paid and organic may shift as search formats evolve—making integration and coordination between PPC and SEO teams even more important.
Opportunity to gain a competitive advantage: Because many advertisers assume change equals disruption, those that anticipate and act on new ad formats early may gain disproportionate benefit.
How AI Mode & Generative Search Are Changing the Advertising Landscape
Let’s explore how search evolution—especially AI Mode and generative interfaces—affects advertising and what you should watch for:
Expansion of user input
Stein pointed out that search is expanding into more complex, conversational, and multimodal interactions: image-based queries, longer conversational prompts, voice and visual input.
For advertisers this means:
Keywords alone will become insufficient; you’ll need to think about query intent, context, and modality.
Visual assets and creative may take on greater importance (e.g., image-ads that feed into image-based queries).
Voice and conversational triggers may open new surfaces for paid placements.
New ad placement surfaces
Google’s comments that “ads within AI mode” are already being tested suggest that paid opportunities will begin to appear in generative answer surfaces, conversational/agent-style interfaces, and possibly within summarized content rather than only in traditional SERPs.
For example:
Imagine an AI chat interface giving a user a recommendation, and next to that appears a “sponsored suggestion” flagged as such.
Multimodal results (image, video, voice) might allow new ad creative types.
Agents might respond with “recommended provider” options that are paid placements.
Organic + paid coordination
Because generative search emphasises “best answer” and “most relevant content,” organic and paid strategies must coordinate:
Use paid to capture immediate visibility while organic content builds authority in new formats.
Ensure your ad creative and landing pages reflect the richer intent users now express in AI queries.
Advertisers who replicate the value proposition that organic content delivers may see better ad performance (lower CPCs, higher conversions) as relevance improves.
What Doesn’t Change (And Why That’s Important)
Even with AI search evolution, some fundamentals remain stable—which provides a strategic anchor:
User intent still matters: Whether search is traditional or generative, users want relevant answers and useful solutions. Ads that meet that need will perform.
Quality matters: Small changes in ad creative, landing page experience, and relevancy remain pivotal. AI may change formats, but poor quality will still under-perform.
Measurement & testing fundamentals apply: Tracking conversions, ROI, creative testing, audience segmentation—all remain essential.
Budgeting & bidding discipline remain required: Volatility doesn’t mean you abandon control. In fact, evolving formats may demand tighter testing and measurement.
Brand visibility & trust continue to matter: Generative interfaces may integrate more brand references; advertisers that invest in brand building alongside performance may benefit.
Strategic Actions for Advertisers in the Immediate Term
Here is a practical checklist for advertisers to get ready for the evolving landscape of search + AI + ads:
✅ Review and align creative with new modalities
Audit your current ad creative: Are your messages optimized for conversational queries, voice queries, or multimodal formats (images + text + voice)?
Begin creating assets that can be reused across formats (text + visuals + video + interactive) so you’re ready when AI-surface ad placements expand.
Test variations of your message that speak to intent rather than keywords alone (e.g., “I need this service in one hour” vs. “best service near me”).
✅ Coordinate PPC & SEO teams
Ensure PPC and SEO share insight on new query formats, user intent shifts, and emerging surfaces (e.g., voice or image search).
Use paid campaigns to test keyword-intent combinations that may later inform organic content strategy (especially for conversational queries).
Document insights from AI-mode experiments (if available) and feed them into organic optimisation.
✅ Audit your landing pages and experience
Ensure your landing pages align with rich intent: they should answer the question the user asked, or anticipate the next question.
Improve page speed, mobile friendliness, visual assets and interactive elements (e.g., chat, calculators) because multimodal search may prioritise richer experiences.
Include structured data (schema) to support how pages may be referenced by generative interfaces.
✅ Set aside budget for experimentation
Allocate a portion of your ad budget to new placements and formats (e.g., voice search, visual search ads, conversational chat placements).
Use A/B testing and experimentation to compare performance of traditional SERP ads vs. new format placements.
Track incremental outcomes and adjust bidding strategies accordingly.
✅ Monitor and adapt to ad format rollout
Stay alert to announcements from Google about new ad surfaces, AI Mode experiments, and generative search placements. For example, Stein noted that experiments are already underway.
Subscribe to PPC/SEM alert feeds and Google Ads product updates.
Be ready to pivot quickly once new formats are widely available.
Frequently Asked Questions
Here are common questions you’re likely to see – and that your article can capture – with concise expert answers:
Q: Is Google Ads going away because of AI search?
A: No—Google has explicitly said it does not see Google Ads disappearing even as AI-driven search formats expand.
Q: How will ad formats change with AI Mode and generative search?
A: Ad formats are evolving to fit conversational, image/voice and multimodal queries. Google is testing ads inside AI Mode & AI experiences and planning “new and novel ad formats.”
Q: Should advertisers shift budgets away from search ads?
A: Not at this time. Instead of shifting away, advertisers should adapt: continue search ads while reserving budget for experimentation with emerging formats and aligning with richer user intent.
Q: What role does SEO play if ad formats evolve?
A: SEO remains critically important. Organic content that satisfies intent, aligns with multimodal queries and supports ads will drive long-term visibility. In many cases, paid + organic coordination will yield the best outcome.
Q: How can small businesses prepare for the future of ads in AI search?
A: Small businesses should focus on: making sure their landing pages are user-friendly, mobile-ready and aligned with conversational intent; creating versatile ad assets; and starting small experiments with new formats while keeping core search campaigns running.
Implications for the Future of Digital Advertising & Search
Looking ahead, several strategic implications emerge from Google’s stance:
Search advertising is not going away—it’s evolving: Companies that treat this as the end of search ads may fall behind; those that treat it as a transformation have an opportunity.
The line between paid and organic is blurring: As search becomes more conversational and multimodal, visibility will be based on relevance, context and modality—not just ranking. Allocating to both paid and organic will be strategic.
Rich intent demands richer assets: Advertisers will have to think beyond keywords to the entire user journey, complementary creative formats, and how the message fits into a more complex context.
Experience matters more than ever: With generative and multimodal interfaces, users expect more than a simple result. Advertisers whose landing experience delivers rich value will likely succeed.
Agility is the new advantage: In an environment of change, being able to test, learn and iterate quickly will separate winners from laggards.
Measurement & attribution evolve: New surfaces may require new metrics and attribution models—for example voice/visual query interactions, agent-led conversions, etc. Advertisers need to be prepared.
SMBs gain new windows: For smaller advertisers, new ad surfaces may offer less crowded opportunities—early adopters may gain disproportionately.
Conclusion
The concern that Google Ads might disappear in the age of AI-enabled search is understandable—but according to Google’s leadership, it isn’t accurate. Ads are not going away; they are evolving. And this evolution is an opportunity.
For advertisers, marketers and SEO professionals, the key isn’t panic—it’s adaptation. Your strategic focus should include: aligning creative with richer intent, coordinating paid and organic strategies, preparing for new ad placements, auditing landing and user experience, and investing in experimentation.
By recognizing that paid search remains core—but must evolve—you’ll position your campaigns and budgets not just to survive in an AI-driven search world, but to succeed in it. Companies that engage early, act decisively and integrate across channels will be the ones that capture the next generation of search visibility and conversions.
