Google’s AI Overviews are reshaping PPC. Here’s what’s changing, why it matters, and how agencies and freelancers can adapt to stay ahead.

If you work in PPC, you’ve probably felt an undeniable shift happening in search.

Your go-to campaigns don’t perform quite the same. The SERPs don’t look quite the same. And suddenly, “keywords” feel like they’re taking a back seat to something much bigger.

That “something” is AI Overviews (formerly called Google’s Search Generative Experience, or SGE). And whether you love them, fear them, or still don’t fully understand them, they’re already rewriting the rules of paid search.

“The key trend that I’m seeing in PPC or paid media right now is this immense rush to test everything with AI,” says Simran Harichand, Paid Media Lead at Hallam. “Especially with AI Overviews showing ads in the US and beta testing AI mode… everyone’s just trying to get ahead of the curve and figuring out how to make sure that their ads are working hard enough to stay in that space.”

Let’s unpack what that really means for you, and what you can do to stay ahead of the AI curve.

What are AI Overviews?

AI Overviews are Google’s way of making search feel more human. Instead of showing a page full of blue links, Google now uses generative AI to answer your question directly, pulling information from across the web and packaging it neatly into a summary.

Sounds great for users, but a little scary for advertisers.

That’s because the more Google “answers” questions itself, the less users need to click on ads or even scroll down the page.

If you’re used to being at the top of the SERP, you might suddenly find yourself…not.

The way ads appear, the way users search, and the way intent is interpreted is all changing. For PPC, it’s important to keep up with the changes and adapt to ensure you’re still getting seen by your target customers.

How AI Overviews are Changing PPC

It’s undeniable, PPC has always been a fast-moving game. But introducing AI into the mix has taken it to a whole new level.

Here’s how AI Overviews are shaking things up:

1. The “Top Spot” Isn’t Guaranteed Anymore

Remember when being in position one was the ultimate win? Well, it’s a very unlikely achievement now. AI Overviews often take up a huge chunk of the search results page, pushing ads further down.

That means fewer eyeballs, fewer clicks, and potentially higher costs for the same conversions.

2. Context Is the New Keyword

Google’s AI doesn’t just match search queries to keywords anymore, it interprets intent.

If someone searches, “What’s the best CRM for a growing agency that uses Slack?”, AI isn’t just scanning for “CRM software.” It’s pulling context from reviews, content, and brand authority, and serving ads that fit the conversation.

So instead of the old, simple days of competing on a single keyword, you’re competing on relevance and resonance, which makes everything a whole lot more complicated.

According to research from Adthena, longer-tail queries tend to trigger AI Overviews more often. This is true across all industries, but retail sees the highest frequency of AI Overviews on the longest terms.

3. Clicks Are Harder to Earn

AI Overviews often give users the full answer before they even think about clicking. That means the users who do click are further down the funnel, but there are fewer of them overall.

It’s not all bad news, though: the ones who click are usually ready to buy. So while volume may drop, conversion quality could actually rise.

4. SEO, PR, and PPC Are Merging

AI Overviews blur the lines between organic and paid. Ads don’t show in isolation anymore – they show alongside AI-generated summaries that reference blogs, media mentions, and reviews.

“For PPC to stay competitive and to still work as hard, it’s going to have to stop working in a silo and work alongside SEO, organic, PR,” says Harichand. “That is the route to success now.”

TLDR: PPCers need to start thinking like marketers, not just media buyers.

The Silver Lining: Smarter PPC for Smarter Searches

Yes, AI Overviews make PPC harder, but they also make it smarter.

Instead of chasing impressions, PPC is evolving into something more strategic. We’re being pushed to think holistically, creatively, and empathetically.

And honestly? That’s a good thing.

Here’s how you can use that shift to your advantage.

How PPCers Can Win in the Age of AI

1. Think Beyond Keywords

Keywords are still important, but intent is everything.
Start asking why people are searching, not just what they’re searching.

If you understand their mindset, you can write ads that feel personal, relevant, and human, which is exactly what AI is trying to emulate.

2. Collaborate Across Channels

Gone are the days of “PPC over here, SEO over there.” The brands that win in the AI era are the ones with connected strategies.

Work with your SEO, content, and PR teams. Make sure your message is consistent across organic and paid because Google’s AI is analysing everything.

3. Invest in Brand & Content Authority

AI Overviews favour trusted sources. So, if your brand has a strong content footprint, with blogs, thought leadership, and social proof, your ads are more likely to appear in relevant contexts.

It’s time to think like a publisher as well as a PPC pro.

4. Use AI Tools to Compete with AI Search

Stop fighting AI – use it.

Tools like Performance Max, automated audience targeting, and AI-generated creative testing can help you discover new opportunities.

Test relentlessly. Let machine learning handle the heavy lifting while you focus on strategy and storytelling.

5. Measure More Than Clicks

If clicks are down but conversions are up, that’s not failure – that’s evolution.

Focus on the full customer journey. Look at assisted conversions, engagement, brand search lift, and cross-channel impact. AI is changing attribution; your reporting should change too.

6. Use Optimisation Tools to Stay Ahead of the Curve

When everything in PPC is shifting this fast, having the right optimisation tools makes all the difference.

Platforms like Adzooma give you a competitive edge by surfacing AI-powered insights that help you make smarter, faster decisions.

From intelligent campaign optimisation to AI-driven content and text suggestions, Adzooma helps you craft more effective ads, spot new opportunities, and keep campaigns performing at their peak without spending hours buried in data.

In the age of AI search, it’s about working smarter, not harder.

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PPC Is Growing Up

Rather than thinking of AI Overviews as the end of PPC, think of them as the next chapter.

PPC is no longer about who bids the highest. It’s about who understands the customer best. It’s about showing up at the right time, in the right context, with the right message.

The PPCers who’ll thrive in this new world are the ones who can blend data with empathy, and strategy with creativity.

So yes, the SERP is changing. The clicks are changing. The rules are changing. But if you can adapt and earn attention, you’ll still win.

Ready to optimise your ads for the AI era? Sign up to Adzooma to start making changes and seeing results right away.