Is Google Search Dying?

ai overviews google impact best google ads strategy 2025 future of google search is google search dying 2025 rising cpc google ads Aug 25, 2025

Every year, influencers and TikTok creators declare that “Google Search is dying.” But at the same time, Google highlights the continued growth of Search during events like GML.

So, what’s the truth? As always, it’s somewhere in the middle. And for business owners, the real question is simple:

“Do I need to change my Google Ads strategy in response?”

Let’s break it down.

Why the Debate Exists

The debate really started in November 2022, when ChatGPT launched publicly. Since then, tools like ChatGPT and Perplexity have changed how people search for information.

Meanwhile, Google has been rolling out AI Overviews and even a new AI Mode inside Search. These changes matter because shifting search patterns directly affect the performance of Google Ads campaigns.

The Current Situation: Google Still Dominates

Yes, the way people search is evolving. But the data shows Google isn’t going anywhere:

Google still controls over 90% of global search traffic (2024).
ChatGPT handles ~37.5M search-like prompts daily (just 0.25% share).
That’s far behind Microsoft Bing (4.1%), Yahoo (1.35%), and DuckDuckGo (0.73%).
Google processed 373x more searches than ChatGPT in 2024.
Among 16–24 year olds, 56% still use Google, YouTube, or Gemini first when researching products (up 4% YoY).

Turning off your Google Ads because of hype would be a huge mistake.

The Real Impact: Search Traffic & Ads Are Changing

1. AI Overviews Reduce Clicks

A 2025 study found CTRs dropped 47.5% on desktop and 37.7% on mobile when AI Overviews appeared.
That means fewer organic clicks and less available ad inventory.
As inventory shrinks, auctions get more competitive and CPCs rise.

2. Rising CPCs Are Already Here

Search Scientists: 45% surge in average CPC in early 2025.
LocaliQ (16,000 campaigns): CPCs rose 12.88% YoY, even though conversion rates improved.
WordStream: 87% of industries saw CPC increases in 2025, with Education & Beauty facing 40%+ jumps.

For businesses, this means your CPCs are increasing no matter what your competitors do.

Google’s Response: New Ad Surfaces

Google is creating more ad opportunities inside its AI features:

Ads now appear in AI Overviews.
Google is testing ads inside AI Mode, its conversational search experience.

But there’s a catch—your ads can only appear in these placements if you’re using:

Broad Match
Performance Max (PMAX)
Or Google’s new AI Max campaign type

👉 Google Ads AI MAX Update: What Advertisers Need to Know About the Future of Keywordless Targeting

Why Google Will Stay on Top

Despite the noise, Google has unique advantages:

Gemini 2.5, its LLM, connected to a live and updated internet
YouTube, the world’s second-largest search engine
The largest search network in the world (and second-largest, too)

For years to come, Google will remain the dominant force in search.

What This Means for Business Owners

The most important takeaway: Google Search isn’t dying—it’s evolving. To stay ahead, smart businesses should:

Stop thinking of Google Ads as just Search or just Shopping
Leverage Smart Bidding strategies
Embrace AI-driven features
Expand into video campaigns to capture demand across YouTube