|
Watch the full video on my YouTube channel now
Every few months, the internet explodes with predictions that “Google Search is dying.” TikTok creators, influencers, and even mainstream media push the idea that AI tools like ChatGPT and Perplexity are taking over.
But on the other hand, Google’s own announcements at GML continue to highlight the growth of Search, alongside new AI-driven features.
So, is Google Search really dying?
Like most debates, the truth is somewhere in the middle and for business owners, the real question is:
“Do I need to change my Google Ads strategy in response?”
Why the Debate Began
The conversation kicked off in November 2022, when ChatGPT became publicly available. Since then, new tools like Perplexity have grown in popularity, and Google has rolled out AI Overviews and AI Mode inside Search itself.
This shift in how people search matters because when traffic patterns change, Google Ads strategies must adapt.
The Current Reality: Google Still Dominates
While AI search tools are growing, the numbers tell a different story:
-
Google still holds over 90% of search traffic in 2024.
-
ChatGPT handled ~37.5M search-like prompts per day (just 0.25% market share).
-
Google had 373x more searches than ChatGPT.
-
Among 16–24 year olds, 56% still use Google Search, YouTube, or Gemini first when researching products—an increase of 4% compared to last year.
So while how people search is evolving, abandoning Google Ads would be a costly mistake.
The Impact on Search Ads Is Already Happening
Two big shifts are reshaping Google Ads:
1. AI Overviews Reduce Click-Through Rates
-
A 2025 study found CTRs dropped 47.5% on desktop and 37.7% on mobile when AI Overviews appeared.
-
This means fewer organic clicks and less ad inventory, making auctions more competitive and CPCs more expensive.
2. CPCs Are Rising Fast
-
Search Scientists found a 45% surge in average CPC in early 2025.
-
LocaliQ (from 16,000 campaigns) found CPCs rose 12.88% YoY, even with improved conversion rates.
-
While this year's WordStream benchmarks found 87% of industries saw CPC increases, with verticals like Education & Beauty facing 40%+ jumps.
For business owners, the key takeaway is simple: your CPCs are rising whether or not you change strategy.
Google’s Response: Expanding Ad Surfaces
Google is integrating ads directly into its new AI features:
-
Ads now appear inside AI Overviews.
-
Testing has begun for ads inside AI Mode, Google’s conversational search feature.
However, to access these placements, advertisers must use:
-
Broad Match
-
Performance Max
-
Or Google’s new AI-driven “AI Max”
Why Google Isn’t Going Anywhere
Despite the noise, Google remains uniquely positioned as the dominant force in search because it has:
-
Gemini 2.5 (its own LLM) connected to a live internet.
-
YouTube, the world’s second-largest search engine.
-
The largest global search network, unmatched by competitors.
What This Means for Your Business
Google Search isn’t dying...it’s evolving.
Traffic patterns are shifting, AI is reshaping results, and costs are rising. But Google Ads remains the most powerful channel to capture demand.
👉 If you want help adjusting your Google Ads strategy to these changes, take our quick Help with Google Ads form. We’ll show you the best path forward for your business.
Have a great week,
Aaron
- Monday 25th August, 8pm AEST: Is Google Search Dying?
- Wednesday 27th August, 8pm AEST: High Converting Offers & Landing Pages for Google Ads [Live Reviews w/ Will Wang]
Head Over To My YouTube Channel 👇
|
[LIVE MASTERCLASS + Q&A]
Account Reviews + Q&A | with Aaron Young 💻
Wednesday 26th, August, 2025, 4:00 PM (AEST)
Tuesday, 26th, August, 2025 07:00 AM (GMT)
Monday, 25th August, 2025, 11:00 PM (PT)
