Are Google's AI reviews eating into your PPC revenue?

Google AI Overviews (AIOs) are automatically generated responses from Google that increasingly replace ads in search results, especially for high-value queries. They divert user attention, reduce click-through rates, and consequently lower PPC revenue even when ads appear strong.

For advertisers, this means revenue leakage: impressions remain, but CTR declines. At the same time, competitors may adapt faster, increase bids, or target queries where AIOs are less present.

Still, AIOs are not always a roadblock. Where they don’t dominate, advertisers can reclaim visibility. In cases where AIOs appear heavily, it’s important to:

• increase bids to regain exposure,

• broaden campaign reach,

• refine ad copy.

It’s also crucial to factor in device differences. AIO prevalence varies between mobile and desktop, so channel targeting can improve results.

A major factor remains query intent:

• informational queries often trigger AIOs,

• transactional queries still leave space for ads and conversions.

Additional context

• How AIOs displace ads: AIOs sit at the top of SERPs, pushing ads and organic results down, lowering CTR, and raising CPC.

• Impact on organic visibility: Ahrefs — CTR on the top spot drops by 34.5 % when AIO is present. Amsive — average CTR falls 15.5 %, nearly 20 % for informational queries, but branded queries show an 18.7 % increase.

• Growth of zero-click searches: According to SimilarWeb, zero-click share rose from 56 % to 69 %, while news site traffic dropped by 26 %.

• Legal implications: Independent publishers filed a complaint with the European Commission, accusing Google of using their content without compensation.

Recommendations for PPC specialists

1. Track AIO appearances for your key queries.

2. Adjust bids in areas where AIOs dominate.

3. Differentiate campaigns by device.

4. Segment by query intent.

5. Test and refine ad copy to stay competitive.

6. Monitor industry shifts and new ad formats like AI Mode.