Is Google AI Stealing Your Ad Clicks? What NZ Business Owners Need to Know
You’ve probably noticed that Google search results don’t look the way they used to. Those AI-generated summaries at the top of your search results are changing the game for businesses who rely on digital advertising to connect with customers.
As a business owner already investing in Google Ads, you might be wondering: “What does this mean for my ad spend? Is it still worth it? Are people even seeing my ads anymore?”
Let me cut through the noise and give you the straight talk on what’s happening and what it means for your business.
What’s Actually Changed?
Google, amongst other tech companies, has rolled out AI-powered overviews (sometimes called AI Overviews or Search Generative Experience/SGE) that appear at the top of search results for many queries.
These summaries pull information from various websites to answer user questions directly in the search results, no clicking necessarily required now though they do still provide links to their sources.
For users, it’s convenient.
For businesses who’ve spent years optimising their digital presence?
It’s a significant shift that impacts both organic and paid search visibility.
The Real Impact on Your Paid Advertising
Here’s what you need to know:
1. Above-the-fold real estate is getting crowded
With AI summaries taking up prime screen space, your ads may be pushed further down the page. This means users might need to scroll more to see your paid placements.
2. Certain query types are more affected than others
Informational searches (like “how to fix a leaky tap NZ”) are most likely to trigger AI summaries. Transactional searches (like “plumber in Auckland”) still tend to show traditional results with ads prominently featured.
Click-through rates are changing
Early data suggests overall click-through rates on both organic and paid results are declining for queries that trigger AI summaries. Users get their answer and move on without visiting websites.
Adapting Your Google Ads Strategy: What Smart Business Owners Are Doing Now
The businesses thriving through this transition aren’t the ones with the biggest budgets, they’re the ones with the smartest strategies:
Diversify your digital presence
Don’t build your brand soley on rented land.
While Google remains important, now is the time to strengthen your direct connections with customers through channels you control like email, and other platforms like social media.
Rethink your keyword strategy
Review your Google Ads campaign structure to ensure budget is allocated toward high-converting keywords. Consider shifting budget toward transactional, high-intent keywords where AI summaries appear less frequently and users are closer to making purchase decisions.
Make your ads unmissable
Now more than ever, compelling ad copy that speaks directly to your ideal customer’s needs is essential. Generic ads get lost in the shuffle.
Partner with expertise
The digital advertising landscape is changing faster than ever. Working with a specialist who monitors these changes often means you don’t have to, you can focus on your business while staying ahead of the curve.
Start thinking about how you make your website more SGE friendly
How your website is structured, what content you prioritise and how its organised on there and in what modality is going to be more important than ever. And critically you will need to ensure it is being well read and indexed by all of these platforms in the future, not just Google.
The Freedom of Getting This Right
When your marketing strategy adapts to these changes, you gain more than just clicks and conversions.
You gain freedom from constant worry about Google’s (or Bing and all of those other emerging AI search engines) next move.
You gain confidence that your marketing budget is working efficiently.
And you gain back the time and mental space to focus on growing your business.
The businesses that will thrive aren’t those frantically chasing every Google update, but those who maintain a strategic approach to digital advertising with expert guidance.
If you’re feeling overwhelmed by these changes or uncertain about your current Google Ads strategy, at Aligned Media our team is here to help. Let’s have a conversation about positioning your business for success in this evolving digital landscape.
