AI Overviews by Google Changed Search Almost Overnight

For paid search marketers, the battle for visibility above the “first screen” is no longer just about ad rank. Now, it’s about securing a position above the AI Overview itself.

This change is the result of the rapid rise in the influence of AI Overviews, as highlighted in previous Adthena research. The analysis showed that AI Overviews quickly moved beyond informational queries and penetrated shorter, high-volume commercial search queries.

The mechanism behind this decline in visibility is clear: AI Overviews capture attention, reduce CTR, and push both organic and paid search results lower on the page. The result: fewer clicks and less revenue.

New Adthena research identifies how often advertisers occupy positions above AI Overviews across seven major industries, various devices, and different query types. The findings reveal clear leaders and uncover opportunities that paid search teams can act on immediately.

Ad Visibility Drops by an Average of 25%

Adthena analyzed seven industries and found that in each sector, a portion of ads is irreversibly pushed below AI Overviews.

Visibility Leaders:

• Travel
• Energy
• Financial Services
• Retail

In these sectors, ads appear above the AI Overview over 75% of the time. But even this means that one in four impressions suffers reduced visibility and lower CTR.

Strategic Implications

For large advertisers, where key queries generate millions in revenue, 20–30% lost traffic is not a statistical anomaly—it’s a direct threat to profitability.

Outlier – Healthcare:
Ads in healthcare appear below AI Overviews 64.6% of the time.
Google prioritizes “expert” AI responses, pushing commercial ads as low as possible.

Gaming – the most volatile sector:
50/50 split: equal chances of appearing above or below the AI Overview.
For highly competitive markets, this means constant volatility and a need for dynamic bid management.

The Biggest Threat to Visibility – Mobile Search

Data shows that mobile search results are most affected by AI Overviews.
Due to limited screen space, any downward shift effectively makes ads invisible without deep scrolling.

Case Study – Automotive

Although the industry shows overall good visibility:

• On mobile devices, ads are pushed below AI Overviews nearly half the time.
• For B2B industries with complex products, this means that if a customer researches via mobile, your ad may simply not be seen.

Healthcare – “Double Whammy”

• Desktop: almost all traffic goes below the AI Overview
• Mobile: slightly better, but still critical

Conclusion for Marketers

Mobile SERPs are becoming the main risk zone.
Optimization, scheduling, bids, creatives, and ad extensions must be device-specific.

User Intent Changes Everything – Short vs. Long Queries

Traditionally, long queries were considered less promising for ads because they were informational.
But new research shatters this stereotype.

Healthcare Example:
For long (10-word) queries, ads appear above AI Overview 0% of the time.
Google serves users an “expert” response without commercial results.

Gaming – the opposite result:
Short queries (1–2 words) – ads always under AI Overview
Long queries (7–9 words) – 100% of ads appear above AI Overview
This means that industries with research-heavy user behavior have a huge mid-funnel opportunity.

Automotive and Travel – Unexpected Winners

In these categories, ads perform better on longer queries than on short, high-volume ones.
For B2B: long queries often signal:

• Early vendor selection stage
• Specification comparisons
• Requests for consultation
• Technical requirements

And this is exactly where ads can outrank AI Overviews.

What Marketers Should Do Right Now

These changes are not temporary—they represent the new reality of search. Here are three strategic steps to implement immediately.

1. Test device-specific strategies

Especially if you operate in industries where mobile SERPs “cut” visibility. Consider:

• Mobile campaigns with separate bids
• Adjusted ad scheduling
• Alternative landing pages
• Testing shorter, more aggressive headlines

2. Expand keyword coverage in mid- and long-tail

Informational queries no longer mean low conversion.
In some industries:

• The chance to appear above AI Overview is highest
• Competition is significantly lower
• CPC is cheaper

This is an opportunity to capture the user before AI “intercepts” them.

3. Optimize copy against AI competition

AI Overviews provide dry, neutral, generic information.
Your ad must do what AI cannot:

• Highlight brand uniqueness
• Convey emotion and trust
• Create urgency
• Activate FOMO or time-sensitive offers
• Demonstrate social proof

Effective messaging includes:

• Guarantees
• Speed
• Service
• Limited-time offers
• Real case studies and testimonials
• Human tone

The more “alive” and persuasive your ad is, the higher the chances of stealing the click from AI.

Conclusion: SERP Has Changed Forever

Google SERP has changed permanently due to the introduction of AI Overviews. This is no longer just a new feature—it’s a significant architectural shift in search results that directly affects paid ad visibility and CTR.

Marketers with granular visibility, who understand AI behavior in their niche and adapt bids, campaign structures, and creatives, will gain a competitive advantage.

Those who continue working under pre-AI models risk losing up to 30% of traffic and revenue. This is not just a trend—it’s a new search landscape, and companies must quickly adapt to remain competitive.

Considering these changes, it is crucial to implement an effective SERM (Search Engine Reputation Management) strategy to maintain top SERP positions and improve brand reputation in this new phase of search marketing. Strategic SERM approaches will help you understand how to manage your reputation amid AI Overview dominance and enhance the effectiveness of your campaigns.

If you want to stay ahead of competitors and make the most of new opportunities, reach out to our digital marketing agency. We will help you optimize your campaigns for AI Overviews using SERM strategies to maximize ROI and maintain SERP visibility in these new conditions. Equip your business with the best tools for success in the new reality of search marketing.

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