Zero-Click Search & AI Overviews: Rethinking Paid Media ROI in 2025
Introduction
The digital marketing world is facing a seismic shift. As AI Overviews and zero-click searches become the new norm, traditional paid media strategies are being upended. Marketers are grappling with declining click-through rates, reduced ad visibility, and new challenges in measuring ROI. But with change comes opportunity. In this post, we’ll explore how zero-click search and AI Overviews are transforming paid media, and what forward-thinking marketers can do to adapt, optimize, and thrive in 2025 and beyond.
The Rise of Zero-Click Search and AI Overviews
What Are Zero-Click Searches and AI Overviews?
Zero-click searches occur when users find the information they need directly on the search results page—without clicking through to a website or ad. AI Overviews, like those introduced by Google, use generative AI to summarize answers at the top of the SERP, further reducing the need for users to click.
Key Stats:
- 58.5% of U.S. Google searches in 2024 finished without a click (SparkToro).
- When an AI Overview appears, Google Ads CTR drops from 21.27% to 9.87% (Search Influence).
- Only about 1% of visits include clicks on links embedded inside the AI box (Pew Research).
Why Does This Matter for Paid Media?
With fewer clicks, traditional metrics like CTR and conversion rates are declining. Marketers must rethink how they measure and achieve ROI in a world where visibility doesn’t always translate to traffic.
How AI Overviews Are Changing
Paid Media Dynamics
Declining Ad Engagement
AI Overviews satisfy informational intent directly on the SERP, leading to:
- Lower ad impressions and clicks.
- Reduced organic and paid traffic.
- Increased competition for the remaining clicks.
Shifting User Behavior
Users are becoming accustomed to getting answers instantly, which means:
- Fewer opportunities to drive users to landing pages.
- Greater importance on brand visibility and authority within the AI Overview itself.
Rethinking ROI: New Metrics for a New Era
Beyond Clicks: Measuring Brand Impact
With fewer clicks, marketers must look at alternative metrics:
- Impression Share: How often your ads are shown when eligible.
- Brand Mentions in AI Overviews: Is your brand cited as a trusted source?
- Engagement with Embedded Links: Even if low, these can be high-value.
- Search Lift: Are branded searches increasing after exposure in AI Overviews?
Attribution Challenges
Traditional last-click attribution models are less effective. Consider:
- Multi-touch attribution to capture the influence of AI Overviews.
- Brand lift studies to measure awareness and consideration.
Actionable Strategies to Adapt
Paid Media for AI Search
1. Optimize for Inclusion in AI Overviews
- Structured Data: Use schema markup to increase the likelihood of being cited.
- Authoritativeness: Build topical authority with high-quality, expert content.
- FAQ and How-To Content: These formats are more likely to be summarized by AI.
2. Rethink Ad Creative and Targeting
- Value-Driven Messaging: Focus on unique value propositions that stand out in condensed formats.
- Intent-Based Targeting: Use AI tools to identify and target high-intent queries less likely to be satisfied by AI Overviews.
- Visual and Rich Media Ads: Leverage formats that are more engaging and less likely to be replaced by AI summaries.
3. Leverage First-Party Data and Audience Signals
- CRM Integration: Use your own data to retarget users who saw your brand in AI Overviews but didn’t click.
- Custom Audiences: Build segments based on engagement with AI-powered SERPs.
4. Invest in Brand Building
- Thought Leadership: Publish research, insights, and expert commentary to increase the chances of being referenced by AI.
- Partnerships: Collaborate with industry publications and influencers to boost authority.
5. Test and Iterate
- A/B Test Ad Formats: Experiment with different ad types to see which perform best in the new SERP environment.
- Monitor AI Overview Triggers: Track when and where AI Overviews appear for your target keywords.
Key Takeaways
- Zero-click searches and AI Overviews are reducing paid ad clicks and challenging traditional ROI measurement.
- Marketers must shift focus from clicks to broader brand impact and visibility metrics.
- Optimizing for inclusion in AI Overviews, leveraging first-party data, and investing in brand authority are critical strategies.
- Continuous testing and adaptation are essential to stay ahead in the evolving AI search landscape.
Conclusion
The future of paid media is being rewritten by AI Overviews and zero-click search. While these changes present real challenges, they also open the door to new opportunities for brands willing to adapt. By rethinking ROI, embracing new metrics, and optimizing for AI-powered SERPs, marketers can ensure their paid media strategies remain effective—and even gain a competitive edge—in 2025 and beyond.