The rise of zero-click search is transforming how users interact with search results—and not in a way that’s friendly to organic traffic. As AI-powered answers from platforms like ChatGPT, Perplexity, Gemini, and even Google’s own AI Overviews become more prevalent, fewer users are clicking through to websites.
For businesses relying on SEO, this shift presents a growing challenge. Even if your site ranks well, you’re no longer guaranteed the traffic that used to follow. But where organic visibility is eroding, paid media can step in.
Here are the strategic PPC moves your business can use to bridge the gap.
1. Understand How AI Search Affects Your Industry
AI-driven search behavior varies by industry:
- Retail & Travel: AI search is heavily used across all stages of the purchase journey.
- B2B: The impact is currently most visible at the top of the funnel, where users conduct research. Branded search terms still show limited AI Overview activity.
Takeaway: B2C brands should create full-funnel PPC strategies. B2B marketers can focus on demand generation and brand discovery for now.
2. Expand Beyond Google Ads
If your paid strategy is still limited to Google (and maybe Meta), it’s time to diversify. Channel expansion is not just about reach—it also builds trust and engagement.
B2C brands should test:
- TikTok
- YouTube
- Connected TV (CTV)
- Reddit (for niche, engaged communities)
B2B brands should explore:
- LinkedIn thought leadership ads
- Reddit & Quora (for authentic discussions)
- Even TikTok, which is building traction in B2B spaces
User-generated and authentic content from Reddit and TikTok often shows up in Google search results. So your investment in these platforms supports both paid and organic goals.
3. Collaborate Closely with Your SEO Team
Your PPC strategy should align with your SEO team’s keyword priorities. If they notice a drop in click-through rates for critical terms, paid ads can step in to reclaim visibility.
Goal: Reinforce brand presence across both organic and paid results—especially for high-value queries.
4. Stay Ahead with Performance Max and Placement Data
Google’s AI Overviews and AI Mode ads are being slowly integrated into ad placements. While targeting these is not yet transparent, they’re likely to become part of Performance Max.
To prepare:
- Use Performance Max only if you have strong offline conversion tracking and enhanced conversion setup.
- Get familiar with the new placement reporting features that can reveal AI-specific ad performance.
What’s Next?
The digital marketing landscape is shifting rapidly. Organic traffic is harder to capture, but savvy advertisers can pivot and reclaim ground through smart, diversified PPC strategies.
Don’t wait for the algorithm to stabilize—act now to protect your traffic and lead flow.
At SEO Guru NYC, we understand how quickly the search landscape is changing — especially with the rise of zero-click searches and AI-driven SERPs. Our Pay-Per-Click services in NYC are designed to help local and national businesses stay ahead by driving targeted traffic, boosting visibility, and filling the gaps where organic reach is declining. Whether you need to diversify your ad channels or refine your campaign performance, our expert team is here to help.
Partner with us today and turn strategic PPC into a powerful growth engine for your brand. Contact us to get started.
