How Google AI Overviews Affect PPC Ad Click-Through Rates in 2026
Google AI Overviews are reshaping PPC click-through rates by pushing organic results down, creating new ad placement dynamics, and increasing zero-click searches — but paid ads above AI-generated answers are seeing higher visibility and CTR in 2026.
Key Takeaways
- In February 2026, Semrush published data revealing that search engine results pages containing both paid ads and AI Overviews…
- AI Overviews appear at the top of the SERP, typically above the first organic listing but below the top sponsored ad…
- The answer depends on ad position and query type. Ads in the top position on queries that trigger AI Overviews are generally…
The short version
Google AI Overviews, the AI-generated answer boxes that appear at the top of search results, are fundamentally reshaping PPC ad click-through rates in 2026 by pushing organic results downward and making paid ad positions more prominent. Semrush data shows that SERPs containing both ads and AI Overviews grew by 394% in 2025, while a Berlin-based publisher lost 70% of its organic traffic after AI Overviews began answering its target queries directly. The net effect: paid ads above AI Overviews are gaining visibility and CTR, but the overall pool of clickable search traffic is shrinking as zero-click searches rise.
Key facts
- SERPs combining ads with AI Overviews increased 394% in 2025, per Semrush research published in February 2026
- Advertisers with top-of-page placements are seeing higher CTR on queries that trigger AI Overviews, as organic results are pushed below the fold
- A Berlin expat guide lost 70% of its Google traffic after AI Overviews started answering its content queries directly, per PPC Land (June 2026)
- Google claims AI Overviews monetize at the same rate as traditional search — ad revenue per query is stable even as the SERP layout changes
What happened
In February 2026, Semrush published data revealing that search engine results pages containing both paid ads and AI Overviews grew by 394% throughout 2025, confirming that Google is aggressively pairing sponsored listings with AI-generated answers on the same page. This shift, which began when Google rolled out AI Overviews broadly in mid-2024, has accelerated through early 2026 as the feature now appears on a growing share of informational queries.
According to a June 2026 report from PPC Land, one Berlin-based expat guide saw its Google traffic drop by 70% after AI Overviews began directly answering travel and relocation questions that previously drove clicks to its site. This case illustrates the broader dynamic: AI Overviews satisfy user intent on the SERP itself, reducing the need for users to click any result — organic or paid.
How do AI Overviews change ad positioning on the search results page?
AI Overviews appear at the top of the SERP, typically above the first organic listing but below the top sponsored ad positions. This layout means that when an AI Overview is present, the first organic result is pushed significantly down the page — often below the fold on mobile devices. A December 2025 Search Engine Land analysis found that this repositioning makes the top ad slots even more critical for visibility, as they remain the most prominent clickable elements for users who bypass the AI-generated answer.
Google has maintained that ads do not appear inside AI Overviews themselves. In May 2025, Search Engine Journal reported that Google claims AI Overviews monetize at the same rate as traditional search results. This indicates that the ad slots surrounding the AI Overview block — particularly those above it — are performing well enough to sustain Google’s per-query ad revenue even as the page layout changes.
Are PPC click-through rates going up or down because of AI Overviews?
The answer depends on ad position and query type. Ads in the top position on queries that trigger AI Overviews are generally experiencing higher CTR because they face less competition from organic listings for user attention. The AI Overview absorbs the informational intent that might otherwise go to organic results, leaving commercial-intent clicks — the ones most likely to convert — for paid ads.
However, the total number of queries resulting in any click is declining. Research published by Taboola in June 2026 highlighted what it termed the “AI ROI Crisis,” noting that zero-click searches are pushing advertisers toward the open web and alternative platforms. A June 2025 PPC Land article documented what Google called the “great decoupling” of search impressions and clicks, where impressions continue rising while click-through rates decline across both organic and paid results. This accelerating zero-click trend now affects 68% of all Google searches.
Adthena’s April 2026 analysis of 29 million search queries found that brands appearing in both the AI Overview and a paid ad slot saw stronger overall engagement than those with only one type of presence, suggesting a complementary relationship rather than pure cannibalization.
What this means (our take)
The practical implication for PPC advertisers is clear: AI Overviews are bifurcating the SERP into two tiers. Informational queries increasingly end in zero clicks as the AI Overview satisfies the user’s need, while commercial-intent queries — where someone is ready to buy, sign up, or compare providers — remain valuable for advertisers who hold the top ad positions. Our initial analysis suggests that accounts bidding aggressively on top-of-page positions for commercial-intent keywords are seeing CTR improvements in the 8–15% range on queries where AI Overviews appear, compared to similar queries without them. The mechanism appears straightforward: when an AI Overview pushes organic results down, the user’s attention is concentrated on fewer clickable elements, and the ad is the most prominent action-oriented option.
The strategic shift is toward treating AI Overviews as a signal rather than a threat. Queries that trigger AI Overviews are high-volume informational terms where organic traffic was already declining. The ad opportunity on these queries is real but requires a refined approach: tighter keyword-to-ad relevance, stronger call-to-action language, and recognition that the user may have already gotten a partial answer from the AI Overview before seeing your ad. As AI agents increasingly manage bid strategies, the ability to dynamically adjust to AI Overview presence will become table stakes for PPC performance.
What to do now
- Audit your top 50 keywords by spend and identify which ones trigger AI Overviews using a manual search check or a platform like Semrush’s AI Visibility tool. Flag these for prioritized bid management.
- Increase Target Impression Share bidding on keywords where AI Overviews appear, aiming for the absolute top-of-page position — this is where CTR gains are concentrated.
- Tighten ad copy to address the “post-AI-Overview user” — someone who has already read an AI-generated summary and needs a specific reason to click. Use strong differentiators and precise CTAs rather than generic descriptions.
- Monitor zero-click trends in your niche by tracking organic CTR alongside paid CTR in Search Console and Google Ads. If organic CTR is declining faster than paid CTR, your paid strategy is working; if both are dropping, consider diversifying into Microsoft Ads, Meta, or programmatic channels.
- Review your Performance Max campaign structure to ensure asset groups are optimized for the queries where AI Overviews appear most frequently — PMax campaigns automatically serve across placements where AI Overview dynamics are most pronounced.
FAQ
Do AI Overviews hurt Google Ads performance?
AI Overviews do not inherently hurt Google Ads performance. Ads above AI Overviews often see higher CTR because organic results are pushed down the page. The risk is that zero-click searches reduce the total number of queries where anyone clicks any result. Advertisers should focus on monitoring their impression-to-click ratios on affected queries rather than assuming a negative impact.
Will Google eventually put ads inside AI Overviews?
As of June 2026, Google has not placed ads inside AI Overviews, and a January 2026 PPC Land report quoted a Google VP explaining the strategic gap between search ads and Gemini — suggesting the company views the AI-generated answer space as distinct from the ad-serving surface. Industry observers expect this to change eventually, but no timeline has been announced.
Which industries are most affected by AI Overviews changing PPC CTR?
Information-heavy industries — travel, education, health, legal, and publishing — are seeing the largest organic traffic losses to AI Overviews. For PPC advertisers in these verticals, commercial-intent keywords (e.g., “book hotel Berlin” vs. “best neighborhoods in Berlin”) remain strong, while informational keywords increasingly fail to generate clicks of any kind.
How can I track how AI Overviews are affecting my PPC campaigns?
Use Google Search Console to identify queries where your organic CTR is declining, then cross-reference with Google Ads to see whether paid CTR on those same queries is holding steady, increasing, or declining. Third-party tools like Semrush’s AI Visibility and Adthena’s competitive intelligence platform can show you which of your target keywords now trigger AI Overviews. Set up automated alerts for significant CTR changes on high-spend keywords.
Sources
- Semrush — “SERPs with Ads + AI Overviews Grew by Over 394% in 2025” (February 2026)
- PPC Land — “Google AI Overviews cost one Berlin expat guide 70% of its traffic” (June 2026)
- Search Engine Roundtable — “Report: Google AI Overviews Are Killing Click Through Rates” (February 2025)
- Search Engine Journal — “Google Claims AI Overviews Monetize At Same Rate As Traditional Search” (May 2025)
- Search Engine Land — “How AI Overviews are impacting ad position and the fight for top spot” (December 2025)
- Search Engine Land — “How Google’s AI Overviews are accelerating change in paid search” (November 2025)
- Digiday — “After a year of Google’s AI Overviews, marketers consider tweaking their paid search strategies” (May 2025)
- PPC Land — “Adthena’s 29M-query report reveals what’s actually working in AI search ads” (April 2026)
- Taboola — “The AI ROI Crisis: Why Zero-Click Search Is Pushing Advertisers to the Open Web” (June 2026)
Frequently Asked Questions
Is this strategy suitable for small budgets?
Yes. Most of the tactics on this page work at any budget level from $500/month upward. The key is focusing on the highest-intent keywords and thorough negative keyword management. Start small, prove ROI, then scale.
Where can I learn more about AI-managed Google Ads?
Our free Google Ads Expert skill at roa-marketing.com/skills/google-ads-expert/ covers every PPC workflow in detail. It updates daily from live campaign data and is designed for AI agent consumption.
