How Google’s AIOs are Impacting Paid and Organic Search
Organic and paid click-through rates (CTR) are hitting new lows as Google’s AI Overviews reshape search behaviour. This follows trends we highlighted earlier, where AI Overviews were already contributing to significant drops in web traffic for publishers and brands, emphasising the growing importance of visibility in AI-generated summaries.
According to a recent study by marketing agency Seer Interactive, organic CTRs for informational queries featuring AI Overviews have fallen 61% since mid-2024, while paid CTRs for those same queries dropped 68%. Even queries without AI Overviews saw a 41% decline in organic CTR, suggesting a broader shift in user behaviour rather than a feature-specific effect.
About the Data
Seer analysed a total of 3,119 informational queries across 42 organisations, covering 25.1 million organic impressions and 1.1 million paid impressions between June 2024 and September 2025. Queries were categorised by AI Overviews' presence and citation status using Google Search Console, Google Ads, and Seer’s generative AI tracker.
Why It Matters
Even when AI Overviews aren’t visible, users are clicking less, likely influenced by ChatGPT, other AI platforms, and social search alternatives. Alongside AI Overviews, features like Google’s AI Mode are reshaping how people search, encouraging users to get answers directly from Google rather than clicking through to websites. This means that traditional metrics like traffic and clicks are no longer the only indicators of search success. Visibility, share of voice, and how your brand appears in AI-generated summaries are becoming increasingly important.
Does this mean we should spend more on paid search?
In short, the answer is no. Lisa Dunn (Paid Search Director at Core) says, "We're seeing AIOs dominate in 'informational queries', paid search's role remains in the action/purchase-intent space. Whether in AIO, AI Mode, or traditional search ads, search ads will come into play when the users' search behaviour moves to a place of intent to visit a website to take action. Making it all the more important to trial and understand new AI-led formats and how to best target high-intent queries."
What It Means for Irish Brands
For Irish marketers, this shift is a wake-up call. Organic visibility may no longer translate directly into clicks, particularly for informational queries where AI Overviews dominate. Brands cited in AI Overviews benefit significantly, but those not referenced will see reduced engagement and brand recognition even if their content ranks highly.
The broader implication is that brands need to think beyond traditional SEO. How your content is interpreted and presented by AI is becoming a critical factor in discoverability, not just how it ranks. In other words, being seen in AI-generated summaries could soon matter as much as being listed in the top organic positions.
FAQs: Google AI Overviews and CTR Drops
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Your CTR may be dropping because Google AI Overviews provide answers directly on the search page, reducing the need for clicks. Even high-ranking content can see fewer clicks as users get information from AI summaries or alternative search tools, changing traditional user behaviour.
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AI Overviews summarise content from multiple sources at the top of search results. When users get answers from these summaries, clicks to individual pages drop. Brands cited in AI Overviews tend to see higher engagement, while those not referenced may experience lower organic and paid CTR.
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AI Overviews can reduce website traffic because users may get answers without visiting your site. Even if content ranks well, visibility in AI-generated summaries becomes critical. Optimising content for clarity and AI recognition can help maintain or grow your presence despite fewer clicks.
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No. AI Overviews mainly affect informational queries, while paid search still drives action- and purchase-intent traffic. Ads appear when users show intent to take action. The focus should be on testing AI-led formats and targeting high-intent queries effectively, rather than simply increasing spend.