Should you stop traditional SEA because of AI Overviews?

The introduction of Google's AI Overviews is changing the rules of search engine play. Where searchers used to click on ads or organic results, they are now increasingly getting answers directly from Google's AI. A development that raises questions: does investing in traditional Search Engine Advertising (SEA) still make sense? Or is it time to go all in on AI?

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From practice: what do we notice?

As a content and marketing agency, we are in the midst of this shift. We see AI Overviews-the automatic summaries at the top of search results-providing users with answers faster. That sounds convenient for the user, but it has implications for advertisers. Click rates on traditional ads are dropping and some campaigns are not performing as well, simply because users are seeing the answer before they even click on something.

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But this is not where the story ends.

These AI features also present opportunities. They force us to create content that responds directly to the user's search intent. Those who manage to become part of an AI Overview with valuable content will greatly increase their brand visibility-without additional advertising costs.

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From the field: what do the numbers say?

According to recent studies, an AI Overview appears in about 47% of US searches. In many cases, these Overviews take up a large portion of the screen, literally relegating traditional ads to the background.

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In addition, we see a trend shift in search behavior. Younger audiences in particular are increasingly consulting AI tools or social media platforms such as TikTok instead of Google. It means that, as an advertiser, you not only have to be busy with SEA and SEO, but also with content that can keep up with these new formats.

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An emerging field within this context is Generative Engine Optimization (GEO)-optimizing content so that it is picked up by AI and displayed in overviews. This requires different writing and structuring techniques than classic SEO, but can strengthen your brand position in the AI era.

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Our advice: combine the best of both worlds

Quitting traditional SEA? No. But remaining indiscriminately committed to old strategies? Neither.

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We recommend a hybrid approach:

- Keep using SEA, but be critical of the role of keywords in campaigns that are often taken over by AI. Optimize your copy, targeting and bidding strategies.

- Invest in content that AI understands. Think clear, factual and well-structured content that directly answers specific questions.

- Closely follow the development of AI Overviews. Use data to determine which searches are still yielding returns through SEA and where you're better off betting on organic or AI-inclusive strategies.

- Diversify your channels. Consider video, social content and thought leadership on niche platforms where AI does not yet play a dominant role.

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In conclusion

The rise of AI Overviews is not a cause for panic, but it is a cause for action. By smartly broadening your strategy-from traditional ads to AI-optimized content-you ensure that your brand remains visible in an ever-changing search landscape.

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Want to know how your content can be more responsive to AI and new search behaviors? Get in touch with us. We'd love to think with you.

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