As AI continues to transform search, digital advertisers must rethink how they approach PPC. With Microsoft’s Copilot Search and Google’s Search Generative Experience (SGE) leading the shift toward AI-powered summaries and conversational search, traditional ad visibility is facing major disruption.
What’s Changing in Search?
AI search tools like Copilot and SGE don’t just provide lists of links—they surface summarized answers, often directly from select sources. As a result:
- Users may click less, reducing traffic from standard PPC formats.
- New AI-driven layouts mean ad placement and visibility are shifting.
- Top-of-funnel queries may now be answered without a click-through.
For advertisers, this creates both challenges and new opportunities.
Key Considerations for Your PPC Strategy in 2025
1. Rethink Performance Metrics
Click-through rates may decline, but engagement quality and assisted conversions become more meaningful. Make room for brand visibility and influence-based KPIs.
2. Structure Campaigns for AI Visibility
To adapt to AI-powered summaries:
- Use clear, factual landing page copy.
- Align ad and page content with semantic relevance.
- Add FAQ-style content to support AI retrieval.
3. Test Across Bing and Google
Copilot Search in Bing and SGE in Google have unique behaviors. Early testing with Bing Ads may offer first-mover advantages as Microsoft rolls out more integrated ad formats.
4. Diversify Ad Formats
With AI answers reducing clicks, consider:
- Video ads (especially on YouTube and social)
- Display and remarketing for brand recall
- Product feeds and rich snippets for eCommerce visibility
5. Focus on First-Party Data
AI reshaping the top of the funnel makes it even more important to build audience lists, leverage CRM data, and personalize remarketing campaigns.
AI-enhanced search isn’t eliminating PPC—it’s evolving it. Advertisers who adapt quickly, test across platforms, and focus on content quality + strategic positioning will stay ahead
Want help adapting your PPC strategy for the AI search era? Contact us today.
