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Google AI’s model has raised concerns with organic and paid click-through rates (CTRs). Recent analysis shows that both have been on the decline, however, paid CTRs have continued to fall regardless of the threat of AI Overview’s generative descriptions.

A study was done with nearly 10,000 informational intent keywords, specifically ranked within the top 20 positions on Google. Let’s take a look at what the data revealed.

Organic and Paid CTR Drop

When AI Overviews were present on the search engine results page (SERP), the organic CTR showed a significant drop, decreasing from 1.41% to 0.64% within a year. On the flip side, when AI Overviews were unavailable or were absent during searches, the organic CTR had a noticeable increase.

Looking at paid CTRs, this marketing tactic also declined year over year. Unfortunately, for paid, regardless of whether AI Overviews were present or not, CTRs continued to decline.

Brand Presence in AI Overviews Shines A Bright Light

Although concerns might be present for many brands, data revealed that there is an exception for both organic and paid CTRs when a brand’s page appears in an AI Overview’s suggestions.

• Paid CTR: Increased from 7.89% to 11%
• Organic CTR: Increased from 0.74% to 1.02%

Google’s AI overview section will feature sites at the bottom of its section when the AI system has determined a page as containing relevant and factual information. It functions by pulling comprehensive data across various sources with the goal of providing a broader approach to searched questions rather than specific answers featured on brand’s pages.

Why Care?

As demonstrated by the stats, Google’s AI Overview is clearly affecting brand visibility, engagement, and traffic. This is what we knew would be the case when Google’s precursor, Search Generative Experience (SGE) offered a preview into  the decrease in CTRs. Although Google is making efforts to combat these claims by insinuating that AI Overviews improve search satisfaction, the data speaks for itself. For businesses to stay a competitive force and maintain visibility, it is crucial to analyze keyword performance.

Data Pull

Data was pulled from Google Ads, Google Search Console, and ZipTie.dev. The information was merged together to create a cohesive understanding of the changes occurring with the introduction of AI Overview. Data was curated from January 2024 to January 2025.

How To Lessen Your Risk of Being Affected

Here at BluShark Digital, we understand the importance of having visibility when it comes to retaining and maintaining customers. Because of this, our top priority is making sure that we stay on top of the most pressing concerns in the industry and that our clients emerge victorious. If you’re seeking informed and strategic solutions to cultivating a new business marketing strategy approach, contact BluShark today. Let us make the future easier for you.