AI
Digital Marketing
06.06.2025

The Great Search Migration: Winning in an AI-First World

by Maria Watson

The search landscape is undergoing a seismic shift. Recently, Google's stock plummeted 7% after Apple executive Eddy Cue commented on declining Safari search usage and Apple's plans to revamp their browser to focus on AI-powered search engines. According to Bloomberg, "Cue said he believes that AI search providers, including OpenAI, Perplexity AI Inc., and Anthropic, will eventually replace standard search engines like Alphabet's Google."

We aren’t facing a distant future scenario. AI-first is our current reality, and it's transforming paid search marketing at its core.

The AI Revolution in Search Has Arrived

The days of "10 blue links" are over. Search engines have evolved into answer engines, with AI delivering conversational responses directly on results pages. Google's Search Generative Experience (SGE) now pushes organic results approximately 1200 pixels down the page, creating a fundamentally different search experience that's changing how users discover brands and products.

Why does this matter? With Google owning 89% of search market share and AI Overviews now live for U.S. users, every marketer needs to adapt—or risk becoming invisible. Success is no longer just about ranking #1 or bidding high. It's about being selected by the algorithm as an authoritative source.

How AI Is Reshaping Search Behavior

Today's searchers expect instant, personalized answers—often without clicking through websites:

Conversational queries have replaced keywords: Users now ask complex, multi-factor questions like "best family RVs under $100k and why" instead of typing "best family RV."
Zero-click searches dominate: Nearly 60% of Google searches now end without a click as AI answers satisfy user queries upfront.
Platform diversification accelerates: 45% of Gen Z prefer TikTok or Instagram over Google for discovery searches. Your search strategy must extend beyond traditional engines.

The Numbers Tell the Story

The data is clear: AI has reached mainstream adoption and is reshaping search metrics across the board:

ChatGPT reached 400 million weekly active users worldwide; SGE has seen "billions of uses" in under a year
Search ad clicks have fallen, yet ad spend has increased by 11%
Organic and paid CTRs hit record lows in 2024
55% of U.S. consumers believe AI could improve online product discovery

What This Means for Your Paid Search Strategy

The disruption is creating clear patterns that demand immediate strategic shifts:

1. Fewer Impressions, Higher CPCs

Google's revenue continues to grow, but it's now driven by CPC inflation rather than click volume growth. Retail click volume dropped 12% year over year while costs rose—a trend expected to continue throughout 2025.

2. From Keywords to Intent Matching

Google is aggressively pushing broad match paired with smart bidding. Success depends less on managing individual keywords and more on feeding AI the right signals through quality content, conversion tracking, and audience data.

3. AI-Driven Asset Creation

Auto-generated headlines, images, and conversational campaign builders are gaining traction. Responsive Search Ads and Performance Max campaigns are no longer optional—they're baseline requirements. AI Max for Search is the near future.

Your Strategic Response Playbook

To thrive in this evolving landscape, implement these essential strategy shifts:

Embrace AI + Rethink Your Search Portfolio

Lean into AI—it's a foundational shift, not a passing trend
Diversify search channels beyond Google to include Bing, YouTube, vertical marketplaces, and social discovery platforms
Unite SEO + PPC strategy around shared goals and content, blurring traditional lines between paid and organic

Prioritize Data, Agility & Owned Audiences

Invest in first-party data capture through CRM, email, and branded experiences
Stay agile with budgets by keeping 30% flexible for algorithm shifts and AI rollout impacts
Optimize user experience to deliver immediate value to the fewer but higher-intent visitors who do click through

Tactical Shifts for Immediate Impact

Lean into broad match + smart bidding while closely monitoring search terms and adding negatives regularly
Expand to Bing and niche platforms with 5-10% of budget to capitalize on less competitive channels
Update ad copy to match conversational search language with A/B tests of natural language vs. traditional CTAs

Industry-Specific Applications

For those in recreational vehicle industries like RVs, wake boats, and offshore fishing boats, the impact is particularly significant given the long research cycles and high purchase values:

RV Industry Strategy

Focus on capturing complex feature-driven queries using broad match with Target ROAS bidding strategies. Leverage Performance Max to expand visibility across Google properties, and coordinate dealer support through geo-targeted campaigns.

Wake Boat Industry Strategy

Prioritize high-intent long-tail terms and ensure a strong presence across YouTube and mobile surfaces where visual content increasingly drives discovery. Use remarketing to recapture non-clickers who encountered AI content but didn't convert.

Offshore Fishing Boat Strategy

Bid aggressively on bottom-funnel terms while tracking assisted conversions. Use location-based targeting for branded and high-intent queries, and maximize ad extensions to command visual space in competitive SERPs.

The Way Forward

The shift from traditional search to AI-powered discovery represents both challenge and opportunity. Marketers who adapt fastest will capture a disproportionate market share while others struggle with declining visibility.

Success in this new era depends on thinking beyond keywords to context, intent, and automation. The brands that embrace AI-driven insights, diversify their digital footprint and iterate quickly will own the next wave of lead generation.

The future of search is already here—and it's powered by AI. The only question is whether your strategy has evolved to match.

Let us help you navigate this shifting landscape with our data-driven approach to search marketing. Our team specializes in creating visibility across all platforms where your customers discover brands.