Google AI Overviews Continue to Drive Clicks Downwards

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google ai overviews continue to drive ctr downwards

Introduction

Earlier this year, many marketers noticed that Google’s new AI Overviews were reducing the number of clicks websites receive from search results. A recent update from AIS Technolabs confirms that the situation has worsened — click-through rates (CTR) have continued to fall across both organic and paid search listings.

How Google’s AI Overviews Are Changing User Behavior and SEO Performance

According to their latest findings, websites experience a sharp drop in clicks when AI Overviews appear on search result pages. On average, organic search CTR drops by 65% when your website is not mentioned in the AI Overview, while paid search CTR falls by 78% under the same conditions. Even if your website is cited in the AI Overview, the numbers are still concerning — with a 49% decrease in organic clicks and a 54% decrease in paid clicks.

What’s more surprising is that even when no AI Overview appears on the page, websites still see lower engagement. AIS Technolabs’s data shows a 46% drop in organic CTR and a 20% decline in paid CTR, compared to the previous year.

These figures clearly show how users' reactions to Google results are changing due to AI-driven search functionality. In this new AI-powered search scenery, companies and marketers need to adapt their SEO tactics to remain visible and keep attracting in clients.

cta ratio
 
" This is the most current data; it is clear that the numbers have been decreasing month after month."

paid & organic ctr trends

More Insights from the AIS Technolabs Report

It's important to bear in mind that these results may vary depending on the type of search and other pertinent factors. We recommend reviewing the whole AIS Technolabs report for a greater understanding of the data and analysis.

However, the overall trend is clear — the current numbers are not showing positive growth. It's additionally crucial to note that these results may have been slightly affected by a recent revision known as the "num 100" parameter modification.
Industry forums and social media sites like X (which used to be Twitter) are already hosting discussions around this issue as experts share their views and direct experience with how AI Overviews influence search behavior.

If you want to understand how these changes could affect your digital marketing performance or need expert help adapting your SEO strategy, contact AIS Technolabs today — our team can guide you through effective solutions for AI-driven search optimization.

FAQs

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AI-generated summaries known as Google AI Overviews come up at the top of Google Search results. They often reduce the need for customers to get through to real websites by providing concise, AI-written answers based on many different sources online.

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Because AI Overviews provide visitors all the information they need immediately on the search results page, less people click on individual website links. For both organic and paid search results, this leads to an apparent decrease in CTR.

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Many businesses rely on Google's organic traffic.  Users interact with traditional listings less since AI Overviews occupy a prominent spot on search pages. Even when websites rank well, this makes it harder for them to draw in visitors.

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While data shows that even cited websites have reduced CTR, being mentioned in an AI Overview can be a little helpful. concentrating on entity-based SEO, outstanding content optimization, and brand authority is essential for increased visibility in AI-generated results.

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We at AIS Technolabs help companies in changing their SEO strategies for the era of AI-powered search. To maintain traffic and performance in the face of changing Google algorithms, our specialists focus on expanding visibility, building authority, and put data-driven ideas into effect.