Overview Oversights: The Effect Of Google’s AI Overviews On Click-Through Rates
Last May, when The Verge interviewed Google CEO Sundar Pichai after the release of AI Overviews, the concern that publishers all shared about their traffic-driving URLs be buried under a block of AI-generated text at the top of Google’s search results was met with what felt like optimistic reassurances.
“If you put content and links within AI Overviews,” Pichai said, “they get higher clickthrough rates than if you put it outside of AI Overviews.”
Now, with a year of anecdotal evidence seemingly pointing to the contrary, publishers now have the receipts.
The Pulse of Performance Advertising: Diminishing Returns
Paid social is an essential part of the performance marketing mix, but scaling it efficiently has become a challenge. As budgets increase, advertisers are seeing diminishing returns — more spend isn’t necessarily translating to better results. Ad fatigue, competition, and platform changes are making it harder to sustain performance over time.
The Revenue Imperative: Overcoming Inefficiencies to Maximize Growth
Every department, from sales to finance, is intertwined with how revenue is managed, making it crucial to address any broken processes. That’s why triaging these inefficiencies is a critical first step toward tangible improvement. By identifying bottlenecks, automating workflows, and optimizing every stage of revenue operations through complete Revenue Lifecycle Management, organizations can ensure sustainable growth and smooth operations.
Marketers today are drowning in data — but does it truly drive better decisions? Our 2025 Practitioner Survey uncovers the critical challenges marketing teams face when it comes to attribution, reporting, and proving ROI. It’s time to stop chasing reports and start making smarter, data-driven decisions that drive revenue.
