You've probably seen recent headlines about AI changing how people use Google. Some reports show that when Google provides an AI-generated summary at the top of the results page, fewer people click through to websites. Naturally, this raises the question: Does this hurt the effectiveness of Google Search campaigns?

Here's our perspective:

1. Our campaigns are insulated from organic search changes.
   AI summaries mainly impact organic clicks (free traffic). Paid search ads are still placed above or alongside those summaries, and users clicking ads are demonstrating clear shopping intent.
2. Furniture shoppers still rely on Google.
   When someone is about to make a big purchase like a sofa or mattress, they want store locations, hours, promotions, and inventory. That information isn't provided in an AI summary-it's best answered by ads and store websites. Shoppers still Google "furniture stores near me" before getting in their car.
3. Self-correcting spend.
   Even if AI summaries reduce clicks in some searches, our clients don't pay unless a real shopper clicks their ad. If fewer clicks happen, spend naturally adjusts downward without wasted dollars.
4. Most client websites aren't AI-friendly anyway.
   For AI summaries to pull in content, websites need rich, detailed information. Many furniture stores don't have that today. That means AI answers aren't likely to replace what ads already do for them-drive people to the store.
5. What we're watching.
   We'll continue monitoring how AI evolves inside Google Search. If Google changes ad placement, formats, or visibility, we'll adapt strategies right away. For now, Google Search ads remain one of the most effective ways to reach in-market furniture shoppers.

The takeaway:
AI is changing some aspects of search, but it doesn't materially reduce the value of Google Search ads for our clients today. If anything, it underscores why paid search is more reliable than organic search-we can buy visibility in front of real shoppers, no matter how AI reshapes the page.