Google AI Overviews Slash Organic, Paid Clicks by Over 60%
▼ Summary
– Organic and paid click-through rates for queries with Google AI Overviews fell dramatically by 61% and 68% respectively since mid-2024.
– Even on queries without AI Overviews, organic CTRs declined by 41%, indicating a broader trend of users clicking less overall.
– Success metrics are shifting from clicks and traffic to visibility and share of voice, as the lost traffic is not expected to return.
– Brands that were cited in AI Overviews received significantly more clicks, with 35% more organic and 91% more paid clicks than those not cited.
– The data comes from Seer Interactive’s analysis of over 25 million organic and 1 million paid impressions from June 2024 to September 2025.
A significant shift in user behavior is reshaping the digital landscape, with Google’s AI Overviews dramatically reducing both organic and paid click-through rates. Recent analysis reveals that since mid-2024, informational queries accompanied by AI Overviews have seen organic CTR plummet by 61%, while paid CTR on those same searches dropped by a staggering 68%. Even more telling is the fact that queries without AI Overviews still experienced a 41% decline in organic clicks, suggesting a broader trend of users simply clicking less across all search results.
This widespread drop in engagement signals a fundamental change in how people find information online. The convenience of receiving instant answers through AI Overviews, combined with growing use of alternative platforms like ChatGPT and social search, means many users no longer feel the need to visit websites directly. This represents a permanent shift in user behavior that demands a strategic response from marketers and businesses.
The numbers paint a clear picture of this transformation. Organic click-through rates for queries with AI Overviews fell from 1.76% to just 0.61%, while paid CTR dropped from 19.7% to 6.34%. Even queries without AI Overviews, which performed better at 1.62% organic CTR, still showed a 41% year-over-year decrease. Interestingly, brands that received citations within AI Overviews benefited significantly, earning 35% more organic clicks and 91% more paid clicks compared to uncited competitors.
These findings come from comprehensive research examining 3,119 informational queries across 42 organizations, covering 25.1 million organic impressions and 1.1 million paid impressions between June 2024 and September 2025. The study categorized queries based on AI Overviews presence and citation status using data from Google Search Console, Google Ads, and specialized AI tracking tools.
As click-through rates reach their lowest point in 15 months across all scenarios, the marketing landscape is undergoing a fundamental transformation. Success metrics are evolving from traditional measures like clicks and traffic toward visibility and share of voice. Brands that adapt to this new reality by focusing on appearing in AI Overviews and building authority will be better positioned to thrive in this changing environment.
(Source: Search Engine Land)
