Topic: content strategy shifts

The 2025 AdSense Shift: Traffic, CTR, and Revenue Trends for U.S Targeted Websites

For U.S.-focused AdSense Publishers, 2025 brought a permanent shift, not just a seasonal dip. The widespread rollout of AI Overviews drastically increased zero-click searches, causing steep declines in Google Search referrals and palpable CTR loss. Programmatic revenue saw a significant year-over-year strain, forcing publishers to abandon old playbooks and prioritize direct audience relationships over search-driven scale to survive the structural change of the new, model-driven web.