Google AI search features drive click rates to historic lows
New data reveals significant decline in organic and paid click-through rates amid Google's AI Overview implementation.
Ten days after a comprehensive study released by Tracy McDonald on February 4, 2025, data shows unprecedented changes in search behavior following Google's implementation of AI Overviews (AIOs).
The analysis, examining approximately 10,000 keywords with informational intent ranking in the top 20 positions, demonstrates a significant decline in engagement metrics. According to the research, organic click-through rates for queries featuring AIOs dropped from 1.41% to 0.64% year-over-year, marking a 54.6% decrease.
The methodology combined data from multiple sources, including Google Ads for paid click-through rate (CTR) data, Google Search Console for organic CTR information, and ZipTie AIO data to track AI Overview presence. The study segregated queries into two distinct categories: those where AIOs appeared and those where they remained absent.
A notable finding indicates that queries eventually displaying AIOs exhibited lower CTR rates from the beginning, suggesting a predisposition toward reduced user engagement. This pattern mirrors the historical behavior observed during the initial implementation of featured snippets for educational and informational queries.
Contrary to the declining trend in AIO-present queries, the research identified an increase in organic CTR for searches where AIOs did not appear. This divergence points to sustained opportunities in segments of search results unaffected by AI implementations.
The paid search landscape showed consistent deterioration across all query types. According to the data, paid CTR declined regardless of AIO presence, indicating broader changes in user engagement patterns with sponsored content.
Brand presence within AIOs emerged as a significant factor in performance metrics. The analysis revealed that when brands appeared in AIOs, organic CTR increased from 0.74% to 1.02%, while paid CTR rose from 7.89% to 11%. This enhancement in performance suggests a correlation between AIO presence and user trust.
The research methodology employed several technical components:
- Filtering of keywords based on ranking position and intent
- Integration of data from three distinct tracking systems
- Year-over-year analysis spanning January 2024 through January 2025
- Segmentation of results based on AIO presence and ownership
- Measurement of CTR variations across organic and paid segments
The findings indicate structural changes in search behavior, potentially influenced by broader shifts in user preferences and search engine result page layouts. According to leaked correspondence referenced in the study, internal discussions between Google Search and advertising executives focused on revenue enhancement strategies that may have affected user experience.
The data presents a complex picture of search behavior transformation, with significant implications for both organic and paid search strategies. The research highlights the need for continued monitoring of these metrics as search technology evolves.