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Search Advertising is Changing. Are you Ready?

  • Writer: Caius Tenche
    Caius Tenche
  • Jun 28
  • 4 min read

Updated: Jun 29

A person standing in the centre of a projection-mapped room at Arcadia Earth, surrounded by glowing digital rectangles and data-like visuals.
Standing in the middle of the projection-mapping room at Arcadian Earth in Toronto, was beautiful and kind of overwhelming—like being inside a data stream. Everything’s changing so fast with AI, and the landscape doesn’t look anything like it did even a year ago. It’s not just about keywords and links anymore—it’s about how people get information in the first place.

For years, marketers have optimized content for search engines, played the keyword game, chased backlinks, and poured budgets into Google Ads, all in pursuit of visibility. But the old rules are being rewritten—by AI.


In the past 12 months, we've seen a significant shift in how people find information online. AI chatbots and summary engines like ChatGPT, and even Google's own Gemini are changing the way search works and pulling people away from traditional search.


Google’s own Gemini summaries, those AI-generated summaries that answer your question at the very top of the search results page, are soaking up attention and killing click-through rates. BrightEdge, a global leader in Enterprise SEO and content performance, reports that while search impressions are up 50% and people are asking deeper questions, clicks to websites are down 30%.


That’s not a tweak. That’s a tectonic shift.


And yes, Google is worried. Fewer clicks mean fewer ads served and therefore, less ad revenue. Marketers and businesses that rely on ads are worried too. But Google is protecting their golden goose. When your search are multi-faceted or conversational in tone, suggesting you’re still exploring, you’ll likely see an AI summary. But when you’re ready to buy, Gemini's AI Overview doesn't appear and ads surface to the top instead.


Before and after – Google's search engine results page.


The takeaway: search intent still matters. But so does diversification.


If your marketing strategy is built solely on Google—organic or paid—you’re sitting on a single point of failure. Now’s the time to build resilience and rethink your approach.


Optimize Your Content for AI Discovery, Not Just Rank

Chasing page 1 rankings with traditional SEO approaches is not enough. You must create content that AI can extract, synthesize, and cite. While AI is the new gatekeeper, it doesn’t index content the same way as traditional search engines. Here’s how to make sure visible:


1. Be Clear, Factual, and Useful

AI loves reliable content. Prioritize clarity and accuracy over cleverness.


2. Structure Like a Pro

Use headers, summaries, and bullet points. Make it skimmable, not skimpy.


3. Go Beyond Keywords

Use natural language, synonyms, and real human phrasing. You’re writing for context now, not just matches.


4. Use Schema Markup

Help AI (and search engines) understand your content at a structural level.


5. Build Topical Depth and Authority

Don’t just write one post—own the topic. Create clusters that link together and signal authority.


6. Add Real Bylines

AI respects content with authorship, bios, and visible expertise.


7. Get Referenced

Yes, backlinks still matter. They show trust and visibility.


Search Isn’t the Only Way to Reach Your Audience

Search intent is powerful—but it’s not everything. People discover brands through recommendations, content, experiences, communities, and good old-fashioned relationships. If you want to survive the coming AI wave, you need to start thinking beyond the search engine results page.


Here are a few ways we help our clients diversity their traffic and do exactly that:


1. Build a Strong Email List

  • Why it matters: It’s the only audience you own. No algorithms, no gatekeepers.

  • How to do it: Offer lead magnets (guides, discounts, exclusive content), use pop-ups thoughtfully, and promote signup on all channels.

  • Pro tip: Segment your list and personalize content to boost engagement.


2. Create High-Value, Shareable Content

  • Why it matters: People trust people, not platforms. Shareable content drives peer-to-peer visibility.

  • How to do it: Focus on original insights, visuals, tools, or templates. Prioritize utility, clarity, and emotion.

  • Pro tip: Use social proof like client logos, stats, and testimonials to boost reach and credibility.


3. Lean Into Organic Social Media—but Pick Your Platforms

  • Why it matters: Social is where many people discover brands first. In fact, 46% of Gen Z prefer searching on TikTok, YouTube or Instagram over Google.

  • How to do it: Focus on 1–2 platforms where your audience hangs out. Be consistent, not just promotional. Use video, especially Reels/Shorts, carousels, behind-the-scenes, and value-driven posts.

  • Pro tip: Use DMs and comments to build real relationships. Social isn’t just a megaphone, it’s a conversation.


4. Explore Paid Traffic Outside of Google

  • Why it matters: You can’t outsmart every algorithm, but you can pay to reach the right people.

  • How to do it: Test Meta (Facebook/Instagram), YouTube, Pinterest, and even Reddit ads depending on your niche. Track ROI carefully.

  • Pro tip: Build campaigns around audience behaviour and intent, not just demographics.


5. Be a Guest on Podcasts or Start Your Own

  • Why it matters: Podcasts build trust and position you as an authority in niche communities.

  • How to do it: Reach out to relevant hosts with a clear value pitch. Or create your own around your industry insights and stories.

  • Pro tip: Repurpose episodes into blog posts, social snippets, and email content.


6. Invest in Partnerships & Collaborations

  • Why it matters: You instantly gain access to new audiences with built-in trust.

  • How to do it: Co-host webinars, run giveaways, write guest posts, or bundle services/products with complementary brands.

  • Pro tip: Choose partners who align with your values and speak to your ideal customer.


7. Create Events & Experiences (IRL or Virtual)

  • Why it matters: Real-world connection builds brand stickiness.

  • How to do it: Host pop-ups, workshops, demos, panel talks, or community gatherings. For online, try live Q&As, product launches, or interactive webinars.

  • Pro tip: Record and reuse event content across all your channels.


8. Tap Into Communities and Forums

  • Why it matters: Niche groups = high-intent, underpriced attention.

  • How to do it: Join Reddit threads, Facebook Groups, Discords, Slack communities, or IRL communities. Contribute value first, promote second.

  • Pro tip: Create your own branded community or private client group.



At Gearbox, we help brands build holistic marketing strategies that don’t hinge on Google’s next algorithm update. We create real brand experiences that resonate across all touchpoints—digital, physical, and everything in between. Because visibility is no longer about rankings. It’s about relevance. It’s about being the brand people remember, not just the one they accidentally click.


The future of search may belong to AI. But the future of brand? That still belongs to the ones bold enough to build something human.


Need a strategy that doesn’t evaporate the moment Google changes course? Schedule an intro call and let’s talk.

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