Google AI Overviews Boosted Search Performance, New Data Shows
MarTech Series1h ago·1 min readSEO & Search
AI Summary
New incrementality data from Measured reveals that Google's AI Overviews, rolled out in September 2025, actually increased revenue and orders for 139 brands. Despite initial marketer concerns, the analysis shows that AI Overviews concentrated search traffic, driving more valuable conversions without increasing ad spend.
⚡ Marketer Insight
AI Overviews are not cannibalizing search performance; they are refining it by filtering out low-intent clicks. Brands that focus on incrementality over traditional CTR metrics are seeing positive results from this AI-driven shift.
#google ai overviews#search performance#incrementality#ai in search
Original article
MarTech Series