Google AI Is Changing the Way We Search — And It’s Just Getting Started

Google's AI Mode Is Changing How You Search

Google’s rollout of AI Mode on 20 May signals the biggest shift in search since the company’s inception. This isn’t just a tech update; it’s a fundamental transformation of how people engage with search, powered by generative AI. While not a full leap into large language models (LLMs), AI Mode is Google’s clearest move yet toward a search experience driven by natural language and machine intelligence.

And the effects are already showing.

According to recent analysis by Jason Tabeling, Head of Solutions at Further (published by Search Engine Land), AI Mode is actively reshaping search patterns, click-through rates, and conversion trends, all using real Google Ads search data from January to June 2025.

Google Search Is Becoming More Human

AI Mode is encouraging users to search more like they speak. One to two word keyword searches are dropping fast, down from 42% of impressions in January to just 31% by June. Meanwhile, 3 to 4 word natural language queries are surging.

This mirrors how people interact with AI tools like ChatGPT or Perplexity: asking full questions, seeking contextual answers. Click data supports this too. Users are engaging more with these longer, more descriptive search phrases.

Click Through Rates Are Falling And That Matters

Despite richer queries, click through rates (CTR) are down across the board. Short queries have seen the steepest drop, CTR down 50% since January. Even longer queries (8 or more words) saw a 26% decline.

Why? AI Mode is changing the game. Instead of sending users to websites, Google’s generative AI now delivers full answers right in the search interface. That means fewer clicks on both paid and organic links, breaking the long-standing equation of more impressions = more clicks.

Google Search Conversions Are Moving to Mid Length Queries

It’s not just about clicks; it’s about conversions, too.

In January, short keyword searches drove 76% of conversions. By June, that dropped to 50%. Meanwhile, 3 to 4 word queries doubled their conversion share from 20% to 40%.

This shift shows that users typing more specific, conversational searches are more ready to take action. Advertisers aligning with these high intent, natural language queries are seeing stronger results.

Billions Are at Stake

This isn’t a small tweak. It’s a massive shift in digital advertising economics.

Global spend on search advertising hit $279 billion in 2024, with more growth expected as AI Mode expands. In Australia alone, search made up 43% of all digital ad spend in 2023, about AUD $5.5 billion.

With CTRs dropping and conversions shifting, advertisers reliant on SEM face real risk. If performance keeps slipping, brands may need to rethink budgets, strategies, and even their core channels.

It’s Not Global Yet But It Will Be

AI Mode is currently only live in the United States, but global rollout is coming. Markets like Australia and New Zealand aren’t far behind.

Now is the time to get ahead. Trends seen in the US, lower CTRs, shifting conversion paths, are likely to follow in every region. Advertisers that prepare early will avoid disruption and unlock opportunity.

What Marketers Should Do Right Now

Google AI is rewriting the search rulebook. Here's how to respond:

• Audit Your Own Data

  Dive into your Google Ads search query reports. Segment by query length. Are your impressions, CTRs, and conversions shifting like the broader trends?
  

• Build for AI Driven Search

  Use tools like Instant Big Query to analyze performance at a granular level. Fast insights = faster reactions.
  

• Target Natural Language Queries

  • Content: Create detailed, helpful content that answers real questions.

  • Keywords: Expand beyond head terms. Long tail queries now mean high intent.

  • Ad Copy: Align messaging with how users actually talk. Conversational tone wins.

    
    

• Prepare for Local Rollout

  Keep tabs on AI Mode’s launch in your region. Watch performance like a hawk. Be ready to adapt budget, messaging, or targeting quickly.
  

The New Era of Search Has Arrived

AI isn’t just powering search; it’s reshaping it.

From how people type queries to how they make decisions, Google’s AI Mode is changing the very nature of discovery online. The search journey is becoming more conversational, more context driven, and less dependent on traditional clicks.

Advertisers who move fast by aligning content, keywords, and strategy with AI shaped behaviour will gain the edge in this new era. Because in the world of AI powered search, adaptation isn't optional. It’s survival.