Why Your PPC Is Declining (And It's NOT Your Campaigns)
Demand Decoded: Demand Generation & Business Growth
Your PPC dashboards are all red, but your campaigns aren't the problem. In this episode, Dan and Phil unpack why paid search performance is declining across the board, and why the real culprit is a fundamental shift in buyer behaviour, not campaign quality.
They cover why AI overviews are tanking click-through rates even on commercial queries, how to reframe your PPC optimisation strategy around conversions not clicks, the truth about Performance Max, and why the real opportunity now is being present in research, not just search.
Seer Interactive CTR study mentioned in this episode: https://www.seerinteractive.com/insights/aio-impact-on-google-ctr-2026-update
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