Your Paid Search Budget Is Buying Less. Here's Why.

Your Paid Search Budget Is Buying Less. Here's Why.

Fri, Aug 14, 2026 | Posted by Doug Bell

 

Executive Takeaways

  • Paid search costs reached a six-year high while clicks and impressions declined.
  • This is a structural shift, not a temporary correction, and B2B is disproportionately affected.
  • AI Overviews appear on 54% of tracked B2B keywords versus 22% for B2C. Google's recent search redesign signals these pressures will intensify.
  • The companies adapting fastest are shifting from click volume to conversion quality.

Part 2 of our four-part series on the evolving AI search landscape and what B2B leaders need to know to stay competitive.

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