For over a decade, many marketing strategies have relied on the gravitational pull of Google. High-intent searches turned into clicks, and clicks turned into leads and sales. But two forces are reshaping that reality, and the implications for growth are profound.
First, consumer behavior is shifting. In certain industries, especially health, travel, and high-consideration purchases, studies show search activity declining — in some cases by as much as 30%. Referral patterns, peer recommendations, and emerging discovery platforms are diverting attention away from traditional search. The audience that once came to Google ready to buy may no longer be looking there first.
Second, Google itself is changing. New product pushes (like Demand Gen), AI-generated overviews in search results, and evolving campaign types such as Performance Max are all altering how — and where — your brand appears. These changes often prioritize Google’s revenue objectives over your ability to control cost, placement, and performance. The result? Even with a steady budget, you may be seeing fewer leads and sales from search than you did a year ago.