Why Google Ads May No Longer Be Enough

If your Google Ad spend isn’t stretching as far as it used to, you're not imagining it. At The Park Business Centre, we’ve seen a distinct shift: an increasing number of enquiries are now coming from ChatGPT recommendations instead of traditional search engines like Google. It's a signal that the way people search and engage with businesses – is evolving fast.

The Rise of AI-Driven Search

• A 2025 RedSearch report notes that 1 in 3 Australians use ChatGPT at least once a week, and 42% of Gen Z users prefer AI tools like ChatGPT over Google for search.

• 65% of searches in 2025 now end without a click, indicating a rise in AI summarisation tools that deliver answers directly in-chat.
   
• Despite maintaining 94% of the search market, Google is seeing competition from platforms like ChatGPT, Perplexity, and Copilot.
   
• In May 2025, Google Australia's ad revenue fell, just as AI-generated 'Search Overviews' began influencing how users source information.
   
• Globally, ChatGPT has grown to nearly 800 million weekly active users and approximately 180 million daily users as of August 2025, processing over 1 billion queries per day.

What This Means for Digital Marketing Spend

• Businesses relying on paid clicks are seeing diminishing returns. With fewer users clicking on traditional ads or search links, organic reach is being replaced by AI-based content.
• Australian businesses, in particular, are beginning to shift budgets from traditional Pay Per Click to content optimisation strategies designed for AI visibility.
• Industry reports have predicted up to 70% declines in Google search traffic for some business types, particularly those in B2B and service sectors.

Preparing Your Business for This Shift

AI tools are influencing how decisions are made, how services are found, and how trust is built. Visibility is no longer about just ranking on a search page it's about being present in the platforms clients are actively using.

Here's a simple mini action plan to get you started:

1.     Audit Your Content – Review your website and service pages. Are they written in a natural, question-and-answer style that AI tools can easily interpret?

2.     Claim Your AI Presence – Ensure your business is mentioned in online directories, citations, and structured content that AI platforms draw from.

3.     Update Metadata and Schema – Think of this as labelling your content clearly for AI tools. Just like good signage in a building helps people find their way, metadata and schema tell AI what your content is about and how to present it in responses.

You can update this through your website's backend (like WordPress), using SEO tools such as Yoast or Rank Math. If you're not sure where to start, your web developer can help ensure the right tags and structure are in place to make your business more AI-friendly.

4.     Refresh FAQs – Expand your FAQ section to include real user questions that AI engines can pick up.

5.     Monitor and Adapt – Keep an eye on where your traffic is coming from. Track AI referrals and test emerging advertising formats in AI platforms.

Test Your AI Visibility

Want to know how your business performs in an AI-powered search? Use this simple prompt to ask ChatGPT how your business is perceived and whether you're even showing up at all.

Try this prompt:

"You're a customer looking for [type of service] in [your location]. What are the top businesses you'd recommend, and why? Also, what do you know about [Your Business Name]?"

📌 Example: "You're a customer looking for serviced office space in West Perth. What are the top businesses you'd recommend, and why? Also, what do you know about The Park Business Centre?"

This quick exercise can give you a realistic idea of how visible and well-positioned your business is inside AI-driven platforms like ChatGPT.

The shift from traditional search to AI isn't a prediction – it's already happening. Businesses are having to adapt their content, structure, and strategy for AI visibility will be far better placed to capture future leads. It’s not just about visibility anymore, it’s about accessibility inside the tools your clients are already using.

If you’re still spending like it’s 2018, now’s the time to rethink how you're seen in 2025.

References

·       DemandSage – ChatGPT Statistics 2025

·       Windows Central – ChatGPT Set to Hit 700M Weekly Users

·       Search Scope – Search Engine Usage Australia 2025

·       Rocket Agency – Future of Search & AI Marketing

·       The Australian – AI Impact on Search and Business

·       Industry.gov.au – Australia's AI Ecosystem 2025 Report

·       https://www.redsearch.com.au/resources/chatgpt-statistics-australia-global/​​​​

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