Insights
July 5, 2025
Should You Still Run Google Ads Now That Gemini Answers Everything?
Insights
July 5, 2025
Should You Still Run Google Ads Now That Gemini Answers Everything?
With the rise of generative AI and its effect on the search function as we know it, marketers are now questioning whether paid search campaigns are still worth it. If Gemini can answer users’ questions directly, will anyone still click on ads? Should you stop investing in Google Ads? Our view is clear: You shouldn’t hit pause, but you do need to evolve your strategy. Let’s break it down.
Not All Search Queries Are Created Equal
To understand Gemini's impact, we need to understand how Google classifies search intent. Broadly, there are three major types of queries:
Informational – The user is seeking knowledge.
Example: “What is a centrifugal pump?”Navigational – The user wants to find a specific brand or website.
Example: “Grundfos pumps website”Commercial/Transactional – The user is researching with intent to purchase.
Example: “Best industrial pump suppliers in UAE”
Gemini is increasingly taking over informational queries, offering AI-generated answers at the top of the page. These squeeze out organic links, and sometimes paid ones too.
But when it comes to navigational and commercial queries, traditional search result formats (including ads) remain largely unchanged.
What’s Happening with Gemini and Ads?
Gemini's AI Overviews appear most prominently on zero-click, information-seeking queries. These are the types of searches that previously sent users to blog posts, Wikipedia pages, or how-to guides. Now, users may get all the answers without ever clicking.
But for commercially valuable queries (the kind you target with Google Ads) Gemini's footprint is minimal.
Try searching:
“Steel pipe suppliers in the UAE”
“Buy 250kVA diesel generator online”
“Automation software for manufacturing”
You’ll notice ads still dominate. Gemini might appear, but to a much lesser frequency. Why? Because these searches make Google money. Ads on commercial queries still generate the lion’s share (over 77% last year) of Alphabet’s revenue.
Google has no incentive to undercut that.
In fact, Gemini might actually help filter out low-quality clicks by resolving purely informational searches, freeing up your budget for higher-intent users.
What This Means for Marketers
Don’t panic. Paid search still works, if you’re targeting the right intent.
Segment your keyword strategy more intelligently.
Avoid spending on informational keywords that Gemini may absorb.
Double down on bottom-of-funnel and product-specific queries.
Use ads and content collaboratively.
Let organic content (optimized for Gemini) handle top-of-funnel education.
Let paid campaigns target transactional moments.
Monitor the SERP layout.
Keep an eye on how Gemini is influencing your specific keywords.
Tools like Semrush, Ahrefs, and Google Ads auction insights can help.
Future-proof your approach.
Keep your Google Ads focus on bottom-of-funnel demand. Use other channels such as LinkedIn Ads and SEO to capture top-of-funnel demand.
Experiment with Google’s evolving campaign types such as Performance Max and Demand Gen, which are designed for full-funnel engagement and automation.
Give Google richer inputs—conversion tracking, audience data, schema markup, and high-quality content that satisfies user intent and AI-generated overviews.
TL; DR
No, you shouldn’t stop running Google Ads.
Just stop running them like it’s still 2022.
Gemini changes the landscape, but not the fundamentals: when someone wants to buy, Google still sells ad space at the top. If your business shows up there with the right message, you’re in the game.
Not All Search Queries Are Created Equal
To understand Gemini's impact, we need to understand how Google classifies search intent. Broadly, there are three major types of queries:
Informational – The user is seeking knowledge.
Example: “What is a centrifugal pump?”Navigational – The user wants to find a specific brand or website.
Example: “Grundfos pumps website”Commercial/Transactional – The user is researching with intent to purchase.
Example: “Best industrial pump suppliers in UAE”
Gemini is increasingly taking over informational queries, offering AI-generated answers at the top of the page. These squeeze out organic links, and sometimes paid ones too.
But when it comes to navigational and commercial queries, traditional search result formats (including ads) remain largely unchanged.
What’s Happening with Gemini and Ads?
Gemini's AI Overviews appear most prominently on zero-click, information-seeking queries. These are the types of searches that previously sent users to blog posts, Wikipedia pages, or how-to guides. Now, users may get all the answers without ever clicking.
But for commercially valuable queries (the kind you target with Google Ads) Gemini's footprint is minimal.
Try searching:
“Steel pipe suppliers in the UAE”
“Buy 250kVA diesel generator online”
“Automation software for manufacturing”
You’ll notice ads still dominate. Gemini might appear, but to a much lesser frequency. Why? Because these searches make Google money. Ads on commercial queries still generate the lion’s share (over 77% last year) of Alphabet’s revenue.
Google has no incentive to undercut that.
In fact, Gemini might actually help filter out low-quality clicks by resolving purely informational searches, freeing up your budget for higher-intent users.
What This Means for Marketers
Don’t panic. Paid search still works, if you’re targeting the right intent.
Segment your keyword strategy more intelligently.
Avoid spending on informational keywords that Gemini may absorb.
Double down on bottom-of-funnel and product-specific queries.
Use ads and content collaboratively.
Let organic content (optimized for Gemini) handle top-of-funnel education.
Let paid campaigns target transactional moments.
Monitor the SERP layout.
Keep an eye on how Gemini is influencing your specific keywords.
Tools like Semrush, Ahrefs, and Google Ads auction insights can help.
Future-proof your approach.
Keep your Google Ads focus on bottom-of-funnel demand. Use other channels such as LinkedIn Ads and SEO to capture top-of-funnel demand.
Experiment with Google’s evolving campaign types such as Performance Max and Demand Gen, which are designed for full-funnel engagement and automation.
Give Google richer inputs—conversion tracking, audience data, schema markup, and high-quality content that satisfies user intent and AI-generated overviews.
TL; DR
No, you shouldn’t stop running Google Ads.
Just stop running them like it’s still 2022.
Gemini changes the landscape, but not the fundamentals: when someone wants to buy, Google still sells ad space at the top. If your business shows up there with the right message, you’re in the game.
Cactix Editorial Team
The Cactix Editorial Team is a crew of curious minds who write, edit, and shape ideas across marketing, communications, and the web. We care about clarity, substance, and telling stories that move people and businesses forward.
With the rise of generative AI and its effect on the search function as we know it, marketers are now questioning whether paid search campaigns are still worth it. If Gemini can answer users’ questions directly, will anyone still click on ads? Should you stop investing in Google Ads? Our view is clear: You shouldn’t hit pause, but you do need to evolve your strategy. Let’s break it down.
Not All Search Queries Are Created Equal
To understand Gemini's impact, we need to understand how Google classifies search intent. Broadly, there are three major types of queries:
Informational – The user is seeking knowledge.
Example: “What is a centrifugal pump?”Navigational – The user wants to find a specific brand or website.
Example: “Grundfos pumps website”Commercial/Transactional – The user is researching with intent to purchase.
Example: “Best industrial pump suppliers in UAE”
Gemini is increasingly taking over informational queries, offering AI-generated answers at the top of the page. These squeeze out organic links, and sometimes paid ones too.
But when it comes to navigational and commercial queries, traditional search result formats (including ads) remain largely unchanged.
What’s Happening with Gemini and Ads?
Gemini's AI Overviews appear most prominently on zero-click, information-seeking queries. These are the types of searches that previously sent users to blog posts, Wikipedia pages, or how-to guides. Now, users may get all the answers without ever clicking.
But for commercially valuable queries (the kind you target with Google Ads) Gemini's footprint is minimal.
Try searching:
“Steel pipe suppliers in the UAE”
“Buy 250kVA diesel generator online”
“Automation software for manufacturing”
You’ll notice ads still dominate. Gemini might appear, but to a much lesser frequency. Why? Because these searches make Google money. Ads on commercial queries still generate the lion’s share (over 77% last year) of Alphabet’s revenue.
Google has no incentive to undercut that.
In fact, Gemini might actually help filter out low-quality clicks by resolving purely informational searches, freeing up your budget for higher-intent users.
What This Means for Marketers
Don’t panic. Paid search still works, if you’re targeting the right intent.
Segment your keyword strategy more intelligently.
Avoid spending on informational keywords that Gemini may absorb.
Double down on bottom-of-funnel and product-specific queries.
Use ads and content collaboratively.
Let organic content (optimized for Gemini) handle top-of-funnel education.
Let paid campaigns target transactional moments.
Monitor the SERP layout.
Keep an eye on how Gemini is influencing your specific keywords.
Tools like Semrush, Ahrefs, and Google Ads auction insights can help.
Future-proof your approach.
Keep your Google Ads focus on bottom-of-funnel demand. Use other channels such as LinkedIn Ads and SEO to capture top-of-funnel demand.
Experiment with Google’s evolving campaign types such as Performance Max and Demand Gen, which are designed for full-funnel engagement and automation.
Give Google richer inputs—conversion tracking, audience data, schema markup, and high-quality content that satisfies user intent and AI-generated overviews.
TL; DR
No, you shouldn’t stop running Google Ads.
Just stop running them like it’s still 2022.
Gemini changes the landscape, but not the fundamentals: when someone wants to buy, Google still sells ad space at the top. If your business shows up there with the right message, you’re in the game.
Cactix Editorial Team
The Cactix Editorial Team is a crew of curious minds who write, edit, and shape ideas across marketing, communications, and the web. We care about clarity, substance, and telling stories that move people and businesses forward.
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