Google’s AI Overviews did not weaken search as a performance channel, with brands posting higher incremental revenue and orders after the September 2025 broad rollout, according to new analysis from marketing-measurement firm Measured. The study of 139 brands found median incremental revenue rose 3.4% and median incremental orders rose 3.2% while ad spend stayed essentially flat. CEO Trevor Testwuide argued AI Overviews concentrated search rather than eroding it, with the disappearing clicks being low-intent ones that were never going to convert. Omnichannel brands measuring paid media’s impact on in-store sales stood out, posting median retail incremental revenue growth of 43.7% and order growth of 22.5%, with iROAS climbing from $1.35 to $1.47 across three months in Q1 2026.
