How AI and Zero Click Search Are Changing SEO and PPC for Small Businesses

SEO & PPC in the Age of AI and Zero-Click Search: What Small Businesses Need to Know
Small business owners have long understood the value of SEO (search engine optimization) and PPC (pay-per-click advertising). But the rules of search marketing are changing fast. Thanks to artificial intelligence and zero-click searches, getting found online now requires new tactics. In this “plain English” guide, we’ll break down what’s happening and how you can stay ahead of the curve.

What is Zero-Click Search (And Why Should You Care)?

Imagine someone asks Google a question, and Google gives the answer right on the results page – no extra clicks needed. That’s a zero-click search in action. It happens when Google (or another search engine) provides instant answers through featured snippets, knowledge panels, or AI-generated summaries at the top of the page. The user finds what they need without ever visiting a website.

This trend is exploding. In fact, a recent study found that nearly 60% of Google searches now end without any click searchengineland.com. And Google’s new AI-powered “Overview” feature (part of its Search Generative Experience) is accelerating this shift. Google’s AI Overview uses generative AI to answer user queries in a conversational summary right on the results page. It’s convenient for users – they get quick answers – but it means fewer visitors clicking through to your website.

“AI search engines and AI summaries on results pages are taking a bite out of clickthrough traffic. Bain’s research finds that 80% of consumers rely on these ‘zero-click’ results at least 40% of the time.” bain.com

For small businesses, this is a big deal. Fewer clicks on search results can mean less traffic to your site – unless you adapt. Instead of viewing zero-click as a threat, savvy businesses are treating it as the new reality and finding ways to turn it to their advantage.

SEO and PPC: A One-Two Punch for Visibility

With AI answers stealing the show at the top of Google, relying on SEO alone is no longer enough to capture all potential customers. Likewise, pouring all your budget into PPC ads alone might miss customers who skip the ads and go straight to organic or AI-provided answers. The solution? SEO and PPC must now work together closely to dominate the search results.

By integrating your organic and paid strategies, you can cover all your bases on the search engine results page (SERP):

• Grab the Top Spots with PPC: Paid search ads (and Google’s Local Services Ads for local businesses) ensure you appear at the very top of the page for your primary keywords. Even if a zero-click answer appears, your PPC ad is a prominent visual presence that can draw clicks from ready-to-buy customers.
• Earn the Organic Clicks: Ongoing SEO efforts help your website content rank in the traditional organic results right below the AI summary and ads. If users scroll past the AI overview, your site should be the first thing they see.
• Own the Featured Snippets: Good SEO can also get your content featured within those zero-click answers. If Google’s AI overview or featured snippet pulls information from your site (with a citation), you still gain brand visibility – even if the user doesn’t click through immediately.
• Stay Present in Every Scenario: Some people trust organic results, some click ads, and some just read the AI answer. By doing both SEO and PPC, your business can be present no matter how the user chooses to engage with the search results.

In short, SEO and PPC aren’t rivals – they’re partners. When done right, the combined impact is greater than the sum of its parts. You capture both the immediate leads from ad clicks and the long-term traffic from organic visibility, all while building brand awareness through zero-click placements.

Case Study: Dominating the SERP (DUI Attorney Example)

Let’s bring this to life with a real example. One of our clients, a DUI attorney, was facing a competitive local market. By uniting their SEO and PPC efforts, they’ve managed to dominate the search results page for their target queries – even in the era of zero-click. Here’s how their presence looks:

• #1 in Organic Search: Their website content ranks at the top of the traditional results, so anyone scrolling past Google’s AI summary finds them first.
• Featured in AI Answers: Google’s AI Overview often cites their site as the source for DUI-related queries. This means even when users don’t click anything, they still see this attorney’s expertise highlighted.
• Top of Page in Paid Ads: At the same time, they run a targeted PPC campaign, so a paid ad for their firm appears above the organic results. This captures users who tend to click the first thing they see.
• Visible in Local Services Ads (LSA): For local-intent searches (“DUI attorney near me”), their business appears in the Google Local Services Ads carousel with strong reviews, adding even more credibility and taking up prime real estate at the top.

By securing multiple touchpoints on the SERP, this client gains maximum exposure. And the results speak for themselves: their latest GA4 analytics report shows that organic search brought in 4,883 users vs. 3,985 in the previous year (an 18.4% increase), while paid search traffic increased 47.5% year over. In other words, both channels grew substantially – together contributing to a big uplift in total leads. SEO didn’t cannibalize PPC or vice versa; they reinforced each other.

(Even Google’s own data shows the power of appearing in multiple formats. Being featured in an AI overview can actually boost clicks to your site if done right blog.google and having a paid ad plus an organic listing often improves total click-through rate. The key is to be everywhere your customers are looking.)

ClickIt CMO’s Full-Funnel Approach to Growth

Adapting to an AI-driven, zero-click world might sound complex, but you don’t have to do it alone. ClickIt CMO specialize in a full-service approach to search marketing that ties all the pieces together. We integrate PPC, SEO, Local SEO, and Analytics into one cohesive strategy focused on what matters: measurable growth for your business.

Our philosophy is that every channel should work in harmony:

• Your PPC campaigns provide immediate visibility and data (like which keywords convert best) that we can feed back into your SEO strategy.
• Our SEO optimizations ensure your site’s content answers key questions so well that it can earn featured snippets or AI mentions, boosting your brand authority.
• Local SEO tactics (Google Business Profile optimization, local citations, reviews) get you in the mix for map packs and Local Services Ads, so you capture customers in your geographic area.
• Comprehensive analytics (GA4) ties it all together, so we can see exactly what’s driving results. We track everything – from click-through rates to user engagement – giving you clear ROI on both organic and paid efforts.

The end result is complete coverage of the search landscape. Whether a potential customer sees a direct answer from Google, an organic result, or an ad, they encounter your business. And we continually refine the strategy by looking at the data – like increases in organic users or paid conversions – to keep you a step ahead of competitors.

Bottom line: SEO and PPC in 2025 and beyond aren’t “either/or.” To win, you need to play on all fronts – and that’s exactly what we help you do.

Ready to Win the New Search Game?

In the fast-evolving world of AI-driven search, businesses that adapt will thrive while those clinging to old playbooks may get left behind. Zero-click search isn’t the end of SEO – it’s just a new chapter. By embracing an integrated SEO + PPC strategy and leveraging experts who understand analytics, you can ensure your business stays front and center no matter how search changes.

Ready to dominate your market in the zero-click era?
Book a free consultation with ClickIt CMO today and let’s chart a path to sustainable, data-driven growth!

FAQ — Zero-Click Search & Your Marketing

What is zero-click search?
A zero-click search happens when Google answers a query directly on the results page—via featured snippets, knowledge panels, local packs, or AI Overviews—so the user gets the info they need without clicking to any website.

What is a zero-click strategy?
A zero-click strategy is a plan to secure on-SERP visibility—through rich snippets, local listings, AI-friendly content, and paid ads—so your brand is seen and trusted even when users don’t click through to a site.

How do you optimize for zero-click searches?

1. Answer questions concisely in 40–60-word blocks.
2. Add schema markup (FAQ, HowTo, LocalBusiness, Product, etc.).
3. Target “position 0” queries with Q-and-A sections and definition boxes.
4. Maintain an up-to-date Google Business Profile and run PPC / LSA ads to own every pixel above the fold.

Are zero-click searches increasing?
Yes—studies show roughly 58–60 % of Google searches in 2024 ended with no click, and the percentage continues to rise as AI answers expand.