Google AI Overviews Drive 61% Drop in Organic CTR, 68% in Paid Traffic Organic click-through rates (CTR) for informational queries featuring Google AI Overviews fell 61% since mid-2024, even as paid CTRs on those same queries plunged 68%, according to research published November 4, 2025, by marketing agency Seer Interactive. The study analyzed 3,119 informational queries across 42 organizations, spanning 25.1 million organic impressions and 1.1 million paid impressions from June 2024 to September 2025. According to the research, organic CTRs for AI Overviews queries dropped from 1.76% to 0.61%. Paid CTRs fell from 19.7% to 6.34%. Even queries without AI Overviews experienced significant declines, with organic CTRs falling 41% year-over-year to 1.62%. The findings confirm the hypothesis that AI Overviews significantly affect click-through rates for both organic and paid search, with impact varying based on query type and whether brands receive AI citation. Brands cited in AI Overviews earned 35% more organic clicks and 91% more paid clicks compared to those not cited, though researchers acknowledged they cannot definitively prove citation causes higher CTRs. The paid CTR trajectory revealed a particularly alarming pattern for advertisers running campaigns on informational keywords where AI Overviews appear. According to the study, paid CTR experienced dramatic month-over-month decreases, with rates plunging from approximately 11% to 3% in a single month during July 2025. While there has been slight recovery to 6.34% by September, paid CTR remains down 68% from the June 2024 baseline. This July drop raises questions about potential SERP layout changes that may have pushed advertisements further down on queries dominated by AI Overviews. The pattern suggests users have learned that advertisements on informational queries rarely provide the educational content they seek. Google AI Overviews now appear on most informational queries, cutting organic CTR by 61%. But brands cited in AI responses get 35% more clicks than those that aren’t. Traditional metrics like clicks and traffic are no longer enough, success now requires tracking share of voice, visibility in AI responses, and citation frequency. Between June 2024 and September 2025, Seer Interactive analyzed 3,119 informational queries across 42 organizations, tracking 25.1 million organic impressions and 1.1 million paid impressions. For queries triggering AI Overviews: – Organic CTR: down 61% (1.76% → 0.61%) – Paid CTR: down 68% (19.7% → 6.34%) Even without AI Overviews present: – Organic CTR: down 41% (2.73% → 1.62%) – Paid CTR: down 20% The decline didn’t happen overnight. July 2025 showed particularly severe drops, with paid CTR crashing from roughly 11% to 3% in a single month. While there’s been slight recovery since, the message is clear: users are clicking less everywhere. This isn’t just about AI Overviews stealing clicks. The data suggests bigger shifts. Users now seek answers on ChatGPT (800 million weekly active users), Perplexity (780 million queries in May 2025), social platforms, or go directly to trusted brands they already know.
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