Google AI Overviews rolled out broadly in September 2025. Many brands started questioning their search investment.
To determine how much AI Overviews actually impacted search effectiveness, we looked at trends across our dataset of 139 brands.
We found median incremental revenue and orders both grew while spend remained flat.
Brands who also measure retail in-store revenue saw even stronger results, with retail iROAS climbing from $1.35 to $1.47 in Q1 2026.
AI Overviews didn't break search. It changed it, and the brands that understood the difference pulled ahead.
Get the full analysis, including how AI Overviews concentrates higher-intent traffic, what omnichannel brands did differently in response, and five levers to optimize for the post-research click.