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The Impact of Google AI Overviews on Search Performance
AI Overviews rolled out broadly in September 2025, prompting many brands to question their search spend, so Measured analyzed 139 brands to find out. Median incremental revenue and orders grew while spend stayed flat, with omnichannel brands seeing retail iROAS climb from $1.35 to $1.47 in Q1 2026. AI Overviews didn’t break search, it changed it, and the brands that understood that pulled ahead.
Success Stories
Measured makes heroes out of marketers
“In the first 18 months of working with Measured, we doubled our online business. Measured is a critical partner enabling us to tune into media’s contribution to our growth. We now have a laser focus on the incremental contribution of paid media, providing us the data to make smarter investment decisions.”
Rob Trauber, CEO, Johnny Was
+137%
Factor by which Johnny Was profitably scaled Facebook prospecting
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