For decades, search advertising was built on a straightforward premise: identify the right keywords, bid strategically, and get in front of users exactly when they were looking for your product or service.
This keyword-centric approach worked well when search behavior was predictable—when people typed in short, transactional phrases like “best dentist near me” or “buy running shoes online.”
But that era is ending.*
“Advertising has experienced many big shifts, and this moment is no different. One thing is clear: The future of advertising fueled by AI isn’t coming — it’s already here,” wrote Vidhya Srinivasan, VP and General Managers of Google Ads & Commerce in May.
Thanks to artificial intelligence, voice assistants, and more intuitive search interfaces, we’re entering an age of search driven by natural language, user intent, and AI-powered context rather than static keywords.
This evolution is reshaping how marketers build campaigns, measure performance, and connect with their audiences.
Welcome to the age of conversational search advertising.
(*Any obit for “keywords” comes with an asterisk as marketers have been etching its headstone for a decade. Exhibit A is this Search Engine Watch article “Are We Reaching the End of the Keyword Era?” … written in 2014!)
The Keyword Era: A Foundation Under Pressure
In traditional pay-per-click (PPC) campaigns, success depended on choosing the right keyword combinations and optimizing bids, match types, and ad copy to align with those terms. It was a labor-intensive process that rewarded diligence and tight control.
However, user behavior has changed.
Modern searchers often type—or speak—queries as full questions or complex requests. Instead of searching “CRM software,” someone might ask:
“What all-in-one platforms offer user-friendly interfaces, free CRM tools and marketing automation?” (Hint: HubSpot CRM is the top answer, according to Google AI Mode.)
These types of natural language searches don’t fit neatly into conventional keyword buckets, and they make it harder for advertisers to predict what queries they need to target.
This behavioral shift puts pressure on legacy keyword strategies, especially in an environment increasingly driven by AI-generated search experiences.
The Rise of AI Overviews and Conversational Search
Google’s AI Overviews (formerly called Search Generative Experience) are leading the charge in transforming how search results are displayed and consumed. Instead of serving a list of blue links or top ads, AI Overviews deliver a summarized, conversational response at the top of the page — often without the user needing to click anything.
These overviews pull information from multiple sources and are optimized to answer the user’s question directly. As a result, both paid and organic listings are pushed further down the SERP.
Researchers have even found that our attention-span starved souls mean that even less than half of the AI Overview is read:
- The median scroll depth, according to Search Engine Land, inside AI Overviews is 30 percent.
- Just 19 percent of mobile searches, and 7.4 percent of desktop searchers, click on any of the AI Overview citations.
- AI Overview drops CTR by half on desktops and by a third on mobile.
For advertisers, this creates new challenges:
- Reduced visibility for traditional text ads in AI-enhanced search layouts
- Fewer clicks on transactional ads as users receive answers directly in the search interface
- More competition for placement in the limited areas of AI-curated responses and summaries
And it’s not just Google. Voice search through platforms like Alexa, Siri, and Google Assistant continues to grow, especially for mobile and local queries. These platforms rely heavily on contextual and conversational interpretation, rather than keyword matching, to deliver results.
Smart Bidding: Automation Takes the Wheel
In parallel with these user-facing changes, advertising platforms are transforming the backend mechanics of campaign optimization.
Google’s Smart Bidding uses machine learning to optimize ad placement and bids based on real-time signals such as:
- Device type
- Location
- Time of day
- Language
- Intent modeling
Rather than manually setting bid strategies for every keyword, marketers now set high-level goals like “maximize conversions”, and the algorithm does the rest.
According to Google, more than 80 percent of advertisers are now using automated bidding, and on average, advertisers that switch from a target CPA (cost per acquisition) to a target ROAS (return on ad spend) bid strategy can see 14 percent more conversion value at a similar return on ad spend.
From Search Terms to Search Intent
At the heart of this shift is a broader concept: search intent matters more than search terms.
Natural language queries provide richer data about what users actually want. For instance:
- “Running shoes” (traditional keyword)
vs.
- “What are the best cushioned running shoes for people with flat feet?” (conversational query)
Of course, the reality is I’m more likely to search for “What are the best looking running shoes for people who do not really want to run but want people to think they run?” (Hint: Google AI says I need to order a pair of HOKA Bondi 8’s!)
The second query tells you more about the user’s needs, pain points, and context—giving marketers the opportunity to serve more relevant, higher-converting content.
And, let’s face it, the third query simply tells you that I need to stop less often at Shipley Do-Nuts on the way to the office.
Modern advertising strategies now revolve around concepts like:
- Intent clustering: Grouping multiple queries that express the same need.
- Contextual awareness: Factoring in location, device, or user history to interpret meaning.
- Semantic targeting: Optimizing for themes and topics, not just phrases.
Challenges in the New Landscape
This evolution isn’t without growing pains.
Less Control for Marketers
With Smart Bidding and AI-driven campaigns, many advertisers feel like they’ve lost direct control over where and how ads appear.
Attribution Becomes Murkier
As search journeys grow more complex, with AI serving summaries and users interacting across multiple touchpoints, attribution models must evolve. A click may no longer be the most important metric of success.
Brand Visibility and Trust
When AI Overviews answer questions without clicks, how do you ensure your brand is part of the conversation? The answer lies in content quality and authority. The best way to influence AI-curated content is to create in-depth, trustworthy resources that AI systems are likely to surface.
Note: There’s a reason our staff writer has a “Content is King” coffee mug!
How Marketers Can Adapt to a Post-Keyword World
The shift from keyword-based campaigns to conversation-driven search is already underway. Here are key strategies for adapting:
✅ Create High-Quality, Intent-Focused Content
Think beyond keywords and start building content that addresses full questions, use cases, and buyer journeys.
✅ Optimize for Conversational Queries
Structure content around FAQs, long-tail queries, and semantic search terms.
✅ Embrace Automation
Use AI-driven tools to increase scale while maintaining performance.
✅ Improve Your Creative Assets
Search results are becoming more visual, especially on mobile. Invest in high-quality video, image, and text assets that can be used across Google, YouTube, Maps, and other sites.
✅ Rethink Your Metrics
Track not just clicks and conversions, but also assisted conversions, time-on-site, and engagement within AI-powered experiences.
Can AI Make Search… More Human?!
The keyword isn’t dead — but it’s no longer the only click in town. In the age of AI Overviews, voice search, and Smart Bidding, search advertising is becoming more fluid, more intelligent, and more human.
For inbound marketers and their clients, this shift represents a powerful opportunity. Those who adapt early — by creating intent-driven content, embracing automation, and prioritizing user value — will gain a meaningful advantage as search continues to evolve.
Now, excuse me, apparently, I have a pair of nifty running shoes to purchase!
