Google’s AI Mode Launches In The UK Today What Marketers Need to Know
Clicks on search ads may be falling, CPCs are increasing and AI‑generated summaries are reshaping the search landscape. Google’s AI Mode has officially launched in the UK today, and that matters.
A New Era in UK Search Begins Today
On 29 July 2025, Google began rolling out AI Mode in the United Kingdom. UK users will now see a dedicated “AI Mode” tab on the search‑results page and inside the Google app for Android and iOS, without needing to join Search Labs or waitlists.
This marks the third major region to get full access, following the US and India. Google says AI Mode is best for complex, exploratory queries and supports follow‑up questions, longer queries and multi‑modal inputs such as voice and images.
What Marketers Are Noticing: Are Ad Clicks Falling?
Direct evidence from Google is still limited. However, advertisers and SEO practitioners report:
- Lower ad impressions, even with similar budgets and keyword selections
- Stable or rising CPCs, suggesting more costly clicks per conversion
Anecdotal feedback includes:
“Our branded campaigns have started getting worse since December. Impressions are massively lower. With about the same CTR (and CPCs)… traffic is many times lower.”
Combined with recent analysis showing a roughly 1% dip in click‑through rates for top paid spots, points to AI summaries like overviews and AI Mode reducing traditional ad click demand.
Why Would Google Make This Change? They Still Rely on Ads Don’t They?
They do. In Q2 2025, Alphabet reported total revenues of US $96.4 billion, with $71.3 billion coming from advertising, a 10.4 % increase year‑on‑year. Search ads alone accounted for $54.2 billion.
Ads still represent over 75 per cent of Alphabet’s revenue. Google will not eliminate ads, but AI Mode changes how and where those ads may appear. It may reduce traditional ad real-estate in favour of conversational, AI‑led results or new ad formats.
How Should UK Marketers Respond?
1. Optimise for AI‑Mode Answers
AI Mode surfaces trusted sites within its conversational responses. To become a cited source:
- Use FAQ schema markup and concise structured content
- Build content that directly answers specific queries followed by clear source attribution
- Establish topical authority so that AI Mode references your domain as a trusted source
This will increase visibility even when users may not click through traditional links.
2. Adapt PPC Strategy for Conversational Search
The nature of paid search is evolving. Rather than fighting for clicks that may not exist:
- Use Google Performance Max and responsive ads to let Google optimise across evolving formats
- Track conversion‑oriented KPIs like assisted traffic and engagement—not just click volume
- Improve landing pages on speed and relevance to match the reduced but higher‑intent clicks
3. Diversify Advertising Channels
Relying solely on Google is risky. Consider:
- LinkedIn Ads for B2B targeting in the UK (CPCs often range between £1.50–£4.00 but deliver precision)
- Microsoft Advertising / Bing
- Retail‑media and programmatic networks like Amazon Ads or TikTok For Business
This approach will increase exposure across multiple platforms.
4. Keep an Eye on Regulation
In the US, Google is facing anti-trust scrutiny over its ad technology stack. This may lead to enforced changes such as divestitures or new rules on ad delivery.
It is therefore very wise to prepare for shifts in targeting, attribution and bidding strategies with a flexible platform approach.
Where Do We Go from Here? It’s Time To Rethink Paid Search!
With Google AI Mode now rolling out in the UK, digital advertising is entering a new chapter. Ad impressions may shrink, click patterns may shift, but conversion‑driven marketing, multi-channel strategy and content optimised for AI‑led responses offer the route forward.
For tech marketers in the UK, this is a moment of disruption, but also an opportunity to lead in the AI era.
This is of course, a highly complex subject, with many potential pitfalls, yet huge potential.
Understanding the implications, knowing what decisions to make, and then making those decisions a reality, could suddenly become a major priority for you. If that is the case, we can help you to accelerate your progress.
Ready to get ahead and future-proof your marketing?
Contact ResourceiT to audit your paid strategy and optimise for AI discovery.
