Let’s be honest — paid search has had a remarkably good run. For two decades, Google Ads was the closest thing digital marketing had to a reliable money machine. You could put in a dollar and, with enough optimization, consistently get more than a dollar back. Entire agencies were built on that premise. Entire industries were shaped by it.But something is shifting. Not collapsing — paid search isn’t going anywhere soon. But its dominance is being quietly, structurally challenged by something that marketers are still figuring out how to name and measure: generative AI search.When a buyer gets an answer…
Author: Streamline
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