B
Evidence Grade B
Graded
under review
Safe to Cite
Current
68%
68% -- click through rate decline for Google paid search (2026)
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
68%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Google
Primary
Tier C
https://didoo.ai/blog/ai-advertising-roi-more-traffic-not-revenue/ ↗
Source Article
AI Advertising ROI: Cut $2 From Every $1 You Spend
Introduction
Your AI advertising campaign is running. Clicks are up. Impressions are up. Your Meta Ads dashboard looks impressive.
And yet—revenue hasn’t moved.
This is the AI advertising ROI paradox. It’s what Dell discovered when the company rolled out AI agents to drive ecommerce traffic: the age…
Original Research
Google
· Original study ↗
Methodology
Google's research on AI-powered advertising; CTR decline attributed to AI-generated summaries and featured snippets absorbing organic clicks, concentrated in upper-funnel queries
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Google paid search: 68% click through rate decline. Source: Google (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/paid-search-ctr-decline-ai-summaries
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<blockquote cite="https://lighthousedata.io/data/paid-search-ctr-decline-ai-summaries" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>68%</strong> -- click through rate decline for Google paid search<br><small>Source: Google (2026) · <a href="https://lighthousedata.io/data/paid-search-ctr-decline-ai-summaries" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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