B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
12%
12% -- click through rate change for Paid search (2025)
Paid search clickthrough rates decrease by about 12% due to AI Overviews according to Seer Interactive research.
- The text states paid search CTRs decrease by 'about' 12% in the presence of AI Overviews.
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Lighthouse Research Team
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Evidence graded
Value
12%
Unit
Percentage
Data Vintage
2025
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
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Seer Interactive
Primary
Tier B
https://www.cmoalliance.com/how-ai-is-reshaping-search-in-2025/ ↗
Source Article
How AI is reshaping search in 2025
As a CMO, you're likely fielding questions about AI's impact on your marketing investments. The good news? AI isn't killing search, but it is fundamentally changing how your customers discover and engage with your brand online.
New platforms like Perplexity and ChatGPT are giving customers faster ac…
Original Research
Seer Interactive
· Original study ↗
Methodology
Seer Interactive research on paid search CTR impact
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Paid search: 12% click through rate change. Source: Seer Interactive (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/paid-search-ctr-decrease-ai
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<blockquote cite="https://lighthousedata.io/data/paid-search-ctr-decrease-ai" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>12%</strong> -- click through rate change for Paid search<br><small>Source: Seer Interactive (2025) · <a href="https://lighthousedata.io/data/paid-search-ctr-decrease-ai" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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