In July 2025, Google launched a major evolution in how people discover and choose businesses online – powered by AI Overviews, Deep Search and AI Business Calling.
This isn’t theory. It’s already live in the U.S. – and it’s scaling fast across global markets, including Australia. What we’re seeing?
- Click-through rates are dipping
- Impressions are holding steady
- And many brands don’t realise they’re quietly disappearing from the conversation
At Think Creative Agency, we’re helping businesses prepare – not panic. Here’s what’s changed and what to do next.
What’s Changed: Google’s AI Features at a Glance
AI Overviews
Google now delivers AI-generated summaries at the top of search results. These are direct, rich answers that often eliminate the need to click – unless your brand is part of the answer.
Deep Search (AI Mode)
Search is no longer a single query. Google now runs hundreds of micro-searches behind the scenes to build more complete responses. If your content lacks structure or clarity, it may get skipped.
AI Business Calling
In the U.S., Google’s assistant now calls local businesses to check stock, availability or pricing. That’s AI stepping into the customer service role – and surfacing your competitors if you’re not optimised.
The Impact: Visibility Without Clicks
Many Australian brands are already reporting lower engagement – even with stable Google Ads impressions. Why? Because users are finding what they need in the AI box, not your site.
And while Google is testing ad placements within AI Overviews (Search, Shopping and Performance Max), it’s still early days – and the opportunity belongs to brands who adapt fast.
5 Smart Moves to Get AI-Ready
- Structure for AI, Not Just SEO
AI doesn’t just scan keywords – it parses meaning. Make sure your content is clear, well-organised and genuinely helpful. Think Q&A format. Think snippet-ready answers. - Switch to Data-Driven Attribution (DDA)
If eligible, move your Google Ads campaigns to DDA. It’s built to track multi-touch journeys – crucial in an AI-powered ecosystem where search paths are more complex. - Revisit Keyword Strategy
Focus on high-impression, low-CTR terms – they’re likely being summarised in AI. Move away from broad match, fine-tune your copy and position yourself to compete with the AI box. - Optimise for Deep Search
Treat your site like a content hub. Use schema markup. Build answer-first pages. Help AI find and trust your information. - Make Social Part of Your SEO
As of July 10, Google now indexes public Facebook and Instagram content. That means Reels, captions and bios all matter – so build them with intent and keywords in mind.
Final Word: This Is Bigger Than an Update
This is the biggest shift to Google Search since mobile-first indexing. AI is now the interface between your audience and your website.
If your content isn’t structured to show up in this new world – it won’t. Even if your site’s “ranking.”
Let’s Make Sure You’re Seen
We help brands:
- Audit content for AI readability
- Restructure paid campaigns for AI Mode
- Build zero-click visibility strategies
- Optimise social to support search
Book a strategy session and we’ll show you exactly how to stay visible and valuable – in this AI-first search landscape.