Search Results For Rent
If you noticed a sharp dip in Google Ads performance this summer, you're not alone. Advertisers across multiple industries reported significant decreases in impressions, clicks, and conversions during that time. At JKS Digital, we’ve had multiple clients affected—and we dug into the data, the news, and the broader digital landscape to identify what’s really going on.
As it turns out, this wasn’t just a fluke. There were several overlapping factors at play, each one capable of disrupting performance. But together, they created the perfect storm.
1. Google Ads Serving Bug (June 11)
On June 11, 2025, Google confirmed a temporary ad-serving issue that caused a drop in impressions and clicks across multiple ad placements, including Search. While the bug was resolved within hours, it affected performance metrics for campaigns that rely heavily on consistent visibility. Additionally, reports indicate that the bug may not be as resolved as Google would like you to think.
2. AI Overviews Changed the Game
Starting in late June, Google expanded the rollout of AI Overviews—automated summaries that often appear at the top of the search results page. These snippets can push both paid and organic listings further down the page, reducing visibility and potentially cannibalizing clicks.
Marketers have reported that even when impressions and CTR held steady, conversions dropped, suggesting that user behavior is changing. If your ad is no longer the most prominent or helpful resource in the SERP, it’s no surprise that performance took a hit.
3. June 2025 Google Core Algorithm Update
From June 30 to July 17, Google rolled out a Core Algorithm Update that affected a wide range of search behaviors. While primarily designed to impact organic results, this update contributed to increased volatility across the entire search experience—including how users interact with paid ads.
Many advertisers are reporting changes in keyword volume, intent, and engagement. Additionally, the rise in zero-click searches (where users get their answer from a snippet or AI summary without clicking through) may have eaten into ad performance.
Has Google Made an Official Statement?
Yes — Google acknowledged the ad-serving bug on June 11.
No — There has been no public statement directly addressing the impact of AI Overviews or the Core Update on Google Ads campaigns.
This silence underscores a reality all marketers must accept: platform changes are happening to us, not for us. That’s why proactive, diversified strategy is more important than ever.
TL;DR: What Likely Happened
June 11: Google Ads experienced a platform-wide serving bug.
Late June: AI Overviews began reshaping how users interact with the SERP.
June 30 – July 17: Google’s Core Update introduced more SERP volatility.
If your ad performance dropped during this window, it was likely due to this compound effect of technical, behavioral, and algorithmic disruption.
What You Can Do Next
Here are practical steps to help you diagnose the issue and respond strategically:
Review “Ads Explanations” in your Google Ads dashboard to pinpoint anomalies.
Segment performance by date range and ad group to isolate what dipped and when.
Check top search terms — and see whether AI Overviews appear on those queries.
Update your creative and landing pages to address changing intent or competition.
Monitor click share and impression share trends to track visibility.
Follow industry channels and dashboards to stay ahead of future updates.
Don’t Panic — But Do Diversify
This moment is a reminder: your search ad strategy cannot live in isolation. Google will continue to evolve how results are displayed, how ads are served, and how users interact with content. Your job isn’t just to chase performance—it’s to anticipate change and build resilience.
At JKS Digital, we guide clients to build holistic marketing strategies that integrate:
Search and Shopping Ads
Organic SEO
Email marketing and lifecycle flows
Paid social and influencer support
Website UX and conversion optimization
Owned content (blog, video, etc.)
We don’t just optimize keywords—we optimize the entire experience around your brand.
Final Thoughts: It's Time to Rethink "Search First"
Putting all your budget into search is like building your business on rented land. When the landlord changes the rules—as Google just did—you’re exposed.
So, if you’re feeling the impact of June's turbulence, don’t just tweak your bids or pause campaigns. Step back. Zoom out. And let’s talk about how to build something smarter.
Ready to Regain Momentum?
We’re helping DTC brands, local businesses, and national companies reframe their digital strategies around what works now, not just what worked last quarter. If you're ready for a deeper conversation (not just damage control) get in touch with us for a free two-hour consult.
Because your business deserves more than short-term fixes. It deserves a long-term, adaptable strategy.
