Search is changing fast—and the “zero-click” trend is no longer a niche SEO concern. In a recent Digiday piece on how AI-driven experiences are rewriting the rules of search, AXM’s Scott Hendler shared what we’re hearing from clients and what it means for paid search strategy.
In the news
Digiday: “Zero-click reality is rewriting the rules of search for brands” (Feb 23, 2026)
Key quotes from AXM
“Whether they’re seeing it in the data or they just come across an article, this has been brought up … across every client,” said Scott Hendler, associate director of paid search at media agency Ars X Machina. “There’s definitely a concern.”
“They’re not cutting or boosting spend necessarily. Rather, they’re shifting dollars around the board to where they can be most effective. ‘We’re fighting for prime real estate,’ said AXM’s Hendler.”
What “zero-click” means in practice
Zero-click doesn’t mean “search is dead.” It means more of the discovery and evaluation phase is happening directly on the SERP—inside AI Overviews, rich results, and other answer-like experiences—before a user ever lands on your site.
For brands, that creates a new reality:
- Fewer clicks at the top of funnel
- Higher pressure on the clicks you do earn (they need to convert)
- More competition for limited visible space (“prime real estate”)
What we’re seeing brands do right now
Digiday’s reporting indicates (and consistent with what we’re hearing), brands aren’t always dramatically cutting budgets—they’re rebalancing: shifting spend toward what is most measurable and most likely to show up in these AI-influenced moments. In practical terms, that usually means:- Expanding paid search coverage toward longer, more conversational queries
- Tightening landing-page relevance (message match, clarity, speed, structured content)
- Treating the SERP like a landing page (assets, extensions, and “instant answers” mindset)
AXM’s take: how to win “prime real estate” in AI search
If your buyers are getting answers before they click, you need to design for two outcomes at once:
- Be the brand AI systems can confidently summarize
- Be the brand users still choose when they do click
Here’s what that looks like:
- Publish first-party content that is “answer-ready” (clear headers, concise sections, FAQs)
- Use structured data so machines understand your entities (brand, people, services, proof points)
- Build credibility signals: specific examples, measurable outcomes, and consistent author attribution
Measure beyond last click: watch for shifts in assisted conversions, brand search lift, and qualified traffic
Quick FAQ
Are brands cutting search spend because of AI Overviews / chatbots?
Not always. More commonly, we’re seeing budgets shift to defend performance and visibility where it still matters.
What should CMOs watch first?
Top-of-funnel click declines, impression changes on priority queries, and whether conversion rate/quality is holding even as traffic patterns shift.
What does “prime real estate” mean now?
It’s the small set of placements and formats that actually get seen and trusted—especially in results pages where AI summaries and rich features take up more space.
Read the original Digiday story
We recommend reading the full article here: Zero-click reality is rewriting the rules of search for brands
About the author
Scott Hendler is AXM’s Associate Director of Paid Search.
