AI Overviews are reducing clicks, increasing competition, and forcing PPC teams to rethink where growth comes from. As search evolves from a destination into just one part of the discovery journey, relying on search engines alone makes it harder to scale efficiently.
This session introduces a practical framework for extending PPC performance beyond the SERP by identifying high-intent consumers earlier in their research journey. Attendees will learn how to recognize "implicit search" behaviors, evaluate publisher ecosystems that influence AI-generated answers, and build complementary activation strategies that improve search efficiency rather than compete with it.

You'll leave with actionable ideas for identifying incremental demand, measuring the impact of mid-funnel activation, and helping clients grow when traditional search reaches its limits.