Google’s Search Generative Experience (SGE) is live, and AI-generated overviews have reshaped how users source information. Gone are the days when traditional SEO strategies were the sole solution for guaranteeing client visibility. Today, succeeding on the search engine results page (SERP) requires a new understanding of how AI overviews work, what search engines prioritise, and how Google SGE affects SEO rankings in 2025. 

Our white-label PPC agency understands that success hinges on how well we, as marketers, optimise SEO content and ads to meet Google’s AI-powered search algorithms. To help agencies stay competitive, we have carefully researched and tested SEO for Google AI and conversion-driven PPC strategies for optimal results in the Google SGE era.

1.  Google’s Search Generative Experience (SGE) and AI-generated overviews

SGE has introduced AI-powered overviews that summarise content directly on the SERP, providing no-click answers to user queries. These overviews are fast becoming the go-to feature, dominating the top of the SERPS and reducing organic traffic for many sites. But while this change can feel daunting, it offers fresh opportunities to agencies that understand how to position their content for AI recognition.

The key takeaway for agencies and those leveraging white-label SEO services is this: It’s no longer just about ranking for a keyword. Being selected for the AI-generated overview involves optimising content to answer questions directly, using natural language that mirrors how people search and crafting high-quality, authoritative, and digestible material.

2.  SEO and PPC strategies for visibility in AI-driven search results

With AI-driven search, your SEO and PPC strategies must adapt to be visible in both organic results and paid ads.

• • SEO: Google’s AI places immense value on E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). Well-researched and authoritative content that is structured and user-friendly stands the best chance of being featured in an AI overview. Focus on publishing content that answers specific, high-intent queries, uses conversational language, and includes clear headings, bullet points, and FAQS, making it easy for AI to reference.
  • PPC: The impact of Google SGE on paid search advertising will result in search ads appearing below AI-generated overviews, with shopping ads appearing above it. If the search demonstrates intent to buy, the ads may appear alongside SGE content. It begs the question: how does AI select and present answers? With this knowledge, your agency and its white-label PPC partner can tailor messaging to meet these new formats.

3.  Adapting to new ad placements and formats 

Now, let’s look at how to tailor your paid search ads for visibility among AI-powered summaries on the SERP. To stay competitive, we recommend:

• Focusing on user intent – always. Create ad copy that complements the type of content Google is summarising. Campaigns should align more closely with conversational search patterns, ensuring your ads are integrated naturally into the search results.
• Gathering first-party data to optimise ads to reach the right audience and boost conversion rates with improved targeting and personalisation. 
• Incorporating Generative Engine Optimisation (GEO) principles to optimise campaigns for large language models (LLMS) and build trust with AI-generated overviews. Focus on highlighting unique selling propositions, customer reviews and testimonials, while keeping content high-value and consistent across the board. 

4.  Using AI and data for boosting SEO and PPC targeting

AI-powered tools can provide deep insights into user intent and the type of content you should create to please Google’s algorithms.

• For SEO and PPC, use AI-driven analytics tools like Google Search Console or Semrush to monitor search data and discover trends. They will also help you find relevant keywords based on your topics, which you can use to measure how frequently it appears in AI overviews.
• For PPC, we suggest collecting conversational search data to help adjust ad copy, keywords and other assets to meet user intent. Keep an eye on common follow-up questions related to your core keywords. From there, you can align your paid ads to how users refine their searches. 

Remember that adjusting your PPC and SEO strategies to meet Google’s changing algorithms is not a one-and-done process. You should consistently research, monitor, and tweak to ensure they benefit your agency and clients.  

Marketers are still uncovering the impact of Google SGE on paid search advertising and SEO. At Globital, we are closely watching these shifts to keep digital marketing firms and our white-label PPC experts informed, adaptable, and competitive.

If you’d like to learn more about how your agency can implement AI-driven marketing to stay relevant and keep clients visible, we have a comprehensive AI webinar series dedicated to teaching you just that. Register now for our free Agencies AI Advantage webinar series and walk away with expert-led insights and actionable strategies to keep your agency ahead.