<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/01/Is-your-account-ready-for-Google-AI-Max-A-pre-test-checklist.png" class="attachment-large size-large wp-post-image" alt="Is your account ready for Google AI Max? A pre-test checklist" style="margin-bottom: 15px;" decoding="async" fetchpriority="high" srcset="https://searchengineland.com/wp-content/seloads/2026/01/Is-your-account-ready-for-Google-AI-Max-A-pre-test-checklist.png 1920w, https://searchengineland.com/wp-content/seloads/2026/01/Is-your-account-ready-for-Google-AI-Max-A-pre-test-checklist-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/01/Is-your-account-ready-for-Google-AI-Max-A-pre-test-checklist-1536x864.png 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Google Ads API v23 lets advertisers break down PMax campaign results by channel, offering more precise insights for optimization.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/01/Is-your-account-ready-for-Google-AI-Max-A-pre-test-checklist.png" class="attachment-large size-large wp-post-image" alt="Is your account ready for Google AI Max? A pre-test checklist" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/01/Is-your-account-ready-for-Google-AI-Max-A-pre-test-checklist.png 1920w, https://searchengineland.com/wp-content/seloads/2026/01/Is-your-account-ready-for-Google-AI-Max-A-pre-test-checklist-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/01/Is-your-account-ready-for-Google-AI-Max-A-pre-test-checklist-1536x864.png 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p>As part of the <a href="https://searchengineland.com/google-ads-api-v23-468104">v23 Ads API launch</a>, Performance Max campaigns can now be reported by channel, including Search, YouTube, Display, Discover, Gmail, Maps, and Search Partners. Previously, performance data was largely grouped into a single mixed category.</p>



<p><strong>The change under the hood</strong>. Earlier API versions typically returned a <em>MIXED</em> value for the <code>ad_network_type</code> segment in Performance Max campaigns. With v23, those responses now break out into specific channel enums — a meaningful shift for reporting and optimization.</p>



<p><strong>Why we care. </strong>Google Ads API v23 doesn’t just add features — it changes how advertisers understand Performance Max. The update introduces channel-level reporting, giving marketers long-requested visibility into where PMax ads actually run.</p>



<p><strong>How advertisers can use it</strong>. Channel-level data is available at the campaign, asset group, and asset level, allowing teams to see how individual creatives perform across Google properties. When combined with v22 segments like <code>ad_using_video</code> and <code>ad_using_product_data</code>, advertisers can isolate results such as video performance on YouTube or Shopping ads on Search.</p>



<p><strong>For developers</strong>. Upgrading to v23 will surface more detailed reporting than before. Reporting systems that relied on the legacy MIXED value will need to be updated to handle the new channel enums.</p>



<p><strong>What to watch:</strong></p>



<ul class="wp-block-list">
<li>Channel data is only available for dates starting June 1, 2025.</li>



<li>Asset group–level channel reporting remains API-only and won’t appear in the Google Ads UI.</li>
</ul>



<p><strong>Bottom line</strong>. The latest Google Ads API release quietly delivers one of <a href="https://ads-developers.googleblog.com/2026/01/introducing-channel-level-reporting-for.html">the biggest Performance Max updates yet</a> — turning a black-box campaign type into something advertisers can finally analyze by channel.</p>



<p></p>


As part of the v23 Ads API launch, Performance Max campaigns can now be reported by channel, including Search, YouTube, Display, Discover, Gmail, Maps, and Search Partners. Previously, performance data was largely grouped into a single mixed category.
The change under the hood. Earlier API versions typically returned a MIXED value for the ad_network_type segment in Performance Max campaigns. With v23, those responses now break out into specific channel enums — a meaningful shift for reporting and optimization.
Why we care. Google Ads API v23 doesn’t just add features — it changes how advertisers understand Performance Max. The update introduces channel-level reporting, giving marketers long-requested visibility into where PMax ads actually run.
How advertisers can use it. Channel-level data is available at the campaign, asset group, and asset level, allowing teams to see how individual creatives perform across Google properties. When combined with v22 segments like ad_using_video and ad_using_product_data, advertisers can isolate results such as video performance on YouTube or Shopping ads on Search.
For developers. Upgrading to v23 will surface more detailed reporting than before. Reporting systems that relied on the legacy MIXED value will need to be updated to handle the new channel enums.
What to watch:
Channel data is only available for dates starting June 1, 2025.
Asset group–level channel reporting remains API-only and won’t appear in the Google Ads UI.
Bottom line. The latest Google Ads API release quietly delivers one of the biggest Performance Max updates yet — turning a black-box campaign type into something advertisers can finally analyze by channel.

Google Ads API v23 lets advertisers break down PMax campaign results by channel, offering more precise insights for optimization.

Google Ads API update cracks open Performance Max by channel

<div><img width="1422" height="794" src="https://searchengineland.com/wp-content/seloads/2025/12/Screenshot-2025-12-09-at-20.28.51.png" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/12/Screenshot-2025-12-09-at-20.28.51.png 1422w, https://searchengineland.com/wp-content/seloads/2025/12/Screenshot-2025-12-09-at-20.28.51-768x429.png 768w" sizes="(max-width: 1422px) 100vw, 1422px" /></div>Learn a practical PPC framework that predicts intent, reaches beyond search, and connects the right audiences to the right content.

<div><img width="1422" height="794" src="https://searchengineland.com/wp-content/seloads/2025/12/Screenshot-2025-12-09-at-20.28.51.png" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/12/Screenshot-2025-12-09-at-20.28.51.png 1422w, https://searchengineland.com/wp-content/seloads/2025/12/Screenshot-2025-12-09-at-20.28.51-768x429.png 768w" sizes="(max-width: 1422px) 100vw, 1422px" /></div>
<p>Search marketing is still as powerful as ever. Google recently surpassed $100 billion in ad revenue in a single quarter, with more than half coming from search. But search alone can no longer deliver the same results most businesses expect.</p>



<p>As Google Ads Coach Jyll Saskin Gales showed at SMX Next, real performance now comes from going beyond traditional search and using it to strengthen a broader PPC strategy.</p>



<h2 class="wp-block-heading" id="h-the-challenge-with-traditional-search-marketing">The challenge with traditional Search Marketing</h2>



<p>As search marketers, we’re great at reaching people who are actively searching for what we sell. But we often miss people who fit our ideal audience and aren’t searching yet.</p>



<p>The real opportunity sits at the intersection of intent and audience fit.</p>



<p>Take the search [vacation packages]. That query could come from a family with young kids, a honeymooning couple, or a group of retirees. The keyword is the same, but each audience needs a different message and a different offer.</p>



<figure class="wp-block-image size-full"><img decoding="async" width="1410" height="802" src="https://searchengineland.com/wp-content/seloads/2025/12/Screenshot-2025-12-09-at-20.29.48.png" alt="" class="wp-image-465936" srcset="https://searchengineland.com/wp-content/seloads/2025/12/Screenshot-2025-12-09-at-20.29.48.png 1410w, https://searchengineland.com/wp-content/seloads/2025/12/Screenshot-2025-12-09-at-20.29.48-768x437.png 768w" sizes="(max-width: 1410px) 100vw, 1410px" /></figure>



<h2 class="wp-block-heading" id="h-understanding-targeting-capabilities-in-google-ads">Understanding targeting capabilities in Google Ads</h2>



<p>There are two main types of targeting:</p>



<ul class="wp-block-list">
<li>Content targeting shows ads in specific places.</li>



<li>Audience targeting shows ads to specific types of people.</li>
</ul>



<p>For example, targeting [flights to Paris] is content targeting. Targeting people who are “in-market for trips to Paris” is audience targeting. Google builds in-market audiences by analyzing behavior across multiple signals, including searches, browsing activity, and location.</p>



<figure class="wp-block-image size-full"><img decoding="async" width="1424" height="786" src="https://searchengineland.com/wp-content/seloads/2025/12/Screenshot-2025-12-09-at-20.30.55.png" alt="" class="wp-image-465937" srcset="https://searchengineland.com/wp-content/seloads/2025/12/Screenshot-2025-12-09-at-20.30.55.png 1424w, https://searchengineland.com/wp-content/seloads/2025/12/Screenshot-2025-12-09-at-20.30.55-768x424.png 768w" sizes="(max-width: 1424px) 100vw, 1424px" /></figure>



<h2 class="wp-block-heading" id="h-the-three-types-of-content-targeting">The three types of content targeting</h2>



<ul class="wp-block-list">
<li><strong>Keyword targeting:</strong> Reach people when they search on Google, including through dynamic ad groups and Performance Max.</li>



<li><strong>Topic targeting:</strong> Show ads alongside content related to specific topics in display and video campaigns.</li>



<li><strong>Placement targeting:</strong> Put ads on specific websites, apps, YouTube channels, or videos where your ideal customers already spend time.</li>
</ul>



<h2 class="wp-block-heading" id="h-the-four-types-of-audience-targeting">The four types of audience targeting</h2>



<ul class="wp-block-list">
<li><strong>Google’s data:</strong> Prebuilt segments include detailed demographics (such as parents of toddlers vs. teens), affinity segments (interests like vegetarianism), in-market segments (people actively researching purchases), and life events (graduating or retiring). Any advertiser can use these across most campaign types.</li>



<li><strong>Your data:</strong> Target website visitors, app users, people who engaged with your Google content (YouTube viewers or search clickers), and customer lists through Customer Match. Note that remarketing is restricted for sensitive interest categories.</li>



<li><strong>Custom segments:</strong> Turn content targeting into audience targeting by building segments based on what people search for, their interests, and the websites or apps they use. These go by different names depending on campaign type—“custom segments” in most campaigns and “custom search terms” in video campaigns.</li>



<li><strong>Automated targeting:</strong> This includes optimized targeting (finding people similar to your converters), audience expansion in video campaigns, audience signals and search themes in Performance Max, and lookalike segments that model new users from your seed lists.</li>
</ul>



<h2 class="wp-block-heading" id="h-building-your-targeting-strategy">Building your targeting strategy</h2>



<p>To build a modern targeting strategy, you need to answer two questions:</p>



<ul class="wp-block-list">
<li>How can I sell my offer with Google Ads?</li>



<li>How can I reach a specific kind of person with Google Ads?</li>
</ul>



<p>For example, to reach Google Ads practitioners for lead gen software, you could build custom segments that target people who use the Google Ads app, visit industry sites like searchengineland.com, or search for Google Ads–specific terms such as “Performance Max” or “Smart Bidding.”</p>



<p>You can also layer in content targeting, like YouTube placements on industry educator channels and topic targeting around search marketing.</p>



<h2 class="wp-block-heading" id="h-strategies-for-sensitive-interest-categories">Strategies for sensitive interest categories</h2>



<p>If you work in a restricted category such as legal or healthcare and can’t use custom segments or remarketing, use non-linear targeting. Ignore the offer and focus on the audience. Choose any Google data audience with potential overlap, even if it’s imperfect, and let your creative do the filtering.</p>



<p>Use industry-specific jargon, abbreviations, and imagery that only your target audience will recognize and value. Everyone else will scroll past.</p>



<figure class="wp-block-image size-full"><img decoding="async" width="1424" height="780" src="https://searchengineland.com/wp-content/seloads/2025/12/Screenshot-2025-12-09-at-20.35.35.png" alt="" class="wp-image-465938" srcset="https://searchengineland.com/wp-content/seloads/2025/12/Screenshot-2025-12-09-at-20.35.35.png 1424w, https://searchengineland.com/wp-content/seloads/2025/12/Screenshot-2025-12-09-at-20.35.35-768x421.png 768w" sizes="(max-width: 1424px) 100vw, 1424px" /></figure>



<h2 class="wp-block-heading" id="h-remember-high-cpcs-aren-t-the-enemy">Remember: High CPCs aren&#8217;t the enemy</h2>



<p>Low-quality traffic is the real problem. You’re better off paying $10 per click with a 10% conversion rate than $1 per click with a 0.02% conversion rate.</p>



<p>When evaluating targeting strategies, focus on conversion rate and cost per acquisition, not just cost per click.</p>



<h2 class="wp-block-heading" id="h-search-alone-can-t-deliver-the-results-you-re-used-to">Search alone can&#8217;t deliver the results you&#8217;re used to</h2>



<p>By expanding beyond traditional search keywords and using content and audience targeting, you can reach the right people and keep driving strong results.</p>



<h2 class="wp-block-heading" id="h-watch-how-to-build-a-modern-targeting-strategy-like-a-pro-live-q-amp-a">Watch: How to build a modern targeting strategy like a pro + Live Q&amp;A</h2>



<figure class="wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio"><div class="wp-block-embed__wrapper">
<iframe title="How to build a modern targeting strategy like a pro" width="500" height="281" src="https://www.youtube.com/embed/F1gqkBUmOak?feature=oembed" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>
</div></figure>



<p><a href="https://events.searchengineland.com/smx-next-2025/v/s-3606205?i=nXQ8NbR0IsbPx_yp4Sc_2DzDmSnZ8T24_1765482057" target="_blank" rel="noopener"></a></p>


Search marketing is still as powerful as ever. Google recently surpassed $100 billion in ad revenue in a single quarter, with more than half coming from search. But search alone can no longer deliver the same results most businesses expect.
As Google Ads Coach Jyll Saskin Gales showed at SMX Next, real performance now comes from going beyond traditional search and using it to strengthen a broader PPC strategy.
The challenge with traditional Search Marketing
As search marketers, we’re great at reaching people who are actively searching for what we sell. But we often miss people who fit our ideal audience and aren’t searching yet.
The real opportunity sits at the intersection of intent and audience fit.
Take the search [vacation packages]. That query could come from a family with young kids, a honeymooning couple, or a group of retirees. The keyword is the same, but each audience needs a different message and a different offer.




Understanding targeting capabilities in Google Ads
There are two main types of targeting:
Content targeting shows ads in specific places.
Audience targeting shows ads to specific types of people.
For example, targeting [flights to Paris] is content targeting. Targeting people who are “in-market for trips to Paris” is audience targeting. Google builds in-market audiences by analyzing behavior across multiple signals, including searches, browsing activity, and location.




The three types of content targeting
Keyword targeting: Reach people when they search on Google, including through dynamic ad groups and Performance Max.
Topic targeting: Show ads alongside content related to specific topics in display and video campaigns.
Placement targeting: Put ads on specific websites, apps, YouTube channels, or videos where your ideal customers already spend time.
The four types of audience targeting
Google’s data: Prebuilt segments include detailed demographics (such as parents of toddlers vs. teens), affinity segments (interests like vegetarianism), in-market segments (people actively researching purchases), and life events (graduating or retiring). Any advertiser can use these across most campaign types.
Your data: Target website visitors, app users, people who engaged with your Google content (YouTube viewers or search clickers), and customer lists through Customer Match. Note that remarketing is restricted for sensitive interest categories.
Custom segments: Turn content targeting into audience targeting by building segments based on what people search for, their interests, and the websites or apps they use. These go by different names depending on campaign type—“custom segments” in most campaigns and “custom search terms” in video campaigns.
Automated targeting: This includes optimized targeting (finding people similar to your converters), audience expansion in video campaigns, audience signals and search themes in Performance Max, and lookalike segments that model new users from your seed lists.
Building your targeting strategy
To build a modern targeting strategy, you need to answer two questions:
How can I sell my offer with Google Ads?
How can I reach a specific kind of person with Google Ads?
For example, to reach Google Ads practitioners for lead gen software, you could build custom segments that target people who use the Google Ads app, visit industry sites like searchengineland.com, or search for Google Ads–specific terms such as “Performance Max” or “Smart Bidding.”
You can also layer in content targeting, like YouTube placements on industry educator channels and topic targeting around search marketing.
Strategies for sensitive interest categories
If you work in a restricted category such as legal or healthcare and can’t use custom segments or remarketing, use non-linear targeting. Ignore the offer and focus on the audience. Choose any Google data audience with potential overlap, even if it’s imperfect, and let your creative do the filtering.
Use industry-specific jargon, abbreviations, and imagery that only your target audience will recognize and value. Everyone else will scroll past.




Remember: High CPCs aren’t the enemy
Low-quality traffic is the real problem. You’re better off paying $10 per click with a 10% conversion rate than $1 per click with a 0.02% conversion rate.
When evaluating targeting strategies, focus on conversion rate and cost per acquisition, not just cost per click.
Search alone can’t deliver the results you’re used to
By expanding beyond traditional search keywords and using content and audience targeting, you can reach the right people and keep driving strong results.
Watch: How to build a modern targeting strategy like a pro + Live Q&A

Learn a practical PPC framework that predicts intent, reaches beyond search, and connects the right audiences to the right content.

How to build a modern Google Ads targeting strategy like a pro

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2023/08/5-SEO-use-cases-for-the-ChatGPT-code-interpreter-plugin-800x450.png" class="attachment-large size-large wp-post-image" alt="5 SEO use cases for the ChatGPT code interpreter plugin" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2023/08/5-SEO-use-cases-for-the-ChatGPT-code-interpreter-plugin-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2023/08/5-SEO-use-cases-for-the-ChatGPT-code-interpreter-plugin-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2023/08/5-SEO-use-cases-for-the-ChatGPT-code-interpreter-plugin-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2023/08/5-SEO-use-cases-for-the-ChatGPT-code-interpreter-plugin-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2023/08/5-SEO-use-cases-for-the-ChatGPT-code-interpreter-plugin-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2023/08/5-SEO-use-cases-for-the-ChatGPT-code-interpreter-plugin-150x84.png 150w, https://searchengineland.com/wp-content/seloads/2023/08/5-SEO-use-cases-for-the-ChatGPT-code-interpreter-plugin.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>ChatGPT’s hidden ad infrastructure signals a near-term launch of high-intent ads that could directly compete with organic answers.

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2023/08/5-SEO-use-cases-for-the-ChatGPT-code-interpreter-plugin-800x450.png" class="attachment-large size-large wp-post-image" alt="5 SEO use cases for the ChatGPT code interpreter plugin" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2023/08/5-SEO-use-cases-for-the-ChatGPT-code-interpreter-plugin-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2023/08/5-SEO-use-cases-for-the-ChatGPT-code-interpreter-plugin-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2023/08/5-SEO-use-cases-for-the-ChatGPT-code-interpreter-plugin-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2023/08/5-SEO-use-cases-for-the-ChatGPT-code-interpreter-plugin-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2023/08/5-SEO-use-cases-for-the-ChatGPT-code-interpreter-plugin-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2023/08/5-SEO-use-cases-for-the-ChatGPT-code-interpreter-plugin-150x84.png 150w, https://searchengineland.com/wp-content/seloads/2023/08/5-SEO-use-cases-for-the-ChatGPT-code-interpreter-plugin.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>People inspecting ChatGPT responses are spotting references to ads in the page source. One line reads: <em>“InReply to user query using the following additional context of ads shown to the user.”</em> The reference appears even when no ad is actually displayed.</p>



<figure class="wp-block-image size-full"><img decoding="async" width="1318" height="189" src="https://searchengineland.com/wp-content/seloads/2026/02/HAJ1qp0WUAAevmV.png" alt="" class="wp-image-468163" srcset="https://searchengineland.com/wp-content/seloads/2026/02/HAJ1qp0WUAAevmV.png 1318w, https://searchengineland.com/wp-content/seloads/2026/02/HAJ1qp0WUAAevmV-768x110.png 768w" sizes="(max-width: 1318px) 100vw, 1318px" /></figure>



<p><strong>Driving the news</strong>. Digital Marketer Glenn Gabe first flagged the issue on X after noticing the ad-related language in ChatGPT’s source code. Others have since replicated it while testing commercial queries like auto insurance.</p>



<p><strong>Why we care. </strong><a href="https://searchengineland.com/openai-begins-testing-ads-inside-chatgpt-467637">Ads in ChatGPT</a> have been talked about for weeks. This piece of code spotted signals that ChatGPT ads are moving from concept to near-launch, creating a new, high-intent advertising channel. The presence of ad logic in the system suggests targeting and eligibility are already being tested, favoring early advertisers. </p>



<p>With limited inventory and ads likely woven into conversational responses rather than shown as banners, this could become premium, high-impact real estate that directly competes with organic answers.</p>



<p><strong>Between the lines</strong>. The ads aren’t visible, but the logic appears to be live. That suggests OpenAI may already be testing ad eligibility, suppression rules for paid tiers, or internal triggers ahead of a broader rollout.</p>



<p><strong>Context</strong>. OpenAI confirmed in January that ads are coming to ChatGPT for some users. The company said ads would be sold on an impression basis, and early indications suggest they won’t be cheap.</p>



<p><strong>Bottom line</strong>. ChatGPT may not be showing ads yet — but the infrastructure is already in place.</p>



<p><strong>Dig deeper.</strong> <a href="https://x.com/glenngabe/status/2018305273421549901?s=20">Glenn Gabe spots code that shows ChatGPT ads is imminent.</a> </p>


People inspecting ChatGPT responses are spotting references to ads in the page source. One line reads: “InReply to user query using the following additional context of ads shown to the user.” The reference appears even when no ad is actually displayed.




Driving the news. Digital Marketer Glenn Gabe first flagged the issue on X after noticing the ad-related language in ChatGPT’s source code. Others have since replicated it while testing commercial queries like auto insurance.
Why we care. Ads in ChatGPT have been talked about for weeks. This piece of code spotted signals that ChatGPT ads are moving from concept to near-launch, creating a new, high-intent advertising channel. The presence of ad logic in the system suggests targeting and eligibility are already being tested, favoring early advertisers. 
With limited inventory and ads likely woven into conversational responses rather than shown as banners, this could become premium, high-impact real estate that directly competes with organic answers.
Between the lines. The ads aren’t visible, but the logic appears to be live. That suggests OpenAI may already be testing ad eligibility, suppression rules for paid tiers, or internal triggers ahead of a broader rollout.
Context. OpenAI confirmed in January that ads are coming to ChatGPT for some users. The company said ads would be sold on an impression basis, and early indications suggest they won’t be cheap.
Bottom line. ChatGPT may not be showing ads yet — but the infrastructure is already in place.
Dig deeper. Glenn Gabe spots code that shows ChatGPT ads is imminent.

ChatGPT’s hidden ad infrastructure signals a near-term launch of high-intent ads that could directly compete with organic answers.

OpenAI quietly lays groundwork for ads in ChatGPT

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/02/Human-experience-optimization-Why-experience-now-shapes-search-visibility.jpg" class="attachment-large size-large wp-post-image" alt="Human experience optimization: Why experience now shapes search visibility" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/02/Human-experience-optimization-Why-experience-now-shapes-search-visibility.jpg 1920w, https://searchengineland.com/wp-content/seloads/2026/02/Human-experience-optimization-Why-experience-now-shapes-search-visibility-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2026/02/Human-experience-optimization-Why-experience-now-shapes-search-visibility-1536x864.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Search performance is shaped by engagement, trust, and post-click behavior. HXO connects SEO with UX, CRO, and brand signals.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/02/Human-experience-optimization-Why-experience-now-shapes-search-visibility.jpg" class="attachment-large size-large wp-post-image" alt="Human experience optimization: Why experience now shapes search visibility" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/02/Human-experience-optimization-Why-experience-now-shapes-search-visibility.jpg 1920w, https://searchengineland.com/wp-content/seloads/2026/02/Human-experience-optimization-Why-experience-now-shapes-search-visibility-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2026/02/Human-experience-optimization-Why-experience-now-shapes-search-visibility-1536x864.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p><a href="https://searchengineland.com/guide/what-is-seo">SEO</a> has historically been an exercise in reverse-engineering algorithms. Keywords, links, technical compliance, repeat.</p>



<p>But that model is being reimagined.&nbsp;</p>



<p>Today, visibility is earned through <a href="https://searchengineland.com/how-generative-engines-define-rank-trustworthy-content-461575">trust</a>, usefulness, and experience, not just relevance signals or crawlability. </p>



<p>Search engines no longer evaluate pages in isolation. They observe how people interact with brands over time.</p>



<p>That shift has given rise to human experience optimization (HXO): the practice of optimizing how humans experience, trust, and act on your brand across search, content, product, and conversion touchpoints.</p>



<p>Rather than replacing SEO, HXO expands its scope to reflect how <a href="https://searchengineland.com/beyond-serp-visibility-7-success-criteria-for-organic-search-in-2026-465176">search now evaluates performance</a>. Experience, engagement, and credibility have become difficult to separate from visibility itself.</p>



<p>Below, we’ll look at how HXO shows up in modern search, why it matters now, and how it reshapes the boundaries between SEO, UX, and conversion.</p>



<h2 class="wp-block-heading" id="h-why-hxo-matters-now">Why HXO matters now</h2>



<p>Modern search engines reward outcomes, not tactics.</p>



<p>Ranking signals increasingly reflect what happens after the click, aligning with <a href="https://developers.google.com/search/docs/fundamentals/creating-helpful-content" target="_blank" rel="noopener">Google’s emphasis</a> on user satisfaction over isolated page signals.</p>



<p>In practice, that means signals tied to questions like:</p>



<ul class="wp-block-list">
<li>Do users engage or bounce?</li>



<li>Do they return?</li>



<li>Do they recognize the brand later?</li>



<li>Do they trust the information enough to act on it?</li>
</ul>



<p>Visibility today is influenced by three overlapping forces:</p>



<ul class="wp-block-list">
<li><strong>User behavior signals: </strong>Engagement, satisfaction, repeat visits, and downstream actions all indicate whether content actually delivers value.</li>



<li><strong>Brand signals: </strong>Recognition, authority, and trust – built over time, across channels – shape how search engines interpret credibility.</li>



<li><strong>Content authenticity and experience: </strong>Pages that feel generic, automated, or disconnected from real expertise increasingly struggle to perform.</li>
</ul>



<p>HXO emerges as a response to two compounding pressures:</p>



<ul class="wp-block-list">
<li><strong>AI-generated content saturation</strong>, which has made “good enough” content <a href="https://searchengineland.com/want-to-beat-ai-overviews-produce-unmistakably-human-content-454901">abundant and undifferentiated</a>.</li>



<li><strong>Declining marginal returns from traditional SEO tactics</strong>, especially when they aren’t supported by strong experience and brand coherence.</li>
</ul>



<p>In short, optimization that ignores human experience is no longer competitive.</p>



<p><strong><em>Dig deeper: <a href="https://searchengineland.com/from-searching-to-delegating-adapting-to-ai-first-search-behavior-467888">From searching to delegating: Adapting to AI-first search behavior</a></em></strong></p>



<h2 class="wp-block-heading" id="h-the-convergence-seo-ux-and-cro-are-no-longer-separate">The convergence: SEO, UX, and CRO are no longer separate</h2>



<p>For a long time, SEO, UX, and CRO operated as separate disciplines:</p>



<ul class="wp-block-list">
<li>SEO focused on traffic acquisition.</li>



<li>UX focused on usability and design.</li>



<li>CRO focused on conversion efficiency.</li>
</ul>



<p>But that separation no longer works.&nbsp;</p>



<p>Traffic alone doesn’t mean much if users don’t engage. Engagement without a clear path to action limits impact. And conversion is difficult to scale when trust hasn’t been established.</p>



<p>HXO now acts as the unifying layer:</p>



<ul class="wp-block-list">
<li>SEO still determines how people arrive.</li>



<li>UX shapes whether they understand what they have found.</li>



<li>CRO influences whether that understanding turns into action.</li>
</ul>



<p>That convergence is increasingly visible in how search-driven experiences perform.&nbsp;</p>



<p><a href="https://developers.google.com/search/docs/appearance/page-experience" target="_blank" rel="noopener">Page experience</a> affects both visibility and post-click behavior. Search intent informs page structure and UX decisions alongside keyword targeting. <a href="https://searchengineland.com/blogging-ai-seo-clarity-463928">Content clarity</a> and credibility influence whether users engage once or return through search again.</p>



<p>In this environment, optimization is less about securing a single click. It’s about supporting attention and trust over time.</p>



<h2 class="wp-block-heading" id="h-e-e-a-t-is-a-business-system-not-content-guidelines">E-E-A-T is a business system, not content guidelines</h2>



<p>One of the most persistent misconceptions in search is that <a href="https://searchengineland.com/guide/google-e-e-a-t-for-seo">E-E-A-T</a> –&nbsp;or, experience, expertise, authoritativeness, and trustworthiness –&nbsp;can just be “added” to content.</p>



<p>Add an author bio. Add citations. Add credentials.</p>



<p>Those elements <strong>do</strong> matter. They help provide context and communicate expertise. But treating E-E-A-T primarily as a set of small, on-page additions doesn’t fully capture how search systems evaluate expertise and trust.</p>



<p>In practice, E-E-A-T isn’t just about how one page is formatted. It’s a broader, more holistic view of how a business <a href="https://searchengineland.com/user-first-eeat-seo-geo-459684">demonstrates credibility to users</a> over time. That tends to be an output of:&nbsp;</p>



<ul class="wp-block-list">
<li>Real expertise embedded in products and services.</li>



<li>Transparent operations and clearly stated values.</li>



<li>A consistent brand voice with visible accountability.</li>



<li>Clear ownership over ideas, opinions, and outcomes.</li>
</ul>



<p>Search engines aren’t evaluating content in isolation. They’re evaluating the context around it, too.</p>



<p>Per <a href="https://static.googleusercontent.com/media/guidelines.raterhub.com/en//searchqualityevaluatorguidelines.pdf" target="_blank" rel="noopener">Google’s Search Quality Rater Guidelines</a>, that includes:&nbsp;</p>



<ul class="wp-block-list">
<li>Who is responsible for creating the content and whether that responsibility is clearly disclosed.</li>



<li>The demonstrated experience and reputation of the creator or organization behind it.</li>



<li>Consistency in expertise and accuracy across related content on the site.</li>



<li>Evidence of ongoing trust, including transparency, content updates, and accountability for accuracy.</li>
</ul>



<p>Viewed this way, E-E-A-T is reinforced through consistent systems and patterns, not isolated page-level changes.</p>



<h2 class="wp-block-heading" id="h-first-hand-experience-signals-are-the-new-differentiator">First-hand experience signals are the new differentiator</h2>



<p>Today’s search landscape is flooded with competent, well-structured content that meets a similar baseline of accuracy and readability. “Good” content is no longer a meaningful bar.</p>



<p>Because of that, first-hand experience is becoming an increasingly important content differentiator. That can look like:</p>



<ul class="wp-block-list">
<li><strong>Original data, testing, or research</strong> generated by the creator.</li>



<li><strong>Lived experience</strong> paired with a clear point of view.</li>



<li><strong>Named creators</strong> with reputational stakes in what they publish.</li>



<li><strong>Insight that reflects direct involvement</strong>, not secondhand synthesis.</li>
</ul>



<p>There’s a meaningful difference between:</p>



<ul class="wp-block-list">
<li>Information aggregation (what anyone could compile).</li>



<li>Experience-based insight (what only operators, practitioners, and creators can provide).</li>
</ul>



<p>For example, a guide to subscription pricing that summarizes common models may be factually sound. But a piece written by someone who’s priced, tested, and revised subscription tiers over time is more likely to surface tradeoffs, edge cases, and decision logic.</p>



<p>That’s something aggregation can’t replicate.</p>



<p>This is why we’re seeing creators and operators increasingly outperform faceless brands. Within the world of human experience optimization, the <a href="https://searchengineland.com/how-to-make-your-ai-generated-content-sound-more-human-437854">“human” part</a> is key.</p>



<p><strong><em>Dig deeper: <a href="https://searchengineland.com/seo-tips-elevate-user-experience-437949">4 SEO tips to elevate the user experience</a></em></strong></p>



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<h2 class="wp-block-heading" id="h-helpful-content-is-a-brand-problem-not-an-seo-problem">Helpful content is a brand problem, not an SEO problem</h2>



<p>“Helpful content updates” are often discussed as if performance issues stem from technical gaps or tactical mistakes.</p>



<p>In practice, when content fails to be helpful, the underlying causes tend to sit elsewhere.</p>



<p>Common patterns include:</p>



<ul class="wp-block-list">
<li>A brand that lacks clarity about what it stands for or who it serves.</li>



<li>A business that avoids taking clear positions or making decisions visible.</li>



<li>An experience that feels fragmented across pages, channels, or touchpoints.</li>
</ul>



<p>In contrast, content that users consistently find helpful usually reflects deeper alignment. It tends to emerge from:</p>



<ul class="wp-block-list">
<li>A clear understanding of audience needs and decision contexts.</li>



<li>Real-world problem solving informed by actual experience.</li>



<li>Consistent intent across messaging, products, and interactions.</li>
</ul>



<p>SEO can improve discoverability and structure, but it can’t compensate for unclear positioning or disconnected experiences. When helpfulness is missing, the issue is rarely confined to the page itself.</p>



<p>That view lines up with how Google <a href="https://searchengineland.com/library/platforms/google/google-algorithm-updates/helpful-content-update">described its helpful content system</a>, which looks at broader site-level patterns and long-term value rather than isolated pages or tactics.</p>



<p>Closing these gaps requires a broader view of how people experience, trust, and engage with a brand beyond any single page. HXO provides a framework for that shift.</p>



<h2 class="wp-block-heading" id="h-how-to-start-practicing-human-experience-optimization">How to start practicing human experience optimization</h2>



<p>Human experience optimization doesn’t begin with keywords. It begins with people and the situations that lead them to search in the first place.</p>



<p>In practice, adopting HXO usually involves a few shifts in focus:</p>



<h3 class="wp-block-heading" id="h-1-move-from-keyword-strategy-to-audience-strategy">1. Move from keyword strategy to audience strategy</h3>



<p>Keyword research remains useful, but it’s rarely sufficient on its own.&nbsp;</p>



<p>Teams need a clearer understanding of motivations, anxieties, and decision contexts, not just what terms people type into a search bar.</p>



<h3 class="wp-block-heading" id="h-2-audit-experience-not-just-pages">2. Audit experience, not just pages</h3>



<p>Page-level audits often miss the broader experience users actually encounter. A more useful lens looks at:</p>



<ul class="wp-block-list">
<li>Trust signals and credibility cues.</li>



<li>Clarity of message and intent.</li>



<li>Friction in user journeys.</li>



<li>Consistency across touchpoints and channels.</li>
</ul>



<h3 class="wp-block-heading" id="h-3-align-teams-around-experience-outcomes">3. Align teams around experience outcomes</h3>



<p>HXO tends to surface gaps between functions that operate independently. Addressing those gaps requires coordination across:</p>



<ul class="wp-block-list">
<li>Marketing.</li>



<li>Product.</li>



<li>Content.</li>



<li>Design.</li>
</ul>



<p>The goal isn’t alignment for its own sake, but shared responsibility for how users experience the brand.</p>



<h3 class="wp-block-heading" id="h-4-measure-what-actually-matters">4. Measure what actually matters</h3>



<p>Traditional metrics still have a place, but they don’t tell the full story. Teams practicing HXO often expand measurement to include:</p>



<ul class="wp-block-list">
<li>Engagement quality rather than raw volume.</li>



<li>Brand recall and recognition.</li>



<li>Return users over time.</li>



<li>Conversions driven by confidence and trust rather than pressure.</li>
</ul>



<h2 class="wp-block-heading" id="h-optimize-for-humans-earn-the-algorithms">Optimize for humans, earn the algorithms</h2>



<p>HXO isn’t a tactic to deploy or a framework to layer on. It reflects a longer-term advantage rooted in how consistently a brand shows up for users.</p>



<p>In modern search, the brands that perform most reliably tend to share a few traits:</p>



<ul class="wp-block-list">
<li>They’re grounded in real experience.</li>



<li>They’re consistently useful.</li>



<li>They demonstrate expertise through action, not just explanation.</li>
</ul>



<p>As a result, search visibility can&#8217;t be engineered through isolated optimizations. It’s shaped by the cumulative experiences people have with a brand before, during, and after a search interaction.</p>

SEO has historically been an exercise in reverse-engineering algorithms. Keywords, links, technical compliance, repeat.
But that model is being reimagined. 
Today, visibility is earned through trust, usefulness, and experience, not just relevance signals or crawlability. 
Search engines no longer evaluate pages in isolation. They observe how people interact with brands over time.
That shift has given rise to human experience optimization (HXO): the practice of optimizing how humans experience, trust, and act on your brand across search, content, product, and conversion touchpoints.
Rather than replacing SEO, HXO expands its scope to reflect how search now evaluates performance. Experience, engagement, and credibility have become difficult to separate from visibility itself.
Below, we’ll look at how HXO shows up in modern search, why it matters now, and how it reshapes the boundaries between SEO, UX, and conversion.
Why HXO matters now
Modern search engines reward outcomes, not tactics.
Ranking signals increasingly reflect what happens after the click, aligning with Google’s emphasis on user satisfaction over isolated page signals.
In practice, that means signals tied to questions like:
Do users engage or bounce?
Do they return?
Do they recognize the brand later?
Do they trust the information enough to act on it?
Visibility today is influenced by three overlapping forces:
User behavior signals: Engagement, satisfaction, repeat visits, and downstream actions all indicate whether content actually delivers value.
Brand signals: Recognition, authority, and trust – built over time, across channels – shape how search engines interpret credibility.
Content authenticity and experience: Pages that feel generic, automated, or disconnected from real expertise increasingly struggle to perform.
HXO emerges as a response to two compounding pressures:
AI-generated content saturation, which has made “good enough” content abundant and undifferentiated.
Declining marginal returns from traditional SEO tactics, especially when they aren’t supported by strong experience and brand coherence.
In short, optimization that ignores human experience is no longer competitive.
Dig deeper: From searching to delegating: Adapting to AI-first search behavior
The convergence: SEO, UX, and CRO are no longer separate
For a long time, SEO, UX, and CRO operated as separate disciplines:
SEO focused on traffic acquisition.
UX focused on usability and design.
CRO focused on conversion efficiency.
But that separation no longer works. 
Traffic alone doesn’t mean much if users don’t engage. Engagement without a clear path to action limits impact. And conversion is difficult to scale when trust hasn’t been established.
HXO now acts as the unifying layer:
SEO still determines how people arrive.
UX shapes whether they understand what they have found.
CRO influences whether that understanding turns into action.
That convergence is increasingly visible in how search-driven experiences perform. 
Page experience affects both visibility and post-click behavior. Search intent informs page structure and UX decisions alongside keyword targeting. Content clarity and credibility influence whether users engage once or return through search again.
In this environment, optimization is less about securing a single click. It’s about supporting attention and trust over time.
E-E-A-T is a business system, not content guidelines
One of the most persistent misconceptions in search is that E-E-A-T – or, experience, expertise, authoritativeness, and trustworthiness – can just be “added” to content.
Add an author bio. Add citations. Add credentials.
Those elements do matter. They help provide context and communicate expertise. But treating E-E-A-T primarily as a set of small, on-page additions doesn’t fully capture how search systems evaluate expertise and trust.
In practice, E-E-A-T isn’t just about how one page is formatted. It’s a broader, more holistic view of how a business demonstrates credibility to users over time. That tends to be an output of: 
Real expertise embedded in products and services.
Transparent operations and clearly stated values.
A consistent brand voice with visible accountability.
Clear ownership over ideas, opinions, and outcomes.
Search engines aren’t evaluating content in isolation. They’re evaluating the context around it, too.
Per Google’s Search Quality Rater Guidelines, that includes: 
Who is responsible for creating the content and whether that responsibility is clearly disclosed.
The demonstrated experience and reputation of the creator or organization behind it.
Consistency in expertise and accuracy across related content on the site.
Evidence of ongoing trust, including transparency, content updates, and accountability for accuracy.
Viewed this way, E-E-A-T is reinforced through consistent systems and patterns, not isolated page-level changes.
First-hand experience signals are the new differentiator
Today’s search landscape is flooded with competent, well-structured content that meets a similar baseline of accuracy and readability. “Good” content is no longer a meaningful bar.
Because of that, first-hand experience is becoming an increasingly important content differentiator. That can look like:
Original data, testing, or research generated by the creator.
Lived experience paired with a clear point of view.
Named creators with reputational stakes in what they publish.
Insight that reflects direct involvement, not secondhand synthesis.
There’s a meaningful difference between:
Information aggregation (what anyone could compile).
Experience-based insight (what only operators, practitioners, and creators can provide).
For example, a guide to subscription pricing that summarizes common models may be factually sound. But a piece written by someone who’s priced, tested, and revised subscription tiers over time is more likely to surface tradeoffs, edge cases, and decision logic.
That’s something aggregation can’t replicate.
This is why we’re seeing creators and operators increasingly outperform faceless brands. Within the world of human experience optimization, the “human” part is key.
Dig deeper: 4 SEO tips to elevate the user experience
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See terms.
Helpful content is a brand problem, not an SEO problem
“Helpful content updates” are often discussed as if performance issues stem from technical gaps or tactical mistakes.
In practice, when content fails to be helpful, the underlying causes tend to sit elsewhere.
Common patterns include:
A brand that lacks clarity about what it stands for or who it serves.
A business that avoids taking clear positions or making decisions visible.
An experience that feels fragmented across pages, channels, or touchpoints.
In contrast, content that users consistently find helpful usually reflects deeper alignment. It tends to emerge from:
A clear understanding of audience needs and decision contexts.
Real-world problem solving informed by actual experience.
Consistent intent across messaging, products, and interactions.
SEO can improve discoverability and structure, but it can’t compensate for unclear positioning or disconnected experiences. When helpfulness is missing, the issue is rarely confined to the page itself.
That view lines up with how Google described its helpful content system, which looks at broader site-level patterns and long-term value rather than isolated pages or tactics.
Closing these gaps requires a broader view of how people experience, trust, and engage with a brand beyond any single page. HXO provides a framework for that shift.
How to start practicing human experience optimization
Human experience optimization doesn’t begin with keywords. It begins with people and the situations that lead them to search in the first place.
In practice, adopting HXO usually involves a few shifts in focus:
1. Move from keyword strategy to audience strategy
Keyword research remains useful, but it’s rarely sufficient on its own. 
Teams need a clearer understanding of motivations, anxieties, and decision contexts, not just what terms people type into a search bar.
2. Audit experience, not just pages
Page-level audits often miss the broader experience users actually encounter. A more useful lens looks at:
Trust signals and credibility cues.
Clarity of message and intent.
Friction in user journeys.
Consistency across touchpoints and channels.
3. Align teams around experience outcomes
HXO tends to surface gaps between functions that operate independently. Addressing those gaps requires coordination across:
Marketing.
Product.
Content.
Design.
The goal isn’t alignment for its own sake, but shared responsibility for how users experience the brand.
4. Measure what actually matters
Traditional metrics still have a place, but they don’t tell the full story. Teams practicing HXO often expand measurement to include:
Engagement quality rather than raw volume.
Brand recall and recognition.
Return users over time.
Conversions driven by confidence and trust rather than pressure.
Optimize for humans, earn the algorithms
HXO isn’t a tactic to deploy or a framework to layer on. It reflects a longer-term advantage rooted in how consistently a brand shows up for users.
In modern search, the brands that perform most reliably tend to share a few traits:
They’re grounded in real experience.
They’re consistently useful.
They demonstrate expertise through action, not just explanation.
As a result, search visibility can’t be engineered through isolated optimizations. It’s shaped by the cumulative experiences people have with a brand before, during, and after a search interaction.

Search performance is shaped by engagement, trust, and post-click behavior. HXO connects SEO with UX, CRO, and brand signals.

Human experience optimization: Why experience now shapes search visibility

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/02/Ads-in-ChatGPT-Why-behavior-matters-more-than-targeting.jpg" class="attachment-large size-large wp-post-image" alt="Ads in ChatGPT- Why behavior matters more than targeting" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/02/Ads-in-ChatGPT-Why-behavior-matters-more-than-targeting.jpg 1920w, https://searchengineland.com/wp-content/seloads/2026/02/Ads-in-ChatGPT-Why-behavior-matters-more-than-targeting-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2026/02/Ads-in-ChatGPT-Why-behavior-matters-more-than-targeting-1536x864.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>ChatGPT ads mark a shift from keyword intent to behavioral understanding, changing how relevance, creative and measurement work.


<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/02/Ads-in-ChatGPT-Why-behavior-matters-more-than-targeting.jpg" class="attachment-large size-large wp-post-image" alt="Ads in ChatGPT- Why behavior matters more than targeting" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/02/Ads-in-ChatGPT-Why-behavior-matters-more-than-targeting.jpg 1920w, https://searchengineland.com/wp-content/seloads/2026/02/Ads-in-ChatGPT-Why-behavior-matters-more-than-targeting-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2026/02/Ads-in-ChatGPT-Why-behavior-matters-more-than-targeting-1536x864.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p>Ads are now <a href="https://searchengineland.com/openai-begins-testing-ads-inside-chatgpt-467637">being tested in ChatGPT in the U.S.</a>, appearing for some users across different account types. For the first time, advertising is entering an AI answer environment – and that changes the rules for marketers.</p>



<p>We&#8217;ve used AI as part of ad creation or planning for years across Google, LinkedIn, and paid social. But placing ads inside an AI system that people trust to help them think, decide, and act is fundamentally different. This is not just another channel to plug into an existing media plan.</p>



<p>The biggest question is not targeting. It&#8217;s psychology. If advertisers simply replicate what works in search or social, performance will disappoint, and trust may suffer. </p>



<p>To succeed, brands need to understand how and why people use <a href="https://searchengineland.com/what-is-chatgpt-and-why-seos-should-care-392165">ChatGPT</a> in the first place and what that means for attention, relevance, and the customer journey.</p>



<h2 class="wp-block-heading" id="h-chatgpt-is-a-task-environment-not-a-feed">ChatGPT is a task environment, not a feed</h2>



<p>People open ChatGPT to do something. That might be:</p>



<ul class="wp-block-list">
<li>Solving a specific problem.</li>



<li>Refining a shortlist.</li>



<li>Planning a trip.</li>



<li>Writing something.</li>



<li>Making sense of a complex decision. </li>
</ul>



<p>This is very different from feed-based platforms, where people expect to scroll, be interrupted, and discover content passively.</p>



<p>In task-based environments like ChatGPT, behavior changes:</p>



<ul class="wp-block-list">
<li><strong>Goal shielding:</strong> Attention narrows to completing the task, filtering out anything that does not help progress.</li>



<li><strong>Interruption aversion:</strong> Unexpected distractions feel more irritating when someone is focused.</li>



<li><strong>Tunnel focus:</strong> Users prioritize clarity, speed, and momentum over exploration.</li>
</ul>



<p>This is why clicks are likely to be harder to earn than many advertisers expect. If an ad does not help the user move forward with what they are trying to achieve, it will feel irrelevant, even if it is topically related.</p>



<p>Add to this the fact that trust in AI environments is still forming, and the tolerance for poor or interruptive advertising becomes even lower.</p>



<p><strong><em>Dig deeper: <a href="https://searchengineland.com/openai-moves-on-chatgpt-ads-with-impression-based-launch-467783">OpenAI moves on ChatGPT ads with impression-based launch</a></em></strong></p>



<h2 class="wp-block-heading" id="h-when-there-are-no-search-volumes-behavior-becomes-the-strategy">When there are no search volumes, behavior becomes the strategy</h2>



<p>For years, search volume has shaped how we plan.</p>



<p>Keywords told us what people wanted, how often they wanted it, and how competitive demand was. That logic underpinned both SEO and paid media strategy.</p>



<p>ChatGPT changes that.</p>



<p>People are not searching for keywords. They are outsourcing thinking. They describe situations, ask layered questions, and seek outcomes rather than information alone. </p>



<p>There is no query data to optimize against. Instead, success depends on understanding:</p>



<ul class="wp-block-list">
<li>What job the user is trying to get done.</li>



<li>Which part of the journey they are choosing to outsource to AI.</li>



<li>What kind of help they need in that moment.</li>
</ul>



<p>This is where behavioral insight replaces keyword demand as the strategic foundation.</p>



<h2 class="wp-block-heading" id="h-from-keyword-intent-to-behavior-mode-targeting">From keyword intent to behavior mode targeting</h2>



<p>Rather than planning around queries, advertisers need to plan around behavior modes, the mindset a user is in when they turn to ChatGPT.&nbsp;</p>



<p>A useful way to think about this is:</p>



<ul class="wp-block-list">
<li><strong>Explore mode: </strong>The user is shaping a perspective or seeking inspiration.</li>



<li>Ads that work here help people start, offering ideas, options, or reframing the problem.</li>



<li><strong>Reduce mode: </strong>The user is simplifying and narrowing choices. Effective ads reduce effort by clarifying differences and highlighting relevant trade-offs.</li>



<li><strong>Confirm mode: </strong>The user is looking for reassurance. This is where trust matters most: proof, reviews, guarantees, and credible signals.</li>



<li><strong>Act mode:</strong><strong> </strong>The user wants to complete the task. Ads that remove friction perform best, clear pricing, availability, delivery, and next steps.</li>
</ul>



<p>These modes closely mirror the human drivers we already recognize in search behavior: shaping perspective, informing, reassuring, and simplifying. </p>



<p>The difference is that ChatGPT compresses these moments into a single interface.</p>



<p><strong><em>Dig deeper: <a href="https://searchengineland.com/ai-paid-media-user-behavior-brand-visibility-461635">What AI means for paid media, user behavior, and brand visibility</a></em></strong></p>



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<h2 class="wp-block-heading" id="h-in-chatgpt-relevance-is-functional-not-topical">In ChatGPT, relevance is functional, not topical</h2>



<p>A key shift advertisers need to internalize is that relevance in ChatGPT is not about being related. It is about being useful.</p>



<p>An ad can be perfectly aligned to a category and still fail if it does not help the user complete their task. </p>



<p>In a task environment, anything that creates extra work or pulls attention away from the goal feels like friction. This means the creative rules change.</p>



<p>High-performing ads are likely to behave less like traditional advertising and more like:</p>



<ul class="wp-block-list">
<li>Tools.</li>



<li>Templates.</li>



<li>Guides.</li>



<li>Checklists.</li>



<li>Shortcuts.</li>



<li>Decision aids.</li>
</ul>



<p>They fit into the flow of what the user is doing.</p>



<p>Generic brand ads, pure awareness messaging, and content that feels like a detour are likely to underperform.</p>



<p><strong><em>Dig deeper: <a href="https://searchengineland.com/dying-ads-creative-fatigue-463690">Your ads are dying: How to spot and stop creative fatigue before it tanks performance</a></em></strong></p>



<h2 class="wp-block-heading" id="h-helpful-content-becomes-the-bridge-across-channels">Helpful content becomes the bridge across channels</h2>



<p>The same assets that make a strong ChatGPT ad – practical guides, frameworks, calculators, explainers, and reassurance-led content – also do much more than support paid performance.&nbsp;</p>



<p>They build authority for SEO and generative optimization, earn coverage and credibility through digital PR, and reinforce brand trust across social and owned channels.</p>



<p>This is where silos start to break performance.</p>



<p>Paid media teams cannot create &#8220;helpful ads&#8221; in isolation if SEO teams are working on authority, PR teams are building trust signals, and brand teams are shaping voice independently. In AI-led discovery, these signals converge.</p>



<p>The most effective ads may borrow from:</p>



<ul class="wp-block-list">
<li>Brand voice for clarity and consistency.</li>



<li>Trusted voice through reviews, experts, or third-party validation.</li>



<li>Amplified voice via media coverage and recognizable authority.</li>
</ul>



<p>The line between advertising, content, and credibility becomes increasingly blurred.</p>



<h2 class="wp-block-heading" id="h-measurement-needs-a-reset">Measurement needs a reset</h2>



<p>Judging ChatGPT ads purely on click-through rate risks missing their real impact.</p>



<p>In many cases, these ads may influence decisions without triggering an immediate click. They may help a brand enter a shortlist, feel safer, or be remembered when the user returns later through another channel.</p>



<p>More meaningful indicators may include:</p>



<ul class="wp-block-list">
<li>Shortlist inclusion.</li>



<li>Brand recall.</li>



<li>Assisted conversions.</li>



<li>Branded search uplift.</li>



<li>Direct traffic uplift.</li>



<li>Downstream conversion lift.</li>
</ul>



<p>This reinforces the need for teams to work more closely together. If performance is distributed across the journey, measurement and accountability must be too.</p>



<p><strong><em>Dig deeper: <a href="https://searchengineland.com/ai-tools-ppc-ai-search-social-campaigns-465779">AI tools for PPC, AI search, and social campaigns: What’s worth using now</a></em></strong></p>



<h2 class="wp-block-heading" id="h-the-brands-that-win-will-understand-behavior-best">The brands that win will understand behavior best</h2>



<p>This is not simply a new ad format. We are looking at a behavioral shift.</p>



<p>The brands most likely to succeed will not be the ones that move fastest or spend the most. They will be the ones who understand:</p>



<ul class="wp-block-list">
<li>What people actually use ChatGPT for.</li>



<li>Which moments of the journey are being outsourced to AI.</li>



<li>How to support those moments without breaking trust.</li>
</ul>



<p>A practical starting point is returning to jobs-to-be-done thinking. Map the actions that happen before someone buys, inquires, or commits and identify where AI reduces effort, uncertainty, or complexity.</p>



<p>From there, the question becomes more powerful than &#8220;how do we advertise here?&#8221;:</p>



<p>How can we be genuinely helpful at the moment it matters?</p>



<p>That mindset will not only shape performance in ChatGPT, but across the wider future of AI-led discovery. And in that world, behavioral intent will matter far more than keywords ever did.</p>

Ads are now being tested in ChatGPT in the U.S., appearing for some users across different account types. For the first time, advertising is entering an AI answer environment – and that changes the rules for marketers.
We’ve used AI as part of ad creation or planning for years across Google, LinkedIn, and paid social. But placing ads inside an AI system that people trust to help them think, decide, and act is fundamentally different. This is not just another channel to plug into an existing media plan.
The biggest question is not targeting. It’s psychology. If advertisers simply replicate what works in search or social, performance will disappoint, and trust may suffer. 
To succeed, brands need to understand how and why people use ChatGPT in the first place and what that means for attention, relevance, and the customer journey.
ChatGPT is a task environment, not a feed
People open ChatGPT to do something. That might be:
Solving a specific problem.
Refining a shortlist.
Planning a trip.
Writing something.
Making sense of a complex decision. 
This is very different from feed-based platforms, where people expect to scroll, be interrupted, and discover content passively.
In task-based environments like ChatGPT, behavior changes:
Goal shielding: Attention narrows to completing the task, filtering out anything that does not help progress.
Interruption aversion: Unexpected distractions feel more irritating when someone is focused.
Tunnel focus: Users prioritize clarity, speed, and momentum over exploration.
This is why clicks are likely to be harder to earn than many advertisers expect. If an ad does not help the user move forward with what they are trying to achieve, it will feel irrelevant, even if it is topically related.
Add to this the fact that trust in AI environments is still forming, and the tolerance for poor or interruptive advertising becomes even lower.
Dig deeper: OpenAI moves on ChatGPT ads with impression-based launch
When there are no search volumes, behavior becomes the strategy
For years, search volume has shaped how we plan.
Keywords told us what people wanted, how often they wanted it, and how competitive demand was. That logic underpinned both SEO and paid media strategy.
ChatGPT changes that.
People are not searching for keywords. They are outsourcing thinking. They describe situations, ask layered questions, and seek outcomes rather than information alone. 
There is no query data to optimize against. Instead, success depends on understanding:
What job the user is trying to get done.
Which part of the journey they are choosing to outsource to AI.
What kind of help they need in that moment.
This is where behavioral insight replaces keyword demand as the strategic foundation.
From keyword intent to behavior mode targeting
Rather than planning around queries, advertisers need to plan around behavior modes, the mindset a user is in when they turn to ChatGPT. 
A useful way to think about this is:
Explore mode: The user is shaping a perspective or seeking inspiration.
Ads that work here help people start, offering ideas, options, or reframing the problem.
Reduce mode: The user is simplifying and narrowing choices. Effective ads reduce effort by clarifying differences and highlighting relevant trade-offs.
Confirm mode: The user is looking for reassurance. This is where trust matters most: proof, reviews, guarantees, and credible signals.
Act mode: The user wants to complete the task. Ads that remove friction perform best, clear pricing, availability, delivery, and next steps.
These modes closely mirror the human drivers we already recognize in search behavior: shaping perspective, informing, reassuring, and simplifying. 
The difference is that ChatGPT compresses these moments into a single interface.
Dig deeper: What AI means for paid media, user behavior, and brand visibility
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See terms.
In ChatGPT, relevance is functional, not topical
A key shift advertisers need to internalize is that relevance in ChatGPT is not about being related. It is about being useful.
An ad can be perfectly aligned to a category and still fail if it does not help the user complete their task. 
In a task environment, anything that creates extra work or pulls attention away from the goal feels like friction. This means the creative rules change.
High-performing ads are likely to behave less like traditional advertising and more like:
Tools.
Templates.
Guides.
Checklists.
Shortcuts.
Decision aids.
They fit into the flow of what the user is doing.
Generic brand ads, pure awareness messaging, and content that feels like a detour are likely to underperform.
Dig deeper: Your ads are dying: How to spot and stop creative fatigue before it tanks performance
Helpful content becomes the bridge across channels
The same assets that make a strong ChatGPT ad – practical guides, frameworks, calculators, explainers, and reassurance-led content – also do much more than support paid performance. 
They build authority for SEO and generative optimization, earn coverage and credibility through digital PR, and reinforce brand trust across social and owned channels.
This is where silos start to break performance.
Paid media teams cannot create “helpful ads” in isolation if SEO teams are working on authority, PR teams are building trust signals, and brand teams are shaping voice independently. In AI-led discovery, these signals converge.
The most effective ads may borrow from:
Brand voice for clarity and consistency.
Trusted voice through reviews, experts, or third-party validation.
Amplified voice via media coverage and recognizable authority.
The line between advertising, content, and credibility becomes increasingly blurred.
Measurement needs a reset
Judging ChatGPT ads purely on click-through rate risks missing their real impact.
In many cases, these ads may influence decisions without triggering an immediate click. They may help a brand enter a shortlist, feel safer, or be remembered when the user returns later through another channel.
More meaningful indicators may include:
Shortlist inclusion.
Brand recall.
Assisted conversions.
Branded search uplift.
Direct traffic uplift.
Downstream conversion lift.
This reinforces the need for teams to work more closely together. If performance is distributed across the journey, measurement and accountability must be too.
Dig deeper: AI tools for PPC, AI search, and social campaigns: What’s worth using now
The brands that win will understand behavior best
This is not simply a new ad format. We are looking at a behavioral shift.
The brands most likely to succeed will not be the ones that move fastest or spend the most. They will be the ones who understand:
What people actually use ChatGPT for.
Which moments of the journey are being outsourced to AI.
How to support those moments without breaking trust.
A practical starting point is returning to jobs-to-be-done thinking. Map the actions that happen before someone buys, inquires, or commits and identify where AI reduces effort, uncertainty, or complexity.
From there, the question becomes more powerful than “how do we advertise here?”:
How can we be genuinely helpful at the moment it matters?
That mindset will not only shape performance in ChatGPT, but across the wider future of AI-led discovery. And in that world, behavioral intent will matter far more than keywords ever did.

ChatGPT ads mark a shift from keyword intent to behavioral understanding, changing how relevance, creative and measurement work.

Ads in ChatGPT: Why behavior matters more than targeting

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2023/10/Advanced-ways-to-use-competitive-research-in-SEO-and-AEO.png" class="attachment-large size-large wp-post-image" alt="Advanced ways to use competitive research in SEO and AEO" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2023/10/Advanced-ways-to-use-competitive-research-in-SEO-and-AEO.png 1920w, https://searchengineland.com/wp-content/seloads/2023/10/Advanced-ways-to-use-competitive-research-in-SEO-and-AEO-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2023/10/Advanced-ways-to-use-competitive-research-in-SEO-and-AEO-1536x864.png 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Learn how to combine SEO and AEO competitive research to uncover demand, shape positioning, and influence AI visibility before the click.


<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2023/10/Advanced-ways-to-use-competitive-research-in-SEO-and-AEO.png" class="attachment-large size-large wp-post-image" alt="Advanced ways to use competitive research in SEO and AEO" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2023/10/Advanced-ways-to-use-competitive-research-in-SEO-and-AEO.png 1920w, https://searchengineland.com/wp-content/seloads/2023/10/Advanced-ways-to-use-competitive-research-in-SEO-and-AEO-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2023/10/Advanced-ways-to-use-competitive-research-in-SEO-and-AEO-1536x864.png 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p><a href="https://searchengineland.com/analyze-seo-competitors-448886">Competitive research</a> is a gold mine of insights in the world of organic discovery. Clients always love seeing insights about how they stack up against their rivals, and the insights are very easily translated into a multi-dimensional roadmap for getting traction on essential topics.</p>



<p>If you haven’t already done this, 2026 needs to be the year when you add competitive research from answer engine optimization (<a href="https://searchengineland.com/answer-engine-optimization-ai-models-453509">AEO</a>) (I’ll use this acronym interchangeably with AI search) into your organic strategy – and not just because your executives or clients are clamoring for it (although I’m guessing they are).</p>



<p>This article breaks down the distinct roles of <a href="https://searchengineland.com/guide/what-is-seo">SEO</a> and <a href="https://searchengineland.com/answer-engine-optimization-ai-models-453509">AEO</a> competitive research, the tools used for each, and how to turn those insights into clear, actionable next steps.</p>



<h2 class="wp-block-heading" id="h-seo-competitive-research-benefits-vs-aeo-competitive-research-benefits">SEO competitive research benefits vs. AEO competitive research benefits</h2>



<p>Traditional SEO research is great for content planning and development that helps you address specific keywords, but that’s far from the whole organic picture in 2026. </p>



<p>Combined, SEO and AI competitive research can give you a clear strategy for positioning and messaging, content development, content reformatting, and even product marketing roadmapping. </p>



<p>Let’s start with the tried-and-true tools of traditional SEO research. They excel at:&nbsp;</p>



<ul class="wp-block-list">
<li>Demand capture.</li>



<li>Keyword-driven intent mapping.</li>



<li>Late-funnel and transactional discovery.</li>
</ul>



<p>A few years ago, pre-ChatGPT and the competitors that followed, SEO research was the foundation of your organic strategy. Today, those tools are a vital piece of organic strategy, but the emergence of AI search has shifted much of the focus away from traditional SEO.&nbsp;</p>



<p>Now, SEO research should be used to:</p>



<ul class="wp-block-list">
<li>Support AI visibility strategies.</li>



<li>Validate demand, not define strategy.</li>



<li>Identify content gaps that feed AI systems, not just SERPs.</li>
</ul>



<p>AEO tools cover very different parts of the customer journey. These include:</p>



<ul class="wp-block-list">
<li>Demand shaping.</li>



<li>Brand framing and recommendation bias.</li>



<li>Early- and mid-funnel decision influence.</li>
</ul>



<p>AEO tools operate before the click, often replacing multiple SERP visits with a single synthesized answer. They offer a new type of research that’s a blend of voice-of-customer, competitive positioning, and market perception. That helps them deliver tremendous competitive insights into: </p>



<ul class="wp-block-list">
<li>Category leadership.&nbsp;</li>



<li>Challenger brand visibility.&nbsp;</li>



<li>Competitive positioning at the moment opinions are formed.</li>
</ul>



<p>Let’s break this down a little further. Organic search experts can use insights from AI search tools to:</p>



<ul class="wp-block-list">
<li>Identify feature expectations users assume are table stakes.</li>



<li>Spot emerging alternatives before they show up in keyword tools.</li>



<li>Understand where top products are or are not visible for relevant queries in key large language models (LLMs).</li>



<li>Understand why users are advised not to choose certain products.</li>



<li>Validate whether your product roadmap aligns with how the market is being explained to users.</li>
</ul>



<p><strong><em>Dig deeper: <a href="https://searchengineland.com/competitive-audits-ai-serp-optimization-456537">How to use competitive audits for AI SERP optimization</a></em></strong></p>



<h2 class="wp-block-heading" id="h-seo-vs-aeo-research-tools">SEO vs. AEO research tools</h2>



<p>Aside from adding AEO functionality (leaders here are Semrush and Ahrefs), SEO research tools essentially function in much the way they did a few years ago. Those tools, and their uses, include:</p>



<h3 class="wp-block-heading" id="h-ahrefs">Ahrefs</h3>



<p>Ahrefs is a great source of info for, among other things:&nbsp;</p>



<ul class="wp-block-list">
<li>Search traffic.</li>



<li>Paid traffic.</li>



<li>Trends over time.</li>



<li>Search engine ranking for keywords.</li>



<li>Topics and categories your competitors are writing content for.</li>



<li>Top pages.</li>
</ul>



<p>I also like to use Ahrefs for a couple of more advanced initiatives:&nbsp;</p>



<ul class="wp-block-list">
<li><strong>High-level batch analysis</strong> provides a fast overview of backlinks for any list of URLs you enter.&nbsp;This can give you ideas about outreach – or content written strategically to appeal to these outlets – for your backlinks strategy.&nbsp;</li>



<li><strong>Reverse-engineering a competitor’s FAQs</strong> allows you to see potentially important topics to address with your brand’s differentiators in mind.
<ul class="wp-block-list">
<li>To do this, go to Ahrefs’ <em>Site Explorer</em>, drop in a competitor domain, and then click on the <em>Organic Keywords</em> report.&nbsp;</li>



<li>From here, you’ll want to filter out non-question keywords. The result is a good list of questions from actual users in your industry. You can then use these to tailor your content to meet potential customer needs.</li>
</ul>
</li>
</ul>



<p><strong><em>Dig deeper: </em></strong><a href="https://searchengineland.com/link-intent-great-content-strategic-outreach-428370"><strong><em>Link intent: How to combine great content with strategic outreach</em></strong></a></p>



<h3 class="wp-block-heading" id="h-buzzsumo">BuzzSumo</h3>



<p>BuzzSumo sends you alerts about where your competitors receive links from their public relations and outreach efforts.&nbsp;</p>



<p>This is the same idea as the batch analysis, but it’s more real-time and gives you good insights into your competitors’ current priorities.</p>



<h3 class="wp-block-heading" id="h-semrush">Semrush</h3>



<p>Semrush is a super-useful tool for competitive research.&nbsp;</p>



<p>You can use the domain versus domain tool to see what keywords competitors rank for with associated metrics. You can get insights on competitor keywords, ad copy, organic and paid listings, etc.&nbsp;</p>



<p>Armed with all of this research, a fun content maneuver I like to suggest to clients is “[Client] vs. [Competitor]” pieces of content, particularly once they have some differentiators fleshed out to play up in their content.&nbsp;</p>



<p>With this angle, I’ve gotten some great first-page rankings and reached users with buying intent.</p>



<p>Using their brand name might not always get you to rank above your competitor. Still, if you’re a challenger taking on bigger brands, it’s a good way to borrow their brand equity.</p>



<p>On the AEO side, I love tools with a heavy measurement component, but I also make a point of digging into the actual LLMs themselves, like ChatGPT and Google AI Mode, to combine reporting tools with source data. </p>



<p>This is similar to how my team has always approached traditional SEO research, which balances qualitative tools with extensive manual analysis of the actual SERPs.</p>



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<p>The tools I recommend for heavy use are:</p>



<h3 class="wp-block-heading" id="h-profound">Profound</h3>



<p>Profound is the most purpose-built AEO platform I’m using today. It focuses on how brands and competitors appear inside AI-generated answers, not just whether they rank in classic SERPs. Its insights help users:&nbsp;</p>



<ul class="wp-block-list">
<li>See which brands are cited or referenced in LLM answers for category-level and comparison queries.</li>



<li>Identify patterns in how competitors’ content is framed (e.g., default recommendation, alternative, warning, etc.).&nbsp;</li>



<li>Understand which sources LLMs trust (e.g., documentation, reviews, forums, owned content).</li>



<li>Track share of voice within AI answers, not just blue links.</li>
</ul>



<p>All of these insights help to move competitive research from the simple question of “who ranks” to the more important answer of “who is recommended and why.”</p>



<h3 class="wp-block-heading" id="h-ahrefs-0">Ahrefs</h3>



<p>Ahrefs remains a foundational tool for traditional SEO research, but its insights primarily reflect what ranks, not what gets synthesized or cited by AI systems.</p>



<p>They have, however, built in some new AI brand tracking tools worth exploring.</p>



<p><figure class="wp-block-image size-full"><a href="https://www.semrush.com/lp/enterprise-aio/en/?utm_source=searchengineland.com&amp;utm_medium=referral&amp;utm_campaign=ads-AIO&amp;utm_content=sidebar"><img decoding="async" width="800" height="440" src="https://searchengineland.com/wp-content/seloads/2025/06/semrush-discover-ai-optimization.png" alt="" class="wp-image-458321" srcset="https://searchengineland.com/wp-content/seloads/2025/06/semrush-discover-ai-optimization.png 800w, https://searchengineland.com/wp-content/seloads/2025/06/semrush-discover-ai-optimization-768x422.png 768w" sizes="(max-width: 800px) 100vw, 800px" /></a></figure></p>



<h3 class="wp-block-heading" id="h-chatgpt">ChatGPT</h3>



<p>ChatGPT is invaluable as a qualitative competitive research layer. I use it to:&nbsp;</p>



<ul class="wp-block-list">
<li>Simulate how users phrase early-stage and exploratory questions.</li>



<li>Compare how different competitors are summarized when asked things like: “What’s the best alternative to X?” or “Who should use X vs. Y?”&nbsp;</li>



<li>Identify language, positioning, and feature emphases that consistently show up across responses.&nbsp;</li>



<li>Test messaging.</li>



<li>Compare narratives with competitors.</li>



<li>Identify where your brand’s positioning is unclear or has gaps.</li>
</ul>



<h3 class="wp-block-heading" id="h-google-ai-mode">Google AI Mode</h3>



<p>This tool is the clearest signal we have today of how <a href="https://searchengineland.com/google-ai-overviews-everything-you-need-to-know-449399">AI Overviews</a> will impact demand capture. It provides insight into:&nbsp;</p>



<ul class="wp-block-list">
<li>Which competitors are surfaced before any traditional ranking is visible.&nbsp;</li>



<li>What sources Google synthesizes to build its answers.</li>



<li>How informational, commercial, and navigational queries blend. (This is especially important for mid-funnel queries where users previously clicked multiple results but now receive a single synthesized answer.)</li>
</ul>



<h3 class="wp-block-heading" id="h-reddit-pro">Reddit Pro</h3>



<p>This resource combines traditional community research with AI-era discovery.&nbsp;</p>



<p>Because Reddit content is disproportionately represented in AI answers, this has become a first-class competitive intelligence source, not just a qualitative one. It helps to surface:&nbsp;</p>



<ul class="wp-block-list">
<li>High-signal conversations frequently referenced by LLMs.&nbsp;</li>



<li>Common objections, alternatives, and feature gaps discussed by real users.</li>



<li>Language that actually resonates with people – and insight which often differs from keyword-driven copy.</li>
</ul>



<p><strong><em>Dig deeper: <a href="https://searchengineland.com/guide/seo-competitor-analysis">How to use advanced SEO competitor analysis to accelerate rankings &amp; boost visibility</a></em></strong></p>



<h2 class="wp-block-heading" id="h-how-to-take-action-on-your-organic-competitive-research-insights">How to take action on your organic competitive research insights</h2>



<p>Presenting competitive insights to clients or management teams in a digestible package is a good start (and may make its way up to the executive team for strategic planning).&nbsp;</p>



<p>But where the rubber really meets the road is when you can make strong recommendations for how to <strong>use</strong><em> </em>the insights you’ve gathered.&nbsp;</p>



<p>Aim for takeaways like:</p>



<ul class="wp-block-list">
<li>“[Competitor] is great at [X], so I suggest we target [Yy.”</li>



<li>“[Competitor] is less popular with [audience], which would likely engage with content on [topic].”</li>



<li>“[Competitor] is dominating AI search on topics I should own, so I recommend developing or refining our positioning and building a specific content strategy.”</li>



<li>“I’ve built a matrix showing the competitor product pages that draw more visibility in LLMs than our top-selling products. I recommend we focus on making those product pages more digestible for AI search and tracking progress. If we get traction, I recommend we identify the next tranche of product pages to optimize and proceed.”&nbsp;</li>
</ul>



<p>Ultimately, your clients or teammates should be able to use your insights to understand the market and align with you on priorities for initiatives to expand their footprint in both traditional and AI search.&nbsp;</p>



<p></p>

Competitive research is a gold mine of insights in the world of organic discovery. Clients always love seeing insights about how they stack up against their rivals, and the insights are very easily translated into a multi-dimensional roadmap for getting traction on essential topics.
If you haven’t already done this, 2026 needs to be the year when you add competitive research from answer engine optimization (AEO) (I’ll use this acronym interchangeably with AI search) into your organic strategy – and not just because your executives or clients are clamoring for it (although I’m guessing they are).
This article breaks down the distinct roles of SEO and AEO competitive research, the tools used for each, and how to turn those insights into clear, actionable next steps.
SEO competitive research benefits vs. AEO competitive research benefits
Traditional SEO research is great for content planning and development that helps you address specific keywords, but that’s far from the whole organic picture in 2026. 
Combined, SEO and AI competitive research can give you a clear strategy for positioning and messaging, content development, content reformatting, and even product marketing roadmapping. 
Let’s start with the tried-and-true tools of traditional SEO research. They excel at: 
Demand capture.
Keyword-driven intent mapping.
Late-funnel and transactional discovery.
A few years ago, pre-ChatGPT and the competitors that followed, SEO research was the foundation of your organic strategy. Today, those tools are a vital piece of organic strategy, but the emergence of AI search has shifted much of the focus away from traditional SEO. 
Now, SEO research should be used to:
Support AI visibility strategies.
Validate demand, not define strategy.
Identify content gaps that feed AI systems, not just SERPs.
AEO tools cover very different parts of the customer journey. These include:
Demand shaping.
Brand framing and recommendation bias.
Early- and mid-funnel decision influence.
AEO tools operate before the click, often replacing multiple SERP visits with a single synthesized answer. They offer a new type of research that’s a blend of voice-of-customer, competitive positioning, and market perception. That helps them deliver tremendous competitive insights into: 
Category leadership. 
Challenger brand visibility. 
Competitive positioning at the moment opinions are formed.
Let’s break this down a little further. Organic search experts can use insights from AI search tools to:
Identify feature expectations users assume are table stakes.
Spot emerging alternatives before they show up in keyword tools.
Understand where top products are or are not visible for relevant queries in key large language models (LLMs).
Understand why users are advised not to choose certain products.
Validate whether your product roadmap aligns with how the market is being explained to users.
Dig deeper: How to use competitive audits for AI SERP optimization
SEO vs. AEO research tools
Aside from adding AEO functionality (leaders here are Semrush and Ahrefs), SEO research tools essentially function in much the way they did a few years ago. Those tools, and their uses, include:
Ahrefs
Ahrefs is a great source of info for, among other things: 
Search traffic.
Paid traffic.
Trends over time.
Search engine ranking for keywords.
Topics and categories your competitors are writing content for.
Top pages.
I also like to use Ahrefs for a couple of more advanced initiatives: 
High-level batch analysis provides a fast overview of backlinks for any list of URLs you enter. This can give you ideas about outreach – or content written strategically to appeal to these outlets – for your backlinks strategy. 
Reverse-engineering a competitor’s FAQs allows you to see potentially important topics to address with your brand’s differentiators in mind.

To do this, go to Ahrefs’ Site Explorer, drop in a competitor domain, and then click on the Organic Keywords report. 
From here, you’ll want to filter out non-question keywords. The result is a good list of questions from actual users in your industry. You can then use these to tailor your content to meet potential customer needs.
Dig deeper: Link intent: How to combine great content with strategic outreach
BuzzSumo
BuzzSumo sends you alerts about where your competitors receive links from their public relations and outreach efforts. 
This is the same idea as the batch analysis, but it’s more real-time and gives you good insights into your competitors’ current priorities.
Semrush
Semrush is a super-useful tool for competitive research. 
You can use the domain versus domain tool to see what keywords competitors rank for with associated metrics. You can get insights on competitor keywords, ad copy, organic and paid listings, etc. 
Armed with all of this research, a fun content maneuver I like to suggest to clients is “[Client] vs. [Competitor]” pieces of content, particularly once they have some differentiators fleshed out to play up in their content. 
With this angle, I’ve gotten some great first-page rankings and reached users with buying intent.
Using their brand name might not always get you to rank above your competitor. Still, if you’re a challenger taking on bigger brands, it’s a good way to borrow their brand equity.
On the AEO side, I love tools with a heavy measurement component, but I also make a point of digging into the actual LLMs themselves, like ChatGPT and Google AI Mode, to combine reporting tools with source data. 
This is similar to how my team has always approached traditional SEO research, which balances qualitative tools with extensive manual analysis of the actual SERPs.
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See terms.
The tools I recommend for heavy use are:
Profound
Profound is the most purpose-built AEO platform I’m using today. It focuses on how brands and competitors appear inside AI-generated answers, not just whether they rank in classic SERPs. Its insights help users: 
See which brands are cited or referenced in LLM answers for category-level and comparison queries.
Identify patterns in how competitors’ content is framed (e.g., default recommendation, alternative, warning, etc.). 
Understand which sources LLMs trust (e.g., documentation, reviews, forums, owned content).
Track share of voice within AI answers, not just blue links.
All of these insights help to move competitive research from the simple question of “who ranks” to the more important answer of “who is recommended and why.”
Ahrefs
Ahrefs remains a foundational tool for traditional SEO research, but its insights primarily reflect what ranks, not what gets synthesized or cited by AI systems.
They have, however, built in some new AI brand tracking tools worth exploring.

ChatGPT
ChatGPT is invaluable as a qualitative competitive research layer. I use it to: 
Simulate how users phrase early-stage and exploratory questions.
Compare how different competitors are summarized when asked things like: “What’s the best alternative to X?” or “Who should use X vs. Y?” 
Identify language, positioning, and feature emphases that consistently show up across responses. 
Test messaging.
Compare narratives with competitors.
Identify where your brand’s positioning is unclear or has gaps.
Google AI Mode
This tool is the clearest signal we have today of how AI Overviews will impact demand capture. It provides insight into: 
Which competitors are surfaced before any traditional ranking is visible. 
What sources Google synthesizes to build its answers.
How informational, commercial, and navigational queries blend. (This is especially important for mid-funnel queries where users previously clicked multiple results but now receive a single synthesized answer.)
Reddit Pro
This resource combines traditional community research with AI-era discovery. 
Because Reddit content is disproportionately represented in AI answers, this has become a first-class competitive intelligence source, not just a qualitative one. It helps to surface: 
High-signal conversations frequently referenced by LLMs. 
Common objections, alternatives, and feature gaps discussed by real users.
Language that actually resonates with people – and insight which often differs from keyword-driven copy.
Dig deeper: How to use advanced SEO competitor analysis to accelerate rankings & boost visibility
How to take action on your organic competitive research insights
Presenting competitive insights to clients or management teams in a digestible package is a good start (and may make its way up to the executive team for strategic planning). 
But where the rubber really meets the road is when you can make strong recommendations for how to use the insights you’ve gathered. 
Aim for takeaways like:
“[Competitor] is great at [X], so I suggest we target [Yy.”
“[Competitor] is less popular with [audience], which would likely engage with content on [topic].”
“[Competitor] is dominating AI search on topics I should own, so I recommend developing or refining our positioning and building a specific content strategy.”
“I’ve built a matrix showing the competitor product pages that draw more visibility in LLMs than our top-selling products. I recommend we focus on making those product pages more digestible for AI search and tracking progress. If we get traction, I recommend we identify the next tranche of product pages to optimize and proceed.” 
Ultimately, your clients or teammates should be able to use your insights to understand the market and align with you on priorities for initiatives to expand their footprint in both traditional and AI search.

Learn how to combine SEO and AEO competitive research to uncover demand, shape positioning, and influence AI visibility before the click.

Advanced ways to use competitive research in SEO and AEO

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/01/FocusPocus-Article-20260202.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/01/FocusPocus-Article-20260202.jpg 1920w, https://searchengineland.com/wp-content/seloads/2026/01/FocusPocus-Article-20260202-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2026/01/FocusPocus-Article-20260202-1536x864.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Performance rarely fails because of talent. It stalls when strategy, visibility, and accountability break down.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/01/FocusPocus-Article-20260202.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/01/FocusPocus-Article-20260202.jpg 1920w, https://searchengineland.com/wp-content/seloads/2026/01/FocusPocus-Article-20260202-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2026/01/FocusPocus-Article-20260202-1536x864.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<figure class="wp-block-image size-full"><img decoding="async" width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/01/FocusPocus-Article-20260202.jpg" alt="" class="wp-image-467884" srcset="https://searchengineland.com/wp-content/seloads/2026/01/FocusPocus-Article-20260202.jpg 1920w, https://searchengineland.com/wp-content/seloads/2026/01/FocusPocus-Article-20260202-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2026/01/FocusPocus-Article-20260202-1536x864.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></figure>



<p>For years, conversations about paid media have revolved around one question: should companies build in-house teams or outsource to agencies?</p>



<p>That debate makes sense, but it misses the real issue. The problem isn’t where paid media sits in the org chart. It’s <strong>how performance leadership is structured</strong>.</p>



<p>Many companies run <a href="https://www.focuspocusmedia.com/google-ads-agency/" target="_blank" rel="noopener sponsored nofollow">Google Ads</a> and other paid channels with capable teams, solid budgets, and documented best practices. Campaigns are live. Dashboards are full. Optimizations happen on schedule. Yet:</p>



<ul class="wp-block-list">
<li>Results stall.&nbsp;</li>



<li>Pipelines flatten.&nbsp;</li>



<li>Budgets get questioned.&nbsp;</li>



<li>Confidence in paid advertising erodes.</li>
</ul>



<p>This is rarely a talent issue. It’s usually a structural one.</p>



<h2 class="wp-block-heading" id="h-the-plateau-most-in-house-teams-eventually-hit">The plateau most in-house teams eventually hit</h2>



<p>Across dozens of B2B paid media accounts, from SaaS to service businesses spending five figures a month, we see the same pattern.</p>



<p>Performance does not collapse overnight. It slows gradually.</p>



<p>Campaigns keep running. Costs look stable. Leads still come in. But growth stalls. Leadership sees motion without insight. Decisions turn reactive. Paid media shifts from a growth engine to a cost center that has to defend its existence.</p>



<p>The gap isn’t effort or execution. Over time, <strong>strategy narrows when teams work in isolation</strong>.</p>



<h2 class="wp-block-heading" id="h-why-more-headcount-rarely-fixes-the-problem">Why &#8216;more headcount&#8217; rarely fixes the problem</h2>



<p>When performance stalls, the default response is to hire. A new specialist. A channel owner. A more senior role.</p>



<p>Extra resources can ease the workload, but headcount alone rarely fixes the real problem.&nbsp;</p>



<p>In in-house teams, three challenges are consistent:</p>



<h3 class="wp-block-heading" id="h-1-tracking-and-leadership-visibility">1. Tracking and leadership visibility</h3>



<p>Leadership teams often lack a clear, shared view of how paid media drives pipeline and revenue. The data exists, but it’s scattered across disconnected platforms, tools, and dashboards.&nbsp;</p>



<p>Without strong integrations, even well-run campaigns operate with weak feedback loops, limiting how much they can improve.</p>



<h3 class="wp-block-heading" id="h-2-structure-and-skill-ceiling">2. Structure and skill ceiling</h3>



<p>Many teams try to follow proven best practices. The issue isn’t intent. It’s context. What works for one company or growth stage can be ineffective, or even harmful, for another.&nbsp;</p>



<p>Without external benchmarks or fresh perspectives, teams struggle to see what actually applies to their business.</p>



<h3 class="wp-block-heading" id="h-3-lack-of-systematic-testing">3. Lack of systematic testing</h3>



<p>Day-to-day execution eats up available capacity. Teams focus on keeping things stable instead of pushing performance forward. Testing starts to feel risky, even though real gains usually come from the few experiments that work.</p>



<p>Over time, this creates the illusion of optimization: steady activity without meaningful progress.</p>



<h2 class="wp-block-heading" id="h-the-same-mistake-happens-before-ads-ever-launch">The same mistake happens before ads ever launch</h2>



<p>These structural issues don’t just affect companies already running paid media. They often show up earlier, before the first campaigns even launch.</p>



<p>In many B2B organizations, paid advertising enters the picture when growth from outbound sales, partnerships, or organic channels starts to slow.&nbsp;</p>



<p>Budgets roll out cautiously. Execution gets delegated. Results are expected to emerge from platform defaults.</p>



<p>What’s usually missing is <strong>strategic ownership</strong>:</p>



<ul class="wp-block-list">
<li>Clear definitions of success that go beyond surface-level metrics</li>



<li>Tracking that ties spend to pipeline, not just lead volume</li>



<li>A testing roadmap aligned with revenue goals</li>
</ul>



<p>Without this foundation, early results disappoint. Budgets get cut. Confidence fades. Paid media gets labeled ineffective before it has a real chance to work.</p>



<p><strong>Ironically, this early phase is where external perspective can deliver the greatest long-term impact. It’s also when companies are least likely to seek it.</strong></p>



<h2 class="wp-block-heading" id="h-the-structural-advantage-of-outsourced-performance-leadership">The structural advantage of outsourced performance leadership</h2>



<p>Outsourcing is often framed as a way to cut costs or add execution power. In reality, its biggest advantage is <strong>perspective</strong>.</p>



<p>External performance teams work across many accounts, industries, and growth stages. They:</p>



<ul class="wp-block-list">
<li>Spot patterns earlier.&nbsp;</li>



<li>Know when platform recommendations favor spend growth over business outcomes.&nbsp;</li>



<li>Question assumptions internal teams may have stopped challenging.</li>
</ul>



<p>That outside view matters most in areas like tracking architecture, platform integrations, and account structure, where partial best-practice adoption can quietly erode performance.</p>



<p>A common scenario looks like this:&nbsp;</p>



<ul class="wp-block-list">
<li>Teams follow platform guidance but leave underlying martech gaps unresolved.&nbsp;</li>



<li>Systems don’t talk to each other.&nbsp;</li>



<li>Optimization signals weaken.&nbsp;</li>



<li>Budget efficiency drops, even though campaigns appear fully compliant.</li>
</ul>



<h2 class="wp-block-heading" id="h-when-outsourcing-actually-works-and-when-it-doesn-t">When outsourcing actually works — and when it doesn’t</h2>



<p>Outsourcing isn’t a cure-all. It breaks down when companies expect external partners to fix performance in isolation, or when strategy and execution live in separate worlds.</p>



<p>It works best as a hybrid model:</p>



<ul class="wp-block-list">
<li>Internal teams own execution and business context</li>



<li>External experts bring strategic direction, structural resets, and ongoing challenge</li>
</ul>



<p>In this setup, partners don’t replace teams. They raise the bar.</p>



<p>That’s why a specialized <a href="https://www.focuspocusmedia.com/google-ads-agency/" target="_blank" rel="noopener sponsored nofollow">Google Ads agency</a> creates the most value when the goal isn’t just running campaigns, but turning paid media back into a predictable, scalable growth lever.</p>



<h2 class="wp-block-heading" id="h-a-smarter-model-external-strategy-internal-execution">A smarter model: External strategy, internal execution</h2>



<p>High-performing organizations are increasingly separating <strong>strategy from execution volume</strong>.</p>



<p>They bring in outside expertise not because something is broken, but because they want:</p>



<ul class="wp-block-list">
<li>Objective assessments of performance and structure.</li>



<li>Stronger attribution and tracking foundations.</li>



<li>Disciplined experimentation frameworks.</li>



<li>Clear accountability at the leadership level.</li>
</ul>



<p>This approach builds momentum before budgets get cut, not after results decline. It also helps leadership understand why paid media performs the way it does, restoring confidence in the channel.</p>



<h2 class="wp-block-heading" id="h-what-high-performing-companies-do-differently">What high-performing companies do differently</h2>



<p>Organizations that avoid long plateaus tend to:</p>



<ul class="wp-block-list">
<li>Treat paid media as a system, not a standalone channel.</li>



<li>Invest early in clear tracking and strong integrations.</li>



<li>Invite external challenge before performance slips.</li>



<li>Accept that most tests will fail, knowing the few wins will compound.</li>
</ul>



<p>In this context, outsourcing isn’t about cost efficiency. It’s about <strong>preserving strategic sharpness as platforms and markets evolve</strong>.</p>



<h2 class="wp-block-heading" id="h-final-thought">Final thought</h2>



<p>The in-house versus outsourced debate reduces a deeper issue: who owns performance direction, and how often it gets challenged?</p>



<p><strong>As paid media platforms automate and evolve, the companies that sustain growth aren’t the ones with the biggest teams. They’re the ones with the clearest perspective.</strong></p>


For years, conversations about paid media have revolved around one question: should companies build in-house teams or outsource to agencies?
That debate makes sense, but it misses the real issue. The problem isn’t where paid media sits in the org chart. It’s how performance leadership is structured.
Many companies run Google Ads and other paid channels with capable teams, solid budgets, and documented best practices. Campaigns are live. Dashboards are full. Optimizations happen on schedule. Yet:
Results stall. 
Pipelines flatten. 
Budgets get questioned. 
Confidence in paid advertising erodes.
This is rarely a talent issue. It’s usually a structural one.
The plateau most in-house teams eventually hit
Across dozens of B2B paid media accounts, from SaaS to service businesses spending five figures a month, we see the same pattern.
Performance does not collapse overnight. It slows gradually.
Campaigns keep running. Costs look stable. Leads still come in. But growth stalls. Leadership sees motion without insight. Decisions turn reactive. Paid media shifts from a growth engine to a cost center that has to defend its existence.
The gap isn’t effort or execution. Over time, strategy narrows when teams work in isolation.
Why ‘more headcount’ rarely fixes the problem
When performance stalls, the default response is to hire. A new specialist. A channel owner. A more senior role.
Extra resources can ease the workload, but headcount alone rarely fixes the real problem. 
In in-house teams, three challenges are consistent:
1. Tracking and leadership visibility
Leadership teams often lack a clear, shared view of how paid media drives pipeline and revenue. The data exists, but it’s scattered across disconnected platforms, tools, and dashboards. 
Without strong integrations, even well-run campaigns operate with weak feedback loops, limiting how much they can improve.
2. Structure and skill ceiling
Many teams try to follow proven best practices. The issue isn’t intent. It’s context. What works for one company or growth stage can be ineffective, or even harmful, for another. 
Without external benchmarks or fresh perspectives, teams struggle to see what actually applies to their business.
3. Lack of systematic testing
Day-to-day execution eats up available capacity. Teams focus on keeping things stable instead of pushing performance forward. Testing starts to feel risky, even though real gains usually come from the few experiments that work.
Over time, this creates the illusion of optimization: steady activity without meaningful progress.
The same mistake happens before ads ever launch
These structural issues don’t just affect companies already running paid media. They often show up earlier, before the first campaigns even launch.
In many B2B organizations, paid advertising enters the picture when growth from outbound sales, partnerships, or organic channels starts to slow. 
Budgets roll out cautiously. Execution gets delegated. Results are expected to emerge from platform defaults.
What’s usually missing is strategic ownership:
Clear definitions of success that go beyond surface-level metrics
Tracking that ties spend to pipeline, not just lead volume
A testing roadmap aligned with revenue goals
Without this foundation, early results disappoint. Budgets get cut. Confidence fades. Paid media gets labeled ineffective before it has a real chance to work.
Ironically, this early phase is where external perspective can deliver the greatest long-term impact. It’s also when companies are least likely to seek it.
The structural advantage of outsourced performance leadership
Outsourcing is often framed as a way to cut costs or add execution power. In reality, its biggest advantage is perspective.
External performance teams work across many accounts, industries, and growth stages. They:
Spot patterns earlier. 
Know when platform recommendations favor spend growth over business outcomes. 
Question assumptions internal teams may have stopped challenging.
That outside view matters most in areas like tracking architecture, platform integrations, and account structure, where partial best-practice adoption can quietly erode performance.
A common scenario looks like this: 
Teams follow platform guidance but leave underlying martech gaps unresolved. 
Systems don’t talk to each other. 
Optimization signals weaken. 
Budget efficiency drops, even though campaigns appear fully compliant.
When outsourcing actually works — and when it doesn’t
Outsourcing isn’t a cure-all. It breaks down when companies expect external partners to fix performance in isolation, or when strategy and execution live in separate worlds.
It works best as a hybrid model:
Internal teams own execution and business context
External experts bring strategic direction, structural resets, and ongoing challenge
In this setup, partners don’t replace teams. They raise the bar.
That’s why a specialized Google Ads agency creates the most value when the goal isn’t just running campaigns, but turning paid media back into a predictable, scalable growth lever.
A smarter model: External strategy, internal execution
High-performing organizations are increasingly separating strategy from execution volume.
They bring in outside expertise not because something is broken, but because they want:
Objective assessments of performance and structure.
Stronger attribution and tracking foundations.
Disciplined experimentation frameworks.
Clear accountability at the leadership level.
This approach builds momentum before budgets get cut, not after results decline. It also helps leadership understand why paid media performs the way it does, restoring confidence in the channel.
What high-performing companies do differently
Organizations that avoid long plateaus tend to:
Treat paid media as a system, not a standalone channel.
Invest early in clear tracking and strong integrations.
Invite external challenge before performance slips.
Accept that most tests will fail, knowing the few wins will compound.
In this context, outsourcing isn’t about cost efficiency. It’s about preserving strategic sharpness as platforms and markets evolve.
Final thought
The in-house versus outsourced debate reduces a deeper issue: who owns performance direction, and how often it gets challenged?
As paid media platforms automate and evolve, the companies that sustain growth aren’t the ones with the biggest teams. They’re the ones with the clearest perspective.

Performance rarely fails because of talent. It stalls when strategy, visibility, and accountability break down.

The in-house vs. agency debate misses the real paid media problem by Focus Pocus Media

<div><img width="1600" height="900" src="https://searchengineland.com/wp-content/seloads/2026/01/PLTP-Image-8.png" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/01/PLTP-Image-8.png 1600w, https://searchengineland.com/wp-content/seloads/2026/01/PLTP-Image-8-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/01/PLTP-Image-8-1536x864.png 1536w" sizes="(max-width: 1600px) 100vw, 1600px" /></div>Taking on the wrong clients can quietly drain time and results, and this episode explains how to spot red flags early.

<div><img width="1600" height="900" src="https://searchengineland.com/wp-content/seloads/2026/01/PLTP-Image-8.png" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/01/PLTP-Image-8.png 1600w, https://searchengineland.com/wp-content/seloads/2026/01/PLTP-Image-8-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/01/PLTP-Image-8-1536x864.png 1536w" sizes="(max-width: 1600px) 100vw, 1600px" /></div>
<figure class="wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio"><div class="wp-block-embed__wrapper">
<iframe title="EP339 - Why Client Fit Matters More Than Growth ft Kirk Williams" width="500" height="281" src="https://www.youtube.com/embed/P5PY9S_Qu4E?feature=oembed" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>
</div></figure>



<p>On episode 339 of PPC Live The Podcast, I speak to Kirk Williams, a long-time PPC professional who’s been in the industry since 2009. Kirk is the founder of Zato, a specialist PPC micro-agency, and the author of <em>Ponderings of a PPC Professional</em> and <em>Stop the Scale</em>. He’s also a familiar face on the global conference circuit, speaking at events like BrightonSEO, SMX, HeroConf, and more.</p>



<h2 class="wp-block-heading" id="h-the-big-f-up-taking-on-the-wrong-clients">The big f-Up: Taking on the wrong clients</h2>



<p>Kirk’s biggest mistake wasn’t a platform error or a bad bid — it was taking on clients who weren’t a good fit.</p>



<p>He explains that these decisions often came during moments of pressure: wanting to grow quickly, dealing with client churn, or navigating tougher economic periods. In those moments, warning signs were present, but ignored.</p>



<p>The result? Short-lived client relationships that drained time, energy, and morale.</p>



<h2 class="wp-block-heading" id="h-why-bad-fit-clients-are-so-costly">Why “bad fit” clients are so costly</h2>



<p>Kirk is careful to define “bad” not as morally wrong, but simply misaligned. A poor fit client creates several hidden costs:</p>



<ul class="wp-block-list">
<li><strong>Emotional tax:</strong> Team members become drained by friction, conflict, and constant tension.</li>



<li><strong>Time tax:</strong> More calls, more explanations, more conflict resolution.</li>



<li><strong>Financial tax:</strong> Reduced profitability and, in some cases, refunded fees just to exit cleanly.</li>
</ul>



<p>Over time, these costs compound and take focus away from clients where the agency can truly deliver value.</p>



<h2 class="wp-block-heading" id="h-red-flags-kirk-wishes-he-d-acted-on-sooner">Red flags Kirk wishes he’d acted on sooner</h2>



<p>Looking back at one particular client, Kirk shares several early warning signs he now takes far more seriously:</p>



<ul class="wp-block-list">
<li>Emotionally immature communication during discovery</li>



<li>Aggressive or defensive reactions to pricing discussions</li>



<li>Lack of respect for the agency as a separate business with its own boundaries</li>



<li>A mindset that the agency exists solely to “serve” the client</li>
</ul>



<p>These behaviors often signal deeper issues that surface later as unrealistic expectations and ongoing conflict.</p>



<h2 class="wp-block-heading" id="h-fit-is-about-personality-and-expectations">Fit is about personality <em>and</em> expectations</h2>



<p>Kirk emphasizes that fit isn’t only about whether someone is “nice.” You can have a pleasant contact who still isn’t a good match.</p>



<p>A major issue arises when clients expect PPC to outperform what the channel is realistically capable of delivering. If a business believes Google Ads alone should drive all growth — without brand, CRO, or other marketing channels — the relationship is set up to fail.</p>



<p>When expectations and reality don’t align, no amount of optimization will fix it.</p>



<h2 class="wp-block-heading" id="h-the-industry-fit-reality-check">The industry fit reality check</h2>



<p>Some industries and client types simply aren’t a fit for every agency. Kirk openly shares that he avoids legal clients, not because they’re “bad,” but because the typical communication style and expectations don’t align with how he and his team work.</p>



<p>Fit is personal. Knowing who you <em>don’t</em> want to work with is just as important as knowing who you do.</p>



<h2 class="wp-block-heading" id="h-the-discovery-process-as-a-detective-exercise">The discovery process as a detective exercise</h2>



<p>To solve the client-fit problem, Kirk overhauled his discovery process. Instead of selling first, he focuses on understanding.</p>



<p>Key areas he probes:</p>



<ul class="wp-block-list">
<li>Why the prospect is looking for an agency now</li>



<li>How they believe PPC fits into their overall marketing strategy</li>



<li>Whether they understand trade-offs between scale and efficiency</li>



<li>What they disliked — and liked — about their previous agency</li>
</ul>



<p>One standout question: <em>“What’s something you liked about your last agency?”</em><br>If a prospect can’t answer it, that’s often a signal of unrealistic expectations rather than poor past performance.</p>



<h2 class="wp-block-heading" id="h-asking-better-questions-improves-sales-too">Asking better questions improves sales, too</h2>



<p>Counterintuitively, Kirk says deeper discovery doesn’t hurt sales — it improves them. Prospects can sense genuine curiosity and alignment. By the time pricing is discussed, both sides already understand whether the relationship makes sense.</p>



<p>The result is fewer rushed decisions, fewer failed engagements, and far stronger long-term partnerships.</p>



<h2 class="wp-block-heading" id="h-ppc-isn-t-a-standalone-growth-strategy">PPC isn’t a standalone growth strategy</h2>



<p>Both Anu and Kirk reinforce a critical point: PPC cannot — and should not — carry an entire business on its own.</p>



<p>Paid search works best as part of a broader marketing ecosystem that includes brand, product, customer experience, and other channels. When clients expect PPC to do “all the heavy lifting,” it’s a structural problem, not a performance one.</p>



<h2 class="wp-block-heading" id="h-final-thoughts-protect-your-team-and-yourself">Final thoughts: protect your team and yourself</h2>



<p>The biggest takeaway from this episode is simple but powerful: vetting clients is a mental health strategy as much as a business one.</p>



<p>Strong discovery processes protect agencies, consultants, and in-house teams from burnout, resentment, and constant uphill battles. Saying “no” early can be far healthier — and more profitable — than saying “yes” to the wrong opportunity.</p>


On episode 339 of PPC Live The Podcast, I speak to Kirk Williams, a long-time PPC professional who’s been in the industry since 2009. Kirk is the founder of Zato, a specialist PPC micro-agency, and the author of Ponderings of a PPC Professional and Stop the Scale. He’s also a familiar face on the global conference circuit, speaking at events like BrightonSEO, SMX, HeroConf, and more.
The big f-Up: Taking on the wrong clients
Kirk’s biggest mistake wasn’t a platform error or a bad bid — it was taking on clients who weren’t a good fit.
He explains that these decisions often came during moments of pressure: wanting to grow quickly, dealing with client churn, or navigating tougher economic periods. In those moments, warning signs were present, but ignored.
The result? Short-lived client relationships that drained time, energy, and morale.
Why “bad fit” clients are so costly
Kirk is careful to define “bad” not as morally wrong, but simply misaligned. A poor fit client creates several hidden costs:
Emotional tax: Team members become drained by friction, conflict, and constant tension.
Time tax: More calls, more explanations, more conflict resolution.
Financial tax: Reduced profitability and, in some cases, refunded fees just to exit cleanly.
Over time, these costs compound and take focus away from clients where the agency can truly deliver value.
Red flags Kirk wishes he’d acted on sooner
Looking back at one particular client, Kirk shares several early warning signs he now takes far more seriously:
Emotionally immature communication during discovery
Aggressive or defensive reactions to pricing discussions
Lack of respect for the agency as a separate business with its own boundaries
A mindset that the agency exists solely to “serve” the client
These behaviors often signal deeper issues that surface later as unrealistic expectations and ongoing conflict.
Fit is about personality and expectations
Kirk emphasizes that fit isn’t only about whether someone is “nice.” You can have a pleasant contact who still isn’t a good match.
A major issue arises when clients expect PPC to outperform what the channel is realistically capable of delivering. If a business believes Google Ads alone should drive all growth — without brand, CRO, or other marketing channels — the relationship is set up to fail.
When expectations and reality don’t align, no amount of optimization will fix it.
The industry fit reality check
Some industries and client types simply aren’t a fit for every agency. Kirk openly shares that he avoids legal clients, not because they’re “bad,” but because the typical communication style and expectations don’t align with how he and his team work.
Fit is personal. Knowing who you don’t want to work with is just as important as knowing who you do.
The discovery process as a detective exercise
To solve the client-fit problem, Kirk overhauled his discovery process. Instead of selling first, he focuses on understanding.
Key areas he probes:
Why the prospect is looking for an agency now
How they believe PPC fits into their overall marketing strategy
Whether they understand trade-offs between scale and efficiency
What they disliked — and liked — about their previous agency
One standout question: “What’s something you liked about your last agency?”
If a prospect can’t answer it, that’s often a signal of unrealistic expectations rather than poor past performance.
Asking better questions improves sales, too
Counterintuitively, Kirk says deeper discovery doesn’t hurt sales — it improves them. Prospects can sense genuine curiosity and alignment. By the time pricing is discussed, both sides already understand whether the relationship makes sense.
The result is fewer rushed decisions, fewer failed engagements, and far stronger long-term partnerships.
PPC isn’t a standalone growth strategy
Both Anu and Kirk reinforce a critical point: PPC cannot — and should not — carry an entire business on its own.
Paid search works best as part of a broader marketing ecosystem that includes brand, product, customer experience, and other channels. When clients expect PPC to do “all the heavy lifting,” it’s a structural problem, not a performance one.
Final thoughts: protect your team and yourself
The biggest takeaway from this episode is simple but powerful: vetting clients is a mental health strategy as much as a business one.
Strong discovery processes protect agencies, consultants, and in-house teams from burnout, resentment, and constant uphill battles. Saying “no” early can be far healthier — and more profitable — than saying “yes” to the wrong opportunity.

Taking on the wrong clients can quietly drain time and results, and this episode explains how to spot red flags early.

Kirk Williams discusses why client fit is very important

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-800x450.jpg" class="attachment-large size-large wp-post-image" alt="Search marketing jobs" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-800x450.jpg 800w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-1536x864.jpg 1536w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-150x84.jpg 150w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-550x310.jpg 550w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Land your next job in SEO or PPC. These brands and agencies are hiring to fill open search marketing positions right now.

Looking to take the next step in your search marketing career? 
Below, you will find the latest SEO, PPC, and digital marketing jobs at brands and agencies. We also include positions from previous weeks that are still open.
Newest SEO Jobs 
.wp-block-rss__item-title{padding-top:20px;}



(Provided to Search Engine Land by SEOjobs.com) 

Brand & Marketing Manager (SEO/SEM)
February 2, 2026 
Job Summary We are seeking an experienced Marketing and Communications Manager to join our team in Austin, Texas. The ideal candidate will possess extensive integrated marketing experience, a passion for detail, and a proven ability to drive growth in a scale-up or high-growth environment. This role is best suited for a candidate who has experience […]

Senior Digital Marketing Manager (SEO, UX, CRO)
February 2, 2026 
Who We Are Are you passionate about hard problems, driven people, and adding your creative touch to everything you do? At Sock Club, we deliver memorable experiences and quality custom products in innovative ways. We’ve worked with brands like Google and LinkedIn, and artists like Bad Bunny, Billie Eilish, and Kacey Musgraves. We believe no […]

Intermediate Search Specialist
February 1, 2026 
We are seeking an intermediate-level SEO Specialist for Hive Digital, a cutting-edge and award-winning agency that prides itself on helping change the world for the better. We offer a highly collaborative team that works together to deliver the best possible outcomes for our clients in a fast-paced, fun work environment. Are you ready to bring […]

SEO/Linkbuilding Specialist (iGaming)
February 1, 2026 
Brazy.gg, a global iGaming holding company, is searching for a Middle SEO / Linkbuilding Specialist (iGaming). About the Project We are building a startup media network of content-driven websites focused on online casinos, slots, bonuses, and regulated iGaming markets. The project is already launched and will shortly expand across 4+ Tier 1 GEOs (Europe) and […]

Digital Marketing Associate
February 1, 2026 
Digital Marketing Associate (this is not a virtual position) Description JLB – An Inc. 5000, award winning marketing agency that is one of the fastest growing private businesses in the Nashville marketplace (www.jlbworks.com) based in Franklin TN. Become a part of an innovative team helping revolutionize the way Internet marketing services are developed and delivered […]

SEO eCommerce & Marketing Assistant
February 1, 2026 
Job Description Job Type: Full-Time, Hourly Starting Pay Range: $18.50 – $21.00/hour Working Hours: Monday – Friday, 8 AM  – 5 PM Location: Greenville, SC 29615​​ Minimum Experience: At least one year of experience using eCommerce platforms, performing data entry, or working in digital marketing Work Environment:  Office Setting, on-site Moderate to High Paced Work […]

Senior Digital Marketing Specialist
January 31, 2026 
Job Description Reports To: Vice President of Demand Generation and Business Development Work Location & Flexibility: We are headquartered in Washington, D.C., and this role is eligible for remote work from the following states: AR, AZ, CA, CO, CT, DC, DE, FL, GA, IL, IN, KS, KY, LA, MA, MD, MI, MN, NC, NH, NJ, […]

Digital Marketing & E-Commerce Specialist
January 31, 2026 
Job Description Integrated Water Services (IWS) is revolutionizing water! For over 20 years, we have been at the forefront of transforming water challenges into sustainable solutions. Our team of passionate innovators designs and builds cutting-edge water and wastewater treatment systems that protect communities and the environment. From bustling cities to remote regions, we are making […]

Senior Digital Marketing Specialist
January 30, 2026 
Are you ready to trade your job for a journey? Become a FlyMate! Passion, excitement & global collaboration are all core to what it means to be a FlyMate. At Flywire, we’re on a mission to deliver the world’s most important and complex payments. We use our Flywire Advantage – the combination of our next-gen […]

Digital Marketing Specialist
January 30, 2026 
Job Description Join AdPro 360 as our Full-Time Digital Marketing Specialist and embrace an exciting opportunity that puts your creativity and strategic thinking to the test. This role offers the flexibility to work from home, allowing you to balance your professional ambitions with personal priorities in a dynamic and supportive environment. With a competitive salary […]

Newest PPC and paid media jobs
(Provided to Search Engine Land by PPCjobs.com) 
.wp-block-rss__item-title{padding-top:20px;}



Paid Search Manager ~ Clutch ~ $85,000-$95,000 ~ Hybrid (New York, NY, United States)
February 2, 2026 
Title: Paid Search Manager Location: New York, NY (hybrid Tues-Thurs) Salary Range: $85-95k Clutch Creative is a rapidly growing staffing agency. We support our clients by identifying unreachable talent that helps their businesses grow. Our candidates work with us because they know we have the best opportunities available to them and will help them navigate […]

Manager, Paid Search ~ Hearts & Science ~ $50,000-$95,000 ~ Hybrid (New York, NY, United States)
February 2, 2026 
Hearts & Science has been inspired by confident marketers seeking business advantage in a world of personalized digital marketing, where CRM and addressable channels converge, and decisions must be made in real time to aggregate effective reach and deliver the right message at the right time. Designed to inform brand strategies with real-time insights, Hearts […]

Manager, Paid Search ~ Doner ~ $78,000-$118,000 ~ In-office (USA) ~ Southfield, MI, United States
February 2, 2026 
We are seeking a data-driven Manager, Paid Search with proven experience and expertise in all aspects of paid search—campaign creation, bid management, attribution, and performance optimization. The ideal candidate will have a strong track record of driving account growth, delivering measurable results, and managing client relationships. This is a fast‑paced role in a growing company, […]

Digital Marketing Coordinator – Paid Media ~ Spokane Tribe Resort & Casino ~ $45,000-$65,000 ~ In-office (USA) ~ Airway Heights, WA, United States
February 1, 2026 
This role requires daily on-property presence and does not offer remote work arrangements. Under the direction of the Digital Marketing Manager, the Digital Marketing Coordinator (Paid Media) serves as the central hub for executing, monitoring, and optimizing paid digital campaigns while managing the workflow and scheduling of all digital marketing assets. This role bridges creative, […]

Paid Search & Shopping Specialist ~ Crocs ~ $65,000 – $75,000 ~ Hybrid (Broomfield, CO, United States)
February 1, 2026 
Digital Marketing Specialist – Paid Search & Shopping (NAM) Requisition ID: 12248 Job Location(s): Broomfield, CO, US, 80021 Time in Office: Hybrid At Crocs, Inc., every career offers a chance to make a real impact. No two journeys look the same. And that’s exactly how we like it. Whether you’re welcoming customers into our stores, […]

Other roles you may be interested in
Paid Search Director, Grey Matter Recruitment (Remote)
Salary: $130,000 – $150,000
Own the activation and execution of Paid Search & Shopping activity across the Google Suite
Support wider eCommerce, Search and Digital team on strategy and plans
SEO and AI Search Optimization Manager, Big Think Capital (New York)
Salary: $100,000
Own and execute Big Think Capital’s SEO and AI search (GEO) strategy
Optimize website architecture, on-page SEO, and technical SEO
Senior Copywriter, Viking (Hybrid, Los Angeles Metropolitan Area)
Salary: $95,000 – $110,000
Editorial features and travel articles for onboard magazines
Seasonal web campaigns and themed microsites
Social Media Editor, Inside Hook(Hybrid, New York, NY)
Salary: $66,000 – $70,000
Brainstorm, manage and develop the content schedule, briefs, and assets for social channels
Support in timely content delivery, scheduling and postings
Performance Marketing Manager, E.S. Kluft & Company (Rancho Cucamonga, CA)
Salary: $100,000
Define a comprehensive paid and earned strategy, in line with the overall company and marketing strategy.
Effectively manage and communicate with multiple agencies and partners (media, PR).
Digital Marketing Manager, DEPLOY (Hybrid, Tuscaloosa, AL)
Salary: $80,000
Strong knowledge of digital marketing tools, analytics platforms (e.g., Google Analytics), and content management systems (CMS).
Experience Managing Google Ads and Meta ad campaigns.
Paid Search Marketing Manager, LawnStarter (Remote)
Salary: $90,000 – $125,000
Manage and optimize large-scale, complex SEM campaigns across Google Ads, Bing Ads, Meta Ads and other search platforms
Activate, optimize and make efficient Local Services Ads (LSA) at scale
Senior Manager, SEO, Turo (Hybrid, San Francisco, CA)
Salary: $168,000 – $210,000
Define and execute the SEO strategy across technical SEO, content SEO, on-page optimization, internal linking, and authority building.
Own business and operations KPIs for organic growth and translate them into clear quarterly plans.
SEM (Search Engine Marketing) Manager, Tribute Technology (Remote)
Salary: $85,000 – $90,000
PPC Campaign Management: Execute and optimize multiple Google Ad campaigns and accounts simultaneously.
SEO Strategy Management: Develop and manage on-page SEO strategies for client websites using tools like Ahrefs.
Search Engine Optimization Manager, Robert Half (Hybrid, Boston MA)
Salary: $150,000 – $160,000
Strategic Leadership: Define and lead the strategy for SEO, AEO, and LLMs, ensuring alignment with overall business and product goals.
Roadmap Execution: Develop and implement the SEO/AEO/LLM roadmap, prioritizing performance-based initiatives and driving authoritative content at scale.
Search Engine Op imization Manager, NoGood (Remote)
Salary: £80,000 – $100,000
Act as the primary strategic lead for a portfolio of enterprise and scale-up clients.
Build and execute GEO/AEO strategies that maximize brand visibility across LLMs and AI search surfaces.
Senior Content  Manager, TrustedTech (Irvine, CA)
Salary: $110,000 – $130,000
Develop and manage a content strategy aligned with business and brand goals across blog, web, email, paid media, and social channels.
Create and edit compelling copy that supports demand generation and sales enablement programs.
Note: We update this post weekly. So make sure to bookmark this page and check back.

Land your next job in SEO or PPC. These brands and agencies are hiring to fill open search marketing positions right now.

The latest jobs in search marketing

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/07/Why-phrase-match-is-losing-ground-to-broad-match-in-Google-Ads.png" class="attachment-large size-large wp-post-image" alt="Why phrase match is losing ground to broad match in Google Ads" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/07/Why-phrase-match-is-losing-ground-to-broad-match-in-Google-Ads.png 1920w, https://searchengineland.com/wp-content/seloads/2025/07/Why-phrase-match-is-losing-ground-to-broad-match-in-Google-Ads-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/07/Why-phrase-match-is-losing-ground-to-broad-match-in-Google-Ads-1536x864.png 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Google is testing 3rd party endorsements in Search ads, adding publisher logos and quotes to introduce external validation into paid results.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2025/07/Why-phrase-match-is-losing-ground-to-broad-match-in-Google-Ads.png" class="attachment-large size-large wp-post-image" alt="Why phrase match is losing ground to broad match in Google Ads" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/07/Why-phrase-match-is-losing-ground-to-broad-match-in-Google-Ads.png 1920w, https://searchengineland.com/wp-content/seloads/2025/07/Why-phrase-match-is-losing-ground-to-broad-match-in-Google-Ads-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/07/Why-phrase-match-is-losing-ground-to-broad-match-in-Google-Ads-1536x864.png 1536w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
<p>Google is experimenting with showing third-party endorsement content directly within Search ads.</p>



<p>The test places short endorsements from external publishers under the ad description, including the third party’s name, logo, and favicon.</p>



<p><strong>What’s showing up</strong>. The test was first spotted by Sarah Blocksidge, Marketing Director at Sixth City Marketing, who shared a screenshot on Mastodon. In the example, a Search ad included the line <em>“Best for Frequent Travelers,”</em> attributed to PCMag, complete with the publication’s favicon.</p>



<figure class="wp-block-image size-full"><img decoding="async" width="1258" height="1076" src="https://searchengineland.com/wp-content/seloads/2026/01/16611bd61ac96758.webp" alt="" class="wp-image-468136" srcset="https://searchengineland.com/wp-content/seloads/2026/01/16611bd61ac96758.webp 1258w, https://searchengineland.com/wp-content/seloads/2026/01/16611bd61ac96758-768x657.webp 768w" sizes="(max-width: 1258px) 100vw, 1258px" /></figure>



<p>The endorsement appears directly beneath the ad copy, visually separating it from standard advertiser-written text.</p>



<p><strong>Why we care.</strong> If rolled out more broadly, the change could make Search ads feel more like product reviews — and potentially give advertisers with strong third-party validation a new advantage in crowded auctions.</p>



<p><strong>What Google says</strong>. A Google Ads spokesperson confirmed the test, calling it “a small experiment” &#8211; </p>



<ul class="wp-block-list">
<li>&#8220;This is a small experiment we are currently running that explores placing third-party endorsement content on Search ads.&#8221;</li>
</ul>



<p>Google did not provide details on eligibility, sourcing, advertiser controls, or how endorsements are selected.</p>



<p><strong>What we don’t know yet. </strong>It’s unclear whether advertisers can opt into the feature, request specific endorsements, or influence which third-party sources appear. Google also hasn’t said whether the test is tied to existing review extensions, publisher partnerships, or broader trust and safety initiatives.</p>



<p><strong>What to watch</strong>.  If Google expands the experiment, third-party credibility could become a more visible factor in ad performance — shifting emphasis from advertiser claims to external validation at the point of search.</p>



<p>For now, the test appears limited, but it offers a glimpse at how Google may continue blending ads, trust signals, and editorial-style context in search results.</p>



<p><strong>Dig Deeper.</strong> <a href="https://seocommunity.social/@sarahblocksidge/115974119233599795">Screenshot shared on Mastadon.</a></p>


Google is experimenting with showing third-party endorsement content directly within Search ads.
The test places short endorsements from external publishers under the ad description, including the third party’s name, logo, and favicon.
What’s showing up. The test was first spotted by Sarah Blocksidge, Marketing Director at Sixth City Marketing, who shared a screenshot on Mastodon. In the example, a Search ad included the line “Best for Frequent Travelers,” attributed to PCMag, complete with the publication’s favicon.




The endorsement appears directly beneath the ad copy, visually separating it from standard advertiser-written text.
Why we care. If rolled out more broadly, the change could make Search ads feel more like product reviews — and potentially give advertisers with strong third-party validation a new advantage in crowded auctions.
What Google says. A Google Ads spokesperson confirmed the test, calling it “a small experiment” – 
“This is a small experiment we are currently running that explores placing third-party endorsement content on Search ads.”
Google did not provide details on eligibility, sourcing, advertiser controls, or how endorsements are selected.
What we don’t know yet. It’s unclear whether advertisers can opt into the feature, request specific endorsements, or influence which third-party sources appear. Google also hasn’t said whether the test is tied to existing review extensions, publisher partnerships, or broader trust and safety initiatives.
What to watch.  If Google expands the experiment, third-party credibility could become a more visible factor in ad performance — shifting emphasis from advertiser claims to external validation at the point of search.
For now, the test appears limited, but it offers a glimpse at how Google may continue blending ads, trust signals, and editorial-style context in search results.
Dig Deeper. Screenshot shared on Mastadon.

Google is testing 3rd party endorsements in Search ads, adding publisher logos and quotes to introduce external validation into paid results.

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