Google AI is already causing an issue with website traffic generated by PPC.

How could it affect you? And why a traditional route to market could help.

If you use PPC as a strategy, chances are you may already have started seeing much less traffic to your website – we’re already hearing clients mention massive drops of between 30-40%!

It’s all down to a combination of Google including AI into their search result functionality and user behaviour changing with the emergence and increased use of AI when sourcing information.

Let’s say hypothetically, you’re offering Private Medical Insurance.

In 2024 and before, you may have been discovered with simple terms such as “best UK private medical insurance providers”. Google would then output a list of websites – placement at the top of the ranking influenced by PPC strategy – and given the user a list of sites they could easily click through to – essentially for users to then “shop around” and come to a conclusion on which one was the best fit for them.

Fast forward to 2025 and suddenly your business is contending with:

A shift in the way people are sourcing information – AI LLM’s like ChatGPT, CoPilot and Gemini are changing the way people find information. Gone are the simple keyword approaches mentioned above, people want quicker, deeper insight in a flash without the need to shop around. Now they’ll search “Find me the top 3 PMI companies in the UK, base the result on their cost, reputation, reviews and then rank them”.

Google search adopting AI to summarise – If you ask the above question directly through Google search, an AI overview appears in position Zero – the highest ranked position on the search results page. The best you can hope for is that you’re included as 1 of the 3. But even then if you make it there – no direct link to your website is provided in the overview.

The result for you?

  • Lower website traffic
  • Increased cost per click
  • Funnels like landing pages being less effective

It’s now more difficult for future customers to find your website. All the work you’ve put into your SEO, content creation and of course, PPC budgeting and strategy has now been impacted.

Now you need to think about quick, creative ways to rise above that challenge.
As one door closes, another opens up. Or in this case… re-opens.

It’s a good time to think traditional.

Direct Mail, Tele-Marketing, Email Marketing.

Why?

  • You control the call to action on an email or piece of DM – need people to go to your website directly or to a specific landing page? Easily done, through a QR code on direct mail or a link in an email. Plus, DM is back – it’s now a rarity a piece of post comes through the door, your marketing material will feel special and will stand out.
  • Opportunity to nurture and build relationships – There’s nothing more conclusive over time and history than the effectiveness of 2 people having a warm conversation, sharing ideas and creating a master plan. Digital marketing tools are great but when it comes down to it, most sales begin on the phone.
  • Higher conversion rates – Email marketing has a ROI of £42 for every £1 spent!

And if you’re going to rise to the challenge and embrace those traditional marketing campaigns then you’re going to need the premium source of high quality, GDPR & PECR compliant UK B2B data on the market today – Market Location’s telephone verified B2B data – with decades of expertise and consultancy in traditional marketing methods driving your success.

  • 7 million business records
  • 5 million contacts
  • 100% telephone verified
  • 800,000 available emails
  • 95% telephone connectivity rates
  • 96% email delivery rates
  • Range of SIC and Market Sector codes
  • Location based attributes
  • Companies House financial attributes

Call 01926 450 388 or click here to contact us and we’ll put together a new strategy we think will work best for you, based on traditional methods, that is engineered for short and long term success. Our consultancy is always free!