Some of our team here at Found recently attended The Future of Search Summit at Google HQ. Insights from Google’s leadership made one message overwhelmingly clear: in paid search, change is not just constant – it’s accelerating. Here we’ve collated the key takeaways we think all business owners and marketers need to know to stay ahead in this ever evolving and changing digital landscape.
Search is changing: Why business leaders must pay attention
There’s no doubt that consumer behaviour is predictably unpredictable. As performance specialists, our task is clear: we must place ourselves exactly where discovery happens and decisions are made. Search doesn’t sit still; it evolves with every technological leap, every shift in audience trends.
Google demonstrated how user journeys are getting more nuanced, especially with younger demographics, where search volume isn’t slowing but morphing into new forms. Text, image, video, voice – modern searchers expect intelligence and efficiency, anytime and anywhere.
Goodbye to traditional keywords: The rise of keyword-less search
It’s safe to say, one of the biggest announcements was Google’s strategic pivot away from pure keyword-focused environments. Technologies like AI Mode and AI Max signal the end of relying solely on broad, generic keyword lists. Instead, Google’s “keyword-less” tech leverages AI to predict user intent, dynamically serve relevant ads, and adapt to conversations as they happen. In 2025, conventional keyword strategies simply won’t keep up with the vast diversity of search queries and consumer journeys.
Key points to know:
- AI Overviews and AI Mode are synthesising answers in real time for users, pushing traditional organic results lower on the page.
- Ads will soon surface inside these AI-generated experiences, not just above or below them, radically reshaping visibility and click-through rates.
- In the UK, AI Mode officially launched at the end of July 2025; brands must now win visibility in both the traditional and AI-driven search environments.
AI Max and AI Mode: Game changers for paid search
Google’s new AI Max for Search campaigns is now rolling out globally and brings the latest AI targeting and automation to advertisers:
- Broader reach and better relevance: AI Max matches ads to queries beyond your keyword lists using broad match and dynamic prediction, “moving from matching to predicting.”
- Automated ad copy and landing pages: AI rewrites headlines and selects the best landing page for each user, maximising conversion potential.
Early UK advertisers have seen up to 14% more conversion, at the same CPA when switching to AI Max. To compete in AI Mode and Overviews, using broad match keywords and embracing AI-driven personalisation are now essential.
Multi-modal search and the new shopping experience
Google showcased how search is now multi-modal, enabling users to interact through voice, text, Google Lens, and “try it on” shopping experiences:
- One in five searches uses images or video.
- Users can track product prices, receive alerts, and buy in one click – fueling remarketing and driving instant conversions.
- Exploratory, context-rich queries, like “show me summer shoes under £50 that are trending in London”, are the new norm.
The impact for UK businesses: Actions to take now
Ultimately, this is what business owners and marketers must be looking at closely to ensure you don’t get left behind:
- Rethink paid search structures for AI Mode and Overviews. Visibility is earned not just by ranking #1, but by being cited, referenced, and summarised by Google’s AI.
- Invest in robust, broad match campaigns and optimise for user intent—not just search terms.
- Update creative assets and landing pages to serve multi-modal intent.
- Measure success beyond clicks—look at engagement, satisfaction, and conversion rates for users coming via AI-generated experiences.
For more on digital transformation and what we do, take a look at our Paid Search Services, or contact us here to have a chat.
