5 Paid Search Trends to Watch in 2026 (for Real-World Businesses)
In a digital world where change feels like the only constant, paid search has steered a remarkably constant course through the past couple of decades. In the 25 years since the launch of Google Ads in October 2000, arguably the biggest disruption happened just two years later when Google adopted the pay-per-click model.
You could say that search advertising is due for a shake-up. And bang on cue, that’s exactly what it’s getting. The chief culprit is AI, with generative search not only diverting traffic away from traditional search engines, but taking pride of place at the top of SERPs pages themselves and eating up clicks. Suddenly, paying for those high-volume keywords is no guarantee that your ad will be seen first, or that you’ll get any clicks, as people increasingly get the answers they need from AI Overviews without needing to look any further.
But despite that, paid search has managed to attract 22% of new advertising spend in 2025, and is forecast to grow by more than 6% again in 2026. That’s partly a function of digital ad spend across the board continuing to show robust growth. Even with AI changing the rules of the game, Google remains a trusted means of raising visibility and generating traffic. Advertisers are more inclined to adapt to the AI changes than abandon it altogether.
On the other hand, there’s no doubt that search is diversifying, and not just to generative AI platforms like ChatGPT, Claude, Perplexity and the rest. Social media, marketplaces like Amazon, and retail media networks are all growing their share of the search market, meaning they are also rising forces in search advertising.
Key Element has specialised in PPC services for many years, and we have watched all the ebbs and flows in paid search. Rather than being detrimental, we believe diversification in search will create new advertising opportunities. Here are five trends that will put you in pole position to capitalise in 2026.
1) Adapt to Zero-Click Search
As already noted, generative AI has ushered in the era of ‘zero-click search’ – where people get the answers they need from the AI Overview box on Google or similar, and don’t need to click through to another site to find any more information. Gartner has predicted this trend will lead to a 25% drop in traffic from search by 2026.
Why does this matter?
Paid search depends on clicks, so a drop in clicks/traffic at the scales being predicted is understandably of concern. To put it in the most blunt way possible, zero clicks means zero point paying for advertising!
However, the zero-clicks trend does not apply to all types of search. For searches looking for information, yes, AI responses often now give searchers everything they need without having to explore further. But for what marketers call ‘high-intent’ searches – shorthand for high intention to buy – people do still click through to find and purchase that product and service they are looking to buy.
What do I need to do?
Businesses need to start switching ad budget from broad, general keywords and focus on words and phrases that suggest a high intention to buy – brand and product names or types, plus qualifiers like “near me,” “free delivery” and “buy/book today” which show someone is ready to buy as they search. In marketing speak, it’s a shift in emphasis from ‘top of funnel’ (trying to grab attention at the discovery/inspiration phase) to ‘bottom of funnel’ (putting ads in front of people who know what they are looking for and are ready to buy).
2) Think Beyond the Search Engine
It remains difficult for people to think of search in terms other than search engines. But the fact is that people have been using lots of other platforms to carry out searches, and particularly product and purchase-focused searches, for a very long time. In fact, Amazon now commands more product searches than Google. And as we’ve noted, the emergence of generative search is only going to diversify the search market even further.
Why does this matter?
For paid search, the breaking of the search engine/Google monopoly creates new opportunities at just the right time, just as the old certainties of clicks at the top of the SERPs pages ebb away. If you’re talking high intent, you can bet someone looking up an 85-inch QLED TV on Amazon is closer to making a purchase than someone looking up how QLED works on Google.
What do I need to do?
First, work out where your customers are searching for goods and services in your niche. There are already plenty of well-established sector-specific examples – Booking.com and the like in the travel industry, food delivery apps for food services etc. Then there are marketplaces like Amazon, eBay, Etsy, NotOnTheHighStreet and more, all with their own particular focus and niches, plus growing numbers of B2B marketplaces (Amazon Business, Alibaba UK) and larger retailer sites (especially supermarkets) that are branching out into running ad networks. Switching ad spend to these channels rather than just being listed on them can help to reverse diminishing returns from paid search campaigns on search engines and give you access to new audiences.
3) Recognise Social as a Search Channel
Speaking of other platforms, another trend to keep in mind is how, among younger demographics at least, social media is starting to take on roles traditionally dominated by search engines. For example, while a huge 94% of Baby Boomers still rely on search engines for product discovery, this falls to 64% of Gen Z consumers. But most interesting of all is the fact that 44% of younger consumers now say they discover new brands and products on social media, with the trend particularly strong in categories like fashion, beauty and gift buying.
Why does this matter?
Again, this shows how search engines’ grip on ‘top-of-funnel’ stages like discovery is weakening. But it also tells us that definitions of ‘paid search’ perhaps need to be reassessed. If younger demographic groups are using social media for discovery, then it makes sense to target advertising accordingly. It’s not ‘paid search’ as it has come to be defined as a marketing discipline, but it is advertising with a view to making your business visible to people looking for what you sell – and that, ultimately, is what matters most.
To make it work, you need closer alignment between paid search and paid social strategies. This can even mean treating social media as the ‘paid’ entry point to grab attention which then drives specific searches for your brand, product or service.
What do I need to do?
Social advertising is often treated as a channel for raising brand awareness and gaining early engagement. But the growing use of social for product discovery means businesses should think about introducing more product/service-focused ads into their paid social strategy. Instead of thinking of ‘paid search’ and ‘paid social’ as separate advertising channels, start to think about the role of advertising across the wider customer journey and where it can be most effective at different stages and for different audiences.
4) Put Creative at the Heart of Your Strategy
Traditional paid search doesn’t need much creative input. Sponsored SERPs listings are, after all, just text. But that’s changing as search shifts to other channels, particularly social and generative AI. A plain text snippet simply doesn’t resonate on social media, for example. Social users expect images, animations, videos etc, even for advertisements.
Why does this matter?
The quality of creative is everything on social. It’s what makes your content stand out, attract attention, and earn both clicks and shares. With AI, the quality of content determines whether your assets get picked up and referenced, and can also drive targeting by telling the bots clearly who your content is intended for.
What do I need to do?
Again, start to look at all your brand assets through the lens of search and discovery. Where creative does matter (i.e. in social campaigns, your website), look for opportunities to make content ‘search-friendly’ – do you reference specific products and services? Can you explain how they solve different problems or meet different needs? Can you include price, availability, location and a purchase-focused CTA? Refresh social ads and even web content regularly to keep the algorithms interested (the way you would with search ads).
5) Keep the human hand on the wheel
Automation has long played a central role in paid search. It’s excellent for managing keyword bidding in response to business goals, overseeing budgets and even generating and testing ads. With the arrival of AI tools like Google’s Performance Max, all of these functions and more can be combined into complete end-to-end automated campaign tools.
However, there is a danger in trusting automation tools too much. Performance Max, for example, is not just designed to meet your needs as an advertiser. It’s designed to work for Google, too.
Why does this matter?
Automated campaign tools are built to drive clicks, which looks great on the surface. But what about conversions? Remember, every click costs you money. So it’s in Google’s interest for its automation tools to generate plenty of them. But it’s less concerned with how many of those clicks convert.
What do I need to do?
The answer here is not to fall into the ‘set and forget’ trap. Human oversight of all campaigns is essential, as is robust conversion testing and tracking. Yes, automation saves you time and lets you get on with other things. But that’s a false economy if automated campaigns aren’t converting, and you don’t have insight into why.
Final Word
In summary, as search habits change and the platforms used diversify, paid search strategies have to evolve accordingly. Businesses can no longer just rely on running broad brush PPC campaigns on Google and other search engines and expect to get convertible traffic. There needs to be a focus on precision over volume, in terms of how and where audiences are targeted, and the types of ads you run in different places to suit different stages of the customer journey.
For example, as more and more people turn to social media for discovery and inspiration, businesses should pivot ‘top of funnel’ campaigns from paid search to paid social. But as discovery can drive subsequent searches, the two strands need to be closely aligned, with paid search optimised for high-intent, bottom-of-funnel searches – and covering all the places your purchases-customers are looking to buy, from search to marketplaces to retailer/wholesaler sites.
If you’d like to learn more, why not speak to one of the leading paid search agencies in London and get a head start on creating a winning strategy for 2026? Contact us today to find out how we can help.
Frequently Asked questions
What are the biggest paid search trends for 2026?
The major paid search trends for 2026 include adapting to zero-click search, expanding beyond traditional search engines, recognizing social media as a search channel, putting creativity at the heart of campaigns, and maintaining human oversight despite increased automation.
How is AI changing paid search in 2026?
AI is transforming how search results appear and how campaigns are managed. Generative AI tools provide instant answers (reducing clicks), while automated platforms like Google’s Performance Max streamline ad management. However, advertisers still need human oversight to ensure conversions, not just clicks.
Should businesses still invest in Google Ads with AI taking over search?
Yes. Despite AI overviews and zero-click searches, Google Ads remains a powerful channel for reaching high-intent audiences. The key is to refine targeting, focus on bottom-of-funnel searches, and complement Google Ads with campaigns across marketplaces and social platforms.
How can businesses adapt to zero-click search?
Focus on keywords that signal strong buying intent, such as “buy,” “book today,” or “near me.” Create content and ad copy that directly meets transactional needs and clearly communicates pricing, availability, and benefits.
How is social media becoming a search channel?
Younger generations increasingly use platforms like TikTok, Instagram, and Pinterest to discover products and brands. Paid social is now part of the search journey, helping users find and engage with products long before they reach a search engine
What should a 2026 paid search strategy include?
A modern paid search strategy should combine:
- High-intent keyword targeting to offset zero-click loss
- Cross-platform campaigns on marketplaces and social channels
- Strong creative assets aligned with audience intent
- Human oversight to guide automation and maximise conversions
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