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February 17.2026

2 Minutes Read

Google Text Ads Gain Click Share: What This Means for Marketers

Increase in Google text ads click share shown through blue bar chart.

Understanding the Shift: Google Text Ads on the Rise

Recent data reveals a notable trend in the online advertising landscape: Google text ads are experiencing a significant increase in click share across various verticals. An analysis conducted by SEO consultant Aleyda Solis highlights a 7 to 13 percentage point growth in click share for text ads over the past year, indicating a shift in how consumers interact with online search results.

The Decline of Organic Clicks

As text ads gain prominence, organic search results are witnessing a decline, with click share falling between 11 to 23 percentage points across examined verticals. For instance, in the headphones category, the organic click share plummeted from 73% to 50%, while text ads surged from 3% to 16%, signaling a dramatic shift in user engagement with paid placements.

The Role of Artificial Intelligence

Interestingly, while commentators frequently attribute the drop in organic clicks to the rise of AI-generated overviews on search results pages (SERPs), this data places substantial emphasis on the increasing effectiveness of text ads as well. The analysis revealed that the presence of AI overviews on SERPs has risen sharply as well, yet text ads are emerging as the single most significant driver behind declining organic traffic.

Industry Insights and Future Predictions

With Google text ads hitting a new high, the implications for advertisers are profound. Tinuiti’s Q4 2025 benchmark report supports this trend, indicating a 9% year-over-year increase in text ad clicks, marking the highest volume in five years. Analysts suggest that as ad placements expand, advertisers may need to reevaluate their strategies to maintain visibility and engagement within a saturated market.

What Does This Mean for Marketers?

The increasing dominance of text ads on SERPs poses a new challenge for marketers who historically relied on organic search to drive traffic. A comprehensive understanding of ad dynamics is essential, as Solis emphasizes the necessity of evaluating SERP compositions over solely assuming that AI overviews are solely responsible for decreased organic traffic. This requires strategic adjustments and possibly an increase in bidding competition in ad placements.

A Call for Adaptation

Marketers must recognize these changing landscapes and adapt their digital marketing strategies. Monitoring trends, refining bidding techniques, and testing new ad formats such as Performance Max are vital steps. By doing so, advertisers can ensure their campaigns remain relevant and competitive in an environment rapidly evolving due to AI and shifting consumer behaviors.

Disruption

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