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The study compares returns from ads in AI chat and in search engines using sales data from 102 online stores. The paper has not yet undergone scientific peer review, but it provides a reference point for companies considering shifting their budgets.
Google Search is earning at a slower pace, and the company partly links this to AI answers. Even so, it is expanding ads in AI Mode to more markets and new formats.
Since August, Google has been pulling some campaigns toward CPA and ROAS targets, and in October it expanded customer acquisition and retention modes to more campaign types. We compared which strategy builds sales and which only improves the metrics in the dashboard.
Ads in ChatGPT are appearing in a growing share of conversations, and the industry is urging optimization for AI answers. We examined which numbers are hard data and how to sensibly split budget and attention between these two paths.
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