Aaron Young argues that CPCs will rise as users shift searches to ChatGPT and Gemini, where ads embed directly in conversations. Fewer traditional Google searches plus more ad placements means higher costs for the same traffic. Advertisers need richer creative formats like video and images to stay profitable.
This is why CPCS are rising inside of Google Ads and why you need to prepare now in order to make sure that your Google Ads is still profitable in the years to come. But let's go through why CPCS are rising and what the future of search is going to look like. The reality is, is that people will do their initial searches in large language models and this could be things like ChatGPT or even Google's very own Gemini. But what will happen is that ads are going to all recommendations are going to show within these chat search platforms ads. And this is the kicker. What this is going to mean is that there's going to be less Google searches with more ads. What happens when you have less searches with more ads? You're going to be seeing higher CPCs, especially for high intent search traffic. So what this means is you need to start preparing now and stop thinking about Google Ads as just Google search. You need to be using video and images to really tailor your message so that you're making the most of every money that you spend on Google Ads.
