How SEO and PPC Together Will Dominate Google’s AI Search

Google AI Mode and the Future of Search Monetization: Ads, Prompts, and the Post-Keyword World

Google just dropped AI Mode, and it’s a game changer. Powered by Gemini 2.5, it’s shifting how we interact with search, making it more personalized, conversational, and, frankly, smarter than ever before. The old keyword-based search model? It’s still hanging around, but it’s not enough anymore. Now, Google is blending AI with search to provide answers in a way that feels more human, more intuitive, and—importantly—more relevant.

If you’ve been following me for a while, you know I’ve been saying this for years: SEO and PPC together are an absolute power combo. And now, it’s more true than ever. Google’s new AI Mode makes it clear that if you want to stay ahead of the game, you need both strategies working in tandem. Here's why.

1. From Keywords to Prompts: The New Search Game

Gone are the days of relying on simple keywords to get the answers you need. Now, users are engaging in full, nuanced conversations with search engines. Instead of just typing “running shoes,” you’re now hearing things like, “I’m running my first marathon in LA and need shoes that won’t hurt my knees.” That’s a whole lot more context—and a whole lot more opportunity for advertisers to tap into.

For advertisers, this isn’t business as usual. The traditional keyword-based approach is becoming less effective because people aren’t just searching for isolated terms anymore. They’re asking full questions that include context, intent, and personal history. To stay relevant, you’ve got to adapt your ads and your SEO to this new model. It’s no longer just about matching an ad to a search term—it’s about matching it to the full conversation.

This is where combining SEO and PPC comes in. SEO gives you the long-term visibility with optimized, quality content. PPC gets you immediate, targeted visibility at the top of the search results. When they work together, you’re hitting users from multiple angles, making it way more likely they’ll engage with your brand.

2. Targeting That Actually Makes Sense

With AI Mode, targeting is no longer just about matching a keyword to an ad. Now, ads need to align with the user’s entire search journey—history, preferences, location, and even behavior. A simple search like “running shoes” doesn’t just show the same generic results anymore. Instead, the assistant might tailor the results to fit the user’s specific needs, including things like previous health-related searches or lifestyle preferences.

For example, a user looking for running shoes might also have a history of looking for plantar fasciitis treatments. AI Mode will suggest shoes with extra support or orthotic features. If that same user mentioned wanting vibrant colors, the assistant will factor that in as well.

This personalization changes how targeting works. With SEO, you’ve already laid the groundwork with highly relevant, well-optimized content. PPC ads can build on that foundation, allowing you to fine-tune your targeting based on the real-time data you get from both channels.

3. Memory and Personalization: Ads in a Multi-Context World

One of the biggest advantages of AI Mode is its ability to remember context across interactions. It’s like having a conversation with an assistant who gets smarter the more you talk. If you ask about running shoes and then mention needing a jacket for cold-weather training, the assistant doesn’t forget that—it’s integrated into future conversations.

For advertisers, this creates a whole new opportunity. Instead of just hoping your ad shows up in a one-time search, you’re now part of an ongoing interaction. Your ads need to feel like a natural extension of the conversation, not just a one-off. This is where the magic happens when you combine SEO and PPC. SEO helps you build out that contextual foundation, and PPC allows you to keep the conversation going with personalized, well-timed ads.

4. Moving Beyond Clicks: The New Way Ads Work

Let’s face it—clicks are still important, but with AI Mode, fewer clicks might be needed. Users can get everything they need right from the assistant itself. That means fewer people will need to click on ads to find what they want. While this could sound scary for advertisers who rely on clicks, it’s not the end of clicks—it’s just a shift in what those clicks mean.

Instead of being an exploratory step, clicks will now be the final decision-making action, meaning people who click on your ad are more likely to be qualified leads. And because they’re already informed, they’re more likely to convert. This is where having SEO and PPC working together gives you an edge—your SEO efforts build trust over time, and your PPC efforts capture the decision-making moments, helping drive conversions.

5. Performance-Based Monetization: The Future of Ads

As users engage more deeply with AI-driven search, the old cost-per-click (CPC) model is going to start breaking down. Ads are still important, but they’ll need to evolve. Fewer clicks mean we need to rethink how we monetize. That’s where performance-based models come into play. Instead of paying for clicks, you’ll pay for actions—like when a user buys something directly through the assistant.

Imagine a user finds the perfect shoes through an AI assistant, decides to buy them with a quick voice command, and they’re done. No clicks required, just a seamless transaction. If that happens, it’s a win for both the user and the advertiser. This shift means that SEO and PPC will need to work hand-in-hand, with SEO creating the organic foundation and PPC driving the immediate action.

6. Ads That Are Part of the Conversation

The future of advertising isn’t about more impressions or flashy banners. It’s about ads that help users along their journey. They need to feel like part of the conversation, not an interruption. Look at Microsoft’s Copilot—it’s seen higher engagement by serving fewer, more relevant ads. Google’s AI Mode will likely follow this approach, and advertisers will need to make sure their ads are integrated seamlessly into the user’s experience.

That’s where the power of combining SEO and PPC really comes in. When both are aligned, your ads feel like they belong in the conversation. SEO builds trust, and PPC makes sure your ads are relevant at the exact moment the user needs them.

Conclusion: Adapt or Get Left Behind

If you’re still relying on just SEO or just PPC, you’re missing out. Google’s AI Mode is a massive shift, and the only way to stay ahead is to integrate both channels. SEO and PPC working together is no longer a “nice to have”—it’s a must. You need the long-term visibility and trust that SEO builds, combined with the instant, targeted traffic that PPC provides.

The future of advertising is here, and it’s all about personalization, context, and conversations.

SEO and PPC aren’t just two separate channels anymore—they’re part of the same strategy, working together to drive results. The smarter AI gets, the more important it will be to have both running in tandem. Adapt fast, or risk falling behind.