Observed Signal · Jun 30, 2026 · Research Study · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
Measured Study: Google AI Overviews Didn’t Hurt Search
Measured, an AI-powered marketing effectiveness platform, published an analysis of 139 brands showing that incremental revenue and orders rose after Google broadly rolled out its AI Overviews feature in September 2025. Measured found median incremental revenue increased 3.4% and median incremental orders increased 3.2% while overall ad spend stayed essentially flat. The study argues platform metrics like click-through rate can be misleading in AI-shaped search environments because AI Overviews may answer low-intent informational queries, concentrating higher-intent clicks that are likelier to convert. A subset of omnichannel brands that measured in-store impact saw larger gains: median retail incremental revenue grew 43.7%, incremental orders grew 22.5%, and iROAS rose from $1.35 to $1.47 across three months in Q1 2026. Measured’s CEO says advertisers who focused on incrementality rather than CTR benefited by maintaining spend during the rollout.
Independent incrementality measurement indicates paid search remained effective after Google’s AI Overviews rollout, affecting how advertisers interpret platform metrics (CTR) vs incrementality and informing search and measurement strategy.
Key Takeaways & Evidence Grounding
- Measured analyzed incrementality for 139 brands and published results in a June 30, 2026 release.
- Median incremental revenue rose 3.4% and median incremental orders rose 3.2% after Google rolled out AI Overviews in September 2025.
- For omnichannel brands measuring retail impact, median retail incremental revenue grew 43.7% and incremental orders grew 22.5%.
- Incremental return on ad spend (iROAS) for the omnichannel subset increased from $1.35 to $1.47 across three consecutive months in Q1 2026, while median spend in that subset grew 38% after AI Overviews launched.
Connected Companies & Entities
5 Entities mappediTech Series
B2B tech publisher and demand generation services provider.
“As part of the iTech Series network, it acts as a "Brand to Demand" partner....”
Business Wire
Global press release distribution and investor disclosure services.
“Author: Business Wire...”
Measured
Enterprise software for incrementality testing, MMM, and media optimisation.
“Measured, the AI-powered marketing effectiveness platform trusted by enterprise brands, released new research showing that incremental reven...”
Search, video, adtech and cloud giant within Alphabet.
“Measured’s analysis ... grew after Google rolled out its AI Overviews feature broadly in September 2025....”
MarTech Series
B2B martech publisher with demand generation services.
“MarTech Series is a leading publishing platform that provides daily updates on marketing technology news, in-depth interviews with industry ...”
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