With many consumer brands shifting significant budget into what we call the ‘Trio’, (AI Max, Performance Max, and Meta) B2B marketers have been left in a more cautious position.
Last week’s Google Marketing Live offered the clearest signal yet of where B2B search is heading. Here are our biggest predictions – the good, the bad, and the ugly of B2B search.
1. CTR on direct offers in AI Mode will surpass 8%
When a user sees a direct, relevant offer inside AI Mode, click-through rates are expected to go above 8%. That is a big jump from what B2B search campaigns typically see today.
The reason is simple. AI Mode rewards ads that are specific and relevant. If your offer matches exactly what the user is looking for, they click. If it is vague or generic, they won’t. For B2B marketers, this means your ad copy needs to be sharper than ever. Speak directly to the buyer’s problem. Make the next step obvious. The brands that do this will win clicks. The ones that don’t will pay more for worse results.
2. Users will connect with businesses directly inside AI Mode
AI Mode is evolving from an answer engine into a transaction-and-connection layer. Users will increasingly be able to engage with businesses, book demos, request info, start conversations, without ever leaving the AI interface.
3. User maturity will rise sharply
As users adapt to AI Mode, queries will become longer, more sophisticated, and more intent-loaded. Casual searchers will learn to ask better questions. For B2B search, where buyers already do extensive research, this acceleration is amplified.
The Good: What These Changes Mean for B2B Marketers
Higher-quality engagement
With CTRs on direct offers potentially clearing 8%, the users who do click are far more qualified. B2B search campaigns built around clear, specific offers will see better lead quality, not just better numbers.
The Bad: What B2B Marketers Need to Watch Out For
As users get better at searching, they ask better questions. And better questions demand better answers.
Generic content won’t cut it anymore. Buyers will expect real answers to real questions. For B2B brands, this is actually good news. You already operate in a world where buyers do serious research before making decisions. The brands that have invested in detailed, honest, expert content will rise. Those that haven’t will get filtered out before the conversation even starts.
The Negatives B2B Marketers Need to Plan For
CPC on transactional keywords is going to get expensive. As advertisers compete for shrinking SERP real estate, transactional keyword CPC will rise sharply. Basic supply and demand: less inventory, same (or more) demand. B2B search campaigns without tight match-type strategies, sharp negative keyword lists, and strong CRO will burn budget faster than ever.
SERP real estate is shrinking by another 30%. As AI Mode becomes Google’s default SERP experience, traditional organic and paid space will contract significantly. Fewer clicks reach websites which means less remarketing data, less first-party data ownership, and less ability to nurture buyers through owned channels.
The Bigger Picture
B2B marketers can’t follow the consumer playbook into the “Trio” yet, the case studies simply don’t exist. But that doesn’t mean we’re stuck. The B2B search methods we’ve relied on for two decades are being restructured in real time, and the brands that thrive will be the ones testing them all out.
Want help future-proofing your B2B search strategy? Emboodo’s team specializes in building campaigns that win in the AI-driven search era. Contact our experts for a free consultation.