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60% of Google searches end without a click.

Emerging tech and AI1 min readSam Page

AI Overviews appear on 57% of results pages, up from 25% just six months ago.

ChatGPT sends more referral traffic to websites than Reddit and LinkedIn combined. And when buyers do arrive from AI, they convert at up to 4.4x the rate of traditional search.

The buyer journey that marketing teams have spent years optimising for is changing.

Discovery has moved from searching to asking. Research is being compressed - fewer clicks, faster conclusions. And decision-making is being outsourced to AI entirely. Your shortlist is being built before anyone visits your website.

We're already seeing what comes next.

Insurify launched the first insurance app inside ChatGPT. Broker stocks dropped 9-13% in a single day.

OpenAI's Instant Checkout lets people buy without leaving the conversation. And Shopping ads have been launched in the US.

The funnel is rapidly changing into something that is dominated, at least in the early stages, through a conversational interface.

I've popped together this article about what this means for marketing and digital teams, what's already happened, what the data shows, and where it's heading.

Is your marketing team set up for this, or still optimising for the old model?

Link in comments.

First published on LinkedIn.

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GEThttps://sam-page.com/thinking/60-of-google-searches-end-without-a-click.mdtext/markdown; charset=utf-8

---
title: "60% of Google searches end without a click."
url: https://sam-page.com/thinking/60-of-google-searches-end-without-a-click
date: 2026-02-17
author: Sam Page
type: Post or article
categories: [Emerging tech and AI, Marketing]
reading_time: 1 min
summary: "AI Overviews appear on 57% of results pages, up from 25% just six months ago."
first_published: https://www.linkedin.com/feed/update/urn%3Ali%3Ashare%3A7429460039481843712
---

# 60% of Google searches end without a click.

AI Overviews appear on 57% of results pages, up from 25% just six months ago.

![](https://sam-page.com/img/thinking/60-of-google-searches-end-without-a-click-li1.webp)

ChatGPT sends more referral traffic to websites than Reddit and LinkedIn combined. And when buyers do arrive from AI, they convert at up to 4.4x the rate of traditional search.

The buyer journey that marketing teams have spent years optimising for is changing.

Discovery has moved from searching to asking. Research is being compressed - fewer clicks, faster conclusions. And decision-making is being outsourced to AI entirely. Your shortlist is being built before anyone visits your website.

We're already seeing what comes next.

Insurify launched the first insurance app inside ChatGPT. Broker stocks dropped 9-13% in a single day.

OpenAI's Instant Checkout lets people buy without leaving the conversation. And Shopping ads have been launched in the US.

The funnel is rapidly changing into something that is dominated, at least in the early stages, through a conversational interface.

I've popped together this article about what this means for marketing and digital teams, what's already happened, what the data shows, and where it's heading.

Is your marketing team set up for this, or still optimising for the old model?

Link in comments.