Same budget. Same keywords. Fewer clicks. Fewer leads.
You've checked the tracking. Your agency has tweaked the bids. Nothing's moving.
Here's what nobody on your PPC report is telling you: your customers have stopped scrolling to your ads.
The answer now comes first
Type a question into Google today and an AI-written answer appears at the top. Above the ads. Above everything.
On those searches, paid click-through rates fell by 68%. Not 6.8%. Sixty-eight.
And Google is only half of it. Your buyers are asking ChatGPT. It gives them a short list of names. If yours isn't on it, you weren't in the race.
You can't buy your way back to the top
For twenty years, PPC was simple. Pay more, sit higher. The biggest budget won.
That's over.
ChatGPT ads launched in the UK in June. Look where they go: underneath the answer. By the time your ad appears, the AI has already recommended someone. Probably not you.
The answer itself? Not for sale. At any price.
So who gets recommended?
The brands the AI trusts. The ones with clear, specific, expert content that answers real questions.
And here's the twist that should worry you. Brands that get cited in Google's AI answers don't just win the free clicks. Their ads perform 91% better too.
The winners win twice. Everyone else pays more for less.
Your competitors are already moving
This isn't a 2030 problem. Google's AI Mode has been live in the UK for over a year. ChatGPT ads are here now. Every month you wait, someone else becomes the name the AI repeats.
And once an AI starts associating a competitor with your specialism, getting it to change its mind is slow work.
The secret weapon: video
The most-cited website in Google's AI answers isn't a news site or an encyclopaedia.
It's YouTube.
Short, sharp videos that each answer one real question are exactly what AI search pulls from. One recent experiment found short clips were cited over three times more often than one long video.
Most brands have the wrong kind of video, or none at all.
This is what we do
Little Orchard has spent years making video for major brands. Now we make video built to be found, trusted and recommended by AI search.
We start by finding out three things:
- Where you show up today when buyers ask AI about your market
- Who's being recommended instead of you, and why
- The one topic you could own, before a competitor does
Then we turn a single day of filming into a season of short, answer-first videos that keep working long after the ad budget runs out.
No guaranteed rankings. Nobody honest can promise that. Just content built the way AI search actually works.
Find out where you stand
Right now, an AI is answering your customers' questions. The only question is whose name it gives them.
Email info@littleorchardmedia.com and we'll show you exactly where you stand in AI search, and what it'll take to become the answer.
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