Search Traffic & Leads: Advertising Strategy in the Age of AI

Search advertising is changing fast—and AI is accelerating the shift.In this episode of The POMCAST, Premier Online Marketing Founder & CEO, Mike Shaug, breaks down how Google, Microsoft, and Meta are reshaping paid search and lead strategy in a world driven by automation, AI-powered search results, and shifting user behavior.Mike shares how AI Overviews are impacting clicks and traffic across the web, why local search remains more stable, and what advertisers should know about campaign formats like Performance Max (PMax)—including the trade-offs that come with less visibility and control.The conversation also dives into why search partner and display expansion networks can inflate results with bot traffic and fake leads, what tactics can reduce wasted spend, and why more businesses should be exploring Microsoft Ads as search market share shifts.In this episode, you’ll learn:How AI Overviews are changing search results, clicks, and CTR Why local SEO and high-intent searches are still performingWhat PMax gets right—and where it creates risk and wasteWhy search partners and display networks can hurt lead quality Ways to reduce bot traffic, fake leads, and inefficient spend Which channels work best for bottom-of-funnel leads vs. awareness Why Microsoft Ads is improving and converting more competitivelyWhy it’s no longer wise to rely on Google aloneIf you’re focused on generating qualified leads, protecting performance, and staying competitive as search evolves, this episode delivers a clear, practical look at what’s changing—and how to respond.Premier Online Marketing helps businesses grow through smart SEO, content, and search strategies. Learn more at www.premieronlinemarketing.com Subscribe for more insights on SEO, PPC, and digital marketing. Follow Us: www.LinkedIn.com/company/itspremieronlinemarketing/ www.instagram.com/itspremieronlinemarketing/ Podcast Directed and Produced by: www.hiredgunsagency.com