Here’s our expert breakdown for Hampshire businesses on what’s really happening and why your marketing strategy needs to adapt, not panic.
We recently received this excellent question from a tourism CEO in Hampshire
“ITÂ mentioned that all paid searches are now number 2 in SEO charts because of AI-delivered searches. Does this mean an end to sponsored or PPC searches?”
This is one of the most thoughtful questions we’ve been asked this year, and it’s something every Hampshire business owner should understand.
The Short Answer: No, This Isn’t the End of PPC
Quite the opposite. AI Overviews (formerly Search Generative Experience) actually make strategic paid search more valuable than ever for Hampshire businesses. Here’s why:
What’s Really Happening in Google Search?
Google’s AI Overviews provide direct answers at the top of search results, often pushing both organic and paid results further down the page. This creates what we call the “Zero-Click Search” phenomenon, where users get their answers without clicking through to any website.
But here’s the opportunity for Hampshire businesses:
Paid ads now provide guaranteed prominence above and alongside these AI Overview boxes. While organic results might get buried, paid search gives you a prime, visible slot that bypasses the competition.
Why PPC Became MORE Valuable for Hampshire Businesses
1. Capture High-Intent Visitors
When someone sees your ad despite having an AI answer, they’re often looking for specific, actionable next steps:
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“Book a hotel in Portsmouth”
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“Engineering services Hampshire quote”
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“Property management companies Southsea”
These users want to take action, not just get information.
2. Bypass Increased Competition
With organic results being pushed down, paid search ensures your Hampshire business maintains visibility for crucial commercial terms.
3. Target Local Searchers More Effectively
AI Overviews struggle with hyper-local intent. Paid search lets you specifically target sector by location.
The Winning Strategy for Hampshire Businesses
Don’t Abandon PPC – Evolve It
We recommend our Hampshire clients adopt this dual approach:
1. Strategic Paid Search
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Focus on high-intent, commercial keywords
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Use geo-targeting for Hampshire-specific searches
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Create conversion-optimised landing pages
2. Strengthen Organic Foundation
This is where our SEO services in Hampshire become crucial. We’re focusing on:
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Comprehensive content that AI can’t easily summarise
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Local SEO optimisation for Hampshire searches
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Technical SEOÂ to ensure maximum visibility
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Authority building through quality content
The Bottom Line for Your Hampshire Business
Think of AI Overviews as a new competitor in the field. Paid search is your tool to ensure you’re still in the starting lineup, while strategic SEO builds your long-term defensive strength.
How Morph PR and Marketing Can Help
As Hampshire’s marketing specialists, we’re already helping local businesses adapt:
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AI-resistant SEO strategies tailored for Hampshire markets
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High-conversion PPC campaigns that work with AI Overviews
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Integrated marketing approaches that deliver real results
Worried about how AI search affects your Hampshire business website? Talk to one of our Directors today.
About the Author:Â Rachel O’Reilly is Director of Morph PR and Marketing, a Hampshire-based agency specialising in SEO, PPC and marketing strategy for local businesses in property, engineering, tourism and education sectors.
