The way people search is changing, as is how Google presents results. The decline of the Click in 2025 has resulted in zero-click searches, where users find the information they need directly within the search engine result page (SERP). This may sound like a downgrade for advertisers, but in reality, it creates new opportunities for thoughtful Google Ads strategies. Here’s how your brand can remain top-of-mind in the zero-click world.
What Are Zero-Click Searches?
For zero-click searches: Zero-click searches occur when Google offers instant answers through features such as:
- Featured Snippets
- Knowledge Panels
- People Also Ask (PAA)
- Local Packs
- Quick calculations, weather, or translations
Users get what they want without going to a web page.
Why Zero-Click Google Ads Will Matter in 2025
Even if organic visibility continues to decline, Google Ads are still as visible as they were — especially for high commercial intent searches. But the competition is fierce, and timely relevance is key.
6 Strategies to Stay Visible with Google Ads in 2025
1. Target High-Intent Keywords:
Target keywords that indicate strong purchase or action intent in your campaigns. For example:
- “Buy running shoes near me.”
- “Schedule HVAC repair today.”
Answers to these queries were less likely to appear in a snippet and more likely to lead to a conversion.
2. Combine Search + Performance Max:
Performance Max campaigns use smart bidding, automation, and audience signals across all of Google’s inventory. Combined with regular search ads, this means broader coverage even when they aren’t clicked.
3. Leverage Structured Snippets & Extensions:
Ad extensions (site links, callouts, pricing, etc.) occupy more real estate and provide instant answers — they’re competing with zero-click content by providing clickable value.
4. Invest in Local Services Ads:
Now, for local businesses, LSAs show up even above paid search ads. They provide trust signals (ratings, Google Guarantee), and such users call or submit a form directly — which is excellent for mobile-first, zero-click users.
5. Include Conversational Keywords:
With the increase of voice and AI search, the ads optimized for natural language, such as:
- “What is the best pizza near me?”
- “Where can I get a cracked iPhone screen fixed fast?”
Could keep pace with new search trends and avoid the danger of being ignored.
6. Focus on Visual Ads & YouTube:
Many zero-click results are text-heavy. Display, Shopping, and YouTube Ads are eye-catching and attention-grabbing, and they avoid competing with snippets because they appear in different formats.
Bonus Tip: Optimize for Featured Snippets (Then Retarget!)
Even if your organic result has been featured as a snippet, retargeting can help you bring users back into the funnel. Visitors from your clip can be targeted
- YouTube remarketing
- Display ads
- Search ads with personalized messaging
Final Thoughts
Zero-click searches are not going anywhere — in fact, they are on the rise. But that doesn’t mean your brand should vanish. By incorporating strategic ad targeting, campaign diversity, and ad format variety, you can stay in the spotlight, remaining competitive and engaging.
In 2025, being successful with Google Ads is not just about getting clicks but also about ensuring you are unmissable wherever your audience appears.
Interested in help with setting up a long-term Google Ads strategy?
Contact Base Creative and turn your campaigns zero-click-proof with us.