For all the talk about zero-click search, folks seem to keep overlooking one of its key consequences: How Google (and others) will make money. In short, Google can’t survive in a zero-click world. Their entire business depends on clicks. Paid clicks.
The shift towards zero-click results signals a genuine turning point for how you think about marketing your business, in part, because it will absolutely grow your costs for acquiring new customers.
So, what’s the real story behind zero-click search? Does it forecast a world where Google is doomed? And, most importantly, what does it mean for your business? That’s what this episode of the podcast is all about.
Want to learn more? Here are the show notes for you.
AI and Zero-Click Search: The Real Story (Episode 467) — Headlines and Show Notes
Show Notes and Links

* The Rise of Agentic AI Among Your Customers (Episode 466)
* Exploration–exploitation dilemma – Wikipedia
* Revisiting The Brand is the Prompt (Thinks Out Loud) – Tim Peter & Associates
* Traffic Is Down; Revenue Is… Up? – SparkToro
* Revisiting AI is Eating the World (Thinks Out Loud)
* Google Earnings Q2 2025 PDF Link
* Google briefs brands on AI Mode ads ahead of Q4 rollout
* Alphabet Inc. (GOOG) Q2 2024 Earnings Call Transcript | Seeking Alpha
* The Zero-Click Future: How Customer Behavior is Rewriting Digital Strategy – Becoming Radical | Podcast on Spotify
* Tim’s LinkedIn post about zero-click marketing — or, y’know, marketing
* AI in Search: Driving more queries and higher qual...