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The Marketing Podcast

The Marketing Podcast

Marketing in the AI Era: Google vs. Ads Evolution

Nov 4, 2026 · 23 min · 6 segments

**Is Google dying? What AI search means for your ad budget** Google isn’t dying. It’s still growing, but more slowly, and the buying decisions that matter most are moving somewhere else. In this…

**Is Google dying? What AI search means for your ad budget** Google isn’t dying. It’s still growing, but more slowly, and the buying decisions that matter most are moving somewhere else. In this episode of Inside Mediacharge, Ben looks at why buyer journeys for expensive and complex purchases now often start in ChatGPT and other LLMs. He also explains why Google is busy disrupting its own search business, and what marketers should do while the channel that has taken most of their budget loses its grip. In this episode: - Why more than half of B2B buyers now start their research in an AI chatbot, and why high-value B2C purchases are going the same way - Google’s “six ways to reach AI” search bar, and why mixing ads into AI answers is so hard to do - Why ChatGPT ads may not be the answer either - Ben’s warning about an “endgame” where CPCs rise as the channel shrinks and marketers have no plan B - Why it’s time to stop putting most of your budget into the last few seconds before a purchase, and to move further up the funnel New episodes of Inside Mediacharge every week, covering AI, growth strategy and the news that matters for marketers and entrepreneurs.

**Is Google dying? What AI search means for your ad budget** Google isn’t dying. It’s still growing, but more slowly, and the buying decisions that matter most are moving somewhere else. In this…

Speakers: Ben DietrichHostJuliusHost

Top entities: Google×38 ChatGPT×10 Gemini×3 Google Ads×6 Artificial intelligence×3

AI Is Reshaping the Buyer Journey4:07 – 10:15

J

JuliusHost

4:07

Um...

J

JuliusHost

4:09

I mean, it's not a new headline, but there's new headlines coming every week, every month.

J

JuliusHost

4:17

Now we have a

B

Ben DietrichHost

4:18

financial statement of them for the last quarter.

B

Ben DietrichHost

4:20

And I think this is the reason why we have more headlines

J

JuliusHost

4:24

now.

J

JuliusHost

4:24

And what's happened in Google Ads? What's happening with Google in general?

B

Ben DietrichHost

4:29

So a lot of...

J

JuliusHost

4:30

Marketers currently say Google is

B

Ben DietrichHost

4:32

dying.

B

Ben DietrichHost

4:35

I brought one good chart for it so you can see the trend.

B

Ben DietrichHost

4:39

Google is actually not dying.

B

Ben DietrichHost

4:40

It's still growing, but there's a very big but.

J

JuliusHost

4:45

Growth slowing down is basically what we're seeing.

B

Ben DietrichHost

4:48

Growth is slowing down.

B

Ben DietrichHost

4:49

That's one thing, but still they are growing.

B

Ben DietrichHost

4:51

So it's not that they are completely dying.

B

Ben DietrichHost

4:55

But the thing marketers should be far more concerned about is, first of all, the incredible success of JGPT.

B

Ben DietrichHost

5:07

I mean, I think there are trends now more people use Claude and then everyone feels that maybe ChatGPT was the old solution and others they switched in the reverse direction.

B

Ben DietrichHost

5:18

They were using Claude before.

B

Ben DietrichHost

5:20

But what you can see is that ChatGPT reaches today 1.2 billion weekly users.

B

Ben DietrichHost

5:29

Weekly, okay.

B

Ben DietrichHost

5:30

That's crazy.

B

Ben DietrichHost

5:32

That's absolutely crazy.

B

Ben DietrichHost

5:34

And

GoogleCompanyTechnology corporation
98%38 mentions
ChatGPTSoftware ApplicationSoftware
93%10 mentions
GeminiEntity
88%3 mentions
Google AdsSoftware Application
83%6 mentions
Artificial intelligenceEntityProfessional field
78%3 mentions
direct-to-consumerEntity
73%5 mentions
ClaudeSoftware ApplicationSoftware
68%5 mentions
Alphabet Inc.CompanyCompany
63%5 mentions
Apple MapsSoftware ApplicationSystem software
57%1 mention
Large language modelEntity
53%15 mentions
AnthropicCompanyArtificial intelligence company
48%2 mentions
Google ChromeSoftware ApplicationWeb browser
43%2 mentions
Business-to-businessEntity
38%1 mention
SafariSoftware ApplicationWeb browser
33%1 mention
OpenAICompanyGenerative AI company
28%1 mention
LinkedInSoftware ApplicationSocial networking service
23%1 mention
iPhoneProduct ModelSmartphone
18%1 mention
Generative pre-trained transformerEntity
13%1 mention
Google MapsSoftware ApplicationWeb site
8%2 mentions
European UnionAdministrative AreaSupranational political union
3%1 mention

Generative AI ApplicationsTechnology > Artificial Intelligence
Buyer JourneyMarketing > Digital Marketing
Generative AI Integration in SearchTechnology > Internet Technology > Search Engines > Google Search
AI ChatbotsTechnology > Artificial Intelligence > Generative AI Applications
ChatGPT and Claude User AdoptionTechnology > Artificial Intelligence > Generative AI Applications > AI Chatbots
AI-Assisted Product ResearchMarketing > Digital Marketing > Buyer Journey
High-Value and Complex Purchase DecisionsMarketing > Digital Marketing > Buyer Journey > AI-Assisted Product Research
Search AdvertisingMarketing > Advertising > Performance Marketing
Google Ads and Lower-Funnel Budget DependenceMarketing > Advertising > Performance Marketing > Search Advertising
Google-Alphabet Business ModelBusiness > Technology Companies > Digital Platforms
Google SearchTechnology > Internet Technology > Search Engines
Performance MarketingMarketing > Advertising
Digital PlatformsBusiness > Technology Companies
Internet TechnologyTechnology
Search EnginesTechnology > Internet Technology
Technology CompaniesBusiness
AdvertisingMarketing
Digital MarketingMarketing
Technology
Business
Marketing
Artificial IntelligenceTechnology

AI Is Reshaping the Buyer Journey4:07 – 10:15

J

JuliusHost

4:07

Um...

J

JuliusHost

4:09

I mean, it's not a new headline, but there's new headlines coming every week, every month.

J

JuliusHost

4:17

Now we have a

B

Ben DietrichHost

4:18

financial statement of them for the last quarter.

B

Ben DietrichHost

4:20

And I think this is the reason why we have more headlines

J

JuliusHost

4:24

now.

J

JuliusHost

4:24

And what's happened in Google Ads? What's happening with Google in general?

B

Ben DietrichHost

4:29

So a lot of...

J

JuliusHost

4:30

Marketers currently say Google is

B

Ben DietrichHost

4:32

dying.

B

Ben DietrichHost

4:35

I brought one good chart for it so you can see the trend.

B

Ben DietrichHost

4:39

Google is actually not dying.

B

Ben DietrichHost

4:40

It's still growing, but there's a very big but.

J

JuliusHost

4:45

Growth slowing down is basically what we're seeing.

B

Ben DietrichHost

4:48

Growth is slowing down.

B

Ben DietrichHost

4:49

That's one thing, but still they are growing.

B

Ben DietrichHost

4:51

So it's not that they are completely dying.

B

Ben DietrichHost

4:55

But the thing marketers should be far more concerned about is, first of all, the incredible success of JGPT.

B

Ben DietrichHost

5:07

I mean, I think there are trends now more people use Claude and then everyone feels that maybe ChatGPT was the old solution and others they switched in the reverse direction.

B

Ben DietrichHost

5:18

They were using Claude before.

B

Ben DietrichHost

5:20

But what you can see is that ChatGPT reaches today 1.2 billion weekly users.

B

Ben DietrichHost

5:29

Weekly, okay.

B

Ben DietrichHost

5:30

That's crazy.

B

Ben DietrichHost

5:32

That's absolutely crazy.

B

Ben DietrichHost

5:34

And

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