LinkedIn Gains Ground as Google’s AI Search Reshapes B2B Discovery
Marketers move budgets to LinkedIn as Google AI search changes, prioritizing high ROAS and direct engagement with professional decision makers.
For years, Google was the primary engine for B2B discovery, but the landscape is shifting. As Google’s search experience becomes more complex with AI generated overviews, because Google’s AI now summarizes information directly on the search page, users often find the answers they need without ever clicking through to a brand's website. This shift is leading marketing leaders to seek more stability and direct engagement, as non branded search performance becomes less efficient.
