Zero-Click Search: What It Means for Your Marketing Budget
Most Google searches now end without a click to any website. Here is what the data says and where a local business should move its budget.
The short answer
More than half of Google searches now end without a click to any website. SparkToro found that in 2024, 58.5% of U.S. Google searches ended with zero clicks, and only 360 of every 1,000 U.S. searches sent a click to the open web (SparkToro, 2024). That means what people see on the search page itself, your Google Business Profile, your reviews and the AI answer, now does much of the selling your website used to do.
What changed
- AI summaries cut clicks. Pew found users clicked a regular result on 8% of visits when an AI summary appeared, against 15% when one didn’t. In March 2025, 58% of the people in Pew’s study ran at least one Google search that produced an AI summary (Pew Research Center, 2025).
- Reviews get read before your site. BrightLocal’s 2026 survey found 74% of consumers only care about reviews written in the last three months (BrightLocal, 2026).
Where the budget goes now
- Your Google Business Profile. Google says local results are mainly based on relevance, distance and popularity, and that businesses with complete, accurate information are more likely to show up. There is no way to pay for a better local ranking (Google Business Profile Help).
- A steady flow of fresh reviews. See post 9.
- Pages that answer one question each. These are what AI tools quote. See post 1.
- Answering fast when someone does call or fill in a form. Fewer clicks means each lead is worth more. See post 5.
What to measure instead of website visits
- Calls, direction requests and website clicks from your Google Business Profile
- New reviews per month and your average rating
- Form fills and calls, and how fast each one was answered
- Jobs booked, by where the customer found you
Website visits can fall while booked jobs rise. Judge the budget on booked jobs.
FAQ
Is my website still worth paying for?
Yes. AI tools and Google still need pages to read and quote, and customers who do click need a fast page with a clear way to call.
Can I pay Google to rank higher on Maps?
No. Google says there’s no way to request or pay for a better local ranking (Google Business Profile Help). Ads appear separately and are labeled as ads.
Sources: SparkToro 2024 Zero-Click Search Study · Pew Research Center, July 2025 · BrightLocal Local Consumer Review Survey 2026 · Google Business Profile Help: Improve your local ranking