# Google Shopping ads CTR climbs as AI Overviews cuts impressions

Published: 2026-09-07T13:18:41.038Z · Source: Search Engine Roundtable (https://www.seroundtable.com/google-shopping-ads-imp-ctr-42021.html)
Source date: 2026-09-07
Flags: Smarter Ecommerce study — vendor-published
Entities: ai-overviews, google

Google Shopping ads' median click-through rate rose from about 1.20% to nearly 1.55% while impressions fell from roughly 1.85 million to 1.4 million between mid-2025 and mid-2026, per an analysis of 175 billion impressions by Mike Ryan of Smarter Ecommerce, shared on LinkedIn and reported by Search Engine Roundtable. The pattern runs opposite the "crocodile effect" seen in organic search, where AI Overviews have driven up impressions while cutting clicks. Ryan theorizes Google may be serving AI Overviews more often on lower-click-probability queries, which would lift Shopping CTR by shrinking the impression pool — an explanation Google has not confirmed.

Why it matters: AI Overviews may be reshaping which queries generate a paid impression at all, not just how many clicks a page earns — a variable advertisers optimizing around AI Overviews should track alongside organic CTR.

## What this answers

**Are Google Shopping ads getting more clicks since AI Overviews launched?**

A Smarter Ecommerce analysis of 175 billion impressions found Shopping ads' median CTR rose from about 1.20% to nearly 1.55% between mid-2025 and mid-2026, even as impressions fell, per Search Engine Roundtable.

**What is the 'crocodile effect' in AI search?**

It describes AI Overviews driving up organic search impressions while cutting clicks; Google Shopping ads are now showing the reverse pattern, per Search Engine Roundtable.


Canonical: https://anythingengineoptimization.com/item/2026-09-07-google-shopping-ads-ctr-climbs-as-ai-overviews-cuts-impressions/
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