I have spent a big part of my career buying media across search, social and other channels, so I hear this question a lot right now: "If everyone is using AI, should I stop paying for Google Ads?"
My answer is no. AI is changing how people research, but advertising on Google is still the number one thing for a lot of businesses. It's not dead.
Most People Still Use Google
AI tools are growing fast, and you should absolutely be working on your visibility there. But the majority of people are still using Google, and there are still an enormous number of searches happening there every day. Walking away from that audience because a new channel appeared would be a mistake.
The smarter question is not "Google or AI?" It is "Where does each one earn its place in my budget?"
Where Paid Search Still Wins: Urgent Needs
Paid search works especially well for urgent situations. Think about someone with a plumbing emergency. They are not opening a chat with an AI tool to have a long conversation about options. They are thinking, "I need a technician right away."
Local Services Ads
This is where Google's Local Services Ads (LSA) do very well. They put your business in front of people at the exact moment they need help, close to home, with your reviews and contact details right there. For urgent, local, high-intent searches, they are hard to beat.
If you run a service business where customers call in a hurry, such as plumbing, heating, electrical or emergency repairs, this is often where your paid budget works hardest. Our search engine marketing team can help you decide whether LSA fits your business.
Advertising Is Showing Up in AI Too
AI ads are starting to exist as well, as AI platforms begin to offer advertising of their own. It is early, and it is worth watching. But for most local businesses today, the proven channels still carry the load, and the better long-term play in AI tools is earning your place in the answers organically.
How Paid and AI Search Work Together
Paid ads and AI search optimization are not competing for the same job:
- Paid search captures people who need you right now, especially for urgent, local searches.
- AI search optimization earns you a spot on the shortlist when people are researching and comparing.
- Your website has to convert both, so the landing experience matters for every channel.
The trust signals overlap, too. The reviews that make your Local Services Ads stronger are the same reviews that tell AI tools your business is trustworthy. That is one reason I tell every owner to keep getting more Google reviews.
If you are trying to balance organic and paid, our article on SEO vs Google Ads for Calgary businesses goes deeper, and our online advertising page outlines how we manage campaigns.
