Meta’s advertising revenue jumped 26% to $63.1 billion in Q3. Google’s search revenue grew 12% to $63.4 billion.
CNBC and MediaPost suggest the difference reflects people turning to chatbots instead of clicking Google links.
Maybe. But the numbers don’t establish that.
Here’s another number worth considering: Google’s paid search clicks actually increased 8% during the quarter.
So where’s the evidence that chatbot adoption explains the difference?
AI is changing search behavior. That’s worth taking seriously. But a difference in advertising growth rates isn’t proof of why it’s happening.
Before you start moving marketing budgets, look at your own data.
Pull your organic traffic for the last several quarters. Check Google Search Console for changes in clicks, impressions, and queries. Look at referrals from ChatGPT and other AI platforms. Compare conversion rates and revenue by source.
A smaller traffic source that converts better may be worth more than a larger one.
If organic traffic is holding steady, there’s little reason to change course based on a headline. If it’s declining, identify which pages and queries are losing traffic before deciding what’s responsible.
And don’t confuse a decline in organic clicks with a reason to cut paid search spending.
The opportunity isn’t to abandon Google for AI. It’s to understand where your customers are finding you and which channels actually produce business.
Follow the evidence. Not the headlines.
Responding to Q3 Results For Google, Meta Show Chatbots Outpacing Search, MediaPost.com