Prospective students aren’t searching less, they’re searching differently.
For decades, search meant a search bar and short, fragmented phrases like “top affordable colleges in Virginia,” with users clicking through multiple links to compare options and learn more.
Today, prospective students are shifting from searches to conversations, using AI-powered experiences like ChatGPT, Google AI Overviews & AI Mode, and Claude to find the schools and programs that are right for them.
Now, instead of searching, they’re conversing through AI search where platforms generate direct, conversational answers instead of traditional lists of links.A student might start with something like “I am looking for a school that is close to home, has a strong biology program, and is affordable. I also want to join a sorority, so I’m looking for a school with a strong Greek life.”
They follow up through natural conversation to learn more and make decisions, often without ever clicking away from the experience.
In fact, Carnegie’s next gen research indicates 49% of students read AI-generated summaries before exploring other search results, highlighting how quickly behavior is shifting.
As search behavior shifts toward these AI-powered experiences and traditional clicks decline, a common question we receive from our higher ed partners is: should we still invest in paid search?
The short answer is yes, but paid search is undergoing a fundamental shift.
How Paid Search is Entering AI Search Experiences
Last year, Google introduced AI Max for Search, a functionality that enables paid search campaigns to move beyond keyword targeting and instead match ads based on campaign content and the context of a user’s search or conversational experience. The result is a higher likelihood that a marketer’s ads appear within Google’s AI-powered experiences, including AI Overviews and AI Mode.
Then this year, ChatGPT began alpha testing ad placements, with ads served based on the topics of a user’s conversation.
These are clear signals that AI-powered search experiences will not remain ad-free and that paid search is beginning to take its place in this new landscape.
We expect more AI platforms to introduce similar advertising models, where relevant, contextual ads become standard and, more importantly, a powerful marketing tactic.
Why Paid Search Still Matters in AI-Driven Higher Education Marketing
Paid search has always delivered targeted reach, controlled messaging, and strong lower-funnel performance. In an AI-powered landscape, those core benefits will remain, just applied in new ways:
- Presence throughout the full conversation. As campaigns are no longer limited to single queries,they can align to the full context of a student’s journey, from initial exploration through down funnel engagement.
- Control over messaging and experience. While Answer Engine Optimization (AEO) is critical for improving visibility and sentiment in AI search experiences, paid ads provide tailored messaging and a controlled path to conversion.
- Precision targeting. Similarly, paid search can still prioritize specific programs, geographies, and audiences, ensuring institutions can put targeted investment behind key initiatives within AI search experiences.
- Capturing Higher-quality traffic. Users engaging in conversational experiences are often further down the funnel, making each click more valuable and increasing the importance of directing those clicks to strong, conversion-focused landing pages.
The Future of Search Marketing: AEO + AI-Powered Paid Search
For years, the most effective search strategies have paired SEO and paid search. That approach isn’t going away, but it is evolving.
Answer Engine Optimization (AEO), an evolution of SEO, will drive organic visibility within AI-generated answers, helping institutions show up in the moments that shape perception and consideration.
Paid search will complement AEO by ensuring consistent presence, message control, and a clear path to action within those same environments.
Together, they create a full-funnel strategy:
- AEO builds visibility and credibility
- Paid search helps capture intent and drives action
Institutions that invest in both will be best positioned to compete in AI-powered search.
How Higher Education Marketers Should Adapt to AI Search
The institutions that test and act early will have an advantage.
- Test AI Max for Search.Test AI Max for Search to understand how your campaigns perform in conversational environments, as we’ve seen some campaign types perform better than others. Note that Google does not yet provide a detailed breakdown of exposure or performance within AI Overviews or AI Mode.
- Test ChatGPT Ads Early. When ChatGPT Ads become available to all advertisers, early testing will provide a competitive advantage.
- Align Paid Search and AEO Strategies. Invest in AEO now to ensure your brand is organically discoverable and referenced in AI search, as paid alone is not sufficient.
- Invest in Website and Landing Page Experiences. As users from AI conversational experiences arrive further down the funnel, your site must clearly address their needs and drive conversion. That’s where Conversion Rate Optimization (CRO) comes in
How to Start Adapting Your Paid Search Strategy for AI Search
Paid search is being redefined. As more students rely on AI to explore their options, it is evolving alongside this behavior to become a core driver of engagement and conversion. Marketers who are willing to test and learn will be best positioned for what comes next.
If you’re starting to think about what AI-driven search means for your institution, now is the time to explore how your paid search and AEO efforts can work together. Start a conversation about where you are today, what’s changing, and how to position your strategy for what’s next.
FAQs About Paid Search and AI Search in Higher Education
Are prospective students still using search engines, or has AI replaced traditional search?
Prospective students are not searching less, they are searching differently. Many are shifting from keyword-based searches to conversational AI experiences like ChatGPT, Google AI Overviews, and Claude to explore schools and programs.
Should higher education institutions still invest in paid search?
Yes. While paid search is undergoing a fundamental shift, its core benefits of targeted reach, controlled messaging, and strong lower-funnel performance remain valuable in AI-powered environments.
What is AI Max for Search, and why does it matter for higher ed marketers?
AI Max for Search is a Google functionality that allows paid search campaigns to match ads based on campaign content and the context of a user’s conversational experience, increasing the likelihood that ads appear within AI Overviews and AI Mode.
What is Answer Engine Optimization (AEO), and how does it relate to paid search?
AEO is an evolution of SEO that drives organic visibility within AI-generated answers, helping institutions appear in moments that shape student consideration. Paired with paid search, it creates a full-funnel strategy where AEO builds visibility and paid search captures intent and drives action.
How can higher education marketers prepare for AI-driven paid search?
Institutions should test AI Max for Search, prepare for ChatGPT Ads, align paid search with AEO strategies, and invest in website and landing page experiences that convert visitors arriving further down the funnel.
Will AI-powered search platforms always remain ad-free?
No. ChatGPT has already begun alpha testing ad placements, and Google’s AI experiences already support paid ads, signaling that relevant, contextual advertising will become standard across AI-powered search platforms.
