If your Google Ads CTR is suddenly dropping, it’s likely not due to AI changes but a quiet update from Google: ads can now appear in multiple spots on the same search results page, and each placement is counted as a separate impression. This inflates impression numbers and drags down CTR, even if actual performance hasn’t changed. To get accurate insights, segment your data by “Top vs. Other,” focus on top impressions and CTR, and adjust your reporting accordingly.
