AI Overviews, Local Search, and PPC: What’s Really Happening in Hearing Care Marketing

There’s been a lot of noise lately about Google’s AI Overviews and how they’re “killing” local business search. Some marketing companies are waving the AI flag, claiming that you must overhaul your site today or risk disappearing from results entirely.

Let’s cut through the hype and look at what’s actually happening — and what it means for your hearing care practice.

What Are AI Overviews, Really?

AI Overviews are Google’s (and other search engines- but c'mon- we're still most worried about Google) way of answering informational questions right in the search results. They pull from multiple websites to create a quick, conversational answer — usually appearing at the very top of the page.

For example:

• “What causes hearing loss?” → AI Overview appears, citing several sources.

• “What are the signs of tinnitus?” → AI Overview appears, summarizing common symptoms.

The goal is speed — Google wants searchers to get answers without clicking away.

AI Overviews vs. Local Search: Intent Matters

Here’s the critical distinction: AI Overviews dominate in curiosity mode, but Local Search still rules in buying mode.

• Informational Queries (Curiosity Mode)

  • Examples: “what causes hearing loss,” “how do hearing aids work”

  • AI Overview usually takes over the top of the page.

  • Map Pack and ads get pushed down.

  • Users are researching, not ready to book an appointment.

• Local Intent Queries (Buying Mode)

  • Examples: “hearing clinic near me,” “best hearing aids in Dallas”

  • Map Pack and PPC ads still dominate the top spots.

  • AI Overview is rare here.

  • Users are ready to call, click, or visit.

Why PPC Still Delivers in This World

If you’re worried AI Overviews will block new patients, here’s the good news: your highest-intent patients aren’t coming from AI Overviews in the first place.

• PPC ads still appear above everything else for “ready-to-act” searches.

• You control exactly where they show, who sees them, and what offer they see.

• AI filtering out casual “tire kickers” means you’re spending ad budget on ready-to-book traffic, not curiosity clicks.

The Real Role of Local SEO

Local search — your Google Business Profile (GBP), reviews, and consistent business info — is just as important as ever.

Why?

• The Map Pack still commands the most clicks for “near me” and “best in [city]” searches.

• Google trusts businesses with accurate, connected, and consistent data across the web.

• Reviews, photos, hours, and accurate location details all feed your GBP’s visibility.

Where Schema Fits In (and Why Shortcuts Fail)

Some agencies brag about “AI optimizing” sites, but often that just means slapping on a generic schema block. That’s not real optimization — for AI or Google.

• Good schema = a full, connected blueprint of your business (services, location, reviews, offers, etc.), tied together so search engines know it’s all you.

• Bad schema = a flat, one-size-fits-all business card that tells Google almost nothing.

The irony? Incomplete or sloppy schema hurts both traditional SEO and AI trust.

How to Win in Both Worlds

The smart play isn’t to panic over AI Overviews — it’s to cover all your bases:

1. Double down on local SEO: Perfect your GBP, earn reviews, keep NAP consistent.

2. Run targeted PPC campaigns: Own the top of high-intent searches.

3. Publish educational content: Give AI Overviews something credible to cite.

4. Use complete, connected schema: Help both Google and AI understand exactly who you are, what you do, and where you do it.

The Bottom Line for Hearing Care Practices

If you’re a hearing care clinic, your goal isn’t page views — it’s appointments. You’re not a magazine chasing eyeballs. You’re a healthcare provider helping people hear again.

AI Overviews might cut down on curiosity traffic, but that’s not necessarily bad. The patients ready to take action are still finding you through:

• PPC ads

• Local Map Pack

• Direct searches for your clinic name

Focus on being everywhere your ready-to-book patient looks, not everywhere someone with a passing question might wander.

If you're looking for help with your search optimization- whether it's local search, traditional SEO, or AI search.... we're here to help. Set a meeting with us by clicking here, and let's come up with a strategy that makes sense for you.