# PPC for charities: what changed when AI Overviews launched

> AI Overviews have fundamentally altered paid search for charities. Learn how to adjust your PPC strategy for the new search reality.

Source: https://elitedigitalagency.io/blog/ppc-charities-ai-overviews-launched/
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Charity Marketing

# PPC for charities: what changed when AI Overviews launched

  AI Overviews have fundamentally altered paid search for charities. Learn how to adjust your PPC strategy for the new search reality.

  By Kaiser Khan · 22 April 2025 · 4 min read

 Last verified: 22 April 2025

  charitiesPPCAI Overviewssearch

        Direct Answer

 When AI Overviews launched, they captured top-of-funnel query traffic, meaning charity PPC campaigns must now focus exclusively on high-intent, bottom-of-funnel queries to maintain ROI and avoid wasted spend.

The introduction of AI Overviews into the Google SERP has fundamentally changed the economics of Pay-Per-Click (PPC) advertising for charities. The space available for ads has shrunk, and user behaviour has shifted dramatically.

## The Death of Top-of-Funnel Bidding

Previously, charities might bid on broad informational queries to capture users early in their awareness journey. Now, AI Overviews provide comprehensive answers to these queries instantly. If you are paying for clicks on informational terms, you are burning your budget.

## Pivoting to High-Intent Action

Successful charity PPC campaigns in 2025 focus ruthlessly on action-oriented keywords. Terms containing 'donate to', 'volunteer for', or 'sponsor a' signal that the user has bypassed the research phase and is ready to convert. Your ad copy must match this urgency with clear, compelling calls to action.

 Human Perspective

 Working on a winter appeal campaign recently, we noticed a sharp divide. Campaigns targeting 'how to help rough sleepers' bled cash with zero returns, while campaigns targeting 'donate coats London' delivered a 400% ROAS. The intent was everything. Users researching want answers; users donating want a button.

## Key takeaways

- Informational PPC campaigns are now highly inefficient.
- Budgets must be reallocated to high-intent, conversion-ready queries.
- Ad copy needs to be sharper and more direct than ever.
- Monitoring the SERP layout for your target keywords is crucial.
Adapting your paid media to the AI-first search landscape is essential for protecting your donor acquisition costs. Elite Digital Agency delivers performance-led PPC that ensures your charity's budget drives real impact.

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### Tags

  charitiesPPCAI Overviewssearch

     KK

  Kaiser Khan

  Founder & Director · Elite Digital Agency

Kaiser Khan is the founder of Elite Digital Agency (Elite Digital AI Solutions Ltd). He specialises in SEO, Answer Engine Optimisation, and AI search strategy for UK businesses and charities.  Author page  ·  mrkaiserkhan.com ↗

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