Brainlabs' roster fell from 140.1M to 125.4M sessions after Overviews hit 30% of US SERPs. ChatGPT, Gemini, Copilot, and Perplexity referrals rose 163% and fired key events at 1.5x the organic rate. The traffic Overviews ate was the casual stuff. What remains is smaller and more ready to act.
Why it matters: Stop briefing session recovery. Put AI referrals and key events in the weekly KPI pack, and treat paid as the prop for the educational queries Overviews already answered.
An alpha Channels setting lets you loosen or tighten CPA on Search, YouTube, Display, Discover, Gmail, and Maps. That is an economic nudge, not a 60/40 split. Last-touch channel CPA will lie if you yank YouTube because Search booked the conversion.
Why it matters: If the alpha lands in an account, correct obvious junk allocation. Do not slam YouTube or Display on last-touch CPA until you have a holdout.
Gemini Omni in Asset Studio takes brand guidelines plus a brief, writes 16:9 and 9:16, and exports into Demand Gen and Performance Max. The bottleneck just moved from the editor to the brand-review queue.
Why it matters: Run Omni on a Demand Gen test this week, but keep a human brand pass before anything hits a regulated or premium account. The volume will be cheap. The off-brand miss will not.