Google’s Search Generative Experience (SGE) has the potential to revolutionize PPC, presenting both unprecedented opportunities and challenges for marketers. Levy explained“I don’t think SGE will reach critical mass until it gets to a point when numbers outweigh incorrect answers. Perhaps in the three to five-year range, once everyone gets used to it.”“I also don’t think SGE will be the right source for every type of query either. Levy noted that his Google Ads representative has already started guiding him away from focusing on metrics like CTR. While Gales doesn’t anticipate major changes to PPC metrics soon either, she envisions SGE altering how SEO and PPC experts collaborate.