Google searches are getting longer: Here’s how you can take advantage.

Nick Petty

Have you found yourself getting more conversational with Google Search recently?

You’re not the only one.

Since the introduction of AI search, the average length of a Google search has noticeably increased. That’s because users are starting to provide more detail, expecting more detail in return.

But what does that mean for your business, and how can you take advantage of it, particularly when it comes to Google Ads?

The numbers behind the trend

Google Ads data published by Search Engine Land on 11th September tells the story. Back in January 2025, short searches (just one or two words) made up 42% of ad impressions. By August 2026, that had dropped to 24%. Meanwhile, longer searches of three to four words jumped from 33% to 48%. And it’s not just impressions; those longer searches are converting better too, while short ones are converting less.

Google’s own figures back this up. Searches in AI Mode run about three times longer than a normal Google search. People aren’t typing keywords anymore. They’re asking questions.

What this looks like in practice

Let’s take a local electrician as an example. A few years back, users were searching “electrician Guildford”

Now it’s more likely to be “electrician in Guildford for emergency callout Saturday evening”

Or for a plumber, “plumber near Guildford to fix leaking boiler today”.

See the difference? Users are expecting AI search to do the work for them. The positive for your business is that if gives you a lot more to work with. It tells you exactly what the customer needs, how urgent it is, and when. That presents a great opportunity to get found by people who are ready to book, not just browsing.

What this means for your business

In short, people are getting more specific, so stop optimising for keywords, and start optimising for the problems your customers actually have.

That matters whether you’re doing SEO or running paid ads. Google’s ad systems are already built to understand what someone means, not just match words on a list. With broad match, Google considers things like a person’s recent searches, what’s on your landing page, and the other keywords in your account to decide who should see your ad.

What you should actually do about it

1. Write for situations, not just services.

A page called “Boiler Repair” is fine, but everyone’s got one. A page, or a piece of content, that speaks directly to “my boiler’s leaking and I need someone today” gives you a far better shot at showing up when it counts.

2. Spell out exactly what you do, where, and for who.

“Emergency boiler repair in Guildford, evenings and weekends” tells Google’s systems (and real customers) far more than a generic “boiler services” page ever will.

3. Check your actual search terms, not just your keyword list.

This is the bit most people skip. Look at what people are actually typing to find you. You’ll often spot searches you’d never have thought to target.

Google searches are getting longer: final thoughts

Searches are getting longer, and a long, specific search is often a customer with a very specific problem and the intention to solve it. Get your content and your ads speaking their language, and you’ll get found not just by more customers, but the right customers.

Our clients are already benefitting from the most recent change in search behaviour. The websites we build for our clients contain comprehensive information, detailing not only the services they offer but the problems they solve. Want to learn more about our digital marketing services? Then book a meeting below.

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