Marketers continue to value search for its intent signals, yet the source shows persistent difficulty distinguishing paid conversions from organic ones that would occur anyway. According to [Demand Gen Report](https://www.demandgenreport.com/demanding-views/stop-buying-your-own-traffic-protecting-search-roi-in-the-ai-era/53910/), paid costs are rising while overlap grows and journeys compress, making incremental revenue harder to isolate.
Brands still manage SEO and paid search in separate...