In 2024, the cost of Google Ads continued to rise, with CPC (cost-per-click) rates increasing across industries. Meanwhile, organic visibility has declined, as ads take up more space in search results. Many users experience a declining user experience when using Google search. 

In addition, consumer behaviour is changing – more than half of Gen Z use TikTok as their search engine, and AI-driven platforms like ChatGPT are changing how people find information online. ChatGPT is even testing features that let users search, compare, and buy products – highlighting just how quickly the landscape is evolving.

"Google is still an important part of any marketing strategy, but it shouldn’t be the only one," says Simon Gustafson, CEO at Adtraction. "As a partner marketing platform working with a wide range of retailers across industries, we clearly see a growing interest in diversification. More and more brands are looking to reduce their dependency on single platforms and explore complementary channels to reach their customers."

Brands are making the shift – and seeing results

Brands are starting to shift their budgets accordingly. One example is Blivakker and Cocopanda, owned by Brandsdal Group. They have expanded their marketing strategy to include new partnerships and channels. 

"We saw strong results when we started looking beyond Google – not just in sales, but in visibility and engagement," says Sara Åström, Marketing Manager at Brandsdal Group. "Adding new channels and partnerships has allowed us to tap into audiences we weren’t reaching before, and we’re less exposed to the fluctuations we’ve seen with paid search costs."

A broader marketing mix helps brands reach more customers while reducing dependency on a single platform. Whether through apps, influencers, content partnerships or other channels, diversification offers more touchpoints with consumers and better cost control.

"The good news is that many of these channels can be performance-based," Simon Gustafson adds. "Unlike Google’s CPC model, which charges per click regardless of outcome, CPO-based models ensure retailers only pay when they get results."

A diversified marketing mix isn’t just a smart move – it’s becoming necessary

As consumer habits evolve and competition for attention increases, relying too heavily on a single platform can limit growth. By exploring new performance-based channels, more brands are staying ahead, reaching broader audiences, and getting more out of their marketing efforts. Diversification isn’t just a smart strategy – it’s becoming a necessary step for long-term success.