Tuesday, September 22, 2026
NZ business confidence just held near a multi-year high — but ANZ's own August data shows profit expectations posted their sharpest monthly fall on record. Here's the three-step Cost-Profit Scissor test to check if your margin is keeping pace with your optimism.
More than two out of every three Google searches in the United States this year ended without anyone clicking a single result. If your marketing plan still assumes a visitor lands on your website before they decide anything about your business, that assumption is now wrong more often than it is right, because your customer already has an answer, sourced from an AI summary sitting above your blue link, before they ever reach you. Kevin D'Ambros-Smith, with over 30 years in business including time building brands at DDB, Ogilvy and Saatchi and Saatchi, never had to plan for a customer journey with no click in it. You now do, whether you have noticed or not.
Here is the enemy: treating your website as the place customers meet your business for the first time. SparkToro's clickstream study of US Google searches across the first four months of 2026 found that 68.01 percent ended with no click at all, up from 60.45 percent measured on a different panel in 2024. Most of that gap is AI Overviews and AI Mode answering the question directly inside the search results page. Your content might still be the source the AI is quoting. Your website traffic is not the one benefiting from it.
The fix is not writing more blog posts aimed at a click that is increasingly rare. It is making sure that when an AI system assembles an answer about your category, your business is one of the ones it pulls from.
"Kevin came in and spoke with great passion and knowledge. We went away with so many great ideas we wanted to implement. It was a fantastic presentation, we were hanging on every word."
— Scott Pearce, New Zealand Blood Service
Most owners know AI search exists. Few have changed a single page because of it, because the shift feels abstract next to this week's ad spend, and because nobody on a small team owns "make our content AI-citable" as an actual job. It is exactly the kind of structural marketing shift that is easy to see and hard to act on alone, which is where a second set of eyes, one that has worked with 200+ businesses one-on-one across 30+ industries, earns its keep.
If your marketing plan still ends at the click, that is the gap to close first. Become the business the AI answer names, with a plan built for a customer who never clicks.