This week Kyle breaks down a chart from Ahrefs that every dentist needs to see. Over the past 10 months, Google's organic traffic share dropped from 35.11% to 30.53% across roughly 75,000 websites. Everyone assumed AI search ate it. The data tells a different story. AI search barely moved. Paid search jumped over 3 full percentage points. Kyle explains what's actually happening: Google pushes AI Overviews, organic clicks drop, businesses compensate by paying for ads. He ties in Neil Patel's take that paid search isn't dying but moving down the funnel, why that means Google Ad clicks are higher intent than ever and how combining Google Ads with Meta retargeting gives practices the full-funnel approach that's driving growth right now.