Original Data
AI Overview Penetration by Buyer Journey Stage 2026
AI Overviews don't hit all content equally. TOFU (informational) keywords are overwhelmingly captured. BOFU (commercial) keywords are almost entirely unaffected. 90 B2B keywords, March 2026.
100%
of TOFU keywords trigger an AI Overview
80%
of MOFU keywords trigger an AI Overview
0%
of BOFU keywords trigger an AI Overview
AI Overview rate vs. average organic CTR by funnel stage
TOFU content faces the highest AI Overview exposure and lowest organic CTR
90 of 90
| Keyword ⇅ | Industry ⇅ | Stage ↑ | AI Overview | Organic CTR ⇅ | KD ⇅ | Monthly Vol ⇅ |
|---|---|---|---|---|---|---|
| what is a crm | SaaS | TOFU | Yes | 28% | 54 | 18,100 |
| what is marketing automation | SaaS | TOFU | Yes | 26% | 52 | 9,900 |
| what is saas | SaaS | TOFU | Yes | 25% | 58 | 27,100 |
| what is b2b marketing | SaaS | TOFU | Yes | 27% | 49 | 6,600 |
| how does payroll work | HR Tech | TOFU | Yes | 30% | 41 | 8,100 |
| what is an ats | HR Tech | TOFU | Yes | 29% | 47 | 5,400 |
| what is employee engagement | HR Tech | TOFU | Yes | 28% | 43 | 4,400 |
| what is zero trust security | Cybersecurity | TOFU | Yes | 27% | 55 | 5,400 |
| what is siem | Cybersecurity | TOFU | Yes | 26% | 51 | 4,400 |
| how does endpoint security work | Cybersecurity | TOFU | Yes | 29% | 44 | 2,900 |
| what is supply chain management | Logistics | TOFU | Yes | 27% | 48 | 12,100 |
| how does a warehouse management system work | Logistics | TOFU | Yes | 31% | 38 | 3,600 |
| what is electronic health record | Health Tech | TOFU | Yes | 26% | 50 | 8,100 |
| what is telemedicine | Health Tech | TOFU | Yes | 28% | 46 | 14,800 |
| what is a learning management system | EdTech | TOFU | Yes | 27% | 52 | 9,900 |
| what is elearning | EdTech | TOFU | Yes | 30% | 44 | 6,600 |
| what is business intelligence | Data & Analytics | TOFU | Yes | 26% | 57 | 8,100 |
| what is a data warehouse | Data & Analytics | TOFU | Yes | 25% | 55 | 9,900 |
| what is open banking | Fintech | TOFU | Yes | 29% | 53 | 6,600 |
| what is accounts payable | Fintech | TOFU | Yes | 31% | 40 | 8,100 |
| how does property management software work | PropTech | TOFU | Yes | 32% | 36 | 2,400 |
| what is proptech | PropTech | TOFU | Yes | 28% | 42 | 4,400 |
| what is contract lifecycle management | Legal Tech | TOFU | Yes | 27% | 45 | 3,600 |
| how does e-discovery work | Legal Tech | TOFU | Yes | 30% | 38 | 2,400 |
| saas pricing models explained | SaaS | TOFU | Yes | 26% | 50 | 3,600 |
| what is revenue operations | SaaS | TOFU | Yes | 28% | 48 | 5,400 |
| hr tech trends 2026 | HR Tech | TOFU | Yes | 25% | 41 | 2,900 |
| cybersecurity statistics 2026 | Cybersecurity | TOFU | Yes | 24% | 44 | 4,400 |
| fintech trends 2026 | Fintech | TOFU | Yes | 26% | 52 | 8,100 |
| healthcare technology trends | Health Tech | TOFU | Yes | 27% | 46 | 3,600 |
| best crm software for b2b | SaaS | MOFU | Yes | 37% | 68 | 6,600 |
| hubspot vs salesforce | SaaS | MOFU | Yes | 36% | 65 | 8,100 |
| project management software comparison | SaaS | MOFU | Yes | 38% | 70 | 9,900 |
| best hr software for mid-size companies | HR Tech | MOFU | Yes | 39% | 60 | 2,900 |
| ats comparison 2026 | HR Tech | MOFU | Yes | 41% | 58 | 1,900 |
| workforce management software comparison | HR Tech | MOFU | No | 46% | 55 | 2,400 |
| best endpoint security software | Cybersecurity | MOFU | Yes | 37% | 62 | 3,600 |
| siem vs soar | Cybersecurity | MOFU | Yes | 38% | 56 | 1,900 |
| best warehouse management system | Logistics | MOFU | Yes | 40% | 59 | 4,400 |
| tms vs oms comparison | Logistics | MOFU | No | 47% | 48 | 1,300 |
| best ehr software for small practices | Health Tech | MOFU | Yes | 38% | 64 | 2,900 |
| telemedicine platform comparison | Health Tech | MOFU | Yes | 36% | 66 | 1,900 |
| lms comparison 2026 | EdTech | MOFU | Yes | 39% | 61 | 3,600 |
| best corporate training platform | EdTech | MOFU | Yes | 41% | 58 | 2,400 |
| tableau vs power bi vs looker | Data & Analytics | MOFU | Yes | 35% | 72 | 9,900 |
| best data analytics software | Data & Analytics | MOFU | Yes | 37% | 69 | 6,600 |
| best accounting software for business | Fintech | MOFU | Yes | 38% | 70 | 12,100 |
| quickbooks vs xero | Fintech | MOFU | Yes | 36% | 68 | 8,100 |
| best property management software | PropTech | MOFU | Yes | 40% | 62 | 5,400 |
| real estate crm comparison | PropTech | MOFU | No | 47% | 55 | 2,400 |
| contract management software comparison | Legal Tech | MOFU | Yes | 38% | 60 | 2,400 |
| best legal research software | Legal Tech | MOFU | Yes | 37% | 57 | 1,900 |
| marketing automation comparison | SaaS | MOFU | Yes | 36% | 67 | 4,400 |
| hr software comparison uk | HR Tech | MOFU | Yes | 39% | 59 | 2,400 |
| cloud security vendors comparison | Cybersecurity | MOFU | No | 48% | 52 | 1,300 |
| inventory management software comparison | Logistics | MOFU | Yes | 40% | 60 | 3,600 |
| healthcare software comparison | Health Tech | MOFU | Yes | 37% | 65 | 2,900 |
| elearning authoring tool comparison | EdTech | MOFU | No | 46% | 53 | 1,900 |
| bi tools comparison 2026 | Data & Analytics | MOFU | Yes | 38% | 68 | 4,400 |
| payroll software comparison uk | Fintech | MOFU | No | 47% | 56 | 2,400 |
| salesforce crm pricing | SaaS | BOFU | No | 52% | 61 | 4,400 |
| hubspot pricing plans | SaaS | BOFU | No | 54% | 59 | 6,600 |
| monday.com vs asana pricing | SaaS | BOFU | No | 55% | 57 | 3,600 |
| bamboohr pricing | HR Tech | BOFU | No | 56% | 52 | 2,400 |
| workday hcm pricing | HR Tech | BOFU | No | 54% | 55 | 1,900 |
| rippling vs gusto | HR Tech | BOFU | No | 57% | 50 | 2,900 |
| crowdstrike falcon pricing | Cybersecurity | BOFU | No | 55% | 54 | 2,400 |
| sentinelone vs crowdstrike | Cybersecurity | BOFU | No | 56% | 52 | 3,600 |
| shipbob vs shipmonk | Logistics | BOFU | No | 55% | 47 | 1,900 |
| netsuite erp pricing | Logistics | BOFU | No | 53% | 58 | 4,400 |
| epic ehr pricing | Health Tech | BOFU | No | 54% | 60 | 2,900 |
| teladoc vs mdlive | Health Tech | BOFU | No | 56% | 53 | 2,400 |
| docebo vs cornerstone lms | EdTech | BOFU | No | 57% | 48 | 1,300 |
| absorb lms pricing | EdTech | BOFU | No | 55% | 45 | 1,900 |
| looker vs tableau pricing | Data & Analytics | BOFU | No | 54% | 63 | 2,900 |
| dbt vs airflow | Data & Analytics | BOFU | No | 56% | 55 | 2,400 |
| stripe vs braintree pricing | Fintech | BOFU | No | 55% | 60 | 3,600 |
| bill.com pricing plans | Fintech | BOFU | No | 54% | 54 | 2,400 |
| appfolio vs buildium | PropTech | BOFU | No | 57% | 49 | 2,400 |
| yardi voyager pricing | PropTech | BOFU | No | 56% | 52 | 1,900 |
| ironclad clm pricing | Legal Tech | BOFU | No | 56% | 46 | 880 |
| contractpodai vs ironclad | Legal Tech | BOFU | No | 58% | 42 | 720 |
| marketo vs pardot | SaaS | BOFU | No | 54% | 61 | 4,400 |
| lattice performance management pricing | HR Tech | BOFU | No | 57% | 44 | 1,300 |
| okta identity pricing | Cybersecurity | BOFU | No | 55% | 57 | 2,900 |
| flexport vs freightos | Logistics | BOFU | No | 58% | 43 | 1,300 |
| veeva crm pricing | Health Tech | BOFU | No | 56% | 50 | 1,900 |
| litmos vs learnupon | EdTech | BOFU | No | 57% | 45 | 1,300 |
| fivetran vs airbyte pricing | Data & Analytics | BOFU | No | 56% | 52 | 1,900 |
| adyen vs stripe for b2b | Fintech | BOFU | No | 55% | 56 | 2,400 |
Methodology: 90 B2B keywords were categorised by funnel stage: TOFU (informational/educational), MOFU (comparison/evaluation), BOFU (vendor/pricing/demo). AI Overview presence was checked live in US Google Search, March 2026. Organic CTR is estimated from Ahrefs position-one CTR data adjusted for AI Overview presence using our CTR study findings. KD and search volume from Ahrefs, March 2026. Read the full AI Overview CTR Study →
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