The search engine is no longer the only place where customers ask questions. Peter Lead, a digital marketing agency based in Barcelona, works from its SEO service on visibility in artificial intelligence assistants like ChatGPT, Claude, or Gemini, a field that is starting to decide who gets found and who doesn't.
From Google to ChatGPT: the search map is changing
Google continues to receive, by far, more searches per day than any AI assistant: it is estimated to be around 13.7 billion daily searches, compared to the 1 billion daily queries on ChatGPT. But the growth rate is incomparable: while searches on Google grow by about 21% per year, daily queries on platforms like ChatGPT have multiplied by more than 25 in just two years.
The reason this matters to any business is not just volume, but behavior: Google's AI Overviews —the AI-generated summaries that appear above traditional results— are already present in nearly 30% of desktop searches in the US, and cause up to 83% of those queries to end without the user clicking on any result. The #1 position on Google, which a few years ago guaranteed around 27% of clicks, has seen its average CTR fall to less than 1% when it coexists with an AI Overview.
But the shift is not just a loss of traffic: it also opens up a new acquisition channel. Referral traffic from AI platforms to US businesses grew 693% during the 2025 Christmas campaign compared to the previous year, and that traffic converted 31% better than non-AI traffic. There are fewer users than those arriving from Google, but they arrive with a much more advanced purchasing decision.
“"The client no longer just asks if they appear on Google. They ask if ChatGPT recommends them when someone searches for a service like theirs."
SEO remains the foundation; generative AI is worked from there
Peter Lead, a digital marketing and SEO agency based in Barcelona with over 15 years of experience, works with this idea. The agency does not propose visibility in generative AI as a separate service, but as a layer built directly on top of existing SEO work: well-structured content, brand authority, and technical site accessibility are the foundation that both Google and AI assistants use to decide who to cite.
“"GEO does not replace SEO, it relies on it. Most of what we already do to rank on Google —solid content, clear structure, brand reputation— is exactly what makes an AI assistant cite you. What we add are nuances: how answers are formulated, what data is verifiable, or whether your website is accessible to AI crawlers."
The agency is not limited to organic positioning: it also manages Google Ads and Meta Ads campaigns and designs web pages focused on conversion, with the focus on ensuring that every euro invested translates into customers and profitability, not just visits.
A senior team, without intermediaries, with Peter Raventós leading every project
If there is one trait that the agency claims as its true difference, it is the way of working: a small team of senior specialists in their respective areas —technical SEO, content, Google Maps, account management— where the client speaks directly with the person executing the work, without salespeople or intermediaries in between, and with Peter Raventós personally supervising every project.
“"We don't believe in agencies where the client signs with a salesperson and then never speaks to anyone who truly understands their business again. Here, every account is handled by a senior specialist, and I personally supervise every project that comes in. It's a model that cannot be scaled just any way, but it's the one that delivers results like the ones we see with our clients."
This close treatment is reflected in the case of Motissimo, a motorcycle dealership in Barcelona. Its owner, David Riera, summarizes the change after working with the agency:
“"Since we started working with Peter Lead, we've noticed more movement every month. Calls from Google Maps have gone up, and now we appear in searches we weren't even in before. The results are visible in sales."
Based in Barcelona, but with clients throughout Spain and international projects
Although its origin and team are in Barcelona, Peter Lead works with small and medium-sized enterprises throughout Spain —from hospitality and tourism businesses on the Costa Brava to clinics, local commerce, or automotive in other regions— and also adds international projects, which has allowed it to apply its methodology in markets and search engines other than the Spanish one. No contractual commitments: the client stays because the results are visible, not because they are tied to a contract.
Over 200 clients and 2 million keywords in Google's TOP 10
The agency's accumulated track record exceeds 200 clients, with more than 2 million keywords brought to Google's TOP 10 and more than 90 million euros managed in advertising investment for its clients throughout its more than 15 years of activity.
Among its recent cases, with data verified in Google Search Console, the agency has managed to place 983 of the 1,000 keywords worked for Campmany Abogados, a labor law firm, in Google's TOP 10, generating more than 311,000 organic clicks in six months in one of the most competitive sectors in Spain. With Motissimo, it has taken the dealership to the TOP 3 of Google Maps in Barcelona and has positioned 93% of its target keywords in the TOP 10, with a 33% increase in calls in 12 months. And internationally, it has positioned the footwear brand Pedro Miralles in several markets outside Spain, with 1.7 million impressions and more than 93,000 organic clicks.
This accumulated experience has allowed Peter Lead to perfect its own methodology, which the agency calls SEO 360: an approach that integrates Google positioning, Google Maps presence, and visibility in generative AI assistants under the same work system, instead of treating them as independent services.
Peter Lead also maintains collaborations with technology providers such as SiteGround, RankMath, or WP Rocket, which allows it to offer solutions that combine strategy, content, and web development under the same team.
Those who want to know more about its SEO, Google Ads, Meta Ads, or web design services can visit peterlead.com or contact the agency directly.
