08/05/2025
Double Serving Ads Enabled This Month
Since April 14th, all Google search ads are capable of showing multiple times on the same page. This huge update to Google’s Unfair Advantage Policy is the result of months of testing. And now the possibility has been rolled out to all advertisers.
What does this mean for advertisers? Well...it likely means that those who currently dominate their space will see a huge boost in performance. Unfortunately, for those struggling to show on page 1, you’re about to find life even harder. What can you do about that? You already know the simplistic answer...spend more money.
Google, of course, benefits from heated competition vying for that top spot, with a resulting inflation of everyone’s CPCs. And the biggest spending advertisers are rewarded with more ad real estate than ever before. But what digital gymnastics have Google done to pull this off?
Essentially, they have redefined ad positions. Ads above organic results are defined as their own contained ad space, separated from ads in other locations. This means you can serve a search ad at the top and bottom of the search results on the same page.
From a user’s perspective, looking for the most relevant results, does having duplicated listings provide a positive experience? Perhaps not. From an advertiser’s perspective, seeing CPCs inflate and performance monopolised by a handful of businesses, does this provide a positive experience? Maybe not. One thing that is clear, is that it’s more important than ever before to have the perfect strategy in place to avoid falling behind and pouring your resources down the digital drain.
