Here’s How to Stay Ahead of Google’s Latest Search Ads Change

If you’ve been investing in Google Search advertising, a recent change could start reshaping how your campaigns perform — and it’s something smart advertisers need to pay attention to now.

On April 15, 2025, Google quietly rolled out an important update to the way ads are placed on Search results pages. While the full impact isn’t being felt yet, this change is likely to have real consequences for visibility, traffic, and conversions as advertisers adjust their strategies.

Here’s what’s happening — and what it means for your business.

What Changed in Google Search Ads?

Until recently, when someone searched on Google, your ad would either show at the top of the page or the bottom, but not both.

Now, under the new system, if your ad is eligible to appear at the top of the page, it can also show again at the bottom of the same search results page.

At first glance, this sounds like good news — more opportunities to appear in front of potential customers, right?

But here’s the catch:
This shift also opens the door for increased competition. More ads will now be eligible to show up multiple times on a page, which means it could become harder — and more expensive — to dominate search results.

Why This Matters for Your Paid Media Performance

Because the change is so new, we’ve already pulled data across our client portfolio — and so far, there hasn’t been a major impact on impression share, traffic, or conversions.

However, it’s important to keep the timeline in mind:
The update only rolled out on April 15, 2025.

Advertisers are just beginning to react.
As they start adjusting their bids and budgets to win more visibility across top and bottom placements, we anticipate a rise in competition.

What that could mean:

• Lower Impression Share – Your ads could start appearing less often unless you stay aggressive.
• Reduced Traffic and Conversions – If impression share drops, your lead flow could eventually soften.
• Higher Cost to Maintain Visibility – You may need to bid more aggressively or expand budgets to maintain your current market share.

What You Should Do to Stay Ahead

If you want to continue driving strong paid media performance, it’s critical to be proactive — not reactive — to these changes.
Here’s what we recommend:

✅ Stay Competitive on Bids and Budgets
Be prepared to adjust your bidding strategies to remain visible as competition heats up.

✅ Prioritize Ad Quality and Relevance
Google rewards the most relevant ads. Strong messaging, good structure, and strong quality scores will help you stay at the top (and bottom!) of the page without necessarily overpaying.

✅ Monitor Campaign Metrics Closely
Keep a close eye on impression share, click-through rates, and conversion volume. Small declines could signal it’s time to adjust.

✅ Communicate and Plan Ahead
We’ll continue to monitor how this evolves across your campaigns — and recommend smart adjustments before any real performance dips happen.

Final Thoughts

While the effects of Google’s new Search ad placement system aren’t fully visible yet, the landscape is shifting — and it’s those who prepare now who will come out on top.

Our team is closely tracking how this impacts your accounts and will continue recommending strategies to keep you competitive as the auction dynamics evolve.

If you have any questions or want to discuss proactive adjustments to your campaigns, we’re here to help.
Reach out to your Client Success Manager today to make sure you’re ready for what’s next.