Google Ads Updates Its Unfair Advantage Policy: What You Need to Know

This will not be appropriate for the same brand Lia Take All AD space real estate. One of the reasons for Google advertising The unfair advantage policy In place it restricts the same account in any auction to multiple ads, and it certainly does not go anywhere soon.

However, with Google with its advertisement auction approach and individual advertising spaces Separate auctionA mini -fee lift is getting in the unfair advantage policy. On April 14, 2025, Google will make a slight change in the policy that will allow the same brand for the first time to be classified at multiple advertising locations on the same page.

This is a huge change. Let’s take a closer look at the potential tension of this update.

Content

What is changing

In April 2025, Google updated its unfair advantage policy So that the same account range shows multiple ads Only applies to a single advertisement locationTheree compared to more than that All As the policy is stated earlier. Therefore, you can get multiple ads at the same business, app, or site at different locations on the same search results page.

Recently, Google Were testing several ads To provide more opportunities for high advertisers and clicks for higher advertisers from the same brand on the page. This is the only latest change in a series of other experiments that Google is running last year or more, such as organic results, with advertising blend and new admiration of high advertising spaces. Between the AI ​​review and even more, there is no doubt that the standard search results are changing, so with this update, there are more potential spaces to show your business.

Full announcement by Google is:

“On April 14, 2025, Google will update its unfair advantage of policy to make it clear that our prohibition from showing multiple ads at a time for your business, app, or site at a time Only applies to the location of the same advertisement. Specifically, will be updated to read unfair advantage policy:

The following is not permitted:

Use Google Network to gain unfair traffic advantage than other participants in auction

Examples (non -infected): People who advertise on Google advertising against the rules of the applicable affiliate program. Trying to show multiple ads for your business, app, or site At the same advertisement location“

You can begin to look at this update in practice. In the example below, the ads of the above advertisement are present and then under the page.

Is your Google Advertising account ready to take up the latest platform updates? Find out with our Free Google Advertising Grader!

What does this mean for advertisers

If you are wondering what it means for your business Google Advertising account, here are the top things you need to know (so far).

AD can have a massive impact on competition and costs

Since this is the first time when the unfair advantage policy has been adjusted to double the service, there is no doubt that this refreshing can have a major impact on Google advertising and costs (which has led to the recently covered, permanently growing).

“I see this change as a big deal, especially for small advertisers.”

“This update, as a small business advertising, gives your places more reason to diversify, as a small business advertising. Finally, if the cost is high, I can see that some small advertisers can see their payment strategies completely.”

For example, keeping the latest unfair beneficial policy means to re -consider your election budget.

“Medium -budget advertisers can ideologically allocate more resources to dominate the search results for a particular service line (such as siding repair),” said Guy Philosopher, head of Local Qi Lad Generation Payment Payment Payment Media Product Product Product Management.

Therefore, with more opportunities to appear on the same brand’s page, small budget advertisers may need to address funds in campaigns (or fully reproduce campaigns) to maximize their bid and maintain their advertising status.

The long story short, small businesses are mostly going to feel the bottom of this update. For example, the head of the paid in the underwriters, Chris Chambers commented on the following LinkedIn on them:

“It seems that now the most spending advertisers in every niche will find even more real estate and will show twice, potentially cut off the small rivals from the first page.”

Learn how to improve your quality score and Save big in Google Ads Here!

The advertisers may have difficulty measureing the results

Although initially, it is safe to understand that the latest unfair advantage policy can make advertising auction more fluctuating, this change is still fresh. So far, the overall feelings from the PPC community are that more time is needed before making concrete predictions about the effects of the latest unfair advantage of policy. In the upper part, the effects of this update will be difficult to completely track, and the advertisers may have difficulty measureing the results.

Brand Gospel List Nava Hopkins, LinkedIn in Optimizer:

“Google is officially making it a fair game to take more than one place on the SERP … I want to see how the performance in Q2 really ends.”

Source

Some comments in response to his post, however, still raise concerns about the growing impressions and clicks, which are equal to the costs. There is also a lack of explanation around how many impressions and clicks of the same brand will be properly measured.

For example, Founder and CMO, Steve Garnser, in Web Narwal, Comments:

“How are they going to count Pogo from an ad to the next day and then come back to something else? I can see the opportunity to spend a lot of wasted ads or to dominate someone with a deep pocket.”

Chris raised concerns about reporting in his comment:

“It is going to be wild from the point of view of matriculation reporting because it seems that it is currently counted as two effects and affects the shares and positions of your feedback in the auction insight.”

Therefore, although there are a lot of speculation around it about how this change can negatively impact the digital ad’s place, the data has yet to be collected to prove the implications of this update.

Agencies can be more competitive than large players directly

This change can also cause problems for digital marketing agencies that are trying to classify Google advertising content or platform content. “This will also create difficulties for digital marketing agencies, Kalif said. This means that Google can also rank itself several times.”

For example, the key words related to digital marketing strategies and solutions, including the platform name, such as “Facebook advertising”, are already extremely competitive from the payment and organic point of view. Now, the platform itself can make it even worse by showing its mega budget many times.

Facebook ads dominates SERP for searching for this brand.

Points to maintain your advertisement status at advertisement locations

If you are worried that your competitors’ ads can start showing more than you in the SERP, our advice is.

Don’t make any major changes yet

Google Advertisement is imposed on April 14, 2025. Regardless of whether your business sees a positive or negative change (or any change) in performance due to this update, it will take a few months before you know that you will definitely know.

Sometimes, the most difficult part of the PPC is patience. Although it can now lure your campaign reorganization, you would like to avoid changes in any major budget or account, while the update has an impact in the next few months. Thus, when you have the time to reuse, you will be able to make the most informed, data -backed decisions.

For now, use reports such as auction insights inside Google Advertisement to keep your post in the advertisement auction.

Repeat your keywords and budget strategies

When this update is ready, make sure you use your own key PPC matrix to control your account costs, industry benchmarks as well as your own key PPC matrix. From there, your budget and keyword lists such as campaign components will be the biggest relationship to maintain your advertising status at a lower cost.

The cow said, “Low -budget advertisers can traditionally see an increase in the competition for less competitive keywords. If they have an impact, these low -budget advertisers will need to be more strategic about keyword research and budget more than ever before, targeting search questions that are low -lying searching.”

The cow added as a note for our clients: “Local IQ will actively begin monitoring on April 14 to assess the potential impact on our clients’ campaigns on April 14, and will take active measures based on the insights we collect.”

Since unfair advantage of the policy updates increases competition, our Google Advertising benchmark report can help you see what costs your cost is compared to the average of your industry.

Improve your keyword lists and bid on the terms of high value, just the least competition, Use our free keyword tool!

Be open for new placement and additional channels

If you feel your Google Advertisement, attracting yourself to other channels, you are on the right path. As the above cliffs are mentioned, many small business advertisers may have to deal with their paid search strategies in light of this change. This may mean diversifying your Google advertising spaces and campaigns to increase the chances of appearing more than once on your page.

In addition, almost HALF half of small businesses surveyed in the latest Report of small business marketing trends Local IQ reported using search ads in conjunction with other marketing channels. This can help you make an effective, Always approach for marketing and advertising This allows you to fill the performance difference between the platform at the time of unrest.

Beyond Google changes this year

We are still early in the year, and with Google Marketing directly on the horizon in May, this major change of the platform is potentially one of many people who can be in our way in 2025.

Industry trends, your campaign performance, and the latest platform changes remain the latest to stay ahead of the game. In addition, our solutions can help you to maximize campaign performance to navigate the platform and maintain a competitive edge, no matter what.