Google Ads policy update: More ads, new rules

Google Ads will update its Unfair Advantage Policy to clarify that the restriction on showing more than one ad at a time for the same business, app, or site only applies within a single ad location.

This change, staring April 14, follows recent experiments allowing multiple ads from the same advertiser in different locations on the search results page.

What’s happening.

• Double serving now permitted: Advertisers can now run multiple ads for the same business, app, or site on a single search results page—provided they occupy different ad locations. This could potentially increase visibility and clicks for top advertisers but may also intensify competition for smaller players.
• Shifting auction dynamics: Google’s updated policy leverages different ad locations to run separate auctions, allowing businesses to secure multiple placements. This adjustment aligns with Google’s evolving approach to ads, such as mixing ads with organic results and redefining top ad placements last year.

Why we care. This update opens up opportunities to dominate search results by showing multiple ads for the same business in different ad locations. This could lead to increased visibility, higher click-through rates, and more conversions.

However, it may also drive up competition and costs, especially for smaller advertisers, as larger brands gain more SERP real estate. Understanding this change is crucial for adapting bidding and placement strategies to stay competitive.

Industry reactions. Digital marketing expert Navah Hopkins of Optmyzr noted on LinkedIn:

• “Google is officially making it fair game to have more than one spot on the SERP. I have thoughts on this, but I want to see how performance actually shakes out in Q2.”

Digital marketing expert Boris Beceric commented that Google is only chasing the money:

• “Another case of Google liking money more than a good user experience…not even talking from an advertiser’s perspective.”

Bigger picture. This policy shift marks another fundamental change in Google Ads’ long-standing practices, raising questions about how SERP real estate and competition will evolve.

Bottom line. This update could create new opportunities for advertisers to dominate search results, but it might also make it harder for smaller businesses to compete. The real impact will become clearer as the industry adapts in the coming months.