Google Ads Changes Double-Serving Policy: What To Watch Out For
Google Ads Changes Double-Serving Policy
Google Ads recently introduced a policy change allowing advertisers to serve multiple ads for the same query, something that directly goes against a long-standing "unfair advantage policy." This means a single advertiser can now occupy more than one ad slot on the search engine results pages (SERPs), effectively increasing their visibility for a given keyword.
In this blog, we break down the potential impacts of this change that you should be on the lookout for as we move ahead into 2025.
Impact on Branded Searches
My biggest fear is additional spends on the branded side. While this might initially seem like an advantage for advertisers aiming for maximum exposure (more ads!), it raises concerns – especially for branded searches.
When users search for a brand or product, they often expect to find the official website or related organic listings prominently displayed. However, with double-serving ads, advertisers may now dominate the SERPs with multiple paid placements.
While the tests spotted now show 1 ad above the organic listings and another from the brand below, this could be catastrophic if multiple ads from the same advertiser ever show up above the fold. We haven't seen this yet, but a new branded fear has been unlocked.
Strain on Advertising Budgets
Over time, this could strain advertising budgets, as more spend may be allocated toward branded terms. Additionally, with new keyword-less technologies like PMax and Brand Inclusions, your brand competition could already be on the rise as other advertisers may be bidding on your brand unknowingly.
A recent study from SparkToro showed that 44% of searches were branded. The new double-serving is an easy way for Google to capitalize on this shift.
Additional branded spends would lead to a drop in incremental spending. With more branded ads, advertisers will essentially be paying for traffic that might otherwise have come through free, organic channels and take from the lifeblood of accounts: incremental, scaleable paid traffic.
Will this add more fuel to the fire? That’s up in the air. You'll have to closely analyze your branded results as this moves forward.
What You Can Do
If you have an agency or an in-house team, there’s no better time to start breaking out your performance by brand and non-brand. We call branded search here a "necessary evil" and always work to put the majority of client spending towards incremental, scalable efforts. You or your agency should always be reporting on Branded vs. Non-Brand and there is no better time to do so with a new calendar year. This will give you visibility into where your dollars are flowing and help identify any impacts (like double serving).
If you need help breaking out your performance or adapting your strategy this year, contact us so we can get you on the right track.
Meet the Author
Greg Finn
Greg is the Head of Performance and Innovation for Cypress North's digital marketing team and one of the founders of our agency. In 2010, he and Matt Mombrea started Cypress North in Buffalo. Greg oversaw the opening of our second office in 2022, located in his hometown of Rochester.
As Head of Performance and Innovation, Greg co-manages our digital marketing department and works closely with our team to ensure all our clients achieve the best possible results. He is always looking for ways to test new digital marketing techniques and technology, and oversees all teaching and training efforts to ensure our agency stays ahead of the curve.
Greg is also a co-host of our weekly Marketing O'Clock podcast, where he and the team provide updates, insights, and hot takes on the latest SEO, PPC, and social media marketing news. In addition to weekly news shows, Greg hosts our Marketing O'Torial digital marketing tutorials and often co-hosts bonus Marketing O'Talk episodes that bring together panels of digital marketing experts.
With nearly two decades of experience, Greg is a known and trusted voice in the digital marketing community. He’s a contributor for Search Engine Land, a member of the Search Marketing Expo (SMX) programming team, and has been a featured speaker at some of the largest search engine conferences, including SMX, eSummit, and Pubcon.
When he’s not working or staying updated on the latest trends, Greg enjoys watching his kids play sports and coaching their soccer team. He’s been named the runner-up “Greg of the Year” on Marketing O’Clock’s annual Clockscars Awards four years in a row. While the coveted award has evaded him for many years, Keanu Reeves has not. Greg once saw him at Gabriel's Gate tavern in Buffalo (and noted he was very tall.)
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