Google Ads Policy Update: Unfair Advantage Policy Changes

Google frequently updates its platform to improve the experience for both its users and advertisers. A recent change, which began on April 14, 2025, now allows more than one ad from the same business to appear on a single search results page. This shift can significantly affect how businesses compete for visibility and may prompt many advertisers to rethink their current strategies.

Regardless of your company’s size, staying on top of these updates is key to staying competitive. In order to take part in this new update, each ad must be targeted to a different location.

What Is Changing?

This update is a change to Google’s Unfair Advantage Policy. Previously, the platform restricted double serving, where a single company could show more than one ad on the same results page. These rules were originally put in place to maintain a competitive and fair environment that prevents one advertiser from dominating the page, especially by using multiple accounts to crowd out competition. With the latest update, those restrictions are now loosened. Now, as long as the ad appears in different locations on the page, such as at the top and bottom, businesses can show multiple ads in the same search result page.

What This Means

This update could make it harder for smaller businesses to compete. Since larger companies are now able to take up more space on the search results page, it is a less balanced space. Big brands with high budgets to bid on multiple placements can start dominating and leave fewer opportunities for smaller advertisers to be seen.

Now each position runs its own auction, and the cost to appear in search results could rise, making it even harder for smaller businesses to keep up. For many, this might mean tighter margins and a push for more creativity to stay relevant.

Stay Informed

Advertisers should keep track of performance metrics and be ready to adjust strategies as needed. If expanding the budget is not an option, focus on narrowing keyword targeting and refining ad copy to stand out. Finally, exploring alternative platforms to spread awareness may be more suitable.

Partner With BluShark Digital for More Guidance

Google’s updated Unfair Advantage Policy signals a move toward a more competitive ad environment. Whether you are an established brand or a business looking to grow, it is essential to stay flexible. At BluShark Digital, we can help develop a tailored strategy to keep your campaigns effective, no matter how Google evolves. Reach out today to learn more.