Google Ads Policy Change and Impact on Branded Searches [Video]

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 …