Unfair advantage policy narrowed to a single ad location, allowing multiple ads per SERP

Google clarified that the ban on showing more than one ad at a time for the same business applies only within a single ad location. From April 14, 2025 an advertiser could have ads in more than one location on the same results page. Affects all Search advertisers.

Industry coverage noted this could raise competition and costs for smaller advertisers as larger brands occupy multiple SERP positions.