Search ads shown at the top of the page became eligible to also compete in bottom-of-page auctions

Google lifted the restriction limiting an advertiser to a single ad location per results page: relevant ads already appearing at the top can now also compete for bottom positions. Google reported roughly 10% more highly relevant ads and 14% more conversions from bottom ads in testing.

Rolled out after several months of testing. Advertisers should monitor the Top vs. Other segment. A related Unfair Advantage policy clarification took effect April 14, 2025 (covered by the policy changelog).