Google has long held a place of dominance in the search world, and for good reason. It’s smart, it’s fast, and it usually delivers what we need. But as recent changes in its ad strategy begin to roll out, many in the marketing world are left wondering: is Google still serving users and advertisers, or just its own bottom line?

We recently sat down with Sandra Trott from Holmes and Hills and our Head of Paid Media, Michael Scanlon, to dig into what these changes mean, especially for small and medium-sized businesses, startups, and the people who use Google every day.

The Same Ad, Everywhere You Look

Sandra kicked off the conversation with a simple frustration: seeing the same content repeated across multiple placements on a single search results page.

“It’s frustrating. It drives CPC up, lowers click-through rate, and just leads to bad experiences all round. I don’t see how this benefits anyone, apart from Google.”

Michael agreed, pointing out that the beauty of search has always been in the options it provides users. If those disappear and our choice is restricted, or if all of the ad placements on the page send you to the same place, the whole point of a search engine starts to collapse.

“You’re paying five times for what used to be one click. That’s £5 instead of £1 for the same user. And people are going to accidentally click multiple times, that’s inevitable.”

Monopolies and Missed Opportunities

Both Sandra and Michael raised concerns about what this means for advertisers without deep pockets. Big brands can, and likely will, take over the available ad real estate. But smaller businesses?

They’ll either be priced out, or forced to compete in a system that increasingly limits their control and reach.

“Startups rely on paid ads while they build up their organic presence,” Sandra explained. “If the cost gets too high, they’re simply going to have to pull out. And that could kill momentum before it even starts.”

Michael added that even established businesses are feeling the pressure. In a time where efficiency is everything, the risk is that Google’s changes are pushing advertisers toward platforms that are simply more transparent and controllable.

Is This Just the AI Effect?

The rise of AI in search experiences could be driving these shifts. Sandra speculated that Google might be repositioning itself for a future where fewer people enter top-of-funnel queries.

Michael echoed this, noting how AI-generated content is creeping into search results more and more. And when that’s not monetized like traditional search ads, Google will have to find a way to make up the difference.

Still, they both admitted: it’s hard to tell whether this is a well-planned rollout… or Google simply reacting to the AI arms race.

“It could be a calm, strategic rollout,” Michael said. “Or it could just be, ‘Oh no, what do we do? Launch something now.’ We just don’t know.”

Where’s the User in All This?

When asked if there’s any upside for users, Michael was clear:

“Short answer: no. From a user perspective, we’re moving from choosing what we want, to being told what we get.”

It’s a troubling trend. Instead of discovery, exploration, and genuine choice, users are increasingly being funneled toward the same destinations, over and over again. As Sandra put it, even organic results are being shoved further down the page.

The irony? While Google once stood for innovation and user-first thinking, today it risks becoming just another faceless ad machine.

Remember “Don’t Be Evil”?

Sandra and Michael both reminisced about the old Google, the one that encouraged creative freedom, gave people room to explore, and wasn’t afraid to try something new (even if it failed). Sandra said: 

“There used to be real innovation. Now it just feels like more of the same. They’ve lost their edge.”

And that loss, they argued, goes deeper than just the business model. It risks eroding trust, especially at a time when consumers care more than ever about who they’re buying from.

“If someone launched a new search engine with a ‘do no evil’ mission, like Google used to have, I think people would flock to it,” Sandra said.

So, What Now?

The full impact of these changes is still unclear. But the early signs are worrying for advertisers and consumers alike.

For startups: It may become too expensive to compete in Google’s world.

For users: You may find yourself stuck in an echo chamber of repeated ads.

For marketers: It’s time to diversify. Facebook, Instagram, TikTok, even Bing,  might start looking like safer bets.

“We’re losing control,” Michael concluded. “And we haven’t been given the tools to manage this new world yet. We’re being told things are changing, but not given the rulebook.”

Final Thoughts

Google still delivers a lot of value, no one is denying that. But its recent direction has left many wondering if it’s lost sight of what made it great in the first place.

Maybe it’s time for Google to take a long, hard look in the mirror. Or maybe, just maybe, it’s time for the rest of us to start looking elsewhere.