Google Ads to Show Same Advertiser’s Ads at Top and Bottom

In April, Google announced a major update to its Search ads system that could significantly impact ad visibility and overall campaign performance. From now on, ads from the same advertiser can appear simultaneously at both the top and bottom of the search results page. This update has already shown positive test results and opens new opportunities for strategic campaign optimization.

What Has Changed?

Until now, Google strictly limited a single advertiser’s presence to one ad per search results page — either at the top or bottom. With this update, if an ad is relevant enough, it can appear in both positions simultaneously. This extends reach without violating the existing policy against double serving in the same block of results.

What Did Testing Show?

According to Google, the new placement logic has already delivered measurable improvements:

+10% increase in visibility of relevant ads
+14% increase in conversions from bottom-of-page ads

These figures indicate that the lower section of the search results page is not a “dead zone” but an additional touchpoint that can deliver strong ROI.

What Remains Unchanged?

Google’s double-serving policy still applies — the same ad cannot occupy multiple spots within a single block.
The auction for top positions remains the same.
Query matching, the number of top ads shown, and the overall structure of the SERP are unaffected.

What Does This Mean for Advertisers?

This update is another step by Google to improve ad relevance and the user experience. For advertisers, it’s a signal to re-evaluate campaign structure and performance tracking methods.

Here are a few practical recommendations:

– Segment performance by the “Top vs. Other” metric to understand the true contribution of lower ad placements
– Increase relevance by closely aligning keywords, ad copy, and landing pages with user intent
– Optimize campaigns to take advantage of the new logic: bottom-positioned ads may offer valuable traffic at a lower CPC

Conclusion

This Google Ads update is a great opportunity to rethink the structure of your campaigns and get more results from every impression. If you’re looking to fully leverage the new possibilities in search advertising, our team is here to help.

We’ll assist you in:

– adapting your campaigns to the new Google Ads rules,
– strategically allocating bids and reach between top and bottom placements,
– driving growth in conversions and advertising profitability.

Order a Google Ads audit or ongoing support from UAMASTER — and take full advantage of the new algorithm updates.

Contact us today to get a personalized consultation.

This article available in Ukrainian.