As of early 2025, Google has rolled out a notable update that will allow top-performing ads to appear not just at the top of the search engine results page (SERP), but also at the bottom. This change is part of Google’s ongoing efforts to improve user experience whilst offering advertisers an opportunity to level up their ad placement strategy.
Although this may seem like a minor update, but in reality it offers us a clearer idea of how Google is thinking about the ad experience, whilst also opening the door for more exposure and bidding opportunities.
How Are Paid Ad Placements Changing?
Up until this current update, Google only allowed one ad from a single advertiser to show on the results page, either at the top or at the bottom. This ad restriction has now been changed. If your ad is high-quality and relevant enough to appear at the top of the results page, it’s now qualified to appear at the bottom too as each ad space has its own separate auction.
Google reports that during their testing, relevant ads in the results page increased by 10%, leading to a 14% lift in conversions from bottom-of-page placements. Users were seeing more ads, and these ads were being interacted with more.
Your ad still needs to earn its spot at the bottom of the page, in the same way a top ad does, but this new update allows for greater ad opportunities with higher chance of conversion.
Why This Google Update Matters
Google’s decision reflects how user behaviour has evolved. More users are now scrolling to the bottom of the results page before making a choice. In fact, studies show that users often compare multiple sources, including organic and paid listings, before clicking.
By opening up the bottom-of-page placements to high-quality ads, Google is trying to ensure that users are always going to see the relevant content, no matter what kind of user they are.
This also helps reduce overcrowding at the top of the SERP, allowing for a balanced user experience that still rewards well-crafted ads. If you’ve not invested in thoughtful, user-focused content, you won’t benefit from this update, as Google continues to prioritise quality.
However, if you have, you now have twice the change to show up in your desired results page and potentially win more conversions.
What Advertisers Should Do Next
This change shifts ways to evaluate ad campaign success. It isn’t an update that you need to opt into — if your ads are eligible they’ll start automatically showing up in both places. However, this doesn’t mean you should let Google do the work for you.
Here are a few key considerations:
- Focus on performance metrics, not just placement. Top ads at the bottom can still deliver strong results. Pay close attention to CTR, conversions, and engagement metrics.
- Don’t panic if your top ad appears “lower.” It’s not a demotion—just a new opportunity. Google’s algorithm is now placing ads where they are most likely to get attention and engagement.
- Allow for some automation, but keep a strategy. Using Smart Bidding may allow you to adjust bids automatically for quick placement opportunities, but make sure to review this data regularly. Algorithms don’t always know best for your personal goals.
- Monitor auction insights. Use segmentation tools in Google Ads to see where your ads are appearing and how they’re performing in both top and bottom slots.
A Step Towards Better Ads
This update aligns with a broader industry trend that advertising is becoming more context-driven and responsive to user behavior. Rather than relying on rigid tactics, platforms like Google are increasingly personalising and optimising experiences in real time for users.
For advertisers, this means more opportunity—but also more need for strategic thinking.
Google’s decision to allow top ads to appear at the bottom of search results isn’t just a small UI change—it’s a signal that Search Ads are evolving. Advertisers who embrace this flexibility and adapt their strategies accordingly will be better positioned to capture user attention and drive meaningful results.
