The End of Google Ads? A Ruling to Impact British Businesses

A recent ruling by the U.S. Department of Justice (DOJ) has significant implications for businesses using Google Ads for lead generation. The DOJ has proposed that Google divest key components of its advertising technology, specifically its Ad Exchange (AdX) and DoubleClick for Publishers (DFP), now known as Google Ad Manager. While this ruling would impact the United States primarily, any changes would likely impact the global market.

What does this mean for your business?

Potential for increased competition and lower costs
The breakup aims to dismantle Google’s dominant position in the digital advertising market, potentially paving the way for increased competition. This could lead to more competitive pricing and better options for advertisers.

Diversification of advertising platforms
With the potential restructuring of Google’s ad services, businesses may find value in diversifying their advertising strategies across multiple platforms such as Meta, Amazon, and emerging networks. It has been suggested by the DOJ that Google should start this process by using an API to bring data and features to alternative advertising platforms.

Enhanced transparency and data access
The DOJ’s proposal includes measures for greater transparency in ad auctions and improved access to campaign data. This could empower businesses with better insights and control over their advertising efforts.

Preparing for the changes ahead

Stay informed: Keep abreast of developments in the case, as the final decisions will shape the digital advertising landscape.

Evaluate your advertising mix: Consider assessing the performance of your current advertising channels and exploring new platforms to mitigate potential disruptions.

Consult with experts: Engage with digital marketing professionals to navigate the evolving environment and optimise your lead generation strategies.

While the full impact of the DOJ’s actions remains to be seen, proactive planning and adaptability will be key for businesses to thrive in the changing digital advertising ecosystem.

Need help navigating the future of online advertising?
Shoothill’s digital experts can help you assess your lead generation strategy, explore new platforms, and ensure your campaigns stay effective—no matter how the market shifts.

👉 Get in touch with us today to future-proof your digital advertising.