Google just made a change that could help your ads get more clicks—even if they don’t show up at the top of the search page.

✅ What’s new?

Before: Your ad could only show once per search page—either at the top or the bottom.

Now: If your ad shows at the top, it can also show again at the bottom (with a slightly different message) if it’s still relevant.

Why? Google noticed users often scroll down, don’t find what they want, then scroll back up. This change makes it easier for people to see useful ads wherever they’re looking.

📊 What did Google find?

In testing, this change:

• Increased relevant ads shown at the bottom by 10%

• Boosted bottom ad conversions by 14%

So more chances for your ad to get seen—and more chances to convert.

🤔 What you should know

Are advertisers now double-serving?
No. Google still won’t let you compete against yourself in the same ad spot.

Will I bid against myself?
Nope. Top and bottom ad spots are totally separate auctions.

Will the same ad show twice?
Not exactly. Google may show a different version that fits better at the bottom.

Do I need to change my keywords?
No changes to targeting rules. Just make sure your ads are still relevant and well-written.

How can I see if this helps me?
Check your Google Ads reports—use the “Top vs. Other” segment to track performance by ad location.

💡 What should you do?

• Make sure your ads match what people are searching for

• Use bid simulator tools to test new opportunities

• Watch for more conversions coming from bottom-of-page placements

This update gives your ads a better shot at being seen, even if you don’t win the top spot.

Check out the full Google announcement here.