Paid Media News & Opinion #124

Google to allow double serving of ads across top and bottom positions

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> What’s happening

​Google has updated its ad placement policy to allow advertisers' Search ads to appear in both the top and bottom positions on a single search results page. Previously, ads from a single advertiser were limited to one ad location per page, with “double-serving” considered a serious violation.

Google says that in testing this change they found that advertisers appearing in both positions increased rates of highly relevant ads by about 10% and bottom ad conversion rate improved by up to 14%.

> Why we care

We can see why this would have a positive impact on performance, as we know that frequency is an important factor in driving actions from ads, so to have your ads show multiple times is potentially positive for that advertiser.

However, what this means for competition is another question. Google have stated that there will be no changes to the auction run for “top ads”, but they don’t make any mention on the “bottom ads” auction and how that will work. Advertisers being able to show in multiple placements does bring into question who will miss out, and what the implications are on CPCs and bidding.

It’s important to note that advertisers can’t take action to force this happening, and any attempts to specifically double serve will still be considered a violation of the “Unfair Advantage” policy.

Latest study reveals Google ad spend grew 9% in Q1 2025

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> What’s happening

Tinuiti’s latest Q1 2025 Digital Ads Benchmark Report has shown a 9% increase in ad spend for Q1 2025 year-on-year for Google, driven by higher CPC rather than volume.

The report shares some other key insights, as follows:

• Google clicks increased 4% YoY

• Average CPC was 5% higher YoY

• Google Shopping ads spend was 8% higher YoY

• CPC for Google Shopping ads fell 1% YoY, the first decrease in 6 consecutive quarters

• 93% of Google Shopping advertisers were running on PMax

• PMax conversion rate was 10% lower and CPC 13% higher vs Standard Shopping

The report also disclosed many insights outside of Google, including a 17% YoY increase in ad spend for Microsoft Ads (Search) and a 30% YoY decrease in CPM on TikTok Ads.

(Psst… you can check out the report here.)

> Why we care

These reports provide a valuable snapshot of the paid ads landscape and are a really useful tool for comparing your own performance to the benchmark. We found insights around CPM decreases across many platforms, such as YouTube and TikTok, really interesting. The stats on PMax, especially in comparison to Standard Shopping, are fascinating, indicating a rift forming on already-controversial territory with everyone’s favourite AI-driven campaign.

From the report, we can see some wider industry trends but perhaps the main takeaway is that advertisers are here to stay and investing more than ever.

LinkedIn introduces Qualified Leads Optimization for advertisers

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> What’s happening

LinkedIn is rolling out a new tool called Qualified Leads Optimization to help businesses improve lead generation campaigns by refining how ads are targeted based on the business’s own definition of a "qualified" lead.

Available for any campaign using the Lead Generation objective, qualified leads optimization enables advertisers to define high-quality leads through their own CRM or other data sources. By setting up a “qualified leads” conversion event using LinkedIn’s Conversions API, advertisers can share data from third-party sources like websites or CRM systems.

Once enabled, campaigns will use this data to match and optimize ad delivery, aiming to find similar high-quality prospects across the platform.

For best results, businesses are encouraged to send at least five qualified leads every two weeks to keep the system's optimization engine running effectively.

It’s also important to note that qualified lead data must be uploaded within 30 days to be included in campaign optimization, and there is a two-week learning phase before peak performance can be expected.

> Why we care

LinkedIn’s Qualified Leads Optimization provides a significant opportunity for advertisers to improve the quality of their campaign outcomes by making lead generation more tailored and efficient.

Businesses can now define what a good lead is based on real-world performance indicators specific to them. This could mean higher ROI, better conversion rates, and ultimately more sales, as campaigns are fine-tuned to find prospects who are genuinely more likely to engage.

By connecting CRM data or other qualified lead sources via the Conversions API, brands can create a feedback loop that continuously refines targeting strategies. This level of customization helps brands avoid wasting ad spend on low-quality leads and instead focus on nurturing contacts with a higher probability of conversion.

However, the two-week learning phase and potential for higher cost per lead also highlight the need for strategic planning and budget flexibility.

For brands that are focussed on high-quality lead generation, LinkedIn’s Qualified Leads Optimization offers a powerful way to make their campaigns smarter, more efficient, and more directly aligned with their business goals.

What else we've been talking about:

• Shopify’s checkout overhaul means it’s time to migrate your Google Tags

• Google Ads introduces tree table views for enhanced reporting

• Google scraps new cookie prompt in Chrome

• Age exclusions now available in Performance Max campaigns

• LinkedIn gains expanded MRC accreditation for video ad metrics

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