In the dynamic world of digital marketing, Google has long been a titan, reigning supreme over the multibillion-dollar advertising landscape. For years, businesses looked to Google Ads as the engine of growth—the catalyst that could transform a dollar of ad spend into a profitable return. However, according to Steve Chou, e-commerce expert and host of the YouTube channel “MyWifeQuitHerJob,” Google’s golden days are fading, and the cracks in its advertising empire are starting to show.
“Five years ago, a Google ads campaign could turn $1 into $5. Three years ago, it was more like $1 into $3. Today, businesses are losing money faster than ever before,” Chou said in a recent video, outlining a harsh new reality that has rattled the foundation of online advertising.
Listen to our conversation about the ad-pocalypse that Google is facing!
In the last five years, Chou says, the average cost of advertising for retail brands on Google Ads has risen between 40-50%. And just in the last year, the cost per click (CPC) for retail search has surged an additional 20% for the median advertiser. The escalating costs have not gone unnoticed by major agencies either, who are quietly reeling in ad spend for their clients. “This isn’t another ‘how to fix your Google ads’ video,” Chou emphasized. “This is about understanding the biggest shift in digital marketing that is crippling Google’s search and ad business.”
The Decline of Google’s Ad Effectiveness
So, why are Google Ads increasingly “going to crap,” as Chou puts it? The answer is multifaceted, with several key issues converging to erode the effectiveness of the platform. Part of the problem, according to Chou, is increased competition. But more alarmingly, whistleblowers and former Google executives have revealed a series of practices that could be contributing to this decline.
“If you’ve been following the news, you know that Google is in the middle of an antitrust case, and there have been a lot of whistleblowers,” Chou explained. “A few executives have revealed that Google has been quietly increasing ad prices to meet internal revenue targets.”
This, Chou argues, is where the illusion of natural competition falls apart. Google sets what is known as a “floor price” for ads—the minimum amount an advertiser must bid to get any exposure at all. “This isn’t a free-market bidding system,” Chou pointed out. “Google artificially raises these floor prices behind the scenes, and advertisers have no idea.” These silent price increases have led to an inflated ad market that does not genuinely reflect advertiser demand or value.
“This is not natural competition. This is Google just increasing their price because they can,” he continued. “The kicker is that these price increases are silent—they do it behind the scenes without informing advertisers.”
The Automation Illusion
Another critical shift has been Google’s move toward automated campaign management. Google now promotes its “smart” automation tools and artificial intelligence as an easier way for advertisers to manage their campaigns. The promise is alluring: let AI handle the complexities of bidding, targeting, and optimizing, leaving advertisers with a “hands-free” experience.
“It’s actually super easy to launch an advertising campaign now,” said Chou. “But you’re basically at the mercy of Google to spend your money haphazardly with very little transparency.” He pointed to Google’s Performance Max (PMax) campaigns, a relatively new offering that gives Google full control over the allocation of ad budgets across its platforms.
“Performance Max sounds great on paper,” Chou said. “But in reality, Google provides little or no visibility into how your money is actually being spent. It’s one big black box—you put money in, and Google decides how much to display your ads, with almost no transparency for the advertiser.”
The shift from manual control to “smart” automation has left advertisers with fewer options to fine-tune their campaigns. Advertisers, many of whom have spent years mastering Google’s advertising system, are feeling disempowered. “It’s like Google wants to keep things obscure,” Chou said, “so they can unload their junk ad inventory without anyone noticing.”
Customer Service: From Advisors to Salespeople
Chou, who has been running Google Ads for his seven-figure e-commerce store Bumblebee Linens for over 17 years, has witnessed a dramatic shift in the support advertisers receive from Google.
“Google was awesome five years ago,” he recalled. “They were very supportive to advertisers. If you had a problem, they would be there to help you fix it.” But over time, Google’s customer service morphed into a sales operation, aimed at upselling features rather than solving problems.
“All of a sudden, my Google reps started becoming salesmen,” he said. “These days, if you get a call from a Google rep, it’s someone who barely knows how to run Google Ads but is eager to push new features that get you to spend more money.”
Chou noted that this shift is reflective of Google’s overall strategic pivot—focused less on helping advertisers succeed and more on squeezing every penny possible out of its existing customer base. “At some point, Google made the decision to grow revenue at all costs, even at the expense of advertiser support,” he added.
The Role of Artificial Intelligence in Google’s Decline
The core of Google’s ad business relies on advertisers continuing to believe that Google is the best platform for reaching customers. But, as Chou pointed out, artificial intelligence is emerging as a formidable competitor to traditional search engines.
“When you look at Google’s business model, it makes sense. Google doesn’t make more money if you find the perfect product right away,” Chou explained. “Google makes money when you click on sponsored links—even if that means clicking through a bunch of ads before you find what you really want.” This stands in stark contrast to AI models like OpenAI’s ChatGPT, which are designed to deliver precise answers without forcing users to sift through advertisements.
Chou argued that Google’s revenue model depends on a “friction-filled” user experience, whereas AI-driven solutions are focused on eliminating friction altogether. “Google’s ideal scenario is that you click on as many sponsored links as possible,” he said. “But with AI, people are beginning to understand there’s a better way—you can just get the answer you need, without all the noise.”
A Future in Question
The erosion of Google’s advertising effectiveness, paired with the rise of artificial intelligence, poses a significant threat to Google’s future dominance. “The only way Google can keep up with Wall Street estimates is to squeeze sellers,” Chou asserted. “But they can only squeeze so much before the dam breaks.”
The broader implication is clear: Google, which has long been synonymous with the internet itself, is facing one of the greatest challenges to its core business model since its inception. “If Google doesn’t evolve to provide real value instead of just inflated ad prices, they’re going to get disrupted,” Chou warned.
As advertisers grow frustrated with rising costs, lack of transparency, and declining support, many are starting to explore alternative channels. For some, that means turning to social media platforms like TikTok or Facebook, while for others, it means embracing AI-powered tools that offer direct answers without the need for a dozen clicks.
The future of digital marketing is changing, and the traditional Google Ads playbook is no longer the sure bet it once was. As Steve Chou puts it, “What you do next could save your marketing budget—and possibly your entire business.”