Google has been accused of deliberately degrading its search results to increase ad revenue. Critics claim that Google’s search function has been compromised to ensure users spend more time searching, thus exposing them to more ads. The allegation is that this strategy is intended to drive up ad revenue for Alphabet, Google’s parent company.
According to sources, only 36% of Google searches in the U.S. lead users away from Google’s own ecosystem to the open web. This statistic underlines the argument that Google benefits significantly from keeping users engaged with its own content and ads rather than directing them to external sites. These accusations come at a time when the transparency of Google’s algorithms and the quality of search results are being scrutinized.
Critics argue that the prominence of ads, international results that may not be relevant, and other non-organic listings are making it harder for users to find the information they seek quickly and efficiently. The criticism also points out that regardless of these issues, Google’s business model is minimally affected. Historically, reducing the quality of search results has not significantly impacted its revenue, due to the dominance of its platform and the subsequent ad revenue it generates.
Brand advertisers are revising their organic and paid search strategies in response to a noticeable shift in web users turning away from Google. According to an estimate from Statcounter, Google’s share of the search engine market dropped to 89% at the close of 2024, signaling significant changes in user search behavior. Today’s consumers are utilizing a wider variety of search tools than in previous years, from TikTok and Perplexity to Amazon, depending on their goals.
Research suggests that clients should consider diversifying their search investments across multiple channels. As the tech giant most synonymous with search, Google has the most to lose from this trend — but advertisers are also adjusting their strategies accordingly. A spokesperson for Google did not immediately return a request for comment on this matter.
Brand marketers are beginning to notice the impact of changing search behaviors. Consequently, some are altering their investment plans and asking agencies to rethink their organic search presence or appointing new shops for SEO briefs. SEO, previously a lesser priority, has surged in importance as clients respond to the changing search environment.
Catherine Lux, head of SEO at Assembly, noted that SEO has become a key focus.
Search results integrity in question
Assembly has recently expanded its brief with Brooks Running to include SEO in Europe, and media agency PMG’s European business has picked up meal subscription service Gousto as a client.
“We are seeing more clients unlocking extra budget for new projects and different ways of working,” said Lux. Agency executives explain that this often involves auditing client websites to ensure they are easier for Large Language Models (LLMs) to scan, adding clearly structured data, fewer standalone landing pages, concise FAQs, more bylined blogs, and material that mirrors the conversational tone of AI search tools. “We need cohesive site content that is super up-to-date, relevant, and keyword-rich for organic search,” said Grace Mante, director of media agency Kepler’s Search Center of Excellence.
Although much of this is considered best practice, agencies are now emphasizing its importance to better influence how AI models like Gemini or ChatGPT interpret a client’s content. “Great SEO is what is going to inform the large language models,” said Matt Allfrey, head of SEO, EMEA at PMG. Regarding paid search spending, some media buyers note that advertisers are reallocating budgets to other marketing pockets.
Social platforms and retail media networks are emerging as attractive alternatives. For example, Mante mentioned that Kepler clients are prioritizing Google’s Performance Max and Demand Gen ad formats, though she did not provide specific spend estimates. YouTube could also benefit from this shift.
Chris Actis, president of agency True Media, reported that while local or regionally targeted search ad spend had remained steady, client investment was being shifted from brand search to digital display and video inventory, especially YouTube. “Brand search is an opportunity for marketers to reallocate [spend],” Actis said. In 2024, an unnamed travel client redirected half of its branded search spend to digital display and video inventory.
For other clients, the budget is flowing to where users have migrated — to paid search ads on platforms like TikTok, Reddit, or Instagram. Måns Gårdfeldt, partner at indie digital agency Spekk, estimated that clients had reduced their brand search spending by 10-20%, transferring investments into paid social. Dan Roberts, Assembly head of search and programmatic, mentioned that clients were dedicating “incremental” budgets to experimental channels, such as paid ads on Perplexity, as they reconsider their strategies.
While Google’s market share decline may eventually prove to be temporary, it signifies changing online habits among web users. The shift towards AI search tools and social platforms indicates a demand for a different online experience — one centered on the conversation rather than the directory. According to Dan Toplitt, svp, head of search and digital experience at Kinesso, this evolution necessitates a “more holistic” approach to SEO, paid search, and social channels, encouraging brand marketers to consider how each one complements the others.