E-commerce
September 17, 2026
Are you wondering if the antitrust ruling against Google will disrupt your advertising campaigns? The short answer is no: SMB ads will not change, at least not in the short term. This ruling, handed down in April 2025, targets Ad Manager advertising technologies, not Google Ads, the tool you use on a daily basis.
However, the case is complex and deserves your attention. Google is going to appeal, the delays will be long, and concrete changes, if they happen, will not directly affect your bids or your budgets. Your advertising strategy therefore remains intact, but it is useful to understand the stakes in order to anticipate potential developments.
So, will SMB ads change after the antitrust ruling against Google? On the agenda:
Why the ruling does not affect Google Ads?
What are the three reasons for stability for SMBs?
How to continue to perform despite legal uncertainty?
What strategy to adopt to diversify your advertising channels?
How can Qstomy help you measure and optimize your campaigns?
Let's go.
Summary
Why the antitrust ruling against Google does not concern Google Ads?
On April 17, 2025, Judge Leonie Brinkema concluded that Google had "deliberately acquired and maintained a monopoly" in two markets: ad servers and ad exchanges. These technologies are grouped within Ad Manager, the former DoubleClick for Publishers. Ad servers allow advertisers to display their ads on third-party sites, while the AdX exchange is a marketplace where buyers and sellers meet.
However, Google Ads, the tool you use for your search and shopping campaigns, is not included in the judgment. The court explicitly recognized that Google did not control the purchase of online ads, despite the dominance of Google Ads. In other words, the core of your advertising business is not targeted.
This means your bids, budgets, and campaigns remain unchanged. You can continue to use Google Ads as before, without fear of immediate disruption. This distinction is crucial: it allows you to plan your advertising investments with peace of mind, without having to hastily revise your strategies.
Convert over 2,000 customers on average per month with Qstomy.
The world’s 1st Shopify AI dedicated to customer conversion
Empowering 200+ e-commerce merchants
What is the real impact of the ruling on Ad Manager and publishers?
Ad Manager is the advertising platform most widely used by large publishers like NBCUniversal, Disney, or Hearst. According to the Department of Justice, Google held 90% of the ad server market and 50% of the AdX exchange market. This ruling is therefore a symbolic victory for regulators, but it changes nothing for SMEs.
Publishers themselves could see long-term developments, but nothing is set in stone. Google will appeal, and the proceedings could last for months, or even years. During this time, Ad Manager continues to operate normally, and SME advertisers are not affected by these negotiations.
Clearly, do not expect an overhaul of your advertising tools. The ruling concerns technologies that you do not use directly, and the changes, if they happen, will be gradual and regulated. You can therefore continue to invest with full confidence in your current campaigns.
Why is Google going to appeal and what are its chances?
Google has announced its intention to appeal, which is almost certain. Its lawyers have a strong argument: the Department of Justice had initially accused Google of holding a complete monopoly over advertising servers, exchanges, and buying tools. However, the court rejected this global view, acknowledging that Google did not control the buying of ads.
This appeal could take months, if not years. In the meantime, no binding decision applies. Any eventual changes, such as the sale of AdX or technology sharing, will not be implemented before the end of the proceedings.
For you, this means complete stability. You can continue to invest in Google Ads without fear of disruption. Legal uncertainty should not stop you from growing your business. On the contrary, this is the perfect time to strengthen your campaigns and test new approaches.
What are the three reasons for stability for SME ads?
Three reasons explain why this ruling will not affect your campaigns. First, Google Ads is not targeted by the decision. Second, most e-merchants do not rely solely on Google Ads: they also use Meta Ads, X, Reddit, or Pinterest. Third, third-party cookies remain functional in Chrome, which preserves ad targeting.
These elements combined ensure that your ads will continue to perform as before. You will not see a sudden increase in costs or a drop in performance. The ruling is a non-event for SMEs, even if it is making a lot of noise in the press.
It is therefore unnecessary to revise your advertising strategy. Focus on optimizing your campaigns and measuring your results, rather than worrying about distant judicial decisions. This stability offers you a unique opportunity to fine-tune your tactics.
How does diversifying advertising channels protect SMEs?
Rare are the e-commerce marketing teams that rely solely on Google Ads. Most invest in multiple platforms: Google Ads, Meta Ads, and sometimes X, Reddit, or Pinterest. This diversification is a strength: even if a court decision were to modify Google Ads, you would not be entirely dependent on it.
Additionally, Google announced in April 2025 that Chrome would not include a "user choice" prompt for third-party cookies. This decision, linked to the Privacy Sandbox initiative, was driven by concerns from European regulators. As a result, third-party cookies remain largely functional, preserving your targeting capabilities.
By diversifying your channels, you reduce risks and increase your chances of reaching your audience. It is a prudent strategy, especially in an uncertain legal context. It also allows you to compare performance and allocate your budgets more effectively.
Why won't listing prices drop?
Some reports claim that AdX charges a 30% fee per transaction. But all ad exchanges impose fees, often exceeding 50%. It is therefore unlikely that ad prices will drop, even if Google were to spin off certain technologies.
Publishers, whom the court seeks to protect, rely on a stable supply of advertisers. A sudden change in the status quo would harm them. Instead, observers predict fines and regulations, which could shift some control to Ad Manager's competitors, but with no direct impact on your costs.
In summary, do not expect price drops. Your ad budgets will remain stable, and you will need to continue optimizing your campaigns to maintain your profitability. This predictability is an asset for planning your long-term investments.
How to measure the performance of your ads despite uncertainty?
Legal uncertainty should not stop you from tracking your performance. Use tools like Google Analytics 4 to measure your conversions, your return on investment, and your click-through rate. This data allows you to adjust your campaigns in real time.
If you do not know where to start, our guide on mastering Google Analytics 4 can help you. There, you will find practical tips on setting up your reports and interpreting the data.
The key is to stay agile: test new ads, adjust your bids, and analyze the results. Even if the advertising landscape changes, good performance measurement will keep you on the right track. By tracking these indicators, you can react quickly to any change.
What are the alternatives to Google Ads for SMEs?
If you want to diversify your traffic sources, several platforms are available to you. Meta Ads remains a popular choice for reaching a broad audience, while Pinterest and Reddit are effective for specific niches. X can be suitable for real-time engagement.
Each platform has its specificities: Meta Ads excels for demographic targeting, Pinterest for visual products, and Reddit for engaged communities. Test several channels to identify those that generate the best return on investment.
Remember that diversification does not replace optimization. Measure your performance on each channel and allocate your budgets accordingly. This is the best way to maximize your profitability. By exploring these alternatives, you strengthen your resilience in the face of market changes.
How to optimize your advertising strategy to stay competitive?
To stay competitive, focus on optimizing your campaigns. Use relevant keywords, create engaging ads, and test different variations. Data analysis is essential: track your conversions, your cost per acquisition, and your customer lifetime value.
Our article on tracking CAC and CLV can help you drive your growth. By understanding these metrics, you can adjust your bids and budgets to maximize your return on investment.
Also, don't forget to optimize your landing pages. A fast and user-friendly page improves your conversion rate and reduces your advertising costs. Test different elements to find what works best. Continuous optimization is the key to remaining successful.
What role does SEO play in your advertising strategy?
SEO and paid advertising are complementary. While ads generate immediate traffic, SEO builds a lasting presence. By optimizing your site for search engines, you reduce your reliance on paid ads.
Our guide on optimizing an e-commerce site for Google gives you concrete steps to improve your ranking. Likewise, our article on SEO for category pages helps you structure your content.
By combining SEO and advertising, you create a complete funnel: ads attract visitors, SEO converts them into loyal customers. This is a winning strategy, especially in a context where advertising rules can evolve. This synergy allows you to maximize your visibility.
How does Qstomy help measure and optimize your campaigns?
Qstomy, the Shopify AI agent, assists you in measuring and optimizing your e-commerce performance. Thanks to its package tracking, account management, and return policy features, you can offer a seamless customer experience, which improves your conversion rate.
By analyzing customer conversations, Qstomy identifies frequently asked questions and objections, allowing you to adjust your advertising campaigns. Our article on e-commerce conversation analysis shows how to leverage this data to better target your ads.
Additionally, Qstomy facilitates cross-selling and upselling, increasing your average order value. By integrating these recommendations into your strategy, you maximize your return on ad spend, even in an uncertain environment. It is a valuable asset for your growth.
What is the checklist before launching your next advertising campaigns?
Before launching your campaigns, make sure you have defined clear objectives, identified your target audience, and chosen the right channels. Ensure that your landing pages are optimized and that your tracking tools are properly configured.
In brief
The antitrust ruling against Google changes nothing for SMEs. Google Ads is not targeted, the appeal is ongoing, and prices will remain stable. Focus on optimizing your campaigns and diversifying your channels.
FAQ
Will the ruling increase my advertising costs? No, prices are not expected to change.
Should I stop using Google Ads? No, continue using it as before.
Can Qstomy help me improve my conversions? Yes, by optimizing the customer experience and analyzing conversations.
To go further: How to optimize an e-commerce site for Google (step-by-step guide) - Qstomy, How does SEO work for e-commerce sites? - Qstomy, Digital marketing strategy: complete guide for online businesses - Qstomy, E-commerce conversation analysis: understanding real customer questions - Qstomy, E-commerce CRM and customer support: using the right data to respond better - Qstomy, E-commerce searchandising: optimizing internal search with customer words - Qstomy, E-commerce SEO strategy for category pages - Qstomy.
Enzo
September 17, 2026
