E-commerce
October 1, 2026
Wondering how to counter the increase in Google Ads and preserve your organic visibility? The answer lies in one sentence: you must adapt your SEO strategy to the new rules of the game, by aiming for first place or targeting less competitive queries.
Google has reorganized its desktop search results to display up to seven text ads, often pushing organic results below the fold. For an e-commerce merchant, this means that even the first organic position can go unnoticed. But don't panic: concrete levers exist to maintain your traffic and your turnover.
So, how to counter the increase in Google Ads? On the agenda:
Why did Google increase the number of ads on its results?
What is the real impact on organic traffic for online stores?
How to target the first organic spot despite competition from ads?
What content strategies to capture informational queries?
How does Qstomy help convert traffic into sales despite advertising pressure?
Let's get started.
Summary
Why did Google increase the number of ads on its results?
Google announced in February a major change to its desktop search results, aligning the layout with that of mobile devices. The stated goal: to offer more relevance for commercial queries and improve performance for advertisers. In concrete terms, Google now displays up to four text ads at the top of results for "highly commercial" queries, compared to three previously, and removes ads from the right column.
At the same time, three text ads may appear at the bottom of the page. As a result, organic results find themselves sandwiched between seven potential ads. For merchants, this means that the space dedicated to organic search is shrinking even further, and competition to capture the attention of internet users is intensifying. Understanding this evolution is the first step toward adapting your strategy.
This redesign is part of a broader trend: Google is increasingly favoring integrated advertising formats at the expense of classic results. Advertisers investing in well-targeted campaigns benefit, while organic sites must redouble their efforts to remain visible. For an e-merchant, it is crucial to monitor these changes and adjust priorities accordingly.
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What is the real impact on the organic traffic of online stores?
The impact is direct: organic results are pushed further down, often below the fold. For queries like "hotels in New York", ads and the local pack occupy the entire screen, and the first organic result is only visible after scrolling. Even for less extreme searches, only the first two organic results appear on the screen.
For an e-commerce store, this means that organic traffic is concentrated on the very first positions. If you are not in first or second place, your chances of clicks drop drastically. The old paradigm where appearing in the top 5 was enough is over. You must now aim for SEO excellence or explore other channels to compensate.
Data shows that the average click-through rate for the first organic position is already under 30%, and it drops to less than 10% for the second. With four ads above it, these numbers deteriorate even further. For merchants, this means that it is no longer enough to be well-ranked: you have to be the best, or find niches where competition is lower.
How to aim for the top organic spot despite competition from ads?
The first organic spot remains the most visible position, even with four ads above it. To reach it, focus on optimizing your product and category pages. Work on your title tags, meta descriptions, and especially the quality of your content. Google favors pages that respond precisely to search intent.
For commercial queries, make sure your product sheets are complete, with unique descriptions, customer reviews, and structured data. Good internal linking and quality backlinks also strengthen your authority. If you can't be first, aim for the second position: it remains visible on screen and still captures significant clicks.
Also, don't forget to optimize your pages' loading speed and ensure an impeccable mobile experience. Google is placing increasing importance on these technical factors. By combining quality content, solid technical execution, and trust signals, you maximize your chances of dominating organic results, even in an ad-saturated environment.
What content strategies can be used to capture informational queries?
Google Ads focus on commercial queries. To bypass this barrier, create content that answers your customers' questions: buying guides, comparisons, tutorials, FAQs. This content attracts qualified traffic, even if the intent is not immediately transactional. It establishes your expertise and paves the way for future conversions.
For example, an article on "How to choose a drill" can attract visitors who, later on, will buy from you. Add subtle calls to action and links to your products. This approach improves your overall SEO and builds trust with your audience, which is a major asset in the face of advertising pressure.
Also, remember to regularly update this content so it remains relevant. Trending topics or new developments can generate traffic spikes. By publishing fresh and useful content, you show Google that your site is active and interesting, which strengthens your long-term authority.
Why is targeting less competitive keywords a good idea?
Not all queries trigger a maximum number of ads. Niche queries, being more specific, are often less competitive and offer better chances of organic visibility. Identify relevant long-tail keywords for your business with decent search volume but moderate competition.
For example, instead of targeting "running shoes," aim for "women's trail running shoes with wide soles." These queries have strong purchasing intent and fewer ads. By positioning yourself on these terms, you increase your chances of appearing at the top of the results, even with a limited SEO budget.
Use tools like Google Keyword Planner or SEMrush to discover these opportunities. Analyze your customers' queries through your customer support or product reviews. Often, the specific questions they ask reveal content angles that your competitors have not yet exploited. This is a winning strategy to stand out.
How to participate in Google Shopping and Product Listing Ads?
If you can't beat the ads, join them. Shopping Ads (PLAs) have become essential in e-commerce results. They are visually appealing and always at the top of the page. To participate, create an optimized product feed with clear titles, quality images, and competitive prices.
Google Shopping works on an auction model, but also on data quality. A well-structured feed can improve your ranking and reduce your cost-per-click. If you use Shopify, apps make it easy to sync your catalog with Google Shopping. It's an investment that can quickly pay off.
Don't forget to regularly test your campaigns: adjust your bids, refine your titles and descriptions, and analyze performance by product. PLAs offer immediate visibility, but they require proactive management to remain profitable. By combining them with your SEO, you cover all bases.
How to balance your advertising and SEO budgets?
Faced with rising advertising costs, it is tempting to cut spending. But a balanced strategy is more effective. Analyze your performance: if a query generates a good return on investment in SEO, invest less in advertising. Conversely, if SEO is difficult, ads can fill the gap.
The example of Home Depot on "nail gun" illustrates this synergy: the company is first in organic, secured the only text ad, and is present in PLAs. This multiple dominance maximizes clicks. To achieve this, coordinate your SEO and SEA teams, and use data to adjust your bids based on your organic positions.
Set up regular tracking of your key indicators: click-through rate, cost per acquisition, average order value. By cross-referencing this data, you will identify queries where advertising is essential and those where SEO is sufficient. This data-driven approach allows you to optimize every dollar spent.
What role does category page optimization play in this battle?
Category pages are often the hardest hit by competition from ads. Yet, they are essential for capturing commercial traffic. Optimize them with unique descriptions, relevant filters, and clear navigation. Google values pages that offer a good user experience.
Integrate product reviews, ratings, and stock information. These elements enrich the page and increase its click-through rate. A well-optimized category page can rise to the top position, even against ads. It is a powerful lever to counter advertising pressure.
Also, remember to structure your categories logically, with relevant subcategories. This helps Google understand your site's hierarchy and improves crawling. A clear architecture also facilitates navigation for your visitors, reducing bounce rates and increasing time spent on the site.
How to use customer service content to boost your SEO?
Your customers' support questions are a goldmine for SEO. Create FAQ pages or blog posts that answer these questions. Not only do you improve the customer experience, but you also attract organic traffic on long-tail and specific queries, which are often less competitive.
For example, a question about "how to return a product" can become a helpful article. This content strengthens your authority and relevance in the eyes of Google. It helps you occupy the space left vacant by ads, attracting qualified visitors.
To maximize the impact, organize this content into a hub: a main page that groups all the frequently asked questions, with links to detailed articles. This creates a strong internal linking structure and improves the visibility of the whole. In addition, these pages meet a real need, which increases customer satisfaction and the probability of conversion.
Why are voice search and AI answer engines game-changers?
With the rise of voice search and AI answer engines, search habits are evolving. Users are asking complete questions, and answers are often extracted from well-structured content. To stay visible, create content that directly answers these questions, with concise sentences and lists.
Featured snippets and AI-generated answers offer new opportunities for visibility, even without being in the first position. Adapt your content to be "readable" by these systems. This is a way to bypass advertising saturation and capture qualified traffic.
Use appropriate HTML tags (headings, lists, tables) and structure your answers clearly. Regularly test your content to see if it appears in snippets. By optimizing for these formats, you diversify your traffic sources and reduce your dependence on traditional clicks.
How does Qstomy help convert traffic into sales despite advertising pressure?
Qstomy, the AI agent for Shopify, helps you maximize the conversion of every visitor, even those who arrive via organic results at the bottom of the page. Thanks to personalized recommendations, upsell and cross-sell suggestions, and smart parcel tracking, Qstomy guides your customers toward making a purchase.
In case of questions or problems, Qstomy handles customer service in real time, reducing friction and increasing satisfaction. For merchants, this means every click counts more, even when organic visibility decreases. Qstomy transforms existing traffic into sales, thereby offsetting the potential drop in traffic due to ads.
Additionally, Qstomy collects valuable data on buying behaviors and frequently asked questions. These insights can fuel your content strategy and advertising campaigns. By integrating Qstomy into your ecosystem, you create a virtuous cycle: more conversions, more data, and better optimization of your acquisition channels.
What is the checklist to counter the increase in Google Ads?
Here is a checklist to strengthen your strategy against advertising pressure:
SEO Audit: identify your key pages and optimize them to aim for first place.
Informational content: create guides and FAQs to capture search queries without ads.
Google Shopping: launch or optimize your PLAs campaigns.
Budget balance: adjust your bids based on your organic positions.
Qstomy: install the AI agent to improve conversion and customer service.
In brief
The increase in Google ads reduces organic space, but strategies exist: aim for first place, target less competitive queries, create useful content, and use PLAs. With Qstomy, you maximize the value of each visitor.
FAQ
Why did Google increase ads? To improve performance for advertisers and the relevance of results for commercial queries.
Is SEO dead? No, but it is more competitive. Only the top positions really matter.
Can Qstomy replace SEO? No, but it optimizes the conversion of existing traffic, offsetting drops in visibility.
To go further: Integrating customer service answers into an e-commerce SEO strategy useful to customers - Qstomy, E-commerce SEO strategy for category pages - Qstomy, How does ranking work on Google Shopping? Paid, free and data quality - Qstomy, How does Google Ads assemble responsive search ads? - Qstomy, How to drive traffic to an online store (SEO, ads, social media)? - Qstomy, How to increase organic traffic to an e-commerce site? - Qstomy, How to optimize an e-commerce site for Google (step-by-step guide) - Qstomy.
Enzo
October 1, 2026
