E-commerce
September 17, 2026
Are you wondering how to counter the rise of Google Ads with a reinforced organic SEO strategy? The answer is simple: you need to adapt your approach to aim for the top spots, target less competitive queries, and create content that answers your customers' real questions. This is essential to maintain your visibility and traffic without relying solely on paid advertisements.
The layout change in Google's search results, featuring up to seven text ads per page, significantly reduces the space dedicated to organic results. For an e-commerce merchant, this means it is no longer enough to rank well: you must be in the absolute top results to capture the attention of internet users. The trap would be to panic and increase your advertising budgets without a clear strategy.
So how can you fight against the increase in Google Ads? In this article:
Why did Google increase the number of ads in its search results?
What is the real impact of this increase on your organic visibility?
How do you aim for the top spot in search results?
What less competitive queries can you target?
How do you create content that bypasses the rise of ads?
Let's get started.
Summary
Why did Google increase the number of ads on its search results?
Google has announced a major change in the display of its desktop search results, to align them with the vertical format of smartphones. This decision aims to offer a more consistent experience and to improve performance for advertisers on so-called "highly commercial" queries.
Concretely, Google now displays up to four text ads at the top of the results, compared to three previously. Side ads on the right have been removed, and three text ads may appear at the bottom of the page. This change mainly concerns searches where purchase intent is high, such as "hotels in New York" or "ebooks".
For an e-commerce merchant, this evolution means that organic results are now framed by a maximum of seven ads. The space for SEO is shrinking, and competition for the top positions is becoming more intense. It is therefore crucial to understand this new environment in order to adapt your strategy.
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What is the real impact of this increase on your organic visibility?
The impact is direct: organic results are pushed further down the page, sometimes even below the fold. For certain commercial queries, the first organic result may not be visible without scrolling. Users must then scroll to see even the first natural link.
In other cases, only the first two organic results are visible on the first screen. For example, a search for "hotels in New York" displays ads and a local panel, pushing organic results much further down. For an "ebooks" search, the first organic result is barely visible at the bottom of the screen.
The old paradigm where appearing in the top 5 of the first page was enough is over. Now, SEO value is mainly concentrated on the first or even second position. For your online store, this means you must aim for excellence to remain visible, or explore other avenues to capture traffic.
How to aim for the first place in search results?
First place has become the ultimate goal for any e-commerce SEO strategy. It is what offers the best visibility, even with the rise in ads. To achieve this, you need a methodical approach and continuous optimization of your pages.
Start by analyzing your category pages and product pages. Make sure they respond precisely to the search intent of internet users. Work on your title tags, meta descriptions, and URL structure. Unique and relevant content is essential to stand out from the competition.
Do not forget loading speed and mobile experience, which are essential criteria for Google. Finally, develop a strong internal linking strategy to reinforce the authority of your key pages. To go further, consult our complete guide on e-commerce SEO to position yourself better and sell.
Why aim for second place when the first is out of reach?
When first place is out of reach, the second position remains an excellent alternative. It still offers significant visibility on the first screen, especially if there are not too many ads. This is a realistic strategy for many e-commerce merchants.
To reach this position, focus on optimizing your top-performing pages. Identify those that are already ranking in third or fourth position and work on moving them up. Improve their content, tags, and internal linking to gain a spot.
Second position is also a good compromise for queries where competition is fierce. It allows you to capture qualified traffic without having to deploy disproportionate efforts for first place. It is a pragmatic approach that can generate concrete results for your shop.
Which less competitive queries can you target?
Instead of focusing on highly competitive queries that trigger numerous ads, focus on those that are valuable to your business but less contested. These queries often offer a better return on investment for SEO.
Identify long-tail keywords specific to your products or niche. For example, instead of targeting "shoes," aim for "waterproof women's hiking shoes." These queries have a lower search volume, but often a higher conversion rate.
Use analytics tools to discover these opportunities. Examine the queries that are already driving traffic to your site and those of your competitors. By targeting these less competitive queries, you can improve your visibility without relying on advertising auctions. Find out how to increase the organic traffic of your e-commerce site.
How to create content that bypasses the rise of ads?
The increase in ads is concentrated on commercial queries. To bypass this issue, create content that answers your customers' questions and offers them useful advice. This approach allows you to capture traffic on informational queries, which are less saturated by advertising.
Write blog posts, buying guides, comparisons, or tutorials. Bring real added value to your readers, with a gentle incentive to purchase or a natural path to your products. This way, you build customer loyalty while improving your SEO performance.
This type of content meets a different search intent, but it can generate long-term sales. By positioning your brand as a reference, you attract qualified and sustainable traffic. Also, remember to integrate the answers to your customers' frequently asked questions into your strategy, as explained in our article on after-sales service content for e-commerce SEO.
How to participate in Product Listing Ads to stay visible?
If you can't beat the ads, join them. Product Listing Ads (PLAs) have become an essential element of e-commerce search results. They are visually appealing and always displayed at the top of the page, giving them maximum visibility.
To participate in PLAs, you must set up a product feed on Google Merchant Center. Make sure your product listings are complete and optimized, with high-quality images and competitive prices. PLAs are particularly effective if you can offer attractive prices.
This strategy may seem expensive, but it is often profitable for high-margin products. It allows you to remain visible on commercial queries, even if your organic SEO does not place you in the top position. It is a strategic complement to your organic approach.
How to balance your advertising budgets and your SEO?
The rise in Google ads does not mean you should always increase your advertising budgets. Sometimes, the best strategy is to rebalance your investments between paid and organic. The goal is to maximize your overall return on investment.
Analyze your performance: if certain queries generate sales via SEO, reduce your bids on those keywords. Conversely, if SEO is not enough for strategic queries, invest more in ads. The idea is to find the right balance for each query.
For example, a merchant can rank first organically on a keyword and also have the only text ad, like Home Depot for "nail gun". This double presence maximizes visibility and the chances of a sale. A combined strategy is often the most effective.
How to use AI to strengthen your SEO strategy?
Artificial intelligence can help you strengthen your SEO strategy in the face of rising ads. It allows you to analyze large amounts of data, identify opportunities, and optimize your content more quickly. It is a valuable asset for e-commerce merchants.
Use AI to generate topic ideas, optimize your tags, or analyze search intent. Tools like Shopify Magic can help you create unique and optimized product descriptions. AI can also help you identify content gaps in your competitors.
However, it is essential to maintain clear governance and verify the results generated by AI. Google's framework is evolving, and you must ensure your content remains helpful and relevant to users. Discover how to use AI in your SEO strategy effectively.
How to adapt your strategy to mixed queries and knowledge panels?
Some queries have a mixed intent, both informational and commercial. For these searches, Google may display ads in the right sidebar, but only PLAs or ads in knowledge panels. Text ads no longer appear there.
For example, a search for "vitamin C" may indicate a desire to buy or a need for information about its benefits. Google then displays fewer ads. Conversely, a search for "vitamin C serum" has a more commercial intent and triggers more ads in a single vertical column.
For these mixed queries, create content that addresses both intents. Offer useful information while highlighting your products. This approach allows you to capture traffic on queries less saturated by advertising. Also consider optimizing your presence in product knowledge panels, as explained in our article on product knowledge panels on Google.
How does Qstomy help compensate for the rise in Google Ads?
Qstomy, the Shopify AI agent, can help you offset the rise in Google ads by optimizing your conversion rate. By guiding your visitors toward a purchase, offering personalized recommendations, and managing the cart, Qstomy maximizes the value of every organic visitor.
Concretely, Qstomy can increase the average cart value through smart cross-selling and upselling. It also tracks packages and handles customer service requests, which improves customer satisfaction and builds audience loyalty. Every visitor becomes more profitable, even with less organic traffic.
By improving the shopping experience and reducing friction, Qstomy helps you make the most of your SEO traffic. It is a strategic complement to your organic optimization, allowing you to remain competitive despite the advertising pressure from Google.
What is the checklist before launching your reinforced SEO strategy?
Before you get started, here is a checklist to structure your SEO strategy in the face of the increase in Google Ads. It will help you prioritize your actions and maximize your chances of success.
In brief
Audit: Analyze your key pages and identify opportunities for growth.
Content: Create useful content for informational queries.
Technical: Optimize your site's speed and mobile experience.
Internal linking: Strengthen internal links to your strategic pages.
Measurement: Monitor your rankings and traffic to adjust your strategy.
FAQ
Should we stop Google Ads? No, but you need to rebalance your budgets based on your organic performance.
Is SEO still useful with so many ads? Yes, because organic clicks remain very valuable and are often more cost-effective in the long run.
How to measure the impact of this strategy? Track your rankings, organic traffic, and conversion rate. To go further, find out how to build your SEO strategy and optimize your category pages.
Enzo
September 17, 2026
