April 2025 Google Ads Update – Improving Search Ads Relevance Lower Down the Page

Granular analysis and first look

Google has introduced a subtle but strategically important change to Search ads: top-performing ads can now appear in the bottom-of-page auction on the SERP. This dual-auction eligibility aims to improve ad relevance for users who scroll down and then often return up during their search journey. If you’re actively managing Google Search campaigns with Granular, this update may enhance both visibility and conversions without requiring a higher bid or new campaign structure.

Improved Bottom-of-Page Relevance: A Second Chance to Win the Click

This update reflects deeper behavioral analysis. Google observed that users frequently scan content at the bottom of the results page but scroll back up if they find top placements more relevant. By allowing top-ad-eligible advertisers to also participate in bottom auctions, Google ensures users are met with higher-quality, contextually relevant ads—no matter where they’re looking.

Here’s what’s changing:

• Dual Auction Eligibility: Ads that qualify for top positions can now also compete for bottom placements—without showing duplicate ads.
• Policy-Safe Implementation: Google’s double-serving policy remains intact. Ads won’t compete with themselves in a single auction location.
• Unique Content Per Placement: Users may see different creatives at the top and bottom, optimized for the context of each position.

Strategic Impact: More Visibility, Smarter Opportunities

Advertisers won’t need to create new campaigns or bid differently to benefit—Google automatically evaluates ad eligibility across placements based on relevance.

What you’ll notice:

• Improved Bottom Conversion Rates: Google reports a 14% lift in bottom ad conversions after this change.
• Greater Relevance Across the Page: Highly relevant ads in lower positions reduce user friction and boost engagement.
• No Auction Conflicts: You’ll never bid against yourself between top and bottom positions.

Optimization Guidance: How to Make This Work for You

To capitalize on this update, Granular recommends advertisers fine-tune creative strategy and monitor changes in performance reporting.

Here’s what to do:

• Audit Ad Copy & Landing Pages: Ensure alignment between keywords, ads, and landing page content.
• Use the “Top vs. Other” Report: This segmentation helps identify how impressions and conversions are shifting.
• Run Bid Simulations: Explore how potential changes in bottom-position traffic affect conversion volume and CPA.
• Refine Campaign Structuring: Well-themed ad groups can help Google match ads to multiple high-relevance placements.

Key Takeaways

• Dual-auction access means your best ads can now also show at the bottom of the SERP.
• Relevance, not redundancy, drives this update; different ad content may appear in top and bottom slots.
• Early testing shows a 10% lift in ad relevance and 14% increase in bottom-position conversions.
• Reporting tools like “Top vs. Other” will be essential for tracking impact.
• Ad relevance and structure are more important than ever, so optimize accordingly.