Double Serving in Google Ads

Just when things were bad enough… Google made it worse.

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📉 Are you paying more per click but seeing the same (or fewer) conversions?
📉 Are your branded keywords becoming absurdly expensive?
📉 And does "inflation" no longer cut it as an excuse?

Then you might be facing one of the most invisible — and most damaging — trends in Google Ads right now: 👉 Double Serving.

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🔍 What on earth is Double Serving?

It’s when Google shows more than one of your own ads for a single search.
Sounds like a win, right? More visibility = more clicks?

Wrong.

Here’s what really happens:

❌ Your CTR drops
❌ Your Quality Score tanks
❌ Your CPCs shoot up

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All of this happens without you changing a single thing in your campaigns.

Welcome to the new battleground Google quietly launched.

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🧠 Why is Double Serving happening now?

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Back in 2003, Google banned this tactic after catching on to clever advertisers trying to dominate entire results pages (👀 hi, eBay).
The user experience was terrible — one brand, multiple ads, mostly affiliates.
But in 2025… it’s back.

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The difference?
Now it’s disguised:

Google runs two parallel auctions per search.

• One for the top 4 positions
  
  
• Another for the rest
  
  

And this change feeds the inflation spiral of rising bids — across all positions.

The result? Every click costs more.

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The days of fair competition in Google Ads are over.

Now, only businesses with strong enough margins can afford to play.

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🤖 And what does Google say?

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"We're improving the user experience."

😐 Sure.

The reality?

It’s about boosting their own revenue.

And if Google earns more from your campaigns, your costs inevitably go up.

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🚨 So how do you know if you're a victim?

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That’s where Dolnai comes in.

We’ve developed an algorithm that detects exactly when and where Double Serving is hitting your campaigns.

🔍 We show you which keywords are affected
🛠️ We help you restructure and minimize the damage
💡 Because while you can't stop Double Serving, you can outsmart it.

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💣 Don’t ignore this

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Double Serving is already impacting branded keywords — and it’s quickly spreading to generic ones.

If you ignore it, your costs will keep climbing without explanation.

✅ Do what smart advertisers are already doing:

Audit your account with Dolnai.One tool. Total clarity.