Google Ads major update in May 2025: Increase transparency and expand ad display locations

May 2025 marks a series of important updates from Google to its search advertising platform, focusing on two pillars: transparency of advertiser identity and expansion of ad visibility in search results pages (SERP).

Ads can appear at the top and bottom of the page simultaneously

Google has officially rolled out a change that allows ads from the same advertiser to appear at both the top and bottom of search results pages.

Google said its testing shows that users often scroll to the bottom of the page to find more information, then return to the top of the page if they don't see relevant results. 10%, while conversion rates at the bottom of the page increased to 14%.

This change does not violate the "double serving" policy because the top and bottom of the page are considered independent positions, the policy of restricting an advertiser from occupying multiple positions at the same time is still guaranteed.

Show the name of the paying entity in the ad

Starting in May 2025, Google will update its policy Advertising transparency, additional information about Payment entity name in verified advertising campaigns.

Updated details

• If the name is in the payments profile other with a verified advertiser name, Google will display the billing entity name.
• For advertising agencies running campaigns on behalf of clients, the display name will reflect the actual billing entity.
• This name will be displayed on Advertising Transparency Center and My ad center.

Implementation roadmap

• May 2025: Applies by default to all advertisers with a different legal name than the verified name.
• From June 2025: Advertisers can customize the display name through the checkout section of the verification page.

For election ads, display names must still comply with applicable verification policies.

Source: Summary