Just hearing “DOJ” and “antitrust” might make your eyes glaze over like yesterday’s stale donut. 🍩
But this case? It’s not just courtroom drama.
It could change how we advertise, what we pay, and where we advertise.
Let’s break it all down the way we do inside Make Each Click Count—clear, bold, and with one eye always on profit. 💰
🎬 What’s This Case About, Anyway?
The U.S. Department of Justice (DOJ), backed by state attorneys general, is suing Google.
The charge? 📉 Monopoly.
Specifically, they’re saying Google has cornered the digital ad market by running:
- Google Ads (search + display)
- Google Ad Manager (the publishing tool)
- AdX (Google’s ad exchange)
Here’s the kicker…
Google’s running the auction, owning both sides of the deal, and cashing in from every angle.
It’s like they’re the referee, the player, and the scoreboard operator—at the same time.
That means inflated ad prices and zero transparency for folks like us running campaigns.
💥 Why Ecommerce Sellers Should Pay Attention
You might be thinking:
“Andy, I sell organic pet shampoo. What’s this got to do with me?”
Everything. Here’s why:
- Google controls your game.
Running Google Ads, YouTube, Display? You’re playing by Google’s rules—and they’re the only ones who know the rulebook. - You’re probably overpaying.
The DOJ claims Google tweaks the ad auction to drive up costs. - Monopolies slow innovation.
No competition means no pressure to improve tools or drop prices. - A win for the DOJ = a win for small advertisers.
More options, more transparency, lower costs.
⚖️ Google’s Response? “Nothing To See Here…”
Google’s not exactly throwing in the towel.
They argue:
- Advertisers have plenty of choices (Facebook, Amazon, TikTok)
- Their tech saves money and makes ads more efficient
- Breaking them up would hurt small businesses
But let me tell you this as someone who’s managed ad budgets from $1,000 to $500,000 a month…
It’s not a free market when the auction, data, and targeting are all controlled by one company.
That’s the real issue.
🔮 What Happens If the DOJ Wins?
This could take years, but if the DOJ succeeds…
🧱 Separation of ad tech – Google could be forced to split AdX from Google Ads or Ad Manager.
🔎 More transparency – We might finally see where our money really goes.
📉 Lower CPCs + CPMs – More competition = better pricing.
🌐 New ad platforms could rise – Think Trade Desk, Criteo, or even a new kid on the block.
That means more leverage for small and mid-sized advertisers. Finally.
✅ What You Should Do Right Now
Here’s your Make Each Click Count checklist for staying ahead of the shakeup:
- Diversify Channels
- Bing/Microsoft Ads = lower CPCs
- Amazon Ads = product-based targeting
- Meta + TikTok = brand awareness
- Track Profit, Not ROAS
- Focus on net profit per order—not just return on ad spend.
- My 2022 Make Each Click Count PDF breaks this down.
- Use Manual Campaigns When Possible
- Don’t give full control to automation like Performance Max.
- Keep your hand on the wheel.
- Improve Your Conversion Rates
- Higher conversion rates = more profit from the same clicks.
- Stay Informed
- Knowledge is leverage. This lawsuit might shift the landscape—early movers win.
🚦Final Thoughts
This lawsuit is a wake-up call—for Google, for advertisers, and for digital ad strategy as a whole.
If the DOJ wins, it could be the biggest shift since… well, since digital ads became a thing.
It’s not about being anti-Google. It’s about building a fairer, more profitable ecosystem for all advertisers—not just those with $100k budgets and a rep on speed dial.
🧠 Lesson: Prepare now. Control what you can. And never stop tracking profit over hype.
❓Frequently Asked Questions (FAQs)
Q1: Will this lawsuit impact Google Ads performance?
Not immediately—but if the DOJ wins, expect major changes in auction dynamics and pricing.
Q2: What is Google accused of exactly?
Controlling both the buy and sell side of digital ads, inflating prices, and stifling competition.
Q3: Should I stop using Google Ads?
Nope. Just diversify and keep your eyes open for changes.
Q4: How can I lower my CPCs now?
Improve Quality Score, tighten targeting, and consider Microsoft Ads as a lower-cost alternative.
Q5: Will this create new platforms?
Yes—if the DOJ wins, expect new or lesser-known platforms to gain traction.
Q6: What tools should I use to track profit over ROAS?
Google Analytics with conversion value tracking + profit margin sheets work great.
Q7: What if I only use Performance Max?
Start testing manual campaigns. You’ll get more control—and more data transparency.
Need Help with Google Ads? If you’re ready to take your online store’s performance to the next level with Google Shopping Ads but need a helping hand, consider reaching out. I’m Andy Splichal, author of Make Each Click Count and host of the Make Each Click Count podcast. Whether it’s about creating high-performing Shopping Ads or mastering your overall Google Ads strategy, I’m here to help. Let’s make those clicks count!
ABOUT THE AUTHOR
Andy Splichal is the founder and managing partner of True Online Presence, author of the Make Each Click Count book series, host of the Make Each Click Count podcast, founder of Make Each Click Count University and certified online marketing strategist with twenty plus years of experience helping companies increase their online presence and profitable revenues. He was named to Best of Los Angeles Awards’ Most Fascinating 100 List in both 2020 and 2021. To find more information on Andy Splichal, visit trueonlinepresence.com or read The Full Story on his website or his blog, blog.trueonlinepresence.com.