Advertiser who spent $500k/mo on Google Ads says Search growth is artificial amid LLM cannibalization
SumitGup · x · 2026-10-29
An advertiser who has spent $500k+/month on Google Ads for years argues Google's Search revenue growth is "artificial and unhealthy": legacy search volume is being cannibalized by non-monetized LLM queries, and Google is compensating with extractive tactics — charging advertisers more for lower-quality clicks, including unapproved ones, and abandoning its long-standing second-price auction model. Nic Carter said the analysis nails what Google's latest earnings show.
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