As a digital marketing agency, The Media Image (TMI) continuously monitors shifts in the Search Engine Results Pages (SERPs) to uncover trends and identify competitive advantages for its clients. While rumours of major SERP changes have surfaced sporadically over recent months, there are now signs that a significant update is no longer speculative—but imminent.
Over the past few weeks, TMI has observed UI testing by Google that suggests a permanent departure from right-hand side (RHS) ads on desktop search. In the trials seen so far, RHS ads are gone entirely, replaced by four centrally positioned ads at the top of the page and two ads at the bottom.
Fewer Ads, Higher Stakes
The implications for search advertisers are substantial.
With fewer ad positions available on page one, competition for top-of-page placements will intensify, likely pushing average CPCs upward. This theory is supported by eye-tracking research, which shows that users overwhelmingly focus their attention at the top of the SERP, while largely ignoring bottom-page results.
Google may be responding to underperformance of RHS ad placements across verticals. If click-through rates have consistently underwhelmed, removing them in favour of more competitive top positions—where higher CPCs are justified by visibility—makes commercial sense.
SEO Impacts: Below the Fold
Beyond paid search, this change could have a profound impact on organic visibility. With four paid ads stacked atop the page, organic listings risk being pushed below the fold on many desktop devices—particularly for competitive, commercial-intent keywords.
That shift will intensify the battle for top SEO rankings, potentially requiring more investment in brand visibility, content strategy, and technical optimisation to compensate for reduced screen real estate.
Looking Ahead
While the change hasn’t yet rolled out universally, the signs are strong that this SERP redesign is coming, and likely to be permanent.
TMI will continue to monitor these developments closely in the coming weeks—and will keep its clients and readers informed on how best to adapt paid and organic strategies for this evolving landscape.
