GOOGLE AD COSTS, NOT ITS ALLEGED MONOPOLY, IRKS BUSINESSES

When asked about Google, Bryan Clayton voices a familiar lament among small business owners.

“You keep getting squeezed further and further down the search results page,” says Clayton, CEO of GreenPal, a company that operates an app to help homeowners find lawn care. “As a startup, you don’t have a million-dollar advertising budget.”

The Justice Department sued Google on Oct. 20 for anticompetitive behavior, saying the company’s dominance in online search and advertising harms rivals and consumers.

Owners such as Clayton have a different beef. What’s unfair about Google, they say, is the way it gives the greatest prominence in search results to the companies that spend the most on advertising.

Companies covet the top spots in Google search results — the first page of rankings, and the top of subsequent pages. But if too many companies vie for one of these spots, the cost can jump out of reach for a small business, just like the price for prime time TV commercials.

Google controls about 90% of global internet searches. The Justice Department sued Google, alleging it uses monopoly power in search to squelch competition. Business owners’ concerns about the cost of advertising aren’t directly related to the government’s lawsuit, although the company’s dominance of the search market has been alleged to be a factor in driving up the price to buy ads in its vast digital marketing network.

But even if prices were lower than they are now, larger companies with more money to spend, in theory, could always outbid smaller businesses vying for the prime advertising spots on Google.