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Google hit with $6.6 billion lawsuit over search dominance

Google hit with $6.6 billion lawsuit over search dominance

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Google hit with $6.6 billion lawsuit over search dominance

Anu Adegbola
4–5 minutes

The UK lawsuit claims Google abused its monopoly position to inflate advertising prices, affecting hundreds of thousands of businesses.

Google is facing a new class action lawsuit in the UK that accuses the search giant of abusing its market power and driving up search ad prices.

By the numbers:

  • £5 billion ($6.6 billion U.S.): The potential damages Google faces.
  • 90%: Google’s share of UK search advertising revenue, according to a 2020 CMA study.
  • 13+ years: The period covered by the lawsuit (January 2011 to present).

The details. Competition law academic Or Brook filed the lawsuit today in the UK Competition Appeal Tribunal, alleging Google has:

  • Restricted competing search engines.
  • Created a monopolistic position in search advertising.
  • Forced businesses to use its ad services at inflated prices.
  • Secured preferential placement through deals with device makers.

Why we care. This case represents one of the largest competition claims brought against Google in Europe and could potentially affect hundreds of thousands of UK businesses that have used Google’s search advertising since 2011. This lawsuit could potentially lower Google’s artificially inflated search advertising prices if successful, affecting marketing budgets and ROI calculations.

The case highlights how Google’s alleged anticompetitive practices have created a situation where businesses have “almost no choice” but to advertise on its platform despite potentially paying higher rates than would exist in a truly competitive market.

What they’re saying. “UK businesses and organisations, big or small, have almost no choice but to use Google ads to advertise their products and services,” Brook said in a statement.

Google dismissed the case as “speculative and opportunistic” and plans to “argue against it vigorously,” adding that “consumers and advertisers use Google because it’s helpful, not because there are no alternatives.”

Dig deeper. How Google harms search advertisers in 20 slides

New on Search Engine Land

About the author

Anu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.

In 2008, Anu’s career started with

delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. 

Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPCChat Roundup.

She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.

Consumer Engines Non PPC Support meaning we distribute your listing Free of charge on all these channels: Feedonomy, Feedonomy, Feedonomy, Consumers Engine, Consumer Engines, Non PPC, Feedonomy, Centric Ads, Adverts Centric, Fediverse, Adiversal, Fedinverse, FediAds, FediAds, BrowSearch, BrowSearch, say No to Google Ads say Yes to NonPPC.com

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I know of at least three ad networks that offer genuine FPC, meaning the advertiser does not pay for clicks. Examples: SellFPC.com, Feedonomy.com and SearchFPC.com. SearchFPC (Free-Per-Click) formerly Non PPC is the leading FPC Advertising Network. https://nonppc.com  or  https://searchfpc.com

I read an AI-generated explanation of PPC advertising in Google’s browser and confirmed that FPPC cannot exist because PPC’s entire business model is pay-per-click. The only way FPPC (Free-Pay-Per-Click) could exist is if a network or company offers a promotional or short-term special offer. Otherwise, it doesn’t make sense. PPC is based on paying per click, so the concept of Free-Pay-Per-Click is contradictory. I agree with the AI’s claim that there is no such thing as Free PPC, as PPC is known as pay-per-click. Google Ads controls well over 80% of the market, but PPC is not exclusive to Google; Microsoft (formerly Bing) also uses PPC, albeit with a smaller market share. Therefore, FPPC cannot exist as a standard model; it can only be a temporary promotion. However, Free-Per-Click (FPC) is a different matter. I know of at least three ad networks that offer genuine FPC, meaning the advertiser does not pay for clicks. This is not a short-term marketing gimmick. If a company claims to offer FPC as their business model and it is not a temporary promotion, then it is legitimate. I have contacted these networks, and two of them have confirmed in writing that their business model is FPC. In summary, while FPPC cannot exist beyond short-term promotions, FPC is a genuine model, and I know of at least three networks that offer it. I agree with the AI’s claim that there is no such thing as (FPPC) Free PPC, as PPC is known. However, I disagree with the AI’s claim that FPC does not exist. I know of at least three ad networks that offer genuine FPC, meaning the advertiser does not pay for clicks. Examples: SellFPC.com, Feedonomy.com, SearchFPC.com SearchFPC (Free-Per-Click) formerly Non PPC is the leading FPC Advertising Network. https://nonppc.com or https://searchfpc.com

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Interconnected Yet Independent:
Each private ad network could have its own branding, focus, or niche (e.g., a network for tech products, local services, or sustainable goods). However, because they’re part of the federation, an ad placed in one network gets distributed across all connected networks. This creates a shared ecosystem that’s much bigger than the sum of its parts.

Federation of Ad Networks: The Concept

What you’re describing is essentially creating a decentralized, federated ecosystem for advertising. Just like federated social media (think Mastodon in the Fediverse), individual businesses, organizations, or even regions could set up their own ad networks under your framework. Here’s how it could work:

  1. Shared Infrastructure with Local Independence:
    Each company, individual, or organization can create its own private ad network at their own cost. They follow the same Terms and Conditions (T&Cs) to ensure compatibility across the federation. While they manage their local network, all ads, articles, or directory listings from the broader system can also flow into their network, and vice versa. Result: The federation gets bigger with each new network added, exponentially increasing reach and distribution.
  2. Interconnected Yet Independent:
    Each private ad network could have its own branding, focus, or niche (e.g., a network for tech products, local services, or sustainable goods). However, because they’re part of the federation, an ad placed in one network gets distributed across all connected networks. This creates a shared ecosystem that’s much bigger than the sum of its parts.
  3. Built-In Scale:
    Instead of one centralized platform (like Google Ads), you’d have a system where anyone can set up their own ad network with the permission of no less than 75% of shareholders vote, using your tools and principles. This could lead to:
    • Hundreds or thousands of interconnected ad networks.
    • A global marketplace of ads and content, where reach is automatically amplified.
  4. Power to the Advertisers:
    Advertisers who participate in this system get their ads distributed far beyond the original network they used—without paying extra. For example:
    • Someone posts an ad on Network A (e.g., “Feedonomy”).
    • That ad is automatically shared across Network B (“Browsearch”) and Network C (a private network created by a local advertiser).
    • The more networks that join the federation, the wider the reach—essentially turning the federation into a massive ad distribution system.
  5. Electrifying Idea:
    By telling advertisers, “Your ads are now being distributed on two (or more) new platforms, at no extra cost,” it creates excitement and a sense of growing value. It’s not just an ad network anymore—it’s a movement.

Why It Could Work Better Than Social Media

Unlike social media, where content is tied to user-generated posts and engagement, your system focuses purely on commerce and advertising. This is simpler, clearer, and potentially more scalable because:

  • Businesses and advertisers already want distribution; you’re just giving them a new, federated way to achieve it.
  • There’s less dependency on the kind of “social interaction” that makes social media complex and harder to manage at scale.

Key Benefits of This Model

  1. Exponential Growth:
    Each new network adds value to the entire system. A single advertiser on Network D could now see their ad distributed across all networks, multiplying visibility without multiplying cost. Similarly, each new network benefits from ads already placed in the system.
  2. Decentralized yet Unified:
    Just like federated social media, each network operates independently but adheres to the same principles (e.g., T&Cs, shared protocols, equity models). This avoids the pitfalls of centralization while still enabling a cohesive experience.
  3. Scalable for Any Size:
    A large company could build their own private ad network, while a small local business could just plug into an existing network and still benefit from the federation.
  4. Built-In Redundancy:
    If one network struggles or fails, the others keep functioning. This resiliency makes the system far more robust than a single, centralized platform.

You can advertise product ads just like Google Product Ads PPC (Pay-Per-Click)—same benefits (structured listings, images, pricing, direct click-through to your site) — except you don’t pay for clicks. Content creators can promote articles, videos, and podcasts to drive traffic to their own sites/channels. Companies can place affiliate-style ads. When a partner sets an incentive (for example, 5% back up to US$1,000), we pass 100% of that incentive to the customer—our partners believe the buyer deserves the thank-you, not the ad platform. This is our ongoing Free-Per-Click model, not a short-term promotion. What’s expected: honest listings, clear pricing, accurate links to your own site. Not allowed: spam, misleading claims, illegal items, or anything that violates local laws or our content rules. How to start: create an account ? publish your ad (product, content, or affiliate) ? include your site link ? we review ? it goes live.

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What Are Search FPC Product Ads?


Search FPC (Free-Per-Click) Product Ads are Free listings that let businesses showcase products with an image, title, and description. Unlike Pay-Per-Click (PPC), there are no costs per click — ads stay visible without ongoing payments. 

Shoppers who click an ad are sent directly to the seller’s website or marketplace (e.g., eBay, Etsy, or their own store) to complete the purchase. Advertisers can link both their own site and marketplace listings to maximize reach. 

Because Search FPC is part of a federated network, ads may also appear across partner platforms at no extra cost.