Sunday, June 1, 2025 | 2 a.m.
### **The Impact of Breaking Up Google’s Ad Tools on Small Businesses**
In today’s fast-paced digital marketplace, **small businesses thrive on access to effective advertising tools**. A recent proposal from the Department of Justice to **disband Google’s digital advertising services** has stirred significant concern among entrepreneurs.
### **A Personal Story of Success**
I’m an environmental scenting professional who has cultivated unique, allergen-free fragrances for various Las Vegas hotels since the 2010s. In 2017, my wife and I launched a venture to sell our captivating scents through candles and sprays in hotel gift shops, making them accessible for guests to take home.
Fast forward eight years, and our business has burgeoned to serve over **100,000 customers annually**, with an impressive **$7 million in revenue**. However, the looming possibility of broken-up Google ad services threatens to disrupt the very foundation of our success.
### **The Core of the Concern**
The Justice Department’s initiative stems from an April ruling that identifies Google as monopolizing the digital ad marketplace. But **breaking up their system** could decimate the efficient pathways that connect small enterprises like ours with potential customers. Google’s integrated ad tools have simplified our advertising efforts, allowing us to reach target audiences effortlessly.
#### **Why Google Works for Small Businesses**
With just a few clicks and a modest budget, we can:
– **Advertise on multiple platforms:** Our ads appear on various websites frequented by potential buyers, ensuring optimal visibility.
– **Leverage data analytics:** Google provides insights into ad performance, allowing us to tweak our strategies for maximum return.
This **cost-effective** advertising model has been instrumental in our growth, providing the necessary means to **compete against larger corporations**. Without Google, reaching the right customers could become a daunting task, leading to skyrocketing advertising expenses and plummeting sales.
### **Indirect Benefits of Google’s Ad Ecosystem**
Moreover, Google’s efficiency enhances our **brand recognition**. Potential customers are **more likely to engage** with our ads on social media after encountering our display ads across their favorite websites. Interestingly, Google’s success has also sparked innovation among other ad providers, prompting platforms like TikTok and local TV networks to step up their game in offering competitive services.
### **Navigating Competition in the Digital Ad Space**
Some Justice Department officials argue that Google stifles innovation and raises ad prices. However, the landscape of digital advertising has **broadened significantly**, with numerous platforms—from Amazon and Etsy to social media giants—claiming their share. This evolving environment has improved advertising effectiveness for small businesses.
### **A Call to Action: Consider the Repercussions**
It is crucial that the Justice Department and the presiding judge reflect deeply on the implications of disbanding Google’s advertising tools. Though large, Google’s **integrated services offer unparalleled value** to small enterprises. A fragmented system would demand more resources at our disposal, ultimately leading to increased **advertising costs and a decrease in sales**.
Moreover, dismantling Google’s capabilities may dampen innovation across the ad ecosystem, making it less efficient and potentially diminishing the quality and effectiveness of advertising for all.
#### **Why Break What Works?**
The question remains: **Why should we dismantle a system that has proven to be so beneficial to small businesses?** The potential consequences of breaking up Google’s ad tools could stifle growth for many, causing a ripple effect throughout the digital advertising landscape.
In conclusion, as small businesses continue to navigate the complexities of the digital marketplace, access to **robust advertising solutions** becomes paramount. Let’s advocate for a system that supports growth rather than truncates it.
Jim Reding is the CEO of Las Vegas-based Aroma Retail.
