As of May 2025, Google is at the center of two major antitrust rulings in the United States. These legal decisions—focused on its monopoly in search and digital advertising—are prompting questions about how its business practices affect the broader market, including its impact on small businesses across the country.

Overview: Google’s Antitrust Challenges

Google Search Monopoly Case

In 2020, the U.S. Department of Justice (DOJ), along with several state attorneys general, filed a lawsuit against Google for maintaining a monopoly in the search and search advertising markets. The case alleged that Google used exclusionary agreements with device manufacturers and browser developers to set its search engine as the default, limiting consumer choice and competitor access.

In August 2024, a federal court found Google in violation of antitrust laws. The remedies phase of the trial began in April 2025, with proposed actions ranging from altering business contracts to divesting the Chrome browser or opening search data to competitors.

Google Digital Advertising Monopoly Case

Separately, in January 2023, the DOJ and additional states sued Google for monopolizing digital ad technologies, including its ad exchange and publisher ad server. The court ruled in April 2025 that Google’s control of both sides of the ad market constituted illegal monopolistic behavior.

The DOJ is now seeking structural remedies such as the divestiture of these platforms to restore competition in digital advertising. Google has opposed these actions, citing concerns about disruption to users and partners.

How These Google Antitrust Cases Affect U.S. Small Businesses

While the court rulings focus on Google’s market power, they also raise broader implications for small business advertising costs and search results that depend on its platforms.

Potential Challenges for Small Businesses

• Higher Advertising Costs: The DOJ contends that Google’s control over the digital ad supply chain could drive up costs. Small businesses may have less visibility into how much of their ad spend reaches actual customers.

• Search Ranking Disadvantages: If Google favors its properties in search results, small businesses may be pushed lower in rankings, decreasing online visibility.

• Limited Alternatives: Google’s contracts with mobile and browser companies have made it the default search engine in many places, reducing competition and innovation that might benefit small advertisers.

• Algorithm Unpredictability: Frequent changes to Google’s algorithms can disrupt search rankings. Small businesses often lack the resources to adapt quickly.

Potential Benefits for Small Businesses

• Wide Reach and Tools: Google provides access to a massive global audience, along with tools like Google Ads, Google My Business, and Google Analytics, which are affordable or free.

• Digital Accessibility: Businesses can market themselves online without needing large budgets—something not as easily achievable with traditional media.

• Search and Ad Simplicity: Google’s platforms centralize many services, making it easier for small businesses to manage their digital presence in one place.

Looking Ahead

With final Google monopoly rulings and potential remedies expected later in 2025, the outcomes could reshape how Google operates and how small businesses interact with its services. The legal process, including appeals, may extend for years, but the current momentum signals increased scrutiny of Big Tech’s influence over the digital economy.

Got Questions?

We are staying apprised of the situation and currently, everything is status quo. We keep our clients updated on shifts happening in the Google landscape, and we’ll keep watching this too. If you have questions, please contact us on our website, at projects@amplimark.com or call us at 515-225-6438.