Today, let’s discuss how Google’s dominance in search is being tested and why we should all understand the challenges they face.

1. AI tools and shifting user habits are reducing reliance on traditional Google search.
2. Antitrust actions threaten Google’s advertising dominance.
3. Users are turning to a wide variety of platforms to find what they need, disrupting traditional web traffic and ads.

Not long ago, being found online mostly meant being found on Google. Today, Google’s dominance in search is being tested. We’ve been closely monitoring these emerging threats as they continue to erode their lead.

The bottom line: The future of Google and traditional search marketing faces significant challenges due to a convergence of technological shifts, regulatory pressures, and changing user behaviors.

To keep you up to speed, here’s a quick overview of three major threats facing Google. These challenges will not only test Google’s future but also create obstacles for business owners and marketers working to maintain online visibility.

1. Apple has reported a decline in Google searches within Safari for the first time in 22 years. This is big news. This shift is attributed to users increasingly turning to new AI tools that offer alternative ways to access information. Google’s own AI Overviews aim to counter this trend, but they have led to decreased user engagement, as users often find answers directly on Google’s platform without clicking through to external websites
2. Regulatory scrutiny has intensified, with the U.S. Department of Justice seeking to dismantle parts of Google’s advertising empire. It’s been argued that the company has unlawfully stifled competition in the digital ad market. A federal judge ruled that Google had formed an illegal monopoly in its advertising business, and the DOJ is pushing for the divestiture of key components of its digital ad network. These legal challenges, coupled with potential antitrust remedies, pose significant risks to Google’s core business operations.
3. The evolving digital landscape has also impacted the broader web ecosystem. Publishers report that AI-generated summaries, such as Google’s AI Overviews, are reducing click-through rates to their websites, undermining the traditional ad-supported model of the open web. Additionally, a survey found that 36% of consumers, including 39% of Gen Z users, now start their searches on platforms like Pinterest instead of Google. This shift showcases how user behavior has continued to evolve, with audiences seeking more visual and curated content experiences.

In response to these multifaceted challenges, Google maintains that overall search queries continue to grow, including on Apple devices. However, the company acknowledges the need to adapt to the rapidly changing environment. Alphabet CEO Sundar Pichai has warned of the “extraordinary” risks posed by antitrust remedies and the evolving digital landscape, emphasizing the importance of innovation and responsible AI integration to navigate these uncertainties.

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What you need to know:

Threads Rolls Out Video Ads as Meta Eyes TikTok Territory

Meta is introducing video ads to Instagram Threads, allowing a select group of advertisers to test various video formats within the feed. This move aligns Threads more closely with competitors like TikTok.  Additionally, Meta is testing new ad products, including Reels trending ads and enhancements to its Creator Marketplace. Read more.

Reddit Emerges as a Goldmine for Marketers

Reddit has evolved into a cultural hub with over 100,000 active communities and 22 billion posts and comments. Its partnership with Google enhances visibility, and younger consumers increasingly turn to Reddit for authentic, unfiltered insights. Marketers can leverage this by monitoring Reddit trends and engaging with communities to gain real-time, organic feedback. Read more.

TikTok Launches $1M Ad Credit Program

TikTok is offering $1 million in ad credits to support U.S. small businesses. Eligible businesses can receive up to $500 in ad credits to promote their products and services on the platform. This initiative aims to help small enterprises reach broader audiences and capitalize on TikTok’s vast user base. Read more.

LinkedIn Reports Record Engagement Levels in Q3 2025

LinkedIn has achieved record engagement levels in Q3 2025, according to Microsoft’s earnings report. The platform’s growth is attributed to increased content creation, deeper professional conversations, and the expansion of its creator tools. These developments have solidified LinkedIn’s position as a leading platform for professional networking and content sharing. Read more.

Threads Surpasses 350 Million Monthly Active Users

Meta’s Threads has reached over 350 million monthly active users, marking significant growth for the platform. The increase is partly due to enhancements in the app’s recommendation systems, leading to a 35% rise in time spent by users. This milestone underscores Threads’ expanding influence in the social media landscape. Read more.

B2B Video Marketing Takes Center Stage in 2025

Video content has become paramount in B2B marketing strategies for 2025. A Wyzowl survey indicates that 89% of businesses use video as a marketing tool, with 95% considering it essential. Live-stream videos are gaining traction, offering higher engagement rates compared to traditional videos. Additionally, Connected TV is emerging as a valuable channel for B2B marketers to reach audiences. Read more.

Google Tests AI Chatbot Ads in Search

Google is experimenting with integrating ads into its AI-powered chatbot within Search. The test aims to explore how conversational AI can present sponsored content in a user-friendly manner. This initiative reflects Google’s efforts to modernize its advertising approaches in line with evolving user interactions. Read more.

Meta Shares Q1 2025 Ad Tips Focused on Reels and AI

Meta has released advertising insights for Q1 2025, emphasizing the effectiveness of Reels and AI-driven strategies. The company highlights that short-form video content continues to drive engagement, and leveraging AI tools can optimize ad performance. Advertisers are encouraged to focus on creative storytelling and data-driven approaches to maximize reach. Read more.

B2B Buyer Behavior Shifts

B2B buyers are increasingly valuing sustainability and long-term partnerships. Companies demonstrating transparency, ethical practices, and environmental responsibility are more likely to build trust and secure lasting relationships. Marketers are advised to align their strategies with these values to meet evolving buyer expectations. Read more.

Pinterest Enhances Visual Search with AI-Powered Features

Pinterest has upgraded its visual search capabilities by incorporating AI-powered features. Users can now refine searches based on style, color, and fabric, particularly in the women’s fashion category. The platform also introduces visual language models to help users articulate their preferences, enhancing the overall search experience. Read more.

Google Launches AI Max for Enhanced Search Campaigns

Google has officially launched AI Max, a new feature designed to optimize search campaigns using artificial intelligence. AI Max aims to improve ad targeting and performance by leveraging machine learning algorithms. Advertisers can expect more efficient campaign management and better ROI through this advanced tool. Read more.

Markets Rebound as U.S. and China Agree to 90-Day Tariff Truce

Global stock markets surged after the U.S. and China announced a 90-day pause in their escalating trade war, significantly reducing tariffs. The U.S. slashed tariffs on Chinese imports from 145% to 30%, while China reduced its tariffs on U.S. goods from 125% to 10%. This unexpected de-escalation boosted investor confidence, driving up equity markets around the world. Analysts view this tariff pause as a step towards reducing the risk of a U.S. recession. Market sentiment improved, though some experts remain cautious, recalling the short-lived truce of 2018–2019. The compromise also follows a trade agreement between the U.S. and Britain, further indicating a possible shift in the Trump administration’s trade stance. However, concerns persist over the long-term impact of protectionism, with expectations that baseline tariffs on imports may remain. Read more.

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SOCIAL MEDIA

What We Learned at the 2025 North Canton Social Media Summit

We recently attended the North Canton Social Media Summit, hosted by the North Canton Chamber of Commerce. It was a packed house filled with local small business owners, and it turned into one of those rare events that was equal parts energizing, educational, and immediately useful.

Read More

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STRATEGY

Grow your organization’s revenue with a comprehensive digital marketing plan.

Do you need a digital marketing strategy but you’re not sure where to start? Or maybe you’re unhappy with the results from your current plan? At Sanctuary, we focus on strategies that get results and help you grow your business. We’re leaders in marketing, and partners in growth. Learn more today!

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SEARCH MARKETING

Podcast Episode #93 – An Exploration of SEO, AEO and GEO

Today, let’s talk about how AI is changing how people search, get answers, and make purchasing decisions, creating major challenges for marketers. Traditional SEO alone isn’t enough anymore. AI is now delivering information in new ways, often without sending users to websites. To stay visible and get customers to take action, businesses must adapt to this shift in discoverability.

Read More

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