What Makes a SERP & Why Ads Don’t Always Show on Top

With the ever intensifying competition for visibility on ad platforms, understanding how to optimize for the SERP becomes crucial.

The video covers key strategies to ensure your content stands out, from organic rankings to paid placements. Whether you're navigating new SERP features or adapting to algorithm changes, mastering SERP optimization can significantly impact your visibility and, ultimately, your business success.

Not all SERPs are created equal—Google tailors search results based on query intent, user behavior, and evolving AI-driven features like Search Generative Experience (SGE).

In this episode, we will learn why ads don’t always appear at the top of every SERP and how different factors—like transactional vs. research-based queries, SGE influence, and social forum dominance—impact visibility. Discover how Google prioritizes ads based on user intent and how advertisers can adapt their PPC and organic strategies to maximize search presence.

What You Will Learn

1. What Shapes an SERP?

A search engine results page or SERP is influenced by multiple factors like user behavior, intent of the query, and Google’s algorithm
Google customizes SERPs based on the searcher’s profile, past interactions, and intent
Both Search Generative Experience (SGE) and organic content play a role in shaping modern SERPs

2. Examples of Search Queries

Dog Trainer Near Me: For a work profile with limited purchasing data, the search results primarily show ads, a map pack, and organic results, focusing on local business intent.
Dog Toys for Tough Chewers: A personal profile with rich purchasing behavior data shows shopping ads at the top, followed by SGE content, organic results, and text ads further down, indicating a mix of research and transactional intent.
Is My Dog Anxious or Angry: A purely research-oriented query on a profile with historical but not recent purchasing behavior displays SGE content first, followed by organic results and a knowledge panel, avoiding transactional content.
Rescue Dogs: An intermediate profile shows organic results and a heavy presence of forums like Reddit and Quora, emphasizing the influence of community discussions on search visibility.

3. The Role of Search Generative Experience (SGE)

SGE is playing a larger role in shaping SERPs, sometimes appearing before organic results or even replacing traditional search snippets.
Queries with educational intent (e.g., “is my dog anxious or angry?”) are more likely to trigger SGE responses rather than ads..

4. What PPC Advertisers Should Keep in Mind

Don’t panic if your ads aren’t at the top—Google is optimizing ad placement based on transactional intent to avoid wasting advertiser spend.
Leverage social and community engagement to rank in SERPs where ads don’t show up as frequently.
Be careful when testing your own ad visibility. Frequent searches without clicks can negatively impact performance signals.

More Learnings