For sure, it&#x27;s pretty obvious.<p>The other consideration here is that last year Google announced that mobile queries had surpassed desktop, so the overall impact to advertisers is actually going to be smaller than they think.<p>Limiting the number of traditional paid search ads is the only way Google can continue to maintain a balance between SEO &amp; paid search while enabling them to test new products&#x2F;paid ad formats. Think integrated voice results, video results, etc.<p>Google can only maintain its market position as a business if they continue to deliver the best search experience. And to do this, they need to continually improve their search product.