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I don't get your point. There is certainly demand lift from Google ads, I am not disputing this.

But because it is a monopoly currently businesses pay way more than the value of the actual conversions Google ads achieve.

Nobody should be willing to pay above, yet they do because the competition is willing to speculate on the value of these and take extreme positions.

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My point is that advertisers still "win". Even if they might be paying less if the market were more competitive or transparent.

Ad professional and ad firms probably get some cut of that but that is not very relevant. The problem is that the cost for the companies and hence the consumer is up.

You can test it yourself. Try to promote your website with Google ads and you will see the insane prices they ask for. Btw you don't know if someone else is paying that number, google tells you that that is the price.

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