"As a reminder, Google dropped its unofficial support of showing 100 search results per page, which caused issues for third party tracking tools and even Search Console itself. The theory with Search Console is that the scrapers were injecting artificial data into Google and thus the reporting. But is the same happening with Google Ads reporting? Vanessa Fox asked on Bluesky "If GSC impressions were inflated, was this also inflating Google Ads keyword tool search volumes?""
"Not seeing this in PPC accounts. Here is a chart of multiple accounts merged: pic.twitter.com/pTJXv4PUHr- Joe (@theJoeShmow) September 22, 2025 i would think this would impact the keyword planner before anything else and only as the unintended consequences of removing n=100 is felt. I have already canceled 2 SEMrush accounts for clients who have asked me. Let's say it was 20, that would be 20+ less searches a month...- Drew Cannon (@Dcdigitalpro) September 22, 2025"
Google removed its unofficial support for displaying 100 search results per page, disrupting third-party tracking tools and affecting Search Console reporting amid theories that scrapers injected artificial queries. Concerns arose about whether Google Ads metrics and Keyword Planner volumes were similarly inflated. Reports from multiple PPC practitioners indicate that most Google Ads accounts have followed normal impression and traffic patterns after the change. A minority of advertisers observed reduced low-quality traffic, one brand reported an approximate 8% drop in available impressions with improved CTR, and some users canceled third-party keyword tool subscriptions. A request for comment was sent to Google Ads liaison Ginny Marvin.
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