Google Search to bat this IPL: Strengthening dominance or shifting brand strategy?

This is a story of change. This is a story of growth. This is a story of evolution.

In late 2024, Google's global internet search market share fell below 90% for the first time since 2015, though admittedly by a smidgeon. In December 2024, Google held a market share in Search of 89.73%, down from 89.99% in November and 89.34% in October. This decline, while modest, marks a historic shift, especially when compared to July 2023, when Google commanded a robust 92% of the global search market.

Therefore, Google's decision to advertise its Search product during the Indian Premier League (IPL) has sparked conversations about its motivations and the broader implications for the search advertising ecosystem.

The search advertising market is witnessing significant growth both globally and in India. Globally, the search advertising market is projected to reach a staggering US$417.4 billion by 2028, growing at a compound annual growth rate (CAGR) of 7.67% from 2025 to 2028.

In India, the search advertising market is expected to grow by 10.11% between 2025 and 2028, outpacing the global average, and potentially reaching a market volume of US$2.9 billion by 2028.

This growth is fuelled by the rapid development of internet infrastructure and the increasing affordability of internet-enabled devices in the country.

As of now, paid search advertising in India is a significant component of digital ad spend, with search and ecommerce each contributing 18% to digital ad spend, growing by 15% in 2024.

Now, let’s get one thing clear — I am a child of the internet, which means I and many of my demographic, by extension and metrics, are driven by Google. This isn’t some anti-Google tirade; far from it. This is a commentary on market forces, on how the king of search is adapting to a landscape where the competition is getting smarter, AI is upending user behavior, and search itself is being redefined.

As senior digital marketers pointed out to this reporter, "AI-based search could potentially be making Google Search reconsider its own advertising spends."

Vineeta Sharma, Director - Marketing, Manipal Academy of Higher Education had told e4m that while AI overall and specially Gemini provide precise context driven search that helps in increased engagement as it gives relevant information to the TG promptly, due to this the traffic has also increased but so has the competition for top placements of ads resulting into around 15-20% increase in the CPL.

"The digital campaigns has become around 20-40% more expensive for targeted keywords and targeted markets as it is the same market for all the universities who have diverse students base like us. International digital marketing has also become twice as expensive as the same audience is targeted by all the universities inviting international admissions," she said.

As AI powered Search drives the experience forward, there could be a realignment in how the market works.

Prasun Kumar, CMO and Business Head, Magicbricks, shared his insights on why a tech giant with an undisputed hold over search is opting for mass media promotions.

Kumar dismissed the idea that Google's move was purely a response to market fragmentation, asserting that Google still holds the lion's share of the search market. “Google has always had an effort to bring offline users online,” he explained. “It has done multiple campaigns in the past, and this could be another step in that direction.” He pointed out that India, as a developing market, continues to witness a surge in new smartphone users, making it crucial for Google to educate them about search and its possibilities.

While acknowledging that some aspects of search have shifted away from Google, Kumar emphasized that this does not necessarily indicate a weakening grip. “It's a reality that part of the search ecosystem has moved away from Google,” he admitted. “Meta has made huge inroads into the monetization side, with brands now using it in almost equal measure, if not more, to generate leads and capture consumer intent.” However, he maintained that this alone would not be the primary reason for Google's IPL advertising push.

Beyond market forces, Kumar believes Google's move aligns with a broader brand strategy. “As a brand, you tend to keep refreshing yourself from time to time. While Google is the big daddy, that should not stop it from going to consumers and setting narratives,” he said, adding “Advertising on a mass platform like IPL allows Google to reach users who may be entering the digital ecosystem for the first time.”

Reflecting on Google's past communication strategies, Kumar noted that the company has historically leveraged high-impact storytelling. “Google has done some very interesting communication in the past, like the India-Pakistan reunion campaign. Such efforts only deepen its relationship with consumers,” he said.

Ultimately, Kumar sees Google's IPL presence as a testament to the evolving nature of digital advertising rather than a sign of vulnerability. “It's Google innovating its own game,” he affirmed.

Anita Nayyar, former COO Media, Branding & Communications at Patanjali Ayurved Limited and an industry veteran with over 40 years of experience, believes this is a strategic move by Google to consolidate its dominance in search, particularly as AI-driven competitors emerge.

“If you look at the way Google operates, whichever area they get into, they want to dominate it, very similar to how Reliance does, ” Nayyar notes. The company is likely reinforcing its brand amid rising competition from AI-powered search engines like Perplexity AI and Search GPT. She explains that while AI is transforming digital marketing, “sensible marketers or business guys are using it sensibly,” and the real value lies in AI's ability to improve agility rather than replace human intelligence.

Now, to reiterate—this isn’t a critique of Google, but an acknowledgment of the shifting sands of digital search. The reality is that competition breeds innovation, and as AI-driven search alternatives gain traction, Google is evolving to maintain its stronghold. It's not about losing dominance but about fortifying it in an increasingly complex digital ecosystem.

The IPL, with its massive reach and growing digital presence, offers Google an ideal platform to connect with both existing and new users. As India's digital landscape expands, with an estimated 250 million new internet users expected in the coming years, Google's advertising push aims to educate these newcomers about the possibilities of search while reinforcing its brand among established users.

The IPL's consolidation under JioStar has created a powerful media entity, offering both TV and digital rights. This setup is expected to drive a significant increase in ad revenue, with industry observers predicting a 15-20% rise in combined TV and digital ad spending. The tournament's ability to provide granular audience insights, thanks to partnerships with data analytics firms like Nielsen, is transforming how advertisers approach media planning, making it more performance-driven and accountable.

Google's strategic investment in IPL advertising also reflects its commitment to staying ahead in a rapidly evolving digital ecosystem. As AI continues to reshape user expectations and behaviors, Google's proactive approach ensures it remains at the forefront of search advertising innovation. The company's focus on AI-driven transformations in search and advertising positions it well to adapt to emerging trends, such as hyper-personalization and privacy-first advertising.

Nayyar also highlights the growing internet penetration in India, noting, this could challenge Google's dominant market share in India, as alternative platforms become viable. However, she acknowledges that advertisers still find Google the simplest and most effective option, despite its cost. “It's simpler to just put all your money into Google and they deliver,” she says.

Ultimately, she sees Google's IPL presence as a proactive step to remind advertisers why they rely on the platform. “It's the need of the hour,” Nayyar concludes.

So, Google—still the undisputed king of search—finds itself in a world where AI-driven alternatives are nipping at its heels, and search is evolving beyond the traditional keyword-driven model. And if it needs to remind users and advertisers of its relevance, where better to advertise than the IPL?

(With inputs from Sunidhi Vijay)