https://apnews.com/f41aad35642a4d0983ec2f10ee62e4b6

NEW YORK (AP) — For many small business owners, Google is a necessary and successful way to advertise although it can also be expensive and frustrating.

Jeff Moriarty sees both sides. Moriarty, marketing director for his family's jewelry business, has handled its online ads for 20 years. With competition for the limited number of high-visibility ads intense, advertising costs are rising because "we all have to play their (Google's) game," he says.