Google PPC Rule Changes

[Aaron Froggatt]

Has any else had issues with Google PPC since they implemented new advertising policies regarding ads targeting housing earlier this year? 

One of the major reasons we initially chose to advertise with Google is its near search monopoly (Google #1, Youtube #2) and it's platform's ability to focus advertising dollars on common seller demographics in specific areas.

As of October 2020, we are now told we can no longer target our customer bases by zip code, age, and other demographics because of a politically motivated policy meant to combat social injustice. We invested in Google's platform for our business interests and we're not interested in being steered by Google and Big Tech's political motives. 

Has anyone found a workaround for Google's bullying and overreach; or maybe better alternatives for driving website traffic? Is Facebook the way to go? I heard from a Google rep that radius targeting can less effectively replace specifying zip codes, but what else can be done to keep the ad audience pinpointed? Thank you and apologies for my free-market-interventionism frustrations.

AF