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.