When twelve ads were shown on Google search, a low bid ran ads low on the page. If your bid got average Ad Position 6 from top of search results, your ads ran almost every search.
Today, you must bid higher to get average Ad Position 4 to run almost every search. Many of your small business competitors will disappear, because they can't afford the top seven ad positions.
Because you tune your ad performance with GamePlan, you pay a fraction of what your competitors pay. So you can afford to stay in the game. And you have fewer competitors.