But that's not really how it works. It's not winner take all with the auctions. And if there are 3 businesses bidding, all 3 are going to get placement even if

But that's not really how it works. It's not winner take all with the auctions. And if there are 3 businesses bidding, all 3 are going to get placement even if they all 3 have large enough budgets to buy all available impressions. Because there are more than one space in search results and other AdWords placements. Even without that consideration, all 3 would also need to outbid one another while budgeting enough to take 100% of the traffic.