[JAlexoid]

Nothing will happen. You know that Google does second price auctions on AdWords, right? Google literally doesn't control the price of ads

Even if you pay Google €0.01 per click, you still can get an impression under certain conditions.

[caf]

It's not about controlling the price, the effect works at least as well in auction conditions.

If the European ad-buyers are funnelled into a subset of ad auctions, the average prices in those auctions should be higher.