Roxane Gordon exposes how Google Ads misled customers
Supporting local can feel simple: type a business name into Google and click the first link. But for Durban florist Roxane Gordon, founder of Flowers on Kensington, reality came crashing down just before Valentine’s Day. A tearful TikTok post went viral, revealing a shocking twist: customers searching for her online were being redirected to NetFlorist, a much larger competitor.
The result? Orders that should have gone to her family-run business were being absorbed elsewhere—all without the customers knowing.
@flowers.on.kensington help me… fuck them… never mind me crying in the middle of this video… I’ll be okay 👍 #ValentinesDay #SupportLocal #Flowers #Roses #netflorist @NetFlorist South Africa ♬ original sound – Flowers on Kensington®️
When algorithms hurt small businesses
Gordon’s experience highlights a harsh truth about the internet: Google doesn’t always prioritize relevance or quality—it prioritizes who pays to be seen. Sponsored links at the top of search results aren’t there because they’re the best option; they’re there because someone invested heavily to appear first.
For small businesses, this can be devastating. February isn’t just about roses and romance—it’s about keeping the lights on. Valentine’s Day orders fund rent, staff salaries, supplier payments, and deliveries. Losing even a fraction of these sales to algorithm-driven redirection can make or break a business.
Community support and viral solidarity
Once Gordon’s video went viral, the response was immediate. South Africans rallied behind her, offering words of encouragement and even marketing support to help her reclaim her online presence. “It is absolutely incredible the extent that people have gone to help us,” she shared in a follow-up video.
Even NetFlorist acknowledged the issue, stating it is not best practice to use another company’s brand name in ads. The company is reportedly working with Google to implement negative keywords, ensuring Flowers on Kensington searches won’t trigger their advertisements.
@flowers.on.kensington its 8 mins. but how do i say thanks you on 1 min???? if you watch till the end…I hope you enjoy the love and passion that goes into being a florist. To everyone who liked commented and shared – THANK YOU! ❤️ #InstaFamous #SupportLocal #FloristLife #ForYouPage #GratefulHeart ♬ original sound – Flowers on Kensington®️
Turning a setback into a moment of connection
Beyond the online buzz, Gordon took her gratitude offline. She personally handed out flowers in her community, spreading love and appreciation during the Valentine’s rush. The story has become a reminder that while small businesses can be vulnerable online, strong community support can make a real difference.
As Valentine’s Day fades into memory, Roxane Gordon’s experience serves as both a warning about digital advertising pitfalls and an inspiring story of resilience, proving that even in a world of algorithms, humanity still matters.
Source: IOL
Featured Image: News24
