Google gets paid every time someone clicks on an advertisement.
see that's what i meant, it's not a literal loss. They could've clicked on something which gives Google money, but they didn't so Google does not get the money. In both scenarios, Google's money is not reduced. It's only about increasing vs. not increasing.
Essentially I'm saying that "cost" = reduces money, (negative). While losing potential consumer = does not change amount, (neutral)