Yeah this way to over-reaching. It's a cheap ploy to gain public favor. Correct me if I'm wrong, but I don't think Google shopping results were a major contributing factor in gun sales.
You (if you're an appropriately licensed federal firearms dealer) can sell guns commercially. You can put up a webpage advertising those guns. You can accept payment for those guns. But you cannot ship the guns to the buyer. You must ship the guns to another licensed federal firearms dealer (FFL) designated by the buyer, and that second FFL completes the transfer, according to all federal regulations which include a background check or equivalent.
Where there's confusion is that it's technically legal, if the State doesn't have any regulations, to conduct a private sale from one state resident to another resident of the same state. The catch is you can't do that as a business — or, if you get caught, you'll be in serious trouble. Being in the business of firearms dealing requires a federal license. If you have a webpage advertising guns, even if it's a mere few guns from your "private collection", it's going to be very difficult to convince the ATF that you shouldn't be required to have a license.
And anyone who thinks FFL regulations are too loose, just try getting one (other than a C&R).
There are ebay-like firearm trading websites, but a lot of the sellers are FFLs, and even the ones who aren't probably aren't in your state, so the transfer would have to go through a FFL, as previously mentioned.
It's conceivable that you could find someone, on such a site, who lives in your home state, with whom you could arrange a private transfer, and it could be they're genuinely not in the business of selling firearms (i.e. it really is a gun from their private collection), but those types of sites are unlikely to show up in google shopping search results to begin with.
Not to mention they only banned words whose predominant circulation is among uninformed media and those whose only association with firearms is that same media. Google decided "gun" was dangerous, but not "firearm", "AR", "556", "Saint", or "Ruger".
Consider this: Google blocked the search of Burgundy wine, but not the simple search for "556" that returns a result for 2,000 rounds of ammunition in the caliber most AR-15s take [1]. They almost absolutely could not demonstrate greater ignorance or incompetence, or a greater desire to make a toothless and ineffective political statement.
