Jeremy “ShoeMoney” Schoemaker has filed suit against Keyen Farrell, apparently a Google employee alleged to have used Schoemaker’s US-registered trademark in search ads on Google. Schoemaker’s complaint that ads were showing for his nickname, “ShoeMoney,” which is also the name of his web site and a registered trademark. While issues over trademarks in search ads are heating up, the bigger issue in the case is why Google itself didn’t take action to stop the ads and whether an employee did indeed access Schoemaker’s AdWords account to gain competitive data, reports SEL Blog.