Google tightens ad policies to align with Search spam rules

Google expanded its “ad network abuse” policy this week. The policy now specifically disallows ads that link to targets penalized for violating Google Search’s spam policy.

Specifically, these are advertisements directing users to websites subject to manual intervention under Google Search Spam Policy will be automatically rejected. Site owners affected by manual interventions are notified through Google Search Console, giving them the opportunity to address issues.

This is an effort to counter deceptive practices, such as advertisers trying to drive traffic to spammy or manipulated websites that have already been flagged by search enforcement teams.

Dig deeper: The 13-Point Plan for Thrive in the Age of AI Search

This update directly links PPC performance to overall web search health. If a site receives a manual strike for violating Google’s spam policy, not only organic traffic will suffer, but paid campaigns targeting that target will also be rejected. Neglecting website quality can now cut off both organic and paid traffic, significantly impacting revenue and disrupting marketing strategies.

This increases the responsibility of PPC and SEO managers. Pages affected by manual intervention will have a direct impact on ad campaigns, not just organic search performance. Keeping a close eye on Google Search Console and addressing any manual interventions is essential to avoid ad disapproval.

Why do we care? Linking ad disapproval to search penalties reinforces Google’s commitment to a highly integrated digital ecosystem. This encourages advertisers to prioritize long-term best practices over short-term profits.