1 min read
What changed
Google blocked 8.3 billion ads globally in 2025, up 63% from 5.1 billion in 2024
The enforcement model has shifted: Google now targets individual bad ads rather than banning entire advertiser accounts
AI-powered review systems are driving the increase in detection volume
What it means
Google's enforcement net is wider than ever. The shift from banning advertisers to blocking individual ads means legitimate businesses are less likely to lose their entire account over a single policy slip. But it also means more of your ads will be reviewed and potentially flagged. Automated review systems are faster but less nuanced. If your ad copy, landing pages or offers sit near policy boundaries, expect more scrutiny.
What to do
Review your Google Ads policy centre for any recent disapprovals or warnings
Audit landing pages linked to ads for policy compliance (especially health, finance and claims-based copy)
Avoid exaggerated claims or superlatives that trigger automated review flags
Set up alerts for ad disapprovals so you catch issues before they affect campaign delivery
Source: TechCrunch, Google Ads Safety Report
