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 destinations that have been penalized for violating Google Search’s spam policy.

Specifically, ads that direct users to web pages subjected to manual actions according to Google Search Spam Policy it will automatically be rejected. Site owners affected by manual actions are notified via Google Search Console, giving them a chance to fix the issues.

This is an attempt to counter fraudulent practices such as advertisers trying to drive traffic to spam or manipulated websites that have already been flagged by search enforcement teams.

Dig deeper: A 13-Point Roadmap to Progress in the Age of AI Search

This update directly ties PPC performance to the overall search health of a website. If a site receives a manual action for violating Google’s spam policy, not only will organic traffic be damaged, but paid campaigns leading to that destination will also be disapproved. Neglecting website quality can now cut off both organic and paid traffic, significantly impacting revenue and disrupting marketing strategies.

This increases the responsibility for PPC and SEO managers. Websites affected by manual actions will have a direct impact on ad campaigns, not just organic search performance. Carefully monitoring Google Search Console and addressing any manual actions is key to preventing ad disapproval.

Why we care. Linking ad disapproval to search penalties reinforces Google’s commitment to a high-integrity digital ecosystem. This encourages advertisers to prioritize long-term best practices over short-term gains.