Google is expanding its Limited Ad Serving policy to cover all Google Ads, giving qualified advertisers unrestricted impressions while limiting ad delivery for accounts it considers higher risk.
The updated policy begins rolling out in August and will be implemented gradually through 2028.
What’s changing. Under the revised policy, Google will limit impressions—not disapprove ads—for advertisers it determines are unqualified in certain ad-serving scenarios that are more likely to result in poor user experiences.
Google says qualification is based on a range of signals, including account maturity, advertiser verification status, policy compliance history, user reports, ad format usage, industry and other account attributes. Advertisers with strong trust signals won’t be affected by impression limits.
Accounts that are limited will receive an in-account notification and can appeal the decision through Google’s Limited Ad Serving Appeals Form.
What advertisers should do. Google is encouraging advertisers to build trust by completing advertiser verification, complying with advertising policies and maintaining clear branding across ads and landing pages.
For Search campaigns, Google also recommends avoiding generic ad copy, clearly identifying your business and, where available, pinning your domain to the first headline position to reinforce brand identity.
On YouTube, Gmail, Discover and the Play Store, advertisers are advised to continue building campaigns that generate positive user engagement while Google evaluates account quality.
Why we care. The update formalises how Google determines which advertisers can serve ads without restrictions. Rather than focusing solely on policy violations, Google is placing greater emphasis on trust, account history and user experience when deciding how broadly ads can be shown.
Bottom line. Google’s expanded Limited Ad Serving policy gives trusted advertisers unrestricted delivery while encouraging newer or less-established advertisers to build credibility through verification, policy compliance and consistent branding before gaining full access to inventory.
Uncover the keywords, ads, landing pages, and strategies driving your competitors’ paid search success—and find your next opportunity to outperform them.
