New rules of the game in Google Ads: how to avoid bans and pass moderation on the first try

Advertising in Google Ads has long since ceased to be a matter of “launching a campaign and it works.” Algorithms have become much stricter, policies more detailed, and the system increasingly blocks not only individual ads, but entire accounts. The reason is simple: Google spends billions on search quality and user safety, and any ad that seems unreliable, risky, or technically flawed automatically falls under increased scrutiny.

Today, it is not enough to simply have a good product. It is important how you advertise it: whether the text is correctly formulated, whether there is consistency between the ad and the landing page, whether you exaggerate the benefits, whether you present the terms and conditions transparently, and whether you avoid technical errors. Even a legal and “white” offer can be blocked if the page loads too slowly, contains questionable elements, or does not provide sufficient value to the user.

In this article, we will take a detailed look at what requirements Google Ads has for creatives and landing pages in 2025, what mistakes most often lead to blocks, what policies you should know by heart, and how to minimize the risk of being banned. If you want your campaigns to not “fall” after the first check, you need to know these requirements.

Basic approaches to Google Ads policies: rules that are most often ignored

In 2025, Google Ads works like a highly accurate security system. Algorithms scan every element of an ad: text, ad structure, landing page quality, domain, technical settings, and user behavior after clicking. Google’s goal is to prevent anything that could harm the user or undermine trust in advertisements from entering the ecosystem.

And although Google’s official policies are endless, in practice, most bans occur due to four key violations that advertisers commit most often.

1. Transparency and consistency: ad + landing page = one story

The Google Ads help center clearly states: The ad must accurately reflect what the user will see after clicking.

This means:

While Meta may forgive “creativity,” Google never will.

2. Prohibited content: the strictest restrictions among platforms

Google Ads has a long list of categories that are automatically rejected:

• adult content, erotica, any sexualization
• shocking images, trauma, blood, dangerous actions;
• unverified medical claims;
• financial promises without licenses or transparent explanations;
• products classified as risky or potentially dangerous;
• counterfeits, brand replicas, any schemes that may resemble a scam.

Google also separately prohibits advertising of “unreliable or questionable business models” of any kind, where the user pays money without fully understanding what they will receive.

And here’s an important nuance: if the landing page looks cheap, “gray,” or low-quality, Google may classify it as Potentially Unwanted Software or a Misleading site and ban it even without violations in the text.

3. Technical requirements: Google punishes for things that Meta won’t even notice

This is the biggest trap for beginners.

Google Ads Support often explains:

Even if a pop-up is legitimate but appears immediately and covers the screen, the ad may be rejected for “Intrusive interstitials.”

Google may also block a campaign if:

• the site is linked to via Bitly or another shortened link;
• the domain does not match the description in the ad;
• the site contains little unique content (thin content penalty).

Very important: In Google Ads, page quality affects the cost per click. A poor landing page is not only a risk of being banned, but also a +30–80% increase in CPC.

4. Financial and medical niches — “special control”

Google requires:

• licenses and certifications for advertising financial services;
• regional permits for medicine;
• clear, non-manipulative wording;
• real evidence base for any medical claims.

Common mistakes that lead to a ban or block in Google Ads?

Google Ads is not just an advertising platform. It is a quality control system that works like a filter: if something looks suspicious, opaque, or technically flawed, Google simply won’t let it into the ecosystem. And the most unfortunate thing is that most bans are not due to “black” schemes, but to typical mistakes that advertisers repeat year after year.

Here are the key triggers that most often lead to bans in 2025.

1. Overly “strong” claims, guarantees, and sensational promises

Google is completely intolerant of exaggerations in the following niches:

• health,
• fitness,
• finance,
• self-development,
• trading,
• psychology,
• cosmetic procedures.

The following phrases fall into the risk category:

• 100% results,
• lose 5 kg in 7 days,
• no effort — only profit,
• money-back guarantee,
• earn $300 a day with no experience,
• eliminates depression/anxiety/pain,
• record results in just one week.

Google interprets this as Misleading content or Unverified claims, and even one such ad can trigger a wave of account rejections or restrictions.

A simple rule:

Any promise that sounds too good to be true is a trigger for a ban.

2. Problematic landing pages: pop-ups, redirects, low value

For Google, a landing page is an extension of an ad. And if the site:

Google considers it potentially dangerous or low quality.

According to agencies’ experience, landing page issues are the most common reason for bans in Google Ads after false claims.

Why? Google primarily protects the user, and a bad website = potential risk.

3. Chaotic changes in the account: behavioral signals that Google sees

Google Ads records not only content, but also the behavior of the advertising account. And there are actions that are almost guaranteed to increase the risk of blocking:

• frequent and sharp budget jumps,
• constant changes to campaigns in short periods of time,
• a large number of rejected ads in a row,
• connecting and disconnecting different cards within 24 hours,
• logins from different countries or VPNs,
• working with multiple accounts from one IP or device,
• creating a large number of new campaigns “from scratch” within 24 hours.

Google interprets such patterns as “instability” or “risk of circumventing the rules,” even if the ad is perfectly white.

Result: account restriction → verification → possible ban.

4. Ignoring policies and launching “risky” topics without permission

Google clearly regulates niche content. If an advertiser launches campaigns in the following topics:

• financial services,
• loans, microfinance, trading,
• medical or psychological services,
• dietary supplements,
• legal services,
• beauty procedures with a medical component,
• cryptocurrency,
• officially regulated services,

— without the appropriate licenses, certifications, or prior approval from Google, the system will almost certainly block the ad.

The most common reasons for blocking are:

• lack of legal documents,
• insufficient transparency on the landing page,
• ambiguity of the product,
• incorrect description of the service mechanics,
• lack of real business verification.

Google interprets this as misrepresentation or unacceptable business practices, which can lead to a complete account ban without the possibility of appeal.