Google is now targeting bad ads over bad actors
Google blocks record number of ads using AI
In 2025, Google reported blocking an unprecedented 8.3 billion ads worldwide, jumping from 5.1 billion in the previous year. Interestingly, this surge in blocked ads did not translate to a proportional increase in suspended advertiser accounts. The company attributes this shift to its enhanced use of artificial intelligence, particularly the Gemini AI models, which help spot and remove policy-violating ads more accurately and efficiently.
Focus shifts from bad actors to bad ads
According to Google’s annual Ads Safety Report, its AI systems were able to detect and block more than 99% of problematic ads before users saw them. The improved technology allows Google to target individual ads that break the rules instead of broadly suspending accounts, refining its enforcement to a more granular level. As a result, Google reduced incorrect suspensions by 80% year over year, ensuring that legitimate advertisers are less likely to be caught up in enforcement sweeps.
AI combats large-scale scams
Google noted a spike in scams aided by generative AI, as malicious parties use advanced tools to create deceptive campaigns rapidly. The Gemini models help Google spot patterns across massive ad campaigns and stop them early in the process.
Regional enforcement highlights
- United States: Over 1.7 billion ads removed and 3.3 million advertiser accounts suspended. Key violations included ad network abuse, misrepresentation, and sexual content.
- India: 483.7 million ads blocked—nearly double the prior year—while account suspensions dropped to 1.7 million. Major violations involved trademarks, financial services, and copyright issues.
Improved verification and ongoing efforts
Ad verification processes, which require businesses to confirm their identity before advertising, have helped fend off 'bad actors' from creating new accounts. Google’s proactive approach means enforcement strategies will continue to adapt, with numbers likely to fluctuate as both defenses and tactics evolve.
Adapted from the original article by Jagmeet Singh, available at TechCrunch.
