In 2025, Google reported blocking an unprecedented 8.3 billion ads globally, a significant increase from 5.1 billion the previous year. This surge raises questions about the company’s approach to managing and policing its advertising platforms, particularly since the number of suspended advertiser accounts did not rise correspondingly.
The increase in blocked ads can largely be attributed to advancements in Google’s AI technologies, notably its Gemini models, which enhance the detection and prevention of policy violations. Google claims that these AI systems successfully identified over 99% of non-compliant ads before they reached users. This shift represents a broader transformation in Google’s enforcement strategy, which has moved from outright suspensions of accounts to a more selective, case-by-case approach focused on blocking individual ads.
The rise in blocked ads is also linked to the growing sophistication of scams using generative AI to create deceptive content. Google’s AI is instrumental in recognising patterns across extensive campaigns, thereby enabling earlier intervention. There is a noticeable drive within Google to integrate these AI models more thoroughly into its products, particularly in advertising, facilitating automated campaign creation and proactive threat detection.
In 2025, Google’s Ads Safety Report showed that among the blocked content, 602 million ads and 4 million advertiser accounts were associated with scams. The company also highlighted its efforts in the U.S., where it removed more than 1.7 billion ads and suspended 3.3 million accounts, identifying common violations related to ad network abuse, misrepresentation, and inappropriate content. In India, its largest market, Google blocked 483.7 million ads, nearly doubling its efforts compared to the previous year, while suspensions decreased from 2.9 million to 1.7 million, addressing various issues including trademarks and financial services.
During a virtual briefing, Keerat Sharma, Google’s VP and general manager of ads privacy and safety, elaborated on the company’s strategy to employ AI for a more precise enforcement of advertising standards. This targeted approach has reportedly reduced incorrect suspensions by 80% year-on-year. Google’s layered safeguards, including a verification process for advertisers, are intended to deter malicious actors from establishing accounts.
Sharma acknowledged that these metrics might fluctuate as Google continues to enhance its defenses and as those attempting to exploit the system adapt. The company’s ongoing goal is to nip harmful advertising activity in the bud, well before ads reach potential viewers.
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