Google is rolling out a major change to its ad policies starting December 2024. If your ad links to a website that has been penalized by Google Search for breaking spam rules, that ad will no longer be allowed.
This new rule specifically targets sites flagged by Google with a “manual action.” A manual action happens when Google’s human reviewers determine a site is breaking the rules, such as trying to trick search algorithms into ranking higher.
These flagged sites are either removed from Google Search or pushed down in rankings, and now, they’ll also lose access to Google Ads.
Google’s official statement says ads for such sites “will be disapproved.” However, advertisers will get a warning at least seven days before any account suspension, giving them time to address the issue.
What the Change Means
Until now, penalties from Google Search and Google Ads were treated separately. A site penalized for spammy content in search results could still run ads and attract visitors through paid promotions. This new policy closes that gap, linking Google’s ad and search rules more closely than ever.
The goal is to prevent bad actors from using ads to bypass search penalties, ensuring both platforms uphold the same high standards. This means advertisers need to pay closer attention to their websites.
If your site gets flagged for breaking search rules, not only will your rankings suffer, but your ads could also get shut down.
This shift could impact smaller businesses and companies that rely heavily on ads while unknowingly breaking Google’s rules.
While Google aims to improve overall user experience, it’s clear that the stakes are higher for everyone using its platforms.
Why It Matters
This isn’t just about spammy websites trying to game the system—it’s about trust. Google wants to make sure users aren’t misled, whether they’re clicking on an ad or an organic search result. For advertisers, it’s a call to clean up their act and prioritize transparency and quality.
However, not everyone agrees this is fair. Critics argue that some sites penalized by Google may not necessarily be harmful.
A small business struggling to understand Google’s complex rules might end up losing both search traffic and ad revenue over a minor mistake.
Still, the new policy sends a strong message: if you want to run ads on Google, you need to play by the rules—both for ads and for search rankings.
A Closer Look at Manual Actions
Manual actions are serious. They happen when Google’s team reviews your site and finds it breaking rules like:
- Manipulative SEO Tactics: Stuffing keywords, hiding text, or using deceptive redirects.
- Low-Quality Content: Pages with little to no value for users.
- Spammy Backlinks: Buying or selling links to manipulate rankings.
- Harmful or Misleading Content: Including scams or false information.
If your site gets a manual action, you’ll see a notification in Google Search Console. It’s then up to you to fix the issues, submit a reconsideration request, and wait for Google to lift the penalty.
With the new policy, advertisers now have another reason to resolve manual actions quickly—not just to improve search rankings but also to avoid losing their ads.
How This Will Impact Advertisers
This policy could have significant ripple effects, especially for businesses that aren’t aware of Google’s spam policies.
Here’s how advertisers can adapt:
- Keep an Eye on Search Console: If you haven’t already, set up Google Search Console. It’s the first place you’ll learn if your site gets a manual action.
- Fix Problems Quickly: Take manual actions seriously. Resolve issues promptly to avoid disruptions to your ads.
- Focus on High-Quality Content: Invest in creating content that’s valuable and complies with Google’s rules.
- Hire Experts: SEO and compliance professionals can help ensure your site stays in good standing.
- Diversify Your Ad Strategy: Don’t rely solely on Google Ads—consider other platforms to avoid being overly dependent on one source of traffic.
A Step Toward Stricter Standards
Google’s decision to unify its ad and search policies is part of a broader trend toward accountability. This change not only strengthens Google’s reputation as a platform with high standards but also pressures advertisers to prioritize ethical practices.
While the policy might feel harsh, especially for smaller businesses, it underscores the need for advertisers to maintain clean and compliant websites.
By closing this loophole, Google is signaling that there’s no room for shortcuts—quality and transparency are non-negotiable.
Key Takeaways
- Google will disapprove ads linking to websites penalized for spam.
- Sites flagged with a manual action by Google Search are targeted.
- To prevent bad actors from using ads to bypass search penalties.
- Monitor manual actions, fix issues promptly, and focus on compliance.
- Google is tightening standards to build a more trustworthy online ecosystem.
Dileep Thekkethil
AuthorDileep Thekkethil is the Director of Marketing at Stan Ventures, where he applies over 15 years of SEO and digital marketing expertise to drive growth and authority. A former journalist with six years of experience, he combines strategic storytelling with technical know-how to help brands navigate the shift toward AI-driven search and generative engines. Dileep is a strong advocate for Google’s EEAT standards, regularly sharing real-world use cases and scenarios to demystify complex marketing trends. He is an avid gardener of tropical fruits, a motor enthusiast, and a dedicated caretaker of his pair of cockatiels.