Google blocked a record 8.3 billion ads globally in 2025, up from 5.1 billion in 2024, according to the company’s Ads Safety Report. The increase in blocked ads contrasts with fewer advertiser account suspensions, prompting questions about the company’s enforcement methods.
The disparity highlights a shift in Google’s enforcement strategy, focusing on blocking individual ads rather than suspending accounts. The company stated that over 99% of policy-violating ads were identified and blocked by AI before being shown to users.
Google attributed the rise in blocked ads to the increased use of generative AI by scammers, alongside its Gemini models, which enhance the detection and blocking of deceptive ads across campaigns. The integration of AI has allowed Google to automate the creation of advertising campaigns and respond to emerging threats in real time.
Among the blocked ads and suspended accounts, 602 million ads and 4 million advertiser accounts were linked to scams in 2025. In the U.S., Google reported removing over 1.7 billion ads while suspending 3.3 million accounts for violations including ad network abuse and misrepresentation.
In India, Google’s largest market, the company blocked 483.7 million ads, nearly double the prior year’s figures, while suspending 1.7 million accounts, down from 2.9 million. The main violations in India involved trademarks, financial services, and copyright issues.
Keerat Sharma, VP and general manager of ads privacy and safety at Google, emphasized the shift to targeted, AI-driven enforcement, stating it has led to an 80% reduction in incorrect suspensions year over year. Google has implemented layered defenses such as advertiser verification to prevent the creation of fraudulent accounts.
Sharma noted that enforcement numbers may fluctuate as Google introduces new defenses and as scammers adapt, emphasizing the company’s goal to intercept harmful ads as early as possible in their lifecycle.
