Updated 3/31/2025
Google Policy Guidelines
Ad Compliance
There are two key policies Google is flagging:
- Incentivizing Searches
- Encouraging Clicks
They are very similar and have a lot of overlapping language. Overall the goal is to to ensure that users engage with ads naturally and without manipulation. This includes prohibiting tactics that encourage clicks through misleading phrases, incentives, or deceptive visual elements.
Where are issues are being flagged?
Ad Creatives
Ads that mislead a user in one way or another to progress to a landing page are non-compliant, as are ads that provide a false incentive.
Content Pages
Content that encourages users to click or search are non-compliant. This can be explicit – “Click on these searches to continue” – or implicit – wording that is placed above or around ads to provide some sort of endorsement or encouragement.
Ad Creatives
1. Unverifiable Claim
Statements that make a claim about what is available that may in fact be possible, but are not guaranteed. The more improbable, the bigger the issue is for advertisers. It also includes the implication that the entity advertising has the product or did the ranking. Things that also could qualify:
- Free or no-fee: Claims like “free phone” or “no-fee lawyer” “free ebikes for seniors”
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- Pricing: specifically unreasonable pricing like new cars for $10,000
- “Cure” for a disease
- Specs: don’t include specs of something like a phone or a car unless it’s a very specific model being advertised.
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- Savings %: the user isn’t guaranteed to save a specific rate.
- On Sale
- Our Best Deals: Implies they have researched and ranked the best deals
- Find jobs near you: Implies the content will provide job listings near them
- Paid trials: These are usually highly qualified paid trials and not guaranteed
- Our Product: implies the product being offered is produced or sold by the advertiser
2. False Incentive
Phrases that encourage or pressure users to click by using urgent terminology, shocking language or false statements. Examples include:
- Fake expiration dates (expires 10/1 at midnight!!)
- Fake quantities (only 17 remain!, limited spots, etc)
- 5 best or 5 worst
- Only in your area
- While supplies last
- “Hurry”, “Today”, “Now”, “Start”
3. Implied Function
Wording that implies that users are performing an action that is not available on the next page including fake buttons or deceptive interactive elements. Examples include:
- Search: In most cases the next page provides more information but not a specific search result, so avoid search.
- Find Prices: In most cases prices are not included on the next page.
- Get Quotes: Implies that the next page can generate quotes. That is almost never true
- Book now or apply now; Implies that you can click to apply or book when that is not usually true.
- Good Examples include: Learn More or Research. Do not score those terms as misleading or urgent
Content Pages
1. Leading Text
This text typically occurs on content pages. If a page has content adjacent to an ad that steers the user to click on ads then it is seen as non-compliant.
- For example, if the last sentence before a keyword block about online eye tests is something like “Start your online test below” that would be an explicit violation, as would “check out these top searches.”
- If a video ad instructs a user about how to act on the page following the ad, that would also be interpreted this way. So a video cannot tell users to click on the ad, then on one of the orange search links, and so on.
2. Mismatch Ad / Content
Ad image, ad text and landing page article should match.
- If an ad is about cruise outfits for women then the article needs to be about that too.
- If the article is about long-sleeve tees, the ad image should not show sleeveless dresses and the article should not be a general clothing trend article
- If an ad says there is a list, there should be a list format readily available
- It the ad mentions a form, there should be a form
Specific Guidance: Automotive Ads
Misleading Images
In addition to the other guidelines, automotive ad images have extra guidelines.
If the article is about a general category of cars:
- The ad image should be reasonably representative of vehicles in the category.
If the article is about a specific model and make of car ad images:
- Should be of an actual vehicle that is available (AI images can easily be images that are not an actual vehicle).
- Brand and mark logos used on the vehicle ad image should match the car shown. No misleading use of brand or mark.
- It should be a real car that is available, not a concept car
- The image should show realistic features. It should not include features that are unlikely to be available on a standard or a custom version of the auto. The location of the car in the image might be a hint. If it is at a car show, it might be special features, but could be available.
Do This, Not That
Some topics and approaches can be made compliant with minor adjustments.
Say This
Instead of This
Research X
Search for X
Discover / Get more Info / Learn More
Request more Info
Guide to X Clearance Sales
X Clearance Sale
Info / Information Guide to
Offers
Remember: Disappointed users = Advertiser complaints.
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