The answer to the question from SEO Südwest and Christian Kunz: Google sets limits – Ads linking to problematic pages is blocked – Creative image: Xpert.Digital
Google Ads: Ads are no longer allowed to link to pages with manual action
Google's clear message: No more advertising for spam sites
In his article on SEO Südwest, Christian Kunz writesthat Google has introduced a new policy that creates a direct link between organic search and Google Ads: In the future, ads will no longer be allowed to link to pages that violate spam policies and have been subject to manual action. This is according to a recent Google announcement titled "Update to the Abusing the ad network policy (December 2024)." The guidelines regarding the abuse of the ad network will be adjusted accordingly.
Even though a violation of this policy doesn't immediately lead to the suspension of a Google Ads account—there's a seven-day warning period—an interesting development is emerging: Pages excluded from organic search results, for example by using "noindex," can still serve as landing pages for ads. However, pages with manual restrictions will no longer be eligible.
Against this backdrop, Kunz asks: Why is Google taking this step? After all, Google repeatedly emphasizes that organic search and Google Ads operate independently of each other. If that were truly the case, links from ads should have no influence whatsoever on the rankings of the linked pages.
Google's new policy and independence principle
With this new policy, Google has by no means abandoned its fundamental principles that organic search and Google Ads operate separately. Rather, this step follows a higher logic: Google does not want to promote content (i.e., via Google Ads) that deliberately violates its own guidelines – regardless of whether these violations involve organic search or other spam offenses.
Key reasons for the new directive
Here are some key points explaining why Google is implementing this and why it doesn't contradict the "principle of independence" between organic search and ads:
1. Uniform quality standards across the entire Google ecosystem
- Even though organic search and Google Ads are technologically two "independent" areas, Google uses the same spam and quality criteria. Pages that are manually excluded from organic search due to excessive spam are clearly violating the rules. In this context, Google wants to prevent these same pages from continuing to appear prominently in the ad section.
- This ensures that Google's users are exposed to less low-quality or harmful content overall – whether in organic search results or through advertisements.
2. No impact on the ranking – but on the advertising placement
- The statement "Google Ads do not influence ranking" remains valid. Just because a website displays ads does not mean that this page will rank higher or lower in the organic index.
- The new policy aims to specifically restrict advertising formats that link to spam sites. It therefore focuses on a page's suitability for Google Ads, not its ranking in organic search results.
3. Focus on user trust and brand integrity
- Google has a strong interest in maintaining the trust of its users. If it becomes apparent that a page blocked in organic search results due to spam manipulation is nevertheless being promoted via ads, this weakens Google's credibility – both in search and in advertising.
- This move sends a clear signal: Anyone who deliberately tries to circumvent or violate the spam guidelines should not be able to achieve a large reach through paid advertisements.
4. Difference between "noindex" and manual action
- Pages with a "noindex" flag can still be advertised in Google Ads because they don't violate spam policies. They are simply not indexed – which can be a voluntary decision by the website operator (e.g., landing pages that are only accessible via ads).
- A manual action, on the other hand, occurs when a website violates Google's spam policies. Google then consistently applies this policy to Google Ads as well and excludes these sites.
In short: Google's policy doesn't suddenly link ranking to ad performance, but rather uses spam signals from organic search to block fraudulent and low-quality content from being displayed in ads. The "independence" remains in that ad campaigns don't influence positioning in organic search results. However, Google is establishing a uniform quality standard: Anyone who violates basic guidelines and is therefore manually penalized will also be prohibited from distributing this content via ads.
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