The answer to the question Seo Südwest and Christian Kunz: Google sets boundaries – ads linking to problematic pages

Clear announcement from Google: No more advertising for spam sites

In his article on SEO Südwest, Christian Kunz writes that Google has introduced a new policy that creates a direct connection between organic search and Google Ads: In the future, ads will no longer be allowed to link to pages that violate the spam guidelines and with a manual measure are documented. This emerges from a recent announcement from Google entitled “Update to the Abusing the ad network policy (December 2024)”. The guidelines for abusing the advertising network will be adjusted accordingly.

While a violation of this policy doesn't immediately result in the suspension of a Google Ads account – there's a seven-day warning period – an interesting development emerges: Pages excluded from organic search, for example, by "noindex," can still serve as landing pages for ads. However, pages subject to a manual action will no longer be eligible.

Against this background, Kunz asks the question: Why is Google taking this step? Finally, Google repeatedly emphasizes that organic search and Google Ads operate independently of each other. If this is actually the case, links from advertisements should have no influence on the rankings of the linked pages.

Google New Policy and Independence Principle

With this new policy, Google has by no means abandoned its core principles of keeping organic search and Google Ads separate. Rather, this move follows a higher-level logic: Google does not want to promote content (i.e., via Google Ads) that knowingly 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 as to why Google is implementing this and why it still does not contradict the “independence principle” of organic search and ads:

1. Uniform quality standards across the Google ecosystem

• Even though organic search and Google Ads are two “independent” areas technologically, Google still uses the same spam and quality criteria. Pages that are excluded from organic searches due to excessive spam using a manual measure are clearly violating the rules. In this context, Google wants to prevent the same pages from continuing to appear prominently in the advertising section.
• In this way, Google ensures that users are less exposed to low-quality or harmful content overall – whether in organic search results or through advertisements.

2. No impact on the ranking – but on the advertising

• The statement “Google Ads does not influence the ranking” remains. Just because a website is running ads doesn't mean that page will rank higher or lower in the organic index.
• The new directive is intended to specifically restrict forms of advertising that link to spam sites. This is about the suitability of a page for Google Ads, not its rank in organic search.

3. Focus on user trust and brand integrity

• Google has a strong interest in maintaining its users' trust. If it becomes apparent that a page blocked from organic search due to spam manipulation is still being promoted via ads, this weakens Google's credibility – both in search and in advertising.
• The step sends a clear signal: Anyone who consciously tries to circumvent or violate the spam guidelines should not be able to achieve a large reach through paid advertisements.

4. Difference “noindex” vs. manual measure

• Pages with "noindex" can still be promoted in Google Ads because they don't violate spam policies. They simply won't be found in the index – which may be a voluntary decision by the site operator (e.g., landing pages that are only meant to be accessible via ads).
• A manual measure, on the other hand, occurs when a website violates Google's spam policies. Google then consistently applies this policy in Google Ads and excludes these pages.

In short: With this policy, Google does not suddenly link the ranking with the ads performance, but rather uses the spam signals from organic searches to exclude fraudulent and low-quality content in the advertising area. The “independence” continues in the sense that Ads campaigns do not influence the positioning in the organic results. However, Google creates a uniform quality basis: Anyone who violates basic guidelines and is therefore punished manually is not allowed to distribute this content via ads.

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