The answer to the question SEO Südwest and Christian Kunz: Google sets limits - ads linking to problematic pages is prevented

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.

Even if a violation of this guideline does not immediately lead to the blocking of the Google Ads account - there is a warning period of seven days - there is an exciting development here: pages that are excluded from organic searches by "noindex", for example, can continue to serve as landing pages for ads. However, pages that are subject to a manual action will be excluded in the future.

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 in no way removed its basic principles that organic search and Google Ads operate separately. Rather, this step follows an overarching logic: Google does not want to advertise content (i.e. via Google Ads) that consciously violates its own guidelines - regardless of whether it involves violations in 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 confronted less with low-quality or harmful content overall - be it in organic search results or via advertisements.

2. No effect on the ranking - but on the advertising placement

• 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 the trust of its users. If it becomes obvious that a page that has been blocked due to spam manipulation in organic search is still being advertised, 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 that have “noindex” can still be advertised in Google Ads because they do not violate the spam guidelines. They simply cannot be found in the index - which can be a voluntary decision by the site operator (e.g. landing pages that should only be accessible via advertisements).
• 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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