{"id":90673,"date":"2026-08-18T10:00:00","date_gmt":"2026-08-18T07:00:00","guid":{"rendered":"https:\/\/connect.co.il\/?p=90673"},"modified":"2026-10-20T19:02:05","modified_gmt":"2026-10-20T16:02:05","slug":"google-ads-limited-ad-serving","status":"publish","type":"post","link":"https:\/\/connect.co.il\/en\/blog\/google-ads-limited-ad-serving\/","title":{"rendered":"\u05d0\u05d9\u05de\u05d5\u05ea \u05de\u05e4\u05e8\u05e1\u05dd \u05d1\u05d2\u05d5\u05d2\u05dc \u05d5\u05d4\u05d2\u05d1\u05dc\u05ea \u05d4\u05e6\u05d2\u05ea \u05de\u05d5\u05d3\u05e2\u05d5\u05ea: \u05de\u05d4 \u05d4\u05e9\u05ea\u05e0\u05d4 \u05d1\u05d0\u05d5\u05d2\u05d5\u05e1\u05d8 2026"},"content":{"rendered":"<p class=\"wp-block-paragraph\">In August 2026 Google updated its limited ad serving policy so that it applies to all Google Ads products. The rollout begins this month gradually, and according to Google will be completed by 2028. Advertiser verification on Google is one of the factors Google considers, and for large brands this is an opportunity to check that the advertiser's identity is clear in every account, including accounts of sub-brands, importers and distributors.<\/p>\r\n\r\n<h2 class=\"wp-block-heading\">In brief<\/h2>\r\n\r\n<ul class=\"wp-block-list\"><li><strong>\u05de\u05d4 \u05d4\u05e9\u05ea\u05e0\u05d4.<\/strong> The policy, which until now applied to certain scenarios, is being extended to all Google Ads products, including Search, YouTube, Gmail, Play and Discover.<\/li><li><strong>\u05e2\u05dc \u05de\u05d9 \u05d6\u05d4 \u05de\u05e9\u05e4\u05d9\u05e2.<\/strong> Advertisers that Google has not yet determined to be qualified, and that have a significant share of impressions in scenarios where the policy applies.<\/li><li><strong>\u05de\u05d4 \u05d2\u05d5\u05d2\u05dc \u05d1\u05d5\u05d7\u05e0\u05ea.<\/strong> Among other things, advertiser verification, account tenure, policy compliance history, user reports and clarity of the advertiser's identity.<\/li><li><strong>\u05de\u05d4 \u05db\u05d3\u05d0\u05d9 \u05dc\u05e2\u05e9\u05d5\u05ea.<\/strong> Complete advertiser verification, ensure clear branding in ads and landing pages, and track notifications in the account.<\/li><\/ul>\r\n\r\n<h2 class=\"wp-block-heading\">What is limited ad serving on Google?<\/h2>\r\n\r\n<p class=\"wp-block-paragraph\">Limited ad serving is a policy under which Google limits the number of impressions of certain advertisers in scenarios with a higher chance of a negative ad experience. According to the official documentation at the time of writing, qualified advertisers can show ads without these impression limits. Ads outside the relevant scenarios are not affected by the policy.<\/p>\r\n\r\n<p class=\"wp-block-paragraph\">It's important to distinguish between limitation and disapproval. According to Google, individual ads are not disapproved under this policy. What changes is the extent of serving, so the impact may show up in reports as a drop in impressions, without an error message about a specific ad.<\/p>\r\n\r\n<h2 class=\"wp-block-heading\">What changed in the policy in August 2026?<\/h2>\r\n\r\n<p class=\"wp-block-paragraph\">The current update extends the policy to all Google Ads products. It follows a June 2026 update that added scenarios in Google Search, such as ads that mention other brands and generic ads without branding.<\/p>\r\n\r\n<p class=\"wp-block-paragraph\">The table summarizes the highlights by surface, as they appear on Google's policy pages at the time of writing.<\/p>\r\n\r\n<figure class=\"wp-block-table\"><table><thead><tr><th>Surface<\/th><th>When limitation may apply<\/th><th>Google's highlights for advertisers<\/th><\/tr><\/thead><tbody><tr><td>Google Search<\/td><td>Searches where the user may be confused about who is behind the ad, for example ads that mention other brands or generic ads without branding<\/td><td>Clear branding in the ad and the landing page, specific wording, pinning the domain to the first headline position<\/td><\/tr><tr><td>YouTube, Gmail, Play, Discover<\/td><td>Impressions of advertisers that are not qualified<\/td><td>Policy compliance, advertiser verification, campaigns that generate positive interaction<\/td><\/tr><\/tbody><\/table><\/figure>\r\n\r\n<h2 class=\"wp-block-heading\">How does Google determine who is a qualified advertiser?<\/h2>\r\n\r\n<p class=\"wp-block-paragraph\">Google doesn't publish a formula, but it lists the factors it considers. According to the official documentation at the time of writing, they include account characteristics, user activity and reports, account tenure, how formats are used, policy compliance history, the industry and advertiser verification status.<\/p>\r\n\r\n<p class=\"wp-block-paragraph\">User reports carry special weight. According to Google, repeated and disproportionate reports that an advertiser's content, products or conduct don't meet expectations may lead to it being considered unqualified. Google notes that the review updates automatically, but does not commit to a timeframe.<\/p>\r\n\r\n<h2 class=\"wp-block-heading\">Why is this relevant to large brands too?<\/h2>\r\n\r\n<p class=\"wp-block-paragraph\">A well-known brand is not automatically qualified in every account, because the assessment is made at the advertiser and account level. Large brands in Israel sometimes run several accounts in parallel: for sub-brands, an e-commerce site, branches or seasonal promotions. A new account or one that hasn't yet been verified may be assessed differently from the established account.<\/p>\r\n\r\n<p class=\"wp-block-paragraph\">Another common scenario is retailers, importers and distributors advertising other brands' products. Google cites ads that mention other brands as one of the situations in which users may be confused. In such cases it should be clear from the ad and the landing page who the advertiser is and what its relationship is to the brand mentioned.<\/p>\r\n\r\n<h2 class=\"wp-block-heading\">Advertiser verification on Google: what should you check in your accounts now?<\/h2>\r\n\r\n<p class=\"wp-block-paragraph\">The main check is that the advertiser's identity is clear and consistent at every touchpoint. A possible checklist:<\/p>\r\n\r\n<ol class=\"wp-block-list\"><li>Make sure advertiser verification has been completed in all active accounts, including accounts for sub-brands and seasonal activity.<\/li><li>Check that the brand name and domain appear clearly in Search ads, and consider pinning the domain to the first headline position, as Google recommends.<\/li><li>Review ads that mention third-party brands, and make sure the business relationship is clearly presented in the ad and on the landing page.<\/li><li>Replace generic wording with wording specific to the product, the service and the brand.<\/li><li>Set up tracking of account notifications and unusual drops in impressions, to identify limitation early.<\/li><\/ol>\r\n\r\n<p class=\"wp-block-paragraph\">It's worth remembering that Google explicitly states that the recommended practices are examples, and that they do not guarantee qualification. So they should be treated as basic account hygiene, which doesn't replace monitoring.<\/p>\r\n\r\n<h2 class=\"wp-block-heading\">How we approach this at CONNECT<\/h2>\r\n\r\n<p class=\"wp-block-paragraph\">At CONNECT, part of the Bruckner Yaar Levi advertising group, we start by mapping every account that advertises in the brand's name, including accounts of partners and sub-brands. For each account we check verification status, consistency of branding and landing pages, and ads that mention other brands.<\/p>\r\n\r\n<p class=\"wp-block-paragraph\">In parallel, we track policy notifications and unusual changes in impressions using AdSentinel, our campaign monitoring tool. When a limitation appears, we check with the brand what changed and prepare the data needed for an appeal, if one fits the case.<\/p>\r\n\r\n<h2 class=\"wp-block-heading\">Frequently asked questions<\/h2>\r\n\r\n<h3 class=\"wp-block-heading\">How do you know if the account is affected by limited ad serving?<\/h3>\r\n\r\n<p class=\"wp-block-paragraph\">According to Google, advertisers that are not qualified and that have a significant share of impressions in the relevant scenarios receive a notification in the account. Individual ads are not disapproved, so it's worth tracking both notifications and unexplained drops in impressions. Such a drop may also stem from other causes, such as competition or budget changes, so it needs to be examined carefully.<\/p>\r\n\r\n<h3 class=\"wp-block-heading\">Can a limitation be appealed?<\/h3>\r\n\r\n<p class=\"wp-block-paragraph\">Yes. Google operates a dedicated appeal form for the limited ad serving policy, and states that it will restore normal serving once the advertiser is determined to be qualified. Google does not commit to a review timeframe, and may reinstate a limitation if new issues are found after it was lifted.<\/p>\r\n\r\n<h3 class=\"wp-block-heading\">Should a well-known brand be concerned?<\/h3>\r\n\r\n<p class=\"wp-block-paragraph\">A well-known brand is usually in a good starting position, but the assessment is made at the advertiser and account level. New accounts, accounts that haven't been verified, or ads that mention other brands deserve a check. It's worth reviewing every account that advertises in the brand's name, including secondary accounts.<\/p>\r\n\r\n<h3 class=\"wp-block-heading\">When will the change take full effect?<\/h3>\r\n\r\n<p class=\"wp-block-paragraph\">According to Google's policy announcement, the update begins in August 2026 and the rollout will be gradual until its completion in 2028. This means the impact may appear in stages and in different accounts at different times. Ongoing monitoring is better than a one-off check.<\/p>\r\n\r\n<p class=\"wp-block-paragraph\">\u05e8\u05d0\u05d5 \u05d2\u05dd: <a href=\"\/en\/services\/campaign-management\/\">\u05e0\u05d9\u05d4\u05d5\u05dc \u05e7\u05de\u05e4\u05d9\u05d9\u05e0\u05d9\u05dd<\/a>, <a href=\"\/en\/services\/ecommerce-marketing\/\">E-commerce Performance<\/a>, <a href=\"\/en\/services\/digital-media-buying\/\">Media Planning &amp; Buying<\/a>, <a href=\"\/en\/technology\/#tool-agent\">AdSentinel \u05dc\u05e0\u05d9\u05d8\u05d5\u05e8 \u05e7\u05de\u05e4\u05d9\u05d9\u05e0\u05d9\u05dd<\/a>, <a href=\"\/en\/blog\/read-campaign-report\/\">How to read a campaign report and make decisions from it<\/a>.<\/p>\r\n\r\n<p class=\"wp-block-paragraph\">Sources: <a href=\"https:\/\/support.google.com\/adspolicy\/answer\/17344822?hl=en\" target=\"_blank\" rel=\"noopener\">Google Ads: Update to Limited Ad Serving Policy (August 2026)<\/a>, <a href=\"https:\/\/support.google.com\/adspolicy\/answer\/17122370?hl=en\" target=\"_blank\" rel=\"noopener\">Google Ads: Updates to Limited ad serving Policy (June 2026)<\/a>, <a href=\"https:\/\/support.google.com\/adspolicy\/answer\/13889491\" target=\"_blank\" rel=\"noopener\">Google Ads: Limited ad serving<\/a>.<\/p>\r\n\r\n<p class=\"wp-block-paragraph\">\u05de\u05e2\u05e0\u05d9\u05d9\u05df \u05d0\u05ea\u05db\u05dd \u05dc\u05d1\u05d7\u05d5\u05df \u05d0\u05ea \u05de\u05d1\u05e0\u05d4 \u05d4\u05d7\u05e9\u05d1\u05d5\u05e0\u05d5\u05ea \u05e9\u05dc \u05d4\u05de\u05d5\u05ea\u05d2 \u05dc\u05d0\u05d5\u05e8 \u05d4\u05e2\u05d3\u05db\u05d5\u05df? <a href=\"\/en\/#contact\">\u05d4\u05e9\u05d0\u05d9\u05e8\u05d5 \u05e4\u05e8\u05d8\u05d9\u05dd<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>\u05d2\u05d5\u05d2\u05dc \u05de\u05e8\u05d7\u05d9\u05d1\u05d4 \u05d0\u05ea \u05de\u05d3\u05d9\u05e0\u05d9\u05d5\u05ea \u05d4\u05d2\u05d1\u05dc\u05ea \u05d4\u05e6\u05d2\u05ea \u05d4\u05de\u05d5\u05d3\u05e2\u05d5\u05ea \u05dc\u05db\u05dc \u05de\u05d5\u05e6\u05e8\u05d9 Google Ads, \u05d5\u05d6\u05d4 \u05de\u05d4 \u05e9\u05de\u05d5\u05ea\u05d2\u05d9\u05dd \u05d2\u05d3\u05d5\u05dc\u05d9\u05dd \u05db\u05d3\u05d0\u05d9 \u05e9\u05d9\u05d1\u05d3\u05e7\u05d5 \u05d1\u05d7\u05e9\u05d1\u05d5\u05e0\u05d5\u05ea \u05e9\u05dc\u05d4\u05dd.<\/p>","protected":false},"author":6,"featured_media":90711,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-90673","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing-updates"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u05d0\u05d9\u05de\u05d5\u05ea \u05de\u05e4\u05e8\u05e1\u05dd \u05d1\u05d2\u05d5\u05d2\u05dc \u05d5\u05d4\u05d2\u05d1\u05dc\u05ea \u05de\u05d5\u05d3\u05e2\u05d5\u05ea | \u05e7\u05d5\u05e0\u05e7\u05d8 CONNECT<\/title>\n<meta name=\"description\" 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