Google recently updated its “Unfair Advantage” policy on Google Ads, and this has caused quite a stir among advertisers and publishers around the world. The change, which aims to curb practices considered unfair in the advertising environment, has direct implications for who makes a living monetizing websites and apps with paid traffic, SEO and programmatic media.
But what does this update mean in practice? How does it affect ad performance and digital revenue generation? And most importantly: how can you adapt your strategies to continue increasing your earnings? Join ADS and we’ll explain it to you!
What has changed in the “Unfair Advantage” policy?
Google’s “Unfair Advantage” policy already existed, but it has now been updated with new, clearer and more comprehensive guidelines. In short, the platform will penalize:
- Tactics that manipulate the Google Ads algorithm to achieve disproportionate results.
- Using multiple accounts to circumvent rules or compete unfairly in ad auctions.
- Automation or scripts that attempt to exploit loopholes in the system.
In other words, if someone tries to “hack” the system to appear more or pay less for ads – even if in disguise – they may be subject to this policy and have their account suspended or their ads disapproved.
Google is watching plays that try to unfairly circumvent the auction. And this has everything to do with the integrity of the digital ecosystem.
Direct impact on monetization
The update may seem like a problem only for those who use shady methods, but that's not quite the case. Many publishers and advertisers who operate within the rules may end up being indirectly impacted, especially if they don't fully understand the new criteria.
Let's look at the points that most concern those who work with monetization:
1. More oversight on accounts with multiple domains
If you manage multiple digital properties (e.g. networks of websites, apps with similar functions), Google may want to understand whether this is a legitimate strategy or a way to artificially gain more visibility.
Tip: Keep transparency in your account structures and avoid duplicating content and strategies just to try to cheat auctions.
2. Automation under surveillance
Automation tools and scripts are essential for scaling campaigns, but abusive use (or poor programming) can generate suspicious patterns and trigger Google alerts.
Tip: Review your automated scripts and configurations frequently. Avoid repetitive or forced practices, such as constantly changing keywords or minimal ad variations just to test limits.
3. Increased risk of account suspension
Many professionals are reporting sudden account suspensions, especially when operating multiple campaigns in parallel, in different countries or with aggressive creative variations.
Tip: Have a backup account, but with separate and legitimate operation. And, most importantly, follow good advertising practices. The old rule applies here: “He who owes nothing, fears nothing”.
How does this change affect the monetization of websites and apps?
When an account is suspended or an ad set is disapproved, the first consequence is obvious: drop in traffic. Less traffic means fewer programmatic ad views, fewer clicks, and less revenue.
But it goes beyond that:
- Reduced trust in partners and SSP networks.
- Loss of valuable data from interrupted campaigns.
- Disorganization in conversion funnel strategies.
Additionally, many apps and websites that operate with aggressive traffic arbitrage strategies ou experiments with parallel pages can be targeted, even without fraud intent. Google wants to ensure that everyone plays the game with the same rules.
How to adapt and continue to profit?
It's not all bad news! Those who work seriously and within good practices have a lot to gain from this change. Google's idea is clean the market of unfair practices and value those who deliver quality and transparency.
Here are some strategies to help you stay on top of the new policy:
- Invest in original content and valuable experiences.
Google loves useful pages, intuitive apps, and user-focused websites. - Avoid “grey” tactics.
If a strategy seems too good to be true, it will probably fall under the new policy radar. - Document everything.
If you manage multiple accounts or domains, keep everything organized and documented. That way, if you need to prove that you are acting legitimately, you have arguments and evidence. - Monitor and review frequently.
Mistakes happen. Sometimes, poorly-tuned creative can feel like manipulation. Keep an eye on your reports and act quickly at the slightest sign of trouble.
The game has changed – and those who play fair win
The update to the “Unfair Advantage” policy shows that Google is increasingly committed to a fair, competitive and sustainable advertising environment. Those who focus on quality, clarity and good practices will come out on top.
If you want to continue growing safely in digital marketing and still increase revenue with programmatic media, talk to Join ADS. We help you create robust strategies, aligned with market guidelines and ready to scale responsibly.
Let's transform your digital inventory into a results machine – no tricks required!
