Limited ad serving policy extended to Google Search with phased rollout through 2028

Google expanded Limited ad serving to additional Search scenarios, restricting impressions from unqualified advertisers on queries more likely to produce negative experiences. Advertisers qualify through clear branding, verification and best practices such as pinning their domain in headlines. Rollout is gradual and completes by 2028.

Followed in August 2026 by an expansion to all Google Ads products.