Google Ads cuts incorrect suspensions by 80% with AI improvements

Google announced on November 13, 2025, that enhanced artificial intelligence systems have reduced incorrect advertiser account suspensions by more than 80%, addressing a persistent source of business disruption for legitimate advertisers using the platform.

The improvements also accelerated appeal resolution times by 70%, with 99% of advertiser appeals now resolved within 24 hours, according to Keerat Sharma, Vice President and General Manager of Ads Privacy and Safety at Google. The announcement marks a shift from earlier enforcement approaches that suspended 39.2 million advertiser accounts in 2024, representing a 208% increase from the previous year.

"Sometimes, legitimate advertisers also get suspended, either because we didn't get it right or because they unintentionally violated a policy," Sharma stated in the announcement. "That can disrupt an advertiser's business and leave them feeling frustrated."

The improvements stem from several months of work based on customer feedback. Google made its policies clearer, deployed AI in new ways to enhance detection system precision, and rolled out more effective review and appeal processes. These changes follow a period of intensified policy enforcement that expanded across multiple policy categories throughout 2025.

Google Ads harnesses Gemini to block bad actors and protect people online, according to the announcement. The company previously integrated Gemini AI across advertising operations, achieving a 40% reduction in mobile invalid traffic during pilot programs conducted between December 2023 and October 2024.

The November announcement arrives as Google faces ongoing scrutiny about suspension accuracy and appeal processes. Marketing professionals managing client accounts have expressed concerns about sudden suspensions that halt advertising campaigns without warning, creating revenue disruptions and strained client relationships.

The 80% reduction in incorrect suspensions represents a substantial operational change. Advertisers who faced wrongful account terminations previously encountered lengthy appeal processes with uncertain outcomes. Google's documentation historically emphasized that "accounts are only reinstated in compelling circumstances, such as in the case of a mistake," creating high barriers for reinstatement even when suspensions occurred in error.

The accelerated appeal timeline addresses another longstanding complaint. Prior to these improvements, suspended advertisers often waited days or weeks for appeal responses. The new 24-hour resolution standard for 99% of cases compresses this timeline dramatically, potentially limiting financial damage from suspension periods.

Google's announcement did not specify how the company measures "incorrect" suspensions or provide absolute numbers of wrongful terminations. The 80% reduction metric indicates the company acknowledged a baseline error rate in its suspension systems, though the announcement does not quantify the remaining incorrect suspension rate after improvements.

The technical implementation relies on AI enhancements to detection systems. Google previously launched over 50 enhancements to Large Language Models in 2024, enabling more efficient and precise enforcement at scale. These systems shifted Google's approach from reactive ad removals to proactive prevention by identifying suspicious signals during account setup.

The improved review and appeal processes complement the detection system changes. Advertisers submit appeals through their Google Ads accounts by clicking the Contact Us link in suspension notifications. The streamlined process now delivers responses within 24 hours for the vast majority of cases, compared to previous timelines that extended beyond one week.

Account suspensions occur across multiple policy categories. Google tightened rules for advertising agencies managing client accounts in November 2024, introducing severe penalties for third-party partners who enable significant or sustained policy violations. The company also implemented immediate suspension enforcement for child sexual abuse and exploitation violations in October 2025, eliminating warning periods for egregious violations.

The policy framework includes different enforcement approaches based on violation severity. Most policy violations trigger a graduated enforcement system with warnings issued at least seven days before account suspension. Egregious violations, however, result in immediate suspension without prior warning and permanent platform bans.

Google's third-party policy enforcement holds advertising agencies accountable for client account violations. Manager accounts that violate third-party policies now trigger advertising restrictions for all connected individual accounts, creating cascading effects where compliant advertisers lose privileges due to manager account violations.

The announcement includes a video from Ginny Marvin, Google's Ads Liaison, explaining the improvements. The video provides additional context about the changes but does not reveal technical specifications about the AI systems or detail specific policy categories where incorrect suspensions decreased most significantly.

Marketing professionals operating Google Ads accounts now face a modified risk landscape. The 80% reduction in incorrect suspensions lowers the probability of wrongful termination, while the 24-hour appeal resolution timeline limits potential business disruption from suspension periods. However, the announcement does not address prevention of correct suspensions for advertisers who unintentionally violate policies without understanding policy requirements.

The improvements arrive as Google continues expanding its AI-powered advertising capabilities. The company launched Ads Advisor and Analytics Advisor to all English-language accounts in December 2025, bringing Gemini-based campaign optimization and policy troubleshooting to advertisers. These tools can help identify policy violations before they trigger suspensions.

Google's 2024 enforcement actions included removing over 5.1 billion advertisements and restricting over 9.1 billion advertisements. The company suspended more than 700,000 advertiser accounts promoting AI-generated public figure impersonation scams, achieving a 90% drop in reports of this scam type. The massive suspension volume created circumstances where legitimate advertisers became caught in enforcement systems designed to block fraudulent operators.

The policy framework affects advertisers across all major advertising formats including Search ads, Display advertising, YouTube campaigns, and Shopping advertisements. Violations in any format can trigger account-level suspensions that halt all advertising activity across the platform.

Advertiser verification requirements expanded throughout 2025, with Google emphasizing consequences for false verification information. Submitting false or fraudulent information during verification programs results in immediate account suspension without warning and permanent advertising platform exclusion.

The improvements do not change underlying policy requirements or enforcement standards. Google maintains its commitment to blocking bad actors while attempting to reduce collateral damage to legitimate advertisers. The company's appeal process continues to emphasize thorough, accurate, and honest submissions, with reinstatement occurring only in compelling circumstances.

Marketing agencies managing multiple client accounts should consider how the improvements affect their operational risk. The faster appeal resolution reduces client impact from suspensions, while the lower incorrect suspension rate decreases the frequency of wrongful terminations requiring intervention.

The announcement did not address whether the improvements apply equally across all geographic markets or provide regional performance breakdowns. Google operates its advertising platform in more than 200 countries and territories, with enforcement actions distributed globally.

Advertisers using automated bidding strategies and Performance Max campaigns face particular suspension risks when AI-generated creative assets or landing pages inadvertently violate policies. The enhanced detection system precision may reduce false positives in these automated campaign types, though Google did not provide specific data about automation-related improvements.

The financial implications extend beyond direct advertising interruptions. Suspended accounts affect revenue streams, client relationships, and marketing performance during suspension periods. The 24-hour resolution timeline limits these financial consequences compared to previous multi-day suspension periods that disrupted seasonal campaigns and product launches.

Google's announcement represents an acknowledgment that previous enforcement systems generated unacceptable error rates. The 80% reduction metric reveals the company identified and corrected systematic issues in its suspension processes, though the announcement does not detail root causes of previous incorrect suspensions.

The improvements may encourage advertisers to appeal suspensions they believe resulted from errors. The 24-hour resolution timeline reduces the opportunity cost of submitting appeals, potentially increasing appeal volumes as advertisers gain confidence in rapid response capabilities.

Timeline

• November 13, 2025: Google announces 80% reduction in incorrect account suspensions with 99% of appeals resolved within 24 hours
• December 2025: Google launches Ads Advisor and Analytics Advisor to all English-language accounts, providing AI-powered policy troubleshooting
• November 2024: Google tightens rules for advertising agencies managing client accounts with immediate suspension for policy violations
• October 22, 2025: Google implements immediate suspension enforcement for child sexual abuse and exploitation policy violations
• August 12, 2025: Google announces 40% reduction in mobile invalid traffic using Gemini AI-powered detection systems
• June 6, 2025: Google pauses ads for linked accounts when manager accounts violate third-party policies
• April 7, 2025: Google clarifies ad account suspension policies with enhanced transparency and documentation
• April 16, 2025: Google releases 2024 Ads Safety Report revealing 39.2 million suspended advertiser accounts

Summary

Who: Google's Ads Privacy and Safety division, led by Vice President and General Manager Keerat Sharma, implemented the suspension accuracy improvements affecting advertisers using Google Ads globally.

What: Google reduced incorrect advertiser account suspensions by over 80%, accelerated appeal resolution by 70%, and now resolves 99% of advertiser appeals within 24 hours through enhanced AI detection systems, clearer policies, and more effective review processes.

When: Google announced the improvements on November 13, 2025, following several months of work based on customer feedback, with the changes already yielding measurable results at the time of announcement.

Where: The improvements apply to Google Ads accounts globally, affecting suspension and appeal processes across all advertising formats including Search ads, Display advertising, YouTube campaigns, and Shopping advertisements.

Why: The improvements address business disruptions caused when legitimate advertisers face wrongful suspensions either from system errors or unintentional policy violations, reducing advertiser frustration while maintaining Google's commitment to blocking bad actors and protecting people online.