Google is expanding its Limited ad serving policy in Search, giving itself greater discretion to curb impressions from advertisers it deems unqualified or potentially confusing for users. This change may influence how often ads are shown for certain queries, especially for newer advertisers, brands with consistently poor user feedback, or advertisers whose identity is not clearly conveyed in their ads. What’s new. Beginning this month, Google has widened the policy to include more Search situations, with a phased rollout continuing through 2028. Under the revised guidelines, Google can restrict ad impressions on queries it considers more likely to lead to negative user experiences. How Google evaluates. User feedback will carry more weight in assessing whether an advertiser is considered qualified. Advertisers that receive ongoing, disproportionate complaints about misleading claims, products or business practices may find their ads limited on specific searches. Google also notes it may restrict ads that make it hard for users to understand who the advertiser actually is. Why it matters. Google is exercising more judgment in how it limits ad exposure, tying it to advertiser trust signals and brand clarity, not just basic policy adherence. As a result, advertisers with vague ad messaging, weak or unclear branding, or a track record of negative user feedback may experience reduced visibility on some searches. The update further underscores the rising importance of brand transparency in Search ads. Advertisers may need to refine ad copy, landing pages and branding elements so users can quickly recognize who is behind an ad and what it represents…