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The suspension of a Google Ads account is one of the scenarios most feared by advertisers. A simple alert message can halt campaigns, impact revenue and keep teams busy for days trying to identify a cause that often turns out to be unclear. Over the past few months, the platform has rolled out several major updates aimed at reducing suspension errors and speeding up the appeal process. The experience is becoming more reliable, faster and significantly more transparent for advertisers, who can now resume their campaigns without any loss of performance.
Google claims to have significantly improved the accuracy of its internal controls. According to the latest data from the platform:
These improvements have been made possible by better calibration of automation, refinement of AI models, and gradual clarification of the rules applied. As Ginny Marvin pointed out, Google wants to reduce frustration among advertisers who follow the rules but are affected by overly strict filters. This was an important step towards restoring trust. Google is therefore seeking to limit unjustified suspensions affecting reliable advertisers and to speed up the reactivation of accounts that require review.
Furthermore, the platform claims that it wants to make the logic behind its decisions more transparent, even though complete transparency on all signals remains difficult. These developments show a clear desire to offer advertisers more transparent explanations in the event of blocking.
The reduction in suspensions allows advertisers to limit interruptions in activity and ensure continuity in broadcasting. This is a crucial issue for internal teams managing large client portfolios. The fact that almost all calls are handled within a day greatly reduces the business impact of a temporary suspension. Campaigns can restart quickly, without any loss of performance.
This series of improvements reflects Google’s broader desire to strike a better balance between user protection and the advertiser experience. While automation will remain central, the mechanisms are becoming smarter, more contextualised and therefore more flexible for businesses.
Although there is still room for improvement, particularly in terms of policy clarity and long-term consistency, Google is clearly moving towards a more predictable control framework, limiting inconsistent suspensions and strengthening advertiser confidence. This implies a more fluid relationship between Google and advertisers, thanks to better-structured review processes and more actionable feedback. Furthermore, it leads to a more stable environment for managing performance, which is essential for optimising media investments and securing campaign profitability.
Our experts closely monitor these developments to support our clients in a constantly changing Google Ads ecosystem, between generative AI, new interfaces and automation. Our Google Ads agency is available to optimise your performance and secure your campaigns for the long term.
Julien Soumahoro