Google is expanding its Limited Ad Serving policy across all Ads, introducing new qualification criteria based on trust signals, verification, and account history.
The disclosed detail is brief: the policy's scope expands, and eligibility resolves around three axes — trust signals, verification, and account history.
Limited Ad Serving has previously operated as a mechanism restricting delivery for new or unverified advertisers for a period. This expansion effectively makes it the default structure rather than the exception.
Verification status. If business information, payment details, and domain ownership are not fully verified, you are the first candidate for restricted delivery.
Account history becomes an asset. Operating patterns that spin up fresh accounts frequently — a new account per client, for example — become disadvantaged. This is the moment to revisit how account ownership and continuity are maintained in agency structures.
Policy violation history directly affects delivery. Accounts carrying accumulated disapprovals and policy warnings lose ground on trust signals.
Google has been steadily narrowing advertising eligibility. Requiring government certification for government-document-service ads from October 5 and the allowlist security pilot for Google Ads API manager accounts point the same direction. Ad delivery is becoming a function of account trust, not only bids and quality.
Launching fast from a fresh account just got more expensive. Accumulating verification and history in advance is now itself a media strategy.
A Google policy that restricts ad delivery based on eligibility criteria, now expanded across all Ads with qualification tied to trust signals, verification, and account history.
Per Google, the new criteria are trust signals, verification status, and account history.
Whether advertiser verification is complete, whether account history is continuous, and how many policy violations or disapprovals have accumulated.
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