Google has blocked a record-breaking 8.3 billion ads in 2025, up from 5.1 billion the previous year. Yet, it suspended far fewer advertiser accounts, suggesting an increased focus on blocking individual ads over penalising entire accounts.

The tech giant attributes this shift to its advanced AI systems, particularly Gemini models, which allowed for early detection and blocking of policy-violating ads with greater precision. This move reflects a broader change in enforcement strategies, as more problematic ads are intercepted before reaching users.

Among the blocked ads, 602 million were linked to scams, with sexual content, ad network abuse, and misrepresentation being common violations in the U.S. In India, despite blocking nearly double the number of ads, account suspensions fell by almost half as Google's AI systems became more adept at identifying patterns across large campaigns.

The company’s VP and general manager of ads privacy and safety, Keerat Sharma, stated that this targeted, AI-driven enforcement has reduced incorrect suspensions by 80% year over year. This shift towards more granular and precise methods is part of a wider push to integrate Gemini models into Google's core products.