Limited Ad Serving: is Google limiting your impressions?

Your ads aren’t disapproved, but they’re getting unusually few impressions? Your account may be under the Limited Ad Serving policy.

What changed?

According to Google’s announcement on 5 August 2026, Limited Ad Serving is expanding to all of Google Ads. Google will limit impressions for advertisers it doesn’t yet consider “qualified”. The rollout is gradual and will be completed before 2028.

The key point: your ads aren’t disapproved. They simply show less, and you’ll see a notice in your account.

What does Google look at?

• Account attributes and how established the account is
• User activity and user reports
• Policy compliance history
• The advertiser’s industry
• Advertiser verification status

New accounts and unverified accounts are the most affected.

What should you do?

1. Complete advertiser verification: use your correct legal name, with documents that match.
2. Keep a clean policy history: fix disapproved ads right away instead of letting them pile up.
3. Make your brand clear: for Search ads, Google suggests pinning your domain or brand name to Headline 1 and writing specific copy.
4. If you’re limited, appeal through Google’s Limited Ad Serving form.

This is a new policy that is still rolling out. AdsNest will update this article as Google makes changes.