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- Jul 5, 2023
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When launching ads in Google Ads in 2025, remember: the main obstacle is not a human moderator but an entire system of algorithms and AI tools for checking ads and websites.
To filter out irrelevant content and maintain ad quality, Google analyzes everything — from your browser fingerprint to user behavior.
How Google Checks Advertisers in 2025
1. Policy Risk Engine (PRE)
This algorithm evaluates the account, ads, and landing pages at the pre-moderation stage.
Key evaluation factors:
- Account history: registration date, activity patterns.
- Domain reputation: age, behavioral factors, indexing.
- Suspicious ad text patterns: triggers like “quick money,” “guaranteed income,” “casino,” “investments”.
- Template-style or duplicate landing page designs.
Note: PRE works before moderation even starts. It can block ads instantly based on reputation or behavioral signals, even if the creative meets formal requirements.2. Ad Review AI (MUM/BERT)
Your creatives (videos, texts, banners) go through multimodal AI models.
These models analyze:
- Emotions in video, speech tone.
- Keyword context, metadata, hidden DOM elements.
- Subtitles vs. audio (even re-voicing won’t help if mismatched tags remain).
3. Cloaking Mismatch / Scam Detector
The system checks for consistency between keywords,
