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How ads work on Google Search

We have always believed it’s important for everyone - regardless of income or education - to have access to the best information. Ads help us do that by connecting people with businesses that offer products and services they may be looking for.
Businesses can advertise on eligible, clearly marked ad sections. But, because we only sell ad space, no one can buy better placement in organic Search results.

Google uses ads to keep Search free for all to use, connect people with useful products, and support businesses.

Why does Google Search have ads?

How ads support Search

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When you use Google Search, ads may appear with your search results

Ads are how Search remains accessible to everyone free of charge. Ads are also how you can connect with the products and businesses that you care about.

Ads are only displayed if we believe they’re relevant to the search terms you entered. For most searches, we show no ads at all. We think it’s important to be transparent about these, which is why ads are clearly labeled, so that they are easy to distinguish from the rest of the page.

Advertisers are also not given special advantages or ranking boosts, in keeping with our “Honest Results” policy.
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Businesses count on digital ads

Ads on Search empower businesses - large and small - to find customers and even connect with new and existing ones. Businesses, creators, publishers, and advertisers count on digital ads to compete, grow and profit online. And they support access to information and content for people worldwide at low or no cost.

Meeting consumers online, where they already spend time, provides an effective and affordable path for businesses to market their offerings. There’s never been a more efficient way for advertisers to reach shoppers en masse than digital advertising.

In 2022, Google Search, Google Play, Google Cloud, YouTube, and Google advertising tools helped provide $701 billion of economic activity for millions of American businesses, nonprofits, publishers, creators, and developers.

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Maintaining transparency with ads

An illustration depicting two people and a dog labeling ads and pointing to the Ad Transparency Center
When you use Google Search to navigate the web, ads may appear with your search results. We think it’s important to be transparent about ads, which is why we make it easy to distinguish them from the rest of the results on the page by clearly labeling them. On Search, you can always learn more about who is behind the ads you see, and why you’re seeing them.

The Ads Transparency Center is a searchable hub of all ads - including ads on Search - that are served from verified advertisers. This one-stop shop was designed with you in mind by ensuring you have easy access to information about the ads you see on Search.

Ads Transparency Center

Choose the ad experience that’s right for you on Search

A still image from the YouTube video about Google's My Ad Center.

Your ads, your choice

My Ad Center makes it easy for you to understand and control how your information is used to personalize ads on Search and YouTube. You’ll never have to spend time searching for the right control or decoding how your information is used. Instead, you can manage your ad preferences without interrupting what you’re doing online.

There may be certain ad topics that you don’t want to engage with at all. With My Ad Center, you can choose to limit ads related to topics such as alcohol, dating, weight loss, gambling, pregnancy, and parenting.

You can also turn off ad personalization completely. You’ll still see ads, but you may find them less relevant or useful.

My Ad Center

Ads that respect your privacy

Illustration of various ads on Search protected by a big blue shield.
Protecting your privacy and securing your data is core to Google’s work. That’s why all Google products are continuously protected by one of the world’s most advanced security infrastructures. This built-in security helps detect and prevent evolving online threats, including scams and attempts to obtain personal information through fraudulent ads, to help keep your information safe.

Additionally, to help keep you safe, we verify advertisers globally and work to detect bad actors and limit their attempts to misrepresent themselves.

Safety Center

Here’s how Google’s privacy principles apply to ads on Search

  • We never sell your personal information to anyone

  • We are transparent about what data we collect and why

  • We make it easy for you to control your personal information

  • We reduce the data we use to further protect your privacy

  • We protect you by building products that are secure by default

  • We build advanced privacy technologies and share them with others

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