Google is introducing stricter penalties for third parties, including PPC agencies, that fail to comply with Google Ads policies.

The updated Google Ads third-party policy, set to take effect in November 2024, aims to penalize agencies that allow “significant or sustained policy violations.“

Consequences will include removal from programs like Google Partners, loss of privileges, and even account suspension.

Google emphasized that these new penalties are meant to promote a healthier advertising ecosystem and deter violations.

The company stated, “We want to strongly encourage third parties to promote this healthy ecosystem and discourage the enabling of significant or sustained policy violations.”

Agencies found disregarding compliance may face serious repercussions. Violations could result in immediate account suspension, with no prior warning. Once suspended, agencies will not be permitted to advertise with Google Ads again.

The policy applies to third parties who manage or purchase Google Ads on behalf of clients. Google stressed that it takes these violations “very seriously” and considers them “egregious.“

These updates signal Google’s commitment to ensuring a compliant and trustworthy advertising platform.