Ad serving limits

Google works hard to ensure an ads ecosystem that protects advertisers, publishers, and users from fraud and bad ad experiences. As a result, Google may sometimes place a limit on the number of ads your AdMob account can show. This might be a temporary ad serving limit to evaluate your traffic quality, or it might be because we've identified invalid traffic concerns in your AdMob account.

If your ad serving has been limited, you can learn more about what it means and what you can do below. To better understand what may have caused the ad serving limit, visit our Guide for ad serving limits.

While this ad serving limit typically impacts publishers for less than 30 days, it may take longer in some cases.

Account being assessed

Ad serving on your account is being temporarily limited while we assess your traffic quality. We'll automatically review and update this limit as we continue to monitor your traffic. 

In this case, limited ad serving applies to AdMob Network and third-party bidding ad sources only. It doesn’t affect third-party waterfall ad sources, house ads, and direct sold campaigns.

What you can do

Continue to build your content and audience while we assess your site traffic. Also, make sure you’re complying with the AdMob policies and restrictions. 

In the meantime, your account is still fully accessible and you can view details about this account-level enforcement in the Policy center. 

App not ready to show ads

All new apps will soon be required to undergo an app readiness review before they can fully serve ads. This helps us create a clean and safe ads ecosystem for you and your advertisers. During this review, apps may experience limited ad serving.

In this case, limited ad serving applies to all ad demand for the app. This serving limit applies to individual apps. For example, one of your apps may be ready to show ads, while another one of your apps may not be ready to show ads.  

What you can do

The review process will automatically begin once your app is set up correctly in AdMob and linked to a supported store. Reviews generally take a couple of days, but in some cases we may require more time to evaluate your app. You can check the status of your review and your app’s ad serving in your AdMob account. 

Learn more about disapproved apps and what you can do to get your app ready to serve ads. 

Invalid traffic concerns

Ad serving on your account is currently being limited due to invalid traffic concerns. We’ll automatically review and update this limit as we continue to monitor your traffic.

In this case, limited ad serving applies to AdMob Network only and doesn’t affect third-party mediation, house ads, and direct sold campaigns.

What you can do

Your account is still fully accessible and you can view details about this account level enforcement in the Policy center. 

Review the AdMob policies and restrictions and the following resources on invalid traffic:

• How Google prevents invalid traffic
• How you can prevent invalid traffic
• What is sabotage and how to prevent it

If we do detect invalid activity on your account or if any other issues are found, your account may be subject to further enforcement actions or may be permanently disabled.