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Ads for search

AdSense for Search (AFS) policies

(March 23, 2022) Due to the war in Ukraine, we will pause monetization of content that exploits, dismisses, or condones the war.

(March 10, 2022) Given the recent suspension of Google advertising systems in Russia, we’ll be pausing the creation of new Russian accounts on AdSense, AdMob, and Google Ad Manager. Additionally, we will pause ads on Google properties and networks globally for advertisers based in Russia.

(March 3, 2022) Due to the ongoing war in Ukraine, we will be temporarily pausing ads from serving to users located in Russia.

(February 26, 2022) In light of the war in Ukraine, we are pausing Google’s monetization of Russian Federation state-funded media. 

We will continue to actively monitor the situation and make adjustments as necessary.


These policies apply to the use of Google's AdSense for Search (AFS) services.

For clarity, for the purposes of these policies:

  • "ads" means advertisements provided by Google. It does not mean any advertisements (or other advertising products or services) that are not provided by Google;
  • "content" means everything presented to users by you, including publisher-generated content, syndicated content, user-generated content, organic search results, advertisements (whether provided by Google or a third party), and links to other sites or apps; and
  • where it has been indicated that Google’s approval is required, such requirement only applies to the use of Google services, including ads provided by Google.

You must ensure that your use of Google services, including any content on properties where Google services are implemented, is in compliance with these policies. Google may take corrective action(s) for any non-compliance, including but not limited to the following: (1) suspending provision of any Google services, (2) requiring you to cease or modify the use or implementation of any Google services, or (3) exercising any of its rights under the applicable Google AdSense Online Terms of Service, or any other relevant agreement between you and Google.


  1. Query modification
    Queries must originate from clear user search intent coming from one of three sources:

  2. Code modification
    AdSense publishers are not permitted to modify the AdSense for Search code in any manner.
    Publishers may not:

    • Frame AdSense for Search results
    • Remove or alter the Google logo
  3. Number of ads and search box placement
    A maximum of two AdSense for Search boxes may be placed per page.

  4. Code may only be used on search results pages
    Ad units may only be placed on search results pages. AdSense for Search code may not be integrated into any software application such as a toolbar or browser extension.

  5. Nature of searchable content
    As described in the AdSense Program policies, copyrighted content or content that violates our site content guidelines should not be the focus of your searchable content.

  6. No incentivizing searches
    You may not compensate users for viewing ads or performing searches.

  7. Query limit
    You may only make one query per user request. The online AdSense for search product is limited to five (5) billion queries per account from the period of August 1st to July 31st of the following year.

AdSense for Search FAQs

Can I use other internet search services with AdSense for Search?

Publishers are permitted to add other internet search services to sites displaying the AdSense for Search box. However, the search boxes displayed from other internet search services may not mimic the appearance of the Google search box. In addition, publishers using the optional Site Search feature may also use alternate products to search the contents of their site.

Can I use the search engine on my site?

We strongly recommend that you do not use the search engine on your site to perform searches yourself. Doing so could increase the risk of accidental clicks on your own ads, and will result in reports that don't properly reflect the traffic to your pages.

Can I display ads and an AdSense for Search box on the same page?

Yes. You can place an AdSense for Search box on any page that meets our Program policies, even if you're already showing ads on that page. Searches will lead to a search results page that is also monetized with ads.

Can I place non-AFS ads provided by Google on my AFS results pages?

We ask that you don't place any additional ads provided by Google, including text, image or video ad units, on pages with framed search results. However, you're welcome to place a link unit or an AdSense for Search box on the page.

For publishers serving ads through the CSA protocol, please review our Custom Search Ads policies.

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