Double serving

What's the policy?

To protect the value and diversity of the ads people see on Google, we generally discourage advertisers from running ads for the same or similar businesses across multiple accounts triggered by the same or similar keywords. This policy, known as "double serving," prevents multiple ads from the same or commonly-owned company from appearing on the same search results page.

To comply with this policy, advertisers should avoid running ads from different accounts on the same or similar keywords that point to the same or similar websites. Violations of this policy occur when multiple websites share Common Ownership (defined below), plus when two or more of the following factors are present:

  • Common product offering: For physical goods being sold, the sites share products in common such that a user browsing the site would perceive little difference in inventory between the sites.
  • Similar pricing: When pricing is available on the sites, there's a price difference between the sites of 25% or less for substantially the same product or service. When two or more sites solicit contact information from users in order to provide a custom quote, they will be considered to have zero price difference.
  • Similar customer support experience: The sites offer the same or similar type of product or service for which the customer can expect to receive the same or similar level of Support (defined below).
  • Brand: The sites have non-differentiated Brands (defined below) for which either the brand name is the same or the logo is the same.


Common Ownership
Common ownership occurs when the same entity, whether an individual or a business, owns or controls one or more of the sites in question at the time of multiple ad serving.

Support occurs after the purchase of the product or service. The sales process isn't considered part of support delivery. Support levels may be considered distinct in the case of self-service vs. dedicated support models. A dedicated support offering will provide a single named point of contact for the service, such as a dedicated customer service representative or advisor. Call center availability and online help are classified as self-service offerings. The use of different online tools to deliver support is not relevant in the identification of a distinct support offering.

Brand refers to the way in which the product or service is represented on the site. By definition, for the purposes of this policy, different brands will have different names and different logos. In order to be considered separate brands according to our policy, the names of the brands must be clearly differentiated and may not be extensions or derivatives of the same name. Logos must be visually distinct.

What happens if I violate this policy?

Google will notify advertisers if they violate this policy. Multiple violations may result in penalties, including account suspension.

Contact information

If you still have questions about this policy, you can contact us via the link below. You'll be taken to our "Ad Approvals and Policies" form where you can write to us about your issue.

Contact AdWords Support