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Mute ads on websites that partner with Google

The "Mute this ad" feature provides users with the ability to control the ads they see and signal which ads aren’t interesting to them. The feature has benefits for everyone:

  • Users: Have control over ads
  • Advertisers: No longer pay to show ads to people who aren’t interested
  • Publishers: Get ads that perform better, and spend less time filtering out ads of no interest to their audience

Users can mute ads that they don’t want to see. Muting an ad stops the ad from being shown to the user. It also stops certain other ads very similar to it that have been purchased by the same advertiser, as well as other ads from the same advertiser that use the same web URL (either the website domain or specific pages). For example, if users mute an ad for hiking boots from, they’ll be muting ads from the website’s domain, including specific pages such as and

If a user is signed in to her or his Google Account and has Ads Personalization on, Google will try to apply muting across all of that user’s signed-in devices when we recognize that user as being signed in. The user must have Ads Personalization on to take full advantage of this feature, although some mutes may still work if the user opts out of Ads Personalization.

To mute an ad, a user should:

  1. Click or tap x on the ad the user wants to mute.
  2. Click or tap Stop seeing this ad. This may be in a drop-down menu or on a button.

Note: Sometimes, Google will not be able to provide a "Stop seeing this ad" option, and will provide an option to "Report this ad" instead.

After a user mutes an ad, that same ad may be shown to the user again. This can happen under any of the following circumstances, among others:

  • A user clears cookies
  • A user visits a website outside the Google Display Network
  • The advertiser is using another company to show the same ad
  • Google’s advertising systems don’t recognize the user’s device as being signed in
  • The user selected "Ad blocked view" to report a problem with the ad's position, rather than its content
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