What is Double Serving in Google Ads? (And How to Stay Compliant)

So, you are a paid search expert running Google Ads for your business/brand. However, every time you search for your target keyword, you see some competitors hogging multiple ad placements. Frustrating, right?

So, you start wondering, “What if I run multiple ads myself and push them out of the way?”

Sounds like a smart move? Something you might wanna try? Well, not really.

This tactic, known as double serving in Google Ads, is strictly prohibited under Google’s ad-serving rules. 

Violating this policy can not only get your ads disapproved, your account suspended, or even worse, banned entirely from running ads on Google.

But here’s the tricky part: many advertisers violate Google Ads double serving policy without even realizing it. So, let’s break it all down:

• What is double serving Google Ads, and why does Google restrict it?
• What happens if you get caught?
• How do you stay compliant while still running a competitive campaign?

On that note, let’s get down to the root of the concept with a double serve (pun totally intended)!

Source

What is double serving in Google Ads?

So, to call a spade a spade, double serving happens when one advertiser runs multiple ads (either intentionally or unintentionally) for the same product, service, or business under different accounts.

This can happen in several ways, such as:

• A business creates multiple Google Ads accounts to increase its ad visibility.
• A company owns two or more brands selling the same product and bids on identical keywords.
• An agency and an in-house team run parallel ads for the same website without coordination.

The goal is obvious: to dominate the search results and reduce competition.

But Google doesn’t play that game. Google Ads compliance rules are designed to prevent any single advertiser from unfairly taking over the ad space.

Why does Google prohibit double serving?

We understand that Google penalizes businesses trying to pull this stunt. But in case you are wondering why, here are some plausible reasons;

1. It creates an unfair advantage: Imagine a small business competing with a larger company that runs 10 different Google Ads accounts. Google wants to ensure a fair auction where no single advertiser can game the system.

2. It clutters the search results: Users don’t want to see five versions of the same ad. Google wants to provide a diverse range of ads rather than duplicate ads from the same advertiser.

3. It hurts the user experience: If someone sees the same business dominating the top ads, they might assume Google’s results are biased. To keep users happy, Google enforces strict Google Ads restrictions on this practice.

So, what happens if you get caught?

What can you expect if you violate the Google Ads double-serving policy?

Well, for starters, Google doesn’t just slap a warning on your account and call it a day. Here’s a sneak peek into how things can escalate:

~ First offense: Your ads are disapproved, and you receive a warning from Google.

~ Repeated violations: Your account may face limited ad serving or a temporary hold.

~ Final strike: If you choose to pay no heed and continue violating Google Ads compliance policies, you could face a Google Ads account suspension or, worse, even a permanent ban from running ads.

And let’s be clear: Once Google suspends your account, getting it reinstated is incredibly difficult.

Common ways advertisers unknowingly violate the double serving policy

Many times, the intention behind the violation of this policy is not a dubious one. Some advertisers break the Google Ads double serving policy without even realizing it. 

Here are the most common mistakes:

1. Creating multiple Google Ads accounts for the same business

Some advertisers think that running multiple accounts will increase visibility and help them win more auctions. However, Google’s system detects these accounts and flags them for policy violations.

2. Bidding on the same keywords across different brands

If you own multiple businesses that sell the same thing, running separate ads with identical keyword targeting can trigger a double-serving Google Ads violation.

3. Agencies running parallel ads without coordination

If you’re working with a marketing agency while also running ads in-house, make sure both teams are aligned. Otherwise, you risk violating Google Ads compliance without realizing it.

So, how do you compete aggressively without breaking the rules?

How to avoid double serving while staying competitive

We know what you are thinking, “How am I supposed to aggressively advertise my business on SERPs without the risk of a crackdown?”

Well, the good news is avoiding a Google Ads account suspension doesn’t mean you have to give up on being aggressive with your ad strategy. Here’s how to stay compliant while maximizing performance:

1. Use a single Google Ads account with a well-structured campaign

Instead of opening multiple accounts, focus on structuring your campaigns effectively by:

• Creating separate campaigns and ad groups for different product categories.
• Using smart audience segmentation to maximize ad reach without overlap.
• Optimizing your Google Ads bidding strategy for better positioning instead of relying on multiple accounts.

2. Set up a Google Ads Manager Account (MCC) if you manage multiple brands

Google’s Manager Account (MCC) allows businesses that own multiple brands to run separate campaigns without violating ad-serving rules. This is the right way to manage multiple accounts legally.

3. Differentiate your brands (If you own more than one)

If you manage multiple brands, make sure they have:

• Distinct branding and messaging in their ad creatives.
• Unique landing pages (no duplicate content or near-identical pages).
• Different keyword targeting strategies to avoid overlap.

4. Stay updated on Google Ads compliance rules

Google updates its Google Ads restrictions from time to time. To avoid unexpected violations, regularly review Google’s policy center and stay on top of changes.

The road ahead

If you are considering partnering with Mavlers for your Google Ads needs and want to know about the strategies in place, you might want to read ~ An insight into the best B2B Google Ads strategies successfully deployed at Mavlers.