Update in Google Ads: New Rules Cut Reach in Gray Verticals

Google Ads rolled out the Default Ads Treatment security update. Now, if the system doubts the user's age, it automatically hides ads from them. This filter affects a huge number of users: anonymous visitors without authorization, fans of browsing in incognito mode, and everyone under 18. 

For media buyers in gambling, betting, and dating, this has resulted in a sharp drop in volumes and more expensive target actions. 

Why Traffic Dropped

Previously, cheap clicks were gathered from mobile apps and websites where people are often not logged in. Now, this scheme is breaking down for two reasons: 

• Anonymous users no longer see ads. Age-restricted niches, including casinos, betting, and dating offers, have fallen under the filter.

• The auction for verified profiles soared. Since gray offers now run only on guaranteed adult and logged-in users, all traffic has shifted there. Competition for this audience has grown, leading to an increase in CPC. 

How to Maintain Traffic Volumes

To avoid losing volumes due to new filters, media buyers will have to change their approaches to campaigns and creatives. 

• Switching to white-hat approaches. For ads to run to the entire audience without restrictions, aggressive triggers must be completely removed from creatives. For example, in dating, shift from explicit creatives to the format of regular social apps.

• Age targeting. There is no point in paying for impressions to those whom the algorithm will block anyway. Set an age cutoff immediately.

• Searching for alternative sources. If search traffic drops due to Google filters, part of the budget should be shifted to native networks or push notifications. There, authorization requirements and content moderation strictness still allow for more flexible work.