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    Every entrepreneur, business owner or marketer knows that nowadays advertising is a key part of the marketing strategy for many companies. Many times companies invest really large amounts of money in ads to attract customers and increase their profits. Google Ads is one of the most popular advertising platforms, allowing companies to reach their target audience on Google searches. However, many people use ad-blocking plug-ins, which can affect the effectiveness of ad campaigns. In this article, we will discuss how the aforementioned Google Ads campaigns can be affected by ad-blocking plugins and how you can counteract this.

    ad-blocking plugins

    Impact of ad-blocking plugins on Google Ads campaigns

    Daily, ads pop up from every angle of the pages we browse on the Internet. Not only in the browser, but also, for example, on YouTube, in Gmail or in apps It’s not uncommon for them to obscure windows or content of interest. They also sometimes startle us with a sudden sound. All this makes online ads increasingly annoy us and we look for ways to turn them off. One such solution that users often reach for is ad-blocking plug-ins. Of course, in the case of Google Ads campaigns, ad blocking can be a problem for companies that want to reach their target audience, as such plugins can cause ads not to be displayed, and this in turn can limit the effectiveness of ad campaigns and affect its inferior performance. If we look at this issue not only from the level of evaluation of advertising activities, it appears, from the business level – an even bigger problem. If our audiences use ad blockers, we are unable to reach them with our advertising message and, consequently, with our products.

    How many users are blocking your ads?

    Referring to a recent study, according to, it turns out that over 42% of users worldwide regularly use ad-blocking plugins. also shared interesting information in its report. The 2022 data shows that one-quarter of Poles block ads, and as much as 64% of global ad blocking happens on mobile devices. 

    How do Polish Internet users compare to Europe? Our 25% is about the EU average, with the French, Spanish and Germans blocking ads similarly to us. In contrast, more adblockers than we do are used by Czechs, Hungarians, Romanians or Croats. For comparison – in the United States, 19% of users block ads. 

    As the most popular plug-in, of course, Adblock wins, according to statistics it is used by more than 60 million users As a marketer, you also need to keep in mind that the Chrome browser gives you the option of using built-in features to block the most intrusive ads. A different approach was taken by Opera, which automatically blocks all display ads.

    Google Ads blocking plugins challenge you to promote your brand effectively!

    Our knowledge and experience will help you achieve your goals, reach new customers and increase conversions, regardless of ad-blocking plugins.

    Let’s talk!

    1. AdBlock

    AdBlock is one of the most popular ad blocking extensions. This plug-in blocks many types of ads, including those displayed by Google Ads. AdBlock is available for various web browsers, such as Google Chrome, Mozilla Firefox, Safari, and Opera.

    2. uBlock Origin

    uBlock Origin is another popular ad blocking plugin. It is one of the fastest and most effective ad blocking plugins, which attracts many users.

    3. Ghostery

    Ghostery is a plug-in that allows you to block ads and track users’ online activities. This plug-in blocks ads displayed in the browser and allows users to manage their privacy, which may attract many users looking to protect their privacy online.

    4. Adblock Plus

    Adblock Plus is another popular ad blocking plugin. This plug-in blocks many types of ads, including but not limited to YouTube ads, making it a very popular add-on for browsers such as Google Chrome, Mozilla Firefox, Safari, and Opera.

    Addblock Plus is a popular plug-in for browsers such as Google Chrome, Mozilla Firefox, Safari, and Opera.

    5 Privacy Badger

    Privacy Badger is a plug-in that blocks ads and tracking of users’ online activities. This plugin can block some ads displayed on Google Ads, but its main purpose is to protect users’ privacy.

    Privacy Badger.

    How do I counteract ad-blocking plugins?

    Maintaining Google Ads campaigns and analyzing their results is no small challenge in an era of adblockers and increasingly strict privacy policies Advertising giants such as Google are in many ways trying to limit the intrusiveness and amount of advertising to the user. 

    Some time ago, Google conducted a study on Better Ads Standards to determine the standard of ads and identify those that users strongly disapprove of and those that they even desire. 

    What advertising messages and materials should advertisers avoid according to the study?”

    • advertisements with pop-ups that prevent browsing
    • videos with auto-playing sound
    • large, static ads covering most of the page and making it impossible to browse (ads taking up more than 30% of the screen space)

    You’ve probably noticed that despite the AdBlock plug-in being enabled, some ads are displayed to you anyway. How is this possible? After all, the plug-in was supposed to block them? 

    This is the fault of one of the plugin’s features – Acceptable Ads, which allows ads considered “neutral” by the algorithm to be displayed. It is enabled by default, so most Internet users may not even know about this possibility. Using this feature not only helps to increase the standard of ads on the Internet, displaying the most friendly ones, but also does not block the entire advertising message.

    User-neutral ads – or what kind?”

    1. Friendly and non-intrusive ads

    It is very important that our ads do not interfere with users’ browsing experience. Instead of using aggressive forms of advertising, such as popups or commercial videos that switch on suddenly, it is worth betting on banner ads or text. These types of ads are less annoying to users and are less likely to be blocked by plug-ins.

    2. Create attractive advertising content

    Ad blocking plugins are often used by people who find ads boring and unattractive. Therefore, in order to attract the attention of your audience, you should create attractive advertising content. They should be interesting, engaging and catch the attention of the audience.

    3. Use different advertising formats

    There are many different ad formats that can be used in Google Ads campaigns. Using different ad formats, such as video ads, image ads, or text ads, can increase the chances of reaching audiences who use ad-blocking plug-ins on news sites, for example, but not on YouTube.

    There are a number of different ad formats that can be used in Google Ads campaigns.

    4. The frequency of your graphic ads

    If you know that your ads are displaying too often, you can change the frequency settings in your Google Ads panel. Go to your display campaign and then into settings. When you expand additional settings, you’ll find the “Manage display frequency” option. Here you can set the frequency of either each ad, each ad group or the entire campaign.  

    5. Adapt ads to mobile devices

    Today, the vast majority of users use mobile devices, so especially here it is worth looking at the guidelines according to Better Ads Standards. Among other things, these include the same principles as mentioned above plus:

    • too much ad density (i.e. ads taking up more than 30% of the page)
    • fluttering, rapidly changing colors and animated advertising materials
    • full-screen ads, forcing users to scroll so they can eventually get to the page content they are interested in


    You’re probably wondering whether it still pays to run campaigns on Google Ads in the age of such popular plug-ins like AdBlock. Admittedly, the popularity of ad-blocking extensions makes this hard to do, but it’s not impossible and you definitely shouldn’t be discouraged! Remember that there are hundreds if not thousands of users who don’t use adblockers, and if you do, installing a plug-in on a computer is much easier than on a phone. Still, most users browse content on mobile along with ads. The most important issue for you as an advertiser is to create ads according to Better Ads Standards. If this is the case, there is no need to worry. On the other hand, if you want to verify the visibility  of your ads on both desktop and mobile, I encourage you to check this through the Google Search Console tool. Such analysis will give you an answer as to whether your ads are too intrusive and annoying, so you can work on improving their effectiveness.

    Let's talk!

    Dominika Andrejko
    Dominika Andrejko

    Hi, my name is Dominika Andrejko, and in the digital marketing industry I work in Google Ads and analytics. At UpMore, I joined the SEM team and would be happy to explain the intricacies of the latest GA4 and run campaigns on Google.