How to spot and report scam search engine adverts

What is a search advert?

When you use a search engine, like Google or Bing, you will probably see adverts amongst your search results. These are designed to capture your attention and your clicks. 

Shopping ads, display ads, and even local ads all fight for your attention. What adverts you see depends on what you’ve searched for.

For example, Google - the most popular search engine -  has online search ads that include:

• Paid search ads - These are the basic search engine ads. Companies pay for search ads to appear at the top of Google targeting certain ‘keywords’ people use to search with. 
• Shopping ads -  Shopping ads appear when a user is actively looking for something to buy. Most online retailers use them and they can help compare two or more products at the same time. 
• Local search ads - These usually appear when you’re searching for queries with ‘near me’. This could be for local services or retailers.

A common search advert is a simple ‘paid search ad’ that appears at the top of the search results. These usually appear much like a normal search result listing, but will be distinguished as an advert with either 'sponsored' above the result in Google or 'ad' next to the description of the result in Bing.

Three tips to spot a fake search ad

There are ways to spot a dodgy ad when you’re searching the web, but due to the nature of search engine ads, they’re not always easy to spot.

1. Suspicious links

Don't always trust the headline and description of the advert. 

Some ads may have a headline that suggests the result is relevant but the link accompanying the ad may indicate otherwise.  

We have seen plenty of examples of dodgy search ads where the ad impersonates a genuine brand and uses the ad copy to lure you in - take a moment to look at the web address and inspect whether the ad copy and the web address match up. 

• Read more: rogue parking ads still rife on Google

2. An offer too good to be true

Ads are designed to be particularly eye-catching. Low priced items and exclusive offers appearing at the top of search results are instantly attractive and more likely to tempt you to click through to the website behind the ad.

When the offer is too good to be true, you should be wary. Previous investigations into dodgy shopping ads have unveiled companies that mislead users with low prices and high discounts on expensive items, only to find that prices on the website don’t match the ads.

3. Local search ads with too many five star reviews

We’ve all used online reviews to determine whether we should visit a shop, restaurant or local service, but it is possible for scammers to buy fake reviews that help boost their listing to the top of local search results.

Even in this space, scammers and malicious actors can buy search ads, even if their service is irrelevant to what you’re searching for.

Take time to read through the reviews if there is a high percentage of five star ratings. This can help determine whether the reviews can be trusted or not, don’t always assume that a high star rating is legitimate. 

Ask yourself these questions if you’ve stumbled across a listing with lots of five star reviews:

1. Are there reviews that match word for word? 
2. Were loads of reviews posted at the same time? 
3. Do they make excessive use of over the top language praising a product? 
4. Does it contain a lot of images or include very specific information?

For more information on how to detect the tell tale signs of a fake review, take a look at our guide on spotting fake reviews.

Quiz: could you spot an ad scam?

How do I report suspicious search ads?

You can report suspicious ads straight to the search engine. These include Google’s display ads that might be hosted on other websites. You can report an ad using Google’s form, your submission will then be reviewed against Google’s advertising guidelines.

Google says ad reviews are completed within one working day but might take longer in more complex cases.

If you’ve found a suspicious search ad on Bing you can report it to Microsoft, who own the search engine. To report an ad you can fill out an online form where you’re asked to write in the search term you used and the URL behind the ad. 

To report an ad on YouTube select the info icon on the ad, this is the 'i' inside a circle displayed within the ad, and click ‘Report this ad’.  Alternatively, you can fill in this ‘Report an ad’ form on Google’s support website. It can also be used to report a Google search ad.

You can also report scam or fake ads to the Advertising Standards Authority who will help raise a complaint against the hosting platform.

For guidance on reporting a scam, you can read our guide to how to report a scam.