If you're using AdSense for Search (AFS) to monetize your website, there's an important update you need to know. Starting August 20, 2025, Google is rolling out a new performance threshold that could affect your continued access to the AFS program.
What's Changing?
To keep using AdSense for Search, your account needs to meet a new minimum activity requirement. Specifically, your account must have served more than 20 Search ad impressions in at least two of the six months prior to August 20, 2025.
In simpler terms:
If your site isn't generating enough search-related ad activity in recent months, you could lose access to the AFS product altogether.
Why Is Google Making This Change?
Google's stated reason is to clean up inactive AFS accounts. By removing accounts that are no longer actively using the service, the platform can focus resources on active publishers and ensure better performance across the network.
From a broader perspective, this also helps Google maintain the quality and relevance of its ad ecosystem. Inactive accounts don't contribute to ad delivery or performance data, so this update helps streamline things.
What You Should Do Now
Still Unsure?
If you're unclear on whether your account qualifies or what steps to take, you're not alone. Google encourages partners to reach out to their account manager for clarification. You can also find helpful guidance in the AdSense Help Center, which provides detailed documentation and support articles.
Bottom Line:
This isn't a major overhaul, but it is a wake-up call for anyone who's let their AdSense for Search usage slide. Make sure your account stays active and engaged—because come August 20, Google will be doing some housekeeping.