Google’s moves lately feel really unpredictable. By the end of 2025, most of the traditional methods have hit major roadblocks for pretty much everyone—which pretty much proves that the old simple, brute-force, quick arbitrage playbook is a dead end now.
Right now, almost every niche is in a deep freeze. Google itself is facing huge pressure too. On the upstream side (Google Ads), they’re desperately giving away ad credits to attract traffic buyers, which shows that advertisers’ budgets are shrinking fast. At the same time, they’re getting hammered by competitors like Facebook and TikTok. I’m pretty sure the KPIs over at Google Ads are under insane stress. When upstream demand drops, downstream (AdSense, AdMob, AdX, etc.) naturally sees fewer ad requests.
That’s why, over the past couple of years, Google’s ad system has been ruthlessly “cleaning house.” The biggest crackdown on AdSense (including AdMob) happened mid-2025. After that major upgrade in the middle of the year, ad revenue from September to November saw massive invalid traffic deductions and a wave of account bans.
Based on all this, it’s easy to predict that Google ad monetization might be on its way out—or at the very least, becoming way less profitable, with regular players no longer able to make decent money.
But looking at the latest updates on the AdSense platform, it doesn’t look like they’re shutting down at all. As shown in the screenshot below, brand-new accounts now get really thoughtful beginner guidance—clear, step-by-step tips on what to do next. This kind of “user-friendly” touch is something we haven’t seen in over a decade.
If a big platform was really about to shut down, you’d expect it to pretty much go into neglect mode—not keep rolling out frequent page updates and new features. Right now, the backend system is actually way more newbie-friendly and beginner-oriented, which doesn’t scream “we’re closing shop” at all.
But based on my own real data from the last couple of months, plus feedback and consultations from tons of users, it looks like over 90% of publishers have taken hits of varying degrees. I’m predicting that at least 70% of the existing old-school players will get wiped out. From what I’ve seen (incomplete stats), since September 2025, quite a few really strong, high-performing publishers have been hit with unexplained revenue deductions—some losing hundreds of thousands, even millions. These were the exact same models and traffic sources that used to be solidly profitable.
The latest November 2025 data basically knocked out 90% of the remaining players for the month. Maybe Google really does need a “changing of the guard”—clearing out the old to bring in the new!
I’ll hold off on sharing more details for now. If you want updates, feel free to follow our site or reach out to me directly.