Power up brand safety with AI
Our award-winning automation delivers advanced brand safety and protection
Full visibility and control over your ad placements
As campaigns push more spend across Google's inventory, native placement data is limited and hard to act on. Squared.io gives you the visibility and automated control the out of the box settings don't - reviewing placements at a scale no manual process can match, and applying exclusions before poor-quality or unsuitable inventory eats into performance.
brand safety
brand safety
Reduce risk and invalid traffic
Reduce risk and invalid traffic
Our AI integration finds and automatically excludes harmful, low-quality, and fraudulent placements to improve brand safety and performance - reviewing volumes of placements manual auditing simply can't reach, and acting on them continuously rather than in periodic sweeps.
Our AI integration finds and automatically excludes harmful, low-quality, and fraudulent placements to improve brand safety and performance - reviewing volumes of placements manual auditing simply can't reach, and acting on them continuously rather than in periodic sweeps.
relevance
relevance
Serve ads in the right context
Serve ads in the right context
Serving ads on videos, apps, and websites targeted at kids drives poor performance. We help ensure ads are served to the right audiences, protecting both brand reputation and campaign efficiency in the same pass.
Serving ads on videos, apps, and websites targeted at kids drives poor performance. We help ensure ads are served to the right audiences, protecting both brand reputation and campaign efficiency in the same pass.
global consistency
global consistency
Content suitability at scale
Content suitability at scale
Google's brand safety toggles are difficult to find and applied at account level. Squared.io ensures content suitability is consistently applied and enforced across every account you manage.
Google's brand safety toggles are difficult to find and applied at account level. Squared.io ensures content suitability is consistently applied and enforced across every account you manage.
CASE STUDIES
Relevant case studies
"At a time when black-box ad formats are reducing advertiser visibility and control, Squared.io stands out by providing essential protection features that safeguard our brands"
Luke Sanford
Head of Search, Zenith UK
"At a time when black-box ad formats are reducing advertiser visibility and control, Squared.io stands out by providing essential protection features that safeguard our brands"
Luke Sanford
Head of Search, Zenith UK
LEARN MORE
Frequently asked questions
What is Google Ads Brand Safety?
Google Ads Brand Safety is the practice of ensuring your ads appear alongside content that aligns with your brand values and reputation. While Google provides built-in content suitability controls, advertisers often need greater visibility and control over where their ads appear. Effective Brand Safety combines placement monitoring, content suitability settings and ongoing optimisation to reduce the risk of ads appearing alongside unsuitable content.
Why is Brand Safety important for advertisers on Google Ads?
Brand Safety helps protect your reputation, improve campaign quality and ensure your advertising budget is spent in the right environments. Ads appearing alongside inappropriate, low-quality or irrelevant content can negatively impact customer trust and reduce campaign effectiveness. As campaigns become increasingly automated, maintaining visibility and control over placements has become even more important for advertisers looking to balance reach with brand protection.
How does Squared.io improve Google Ads Brand Safety?
Squared.io helps advertisers automate and scale Google Ads Brand Safety by continuously analysing placements, identifying unsuitable content and automatically applying exclusions based on your chosen rules. Instead of manually reviewing thousands of websites, apps and YouTube channels, teams can use AI-powered reviews and custom automation to maintain consistent Brand Safety standards across multiple accounts while significantly reducing manual effort.
Does Google Ads provide Brand Safety controls by default?
Google Ads includes content suitability options. However, while these provide a good starting point for managing where your ads appear, they don't go far enough.
Can Brand Safety also improve campaign performance?
Yes. While Brand Safety is primarily about protecting your reputation, it can also help improve campaign performance. By identifying and excluding low-quality or unsuitable placements, advertisers can reduce wasted spend and focus budget on environments that are more likely to deliver meaningful engagement and results.
Which Google Ads campaign types are supported?
Squared.io supports Brand Safety management across the Google Ads campaign types where placement visibility and exclusions are available, including Performance Max, Demand Gen, Video, Display, App, and Search (SPN) campaigns. As Google continues to expand placement reporting and controls, Squared.io evolves alongside the platform to help advertisers manage Brand Safety across new campaign types and inventory.
How does Squared.io review placements?
Squared.io combines Google's placement data with AI-powered analysis to review the content where your ads are appearing. Placements are assessed against multiple factors - including risk to reputation, brand suitability, placement quality, ad proliferation, and reviews (eg for apps) - before recommended or automated actions are taken. This allows teams to review significantly more placements than would be practical through manual processes alone.
Can I customise my Brand Safety settings?
Yes. Every advertiser has different Brand Safety requirements, so Squared.io allows you to tailor rules to suit your business. You can configure content suitability preferences, placement risk threshold, and language relevance, giving you flexibility while maintaining consistent governance across your accounts.
How much time can Brand Safety automation save?
Reviewing placements manually can quickly become one of the most time-consuming aspects of Google Ads management, particularly for agencies and enterprise advertisers managing multiple accounts. By automating placement reviews, recommendations and exclusions, Squared.io helps customers eliminate manual workload allocated to these tasks.
Can I just use a one time exclusion list?
A one-time placement exclusion list can help remove known unsuitable websites or channels, but it isn't a long-term Brand Safety strategy. New placements are added continuously across Google's advertising inventory, meaning a static list can quickly become outdated. Ongoing monitoring and automated reviews help ensure new placements are assessed as they appear, allowing advertisers to maintain consistent Brand Safety standards without relying on manual updates.
What is Google Ads Brand Safety?
Why is Brand Safety important for advertisers on Google Ads?
How does Squared.io improve Google Ads Brand Safety?
Does Google Ads provide Brand Safety controls by default?
Can Brand Safety also improve campaign performance?
Which Google Ads campaign types are supported?
How does Squared.io review placements?
Can I customise my Brand Safety settings?
How much time can Brand Safety automation save?
Can I just use a one time exclusion list?
LEARN MORE
Frequently asked questions
What is Google Ads Brand Safety?
Google Ads Brand Safety is the practice of ensuring your ads appear alongside content that aligns with your brand values and reputation. While Google provides built-in content suitability controls, advertisers often need greater visibility and control over where their ads appear. Effective Brand Safety combines placement monitoring, content suitability settings and ongoing optimisation to reduce the risk of ads appearing alongside unsuitable content.
Why is Brand Safety important for advertisers on Google Ads?
Brand Safety helps protect your reputation, improve campaign quality and ensure your advertising budget is spent in the right environments. Ads appearing alongside inappropriate, low-quality or irrelevant content can negatively impact customer trust and reduce campaign effectiveness. As campaigns become increasingly automated, maintaining visibility and control over placements has become even more important for advertisers looking to balance reach with brand protection.
How does Squared.io improve Google Ads Brand Safety?
Squared.io helps advertisers automate and scale Google Ads Brand Safety by continuously analysing placements, identifying unsuitable content and automatically applying exclusions based on your chosen rules. Instead of manually reviewing thousands of websites, apps and YouTube channels, teams can use AI-powered reviews and custom automation to maintain consistent Brand Safety standards across multiple accounts while significantly reducing manual effort.
Does Google Ads provide Brand Safety controls by default?
Google Ads includes content suitability options. However, while these provide a good starting point for managing where your ads appear, they don't go far enough.
Can Brand Safety also improve campaign performance?
Yes. While Brand Safety is primarily about protecting your reputation, it can also help improve campaign performance. By identifying and excluding low-quality or unsuitable placements, advertisers can reduce wasted spend and focus budget on environments that are more likely to deliver meaningful engagement and results.
Which Google Ads campaign types are supported?
Squared.io supports Brand Safety management across the Google Ads campaign types where placement visibility and exclusions are available, including Performance Max, Demand Gen, Video, Display, App, and Search (SPN) campaigns. As Google continues to expand placement reporting and controls, Squared.io evolves alongside the platform to help advertisers manage Brand Safety across new campaign types and inventory.
How does Squared.io review placements?
Squared.io combines Google's placement data with AI-powered analysis to review the content where your ads are appearing. Placements are assessed against multiple factors - including risk to reputation, brand suitability, placement quality, ad proliferation, and reviews (eg for apps) - before recommended or automated actions are taken. This allows teams to review significantly more placements than would be practical through manual processes alone.
Can I customise my Brand Safety settings?
Yes. Every advertiser has different Brand Safety requirements, so Squared.io allows you to tailor rules to suit your business. You can configure content suitability preferences, placement risk threshold, and language relevance, giving you flexibility while maintaining consistent governance across your accounts.
How much time can Brand Safety automation save?
Reviewing placements manually can quickly become one of the most time-consuming aspects of Google Ads management, particularly for agencies and enterprise advertisers managing multiple accounts. By automating placement reviews, recommendations and exclusions, Squared.io helps customers eliminate manual workload allocated to these tasks.
Can I just use a one time exclusion list?
A one-time placement exclusion list can help remove known unsuitable websites or channels, but it isn't a long-term Brand Safety strategy. New placements are added continuously across Google's advertising inventory, meaning a static list can quickly become outdated. Ongoing monitoring and automated reviews help ensure new placements are assessed as they appear, allowing advertisers to maintain consistent Brand Safety standards without relying on manual updates.
What is Google Ads Brand Safety?
Why is Brand Safety important for advertisers on Google Ads?
How does Squared.io improve Google Ads Brand Safety?
Does Google Ads provide Brand Safety controls by default?
Can Brand Safety also improve campaign performance?
Which Google Ads campaign types are supported?
How does Squared.io review placements?
Can I customise my Brand Safety settings?
How much time can Brand Safety automation save?
Can I just use a one time exclusion list?
