The hidden danger of malicious ads: how SEO poisoning is evolving

You’d think by now, with all the advances in cyber security, hackers would have moved on from old tricks. But SEO poisoning—a technique that manipulates search engine rankings to push dangerous websites or malware-laden ads—is alive and well. Why? Because it works.

Even more alarming, cybercriminals don’t always need to rely on technical wizardry to succeed. The easiest route? Buying a Google ad account and paying their way to the top of your search results.

How it works: the anatomy of a scam ad

Imagine searching for “Netflix customer service” or “PayPal support.” The first link looks legitimate—it’s a paid Google ad, after all. But click on it, and you’re redirected to a fake site that mimics the brand perfectly, right down to logos and fake helpline numbers.

These malicious ads are not just the work of amateurs. They’re often run by organised groups who know how to bypass Google’s safeguards. Some use ad delivery networks to swap the harmless-looking ad content approved by Google with a malicious redirect after the ad is live. Sneaky? Absolutely. Effective? Unfortunately, yes.

Why this keeps happening

One of the most unsettling aspects of these scams is the persistence of the attackers. Some fraudsters reuse the same Google ad accounts repeatedly—even after being reported. In one instance, a single account was flagged over 30 times in just three months with no decisive action.

While Google has measures in place, such as suspending advertiser accounts, the sheer scale of the problem suggests gaps in enforcement, particularly for repeat offenders. And as long as scammers see a return on their investment, they have every reason to keep trying.

The bigger picture: why you should care

Malicious ads aren’t just an inconvenience. They can result in stolen login credentials, financial loss, and even compromised systems. Worse, they exploit trust in legitimate platforms like Google. For businesses, the stakes are just as high. Brands are being forced to spend increasing amounts on ads to ensure their legitimate links aren’t drowned out by scammers—a frustrating and costly side effect of the problem.

It’s not just about dodgy ads targeting PayPal or Netflix either. SMEs are increasingly in the crosshairs, with scammers impersonating IT support services, HR platforms, and even local businesses. The goal? To exploit trust and trick victims into clicking.

Staying ahead: practical tips to protect yourself

The good news is that a little caution can go a long way in avoiding these scams. Here’s what we recommend:

• Scrutinise URLs: Before clicking on a link, hover over it to check the full URL. Legitimate sites rarely have odd extensions or misspelled domain names.
• Avoid sponsored links: Whenever possible, skip the ads and scroll down to the organic results. These are far less likely to be compromised.
• Search smarter: Bookmark trusted pages like PayPal’s official site or Netflix’s help centre. This way, you won’t need to rely on search engines to find them.
• Enable security features: Many browsers offer anti-phishing extensions or built-in features that can warn you about malicious sites. Make sure yours are up to date.
• Educate your team: For businesses, investing in cyber security awareness training for staff is essential. Scammers target people, not just systems.

What’s next? A call for accountability

Google reports that it blocked 5.5 billion ads and suspended over 12.7 million advertiser accounts in 2023. Impressive numbers, but clearly not enough. With malvertising up by 42% in just a few months last year, it’s evident that scammers are staying ahead of the curve. The system, as it stands, isn’t foolproof, and the ripple effects are hitting everyone—from individuals to small businesses.