Managing billion searches a minute and cleverly placing unobtrusive advertisement alongside the results is arduous task the least, of course having AI like machines helps. Weeding out bad, risky and morally in appropriate ones is another level of intelligence, which Google does diligently.

Ads which carry malware, covering up content that you’re trying to see, or promote fake goods can ruin your entire online experience, a problem Google says it takes very seriously by of course its their bread and butter. The giant search company has strict set of policies for the kinds of ads businesses can run and has invested in sophisticated technology and a global team of 1,000+ people dedicated to fighting bad ads. Last year alone the company disabled more than 780 million ads for violating the policies—a number that’s increased over the years thanks to new protections. If you spent one second looking at each of these ads, it’d take you nearly 25 years to see them all!

Here are some of the top areas Google focused on in its fight against bad ads in 2015:

Busting bad ads
Some bad ads, like those for products that falsely claim to help with weight loss, mislead people. Others help fraudsters carry out scams, like those that lead to “phishing” sites that trick people into handing over personal information. Through a combination of computer algorithms and people at Google reviewing ads, they were able to block the vast majority of these bad ads before they ever get shown. Here are some types of bad ads that got busted:

Counterfeiters

It suspended more than 10,000 sites and 18,000 accounts for attempting to sell counterfeit goods (like imitation designer watches or luxury handbags).

Pharmaceuticals
Blocked more than 12.5 million ads that violated its healthcare and medicines policy, such as ads for pharmaceuticals that weren’t approved for use or that made misleading claims to be as effective as prescription drugs.

Weight loss scams
Weight loss scams, like ads for supplements promising impossible-to-achieve weight loss without diet or exercise, were one of the top user complaints in 2015. And responded by suspending more than 30,000 sites for misleading claims.

Phishing
In 2015, it stepped up efforts to fight phishing sites, blocking nearly 7,000 sites as a result.

Unwanted software
Unwanted software can slow devices down or unexpectedly change homepage and keep from changing it back. With new added protections, the firm disabled more than 10,000 sites offering unwanted software, and reduced unwanted downloads via Google ads by more than 99 percent.

Trick to click
Tough calls on ads that mislead or trick people into interacting with them—like ads designed to look like system warnings from your computer. More than 17 million were rejected.

Creating a better experience
Sometimes even ads that offer helpful and relevant information behave in ways that can be really annoying—covering up what someone is trying to see or sending users to an advertiser’s site when not intend to go. The worst offenders were banned and disabled.

Accidental mobile clicks
You’re swiping through a slideshow of the best moments from a interesting view when an ad redirects you even though you didn’t mean to click on it. Google is working on it and developed a technology to determine when clicks on mobile ads are accidental. And instead of sending to an advertiser page you didn’t mean to visit, it lets you continue enjoying your slideshow.

Bad sites and apps
In 2015, more than 25,000 mobile apps were stopped because the developers didn’t follow policies. More than two-thirds of these violations were for practices like mobile ads placed very close to buttons, causing someone to accidentally click the ad. There are also some sites and apps that choose not to work with because they don’t follow policies. Applications were also rejected from sites and mobile apps that want to show Google ads but don’t follow policies. More than 1.4 million applications were rejected in 2015.

Putting you in control
Users can also control what they want to see and dont.

Mute This Ad
“Mute This Ad” lets you click an “X” at the top on many of the ads shown and they will be prevented from showing you and others like it from that advertiser. Over 4 billion feedback was received in 2015 on to show better ads.

Ads Settings
New design for the Ads Settings allows users to update interests to make the ads more relevant, or block specific advertisers all together.

Looking ahead to 2016
For the coming years, more updates can be seen on the ad technology and policies based on feedback. Further restricting what can be advertised as effective for weight loss, and adding new protections against malware and bots.