Chrome's built-in ad blocker and your other options
Chrome has a native ad blocker, but it only removes ads that violate Google's standards — mainly auto-playing video ads and pop-ups that cover the page. It does not block most banner ads, sidebar ads, or ads within search results. To remove those, you need either a third-party extension, a DNS-level blocker on your router or device, or to change your search engine settings. The fastest route for most people is installing an extension like uBlock Origin or Adblock Plus, which work immediately and let you customize what gets blocked.
Key Takeaways
- Chrome's built-in ad filter only removes intrusive ads like auto-playing video and pop-ups, not standard banner or search ads.
- Extensions like uBlock Origin and Adblock Plus block most ads on most websites, and you can add them from the Chrome Web Store in under a minute.
- You can turn on Chrome's native filter in Settings under Privacy and Security, though it catches far fewer ads than extensions do.
- DNS blockers like Pi-hole or NextDNS block ads across all apps on your device or network, but require more setup than extensions.
- Google Search ads cannot be blocked by extensions; you can only hide them by switching to a different search engine or using search settings.
Using Chrome's built-in ad filter
Chrome includes a feature called Abusive Experience Report that automatically blocks certain ads. To turn it on, open Chrome and click the three vertical dots in the top right corner. Select Settings, then Privacy and security on the left sidebar. Click Site settings, scroll down, and select Ads. Toggle on Block ads on sites that show intrusive ads.
This setting removes ads that Google's systems flag as intrusive — mainly full-screen pop-ups, auto-playing video with sound, and countdown timers that delay content. It does not remove standard display ads, banner ads, or sponsored search results. Most websites will still show ads even with this setting on.
Installing an ad-blocking extension
Extensions block far more ads than Chrome's native filter. The most popular choices are uBlock Origin (free, open-source, lightweight) and Adblock Plus (free, widely used, customizable). Both are available in the Chrome Web Store and work on nearly every website.
To install one, open the Chrome Web Store by searching "Chrome Web Store" or going to chrome.google.com/webstore. Search for the extension name, click it, and select Add to Chrome. A pop-up will ask you to confirm. Once installed, the extension icon appears in your toolbar. Most extensions start blocking ads immediately with no setup required.
You can customize what each extension blocks by clicking its icon in the toolbar and adjusting settings. For example, uBlock Origin lets you whitelist specific websites, block additional categories like social media widgets, or use filter lists maintained by the community. Adblock Plus has a similar interface with toggles for different ad types.
Blocking ads across your entire device or network
If you want to block ads in all apps — not just Chrome — you can use a DNS-level blocker. These work by intercepting requests to ad servers before they reach your device. Common options include Pi-hole (runs on a small computer on your home network), NextDNS (cloud-based, works on any device), and Cloudflare's 1.1.1.1 for Families (free, blocks malware and adult content too).
NextDNS is the easiest for most people. You change your device's DNS settings to point to NextDNS servers, and ads get blocked across Chrome, other browsers, and apps. The free tier blocks ads and malware. Pi-hole requires more technical setup — you install it on a Raspberry Pi or old computer and configure your router to use it — but it gives you detailed logs of what is being blocked and works for every device on your network.
The trade-off is that DNS blockers are blunter tools. They block ads at the network level, so you cannot easily whitelist a single website the way you can with an extension. Some websites may break or load slowly if the blocker is too aggressive.
Hiding ads in Google Search results
Extensions cannot hide sponsored results at the top of Google Search. Those are labeled Ad or Sponsored and are controlled by Google itself. To remove them, you have two options: switch to a different search engine, or use Google's own search settings.
In Google Search settings, you can turn off SafeSearch filtering and adjust other preferences, but there is no toggle to hide ads. The only built-in way to reduce ads in search is to use Google Search Lite, which shows fewer ads and uses less data, though it still shows some. To access it, search for "Google Search Lite" or add &udm=14 to the end of a Google Search URL.
If you want no ads in search at all, consider switching to DuckDuckGo, Ecosia, or Startpage. These search engines show fewer or no ads, though they may have fewer results than Google. All three have Chrome extensions that let you set them as your default search engine.
Troubleshooting ads that still appear
Some ads slip through even with extensions installed. This usually happens because the ad server uses a domain name the extension does not recognize yet, or the website has updated its ad code. If an extension is not catching ads you expect it to block, check that it is enabled by clicking its icon in the toolbar — the icon should be colored, not grayed out.
You can also update the extension's filter lists manually. In uBlock Origin, click the icon, then the gear icon for settings. Go to the Filter lists tab and click the refresh icon next to each list. In Adblock Plus, click the icon and select Settings, then Filter lists, and toggle on any additional lists you want to use.
If a website breaks after installing an extension — buttons do not work, content does not load — try disabling the extension for that site. Click the extension icon and select Disable on this site. The extension will stop blocking ads there, but the site should work normally again.
Comparing your options at a glance
| Method | What it blocks | Setup time | Works across apps |
|---|---|---|---|
| Chrome's native filter | Intrusive ads only (pop-ups, auto-play video) | 1 minute | Chrome only |
| Extension (uBlock Origin, Adblock Plus) | Most banner, display, and video ads | 1 minute | Chrome only |
| DNS blocker (NextDNS, Pi-hole) | Ads across all apps and websites | 5–30 minutes | Yes, entire device or network |
| Search engine switch (DuckDuckGo, Ecosia) | Sponsored search results | 2 minutes | Search only |
Frequently Asked Questions
Will ad blockers slow down Chrome?
Lightweight extensions like uBlock Origin have minimal impact on speed — most users notice no difference. Heavier extensions or blockers with very large filter lists can slow page load times slightly, especially on older computers. If speed matters, uBlock Origin is faster than Adblock Plus because it uses less memory.
Can websites detect that I am using an ad blocker?
Yes, many websites can tell when an ad blocker is active. Some show a message asking you to disable it, or prevent you from reading content until you do. You can usually whitelist the site in your extension settings to let ads through there, or use a different browser tab without the extension. Some extensions have anti-detection features, but websites are constantly updating their detection methods.
Is it legal to use an ad blocker?
Yes, ad blockers are legal in most countries. Websites can ask you to disable them, and they can refuse service if you do not, but they cannot punish you for using one. Some websites have started blocking access to users with ad blockers, which is their right — you can either whitelist them, pay for an ad-free version, or visit a different site.
Do I need to pay for an ad blocker?
No. uBlock Origin, Adblock Plus, and most other popular extensions are free. Some offer paid versions with extra features, but the free versions block the vast majority of ads. NextDNS and Pi-hole also have free tiers that work well for most people.
What happens if I install multiple ad blockers?
Installing multiple ad-blocking extensions can slow Chrome down and cause conflicts. Stick with one extension. If you want additional filtering, use a DNS blocker in addition to an extension — they work at different levels and complement each other.