According to AdGooroo, a marketing data and keyword tools provider, Google has lost 5% of its active advertisers.

However they found that spending on Google is up nearly 13% among the top 80 U.S. retailers.

AdGooroo said retailers’ Google spend grew from approximately $264 million in the third quarter to about $298 million in the fourth quarter.

“Google experienced a quality purge this quarter and banned what we believe to be more than 30,000 advertisers, accounting for about 5.3% of its active advertiser base,” said Rich Stokes, founder and CEO.

“While this typically signals a negative impact on revenues, AdGooroo also tracked increased competition for ad placement, resulting in higher ad prices for Google and unusually high click-through rates,” Stokes remarked. “Google seems to be taking advantage of a strong Q4 to make some quality improvements.”