Even though RIPE records were correct from day one (we're in the Netherlands), some databases somewhere took a full year to update. All that time, almost all ads were in Spanish.

Supposedly Google has some internal processes to try and punish you if you buy ad spots that don't convert or cause bounces or something, but I find it hard to believe google would give up money from stupid businesses like that.

Fingerprinting every request likely costs them compute money, so they phone it in with an IP check for the humdrum stuff.