AdGuard

Overview

Made by a company founded in 2009 and based in Limassol, Cyprus, AdGuard combines device apps, browser extensions, and network-level tools rather than relying on a single browser add-on. The maker says its products protect 160 million users. Capabilities vary by product, but include custom filter lists, an element picker, cookie pop-up blocking, and blocking phishing, malware, dangerous and malicious sites, and inappropriate content.

AdGuard's range covers Windows, Mac, Linux, Android, Android TV, iOS, and major browsers. That breadth makes it a plausible fit for households with mixed devices, though the free Content Blocker has a much narrower browser reach and fewer features than AdGuard for Android.

Key features

• Custom filtering: Custom filter lists and an element picker give users more control than a fixed blocklist approach. On Linux, users can choose pre-installed filters or add their own; Assistant can block individual items on websites. This is useful for people who want to tailor what gets filtered, but unnecessary if they only want a basic browser blocker.
• Cookie pop-up blocking: The feature addresses a frequent browsing nuisance alongside ad and security filtering.
• Security filtering: AdGuard products block phishing, malware, dangerous and malicious sites, and inappropriate content, extending the suite's purpose beyond ad removal.
• Home-network coverage: AdGuard Home covers every device on a home network when installed on a router. That can suit homes with devices that cannot run a supported app, but requires choosing and setting up the network-level option.
• Privacy and encryption: AdGuard VPN advertises strong encryption and a no-logging policy, while Android TV provides encrypted traffic. These protections are product-specific, not a guarantee that every AdGuard product encrypts traffic.
• License portability and support: A license can be moved to a new device after removal from the current one. Support is available 24/7 by email, and the FAQ answers 90% of user questions, useful if a device change or setup question arises.

Pricing

AdGuard uses a freemium model. AdGuard Content Blocker and AdGuard DNS are free products, but Content Blocker works only in Samsung Internet and Yandex Browser and has fewer features than AdGuard for Android. That makes it a limited entry point, not a substitute for the full Android app across browsers.

Paid licenses have custom pricing. A Personal license covers 3 devices and a Family license covers 9, each offered for one year or lifetime. Annual licenses are billed annually; lifetime licenses use a one-time payment. The smaller Personal option suits an individual or small device set, while Family is the better fit for a household that needs more seats. Both cap coverage at their stated device counts.

Windows, Mac, Android, and Android TV show 14-day trials; iOS Premium has a 7-day trial. Purchases have a 30-day money-back guarantee when a refund is requested within 30 days. Website payments are billed in dollars and VAT may apply.

Platforms

Apps are available for Windows, Mac, Android, Android TV, iOS, and Linux, with browser extensions for major browsers. Device coverage is desktop and mobile. Android TV is a useful inclusion for a living-room device, while AdGuard Home offers a separate route to cover all devices on a home network through a router.

Who it's for

AdGuard is a strong candidate for people who want custom filtering on multiple operating systems, or a household that values a 9-device license or router-level coverage. Its free products can suit users with modest needs, especially those already using Samsung Internet or Yandex Browser. It is less suitable for anyone who needs a clearly priced paid plan before comparing costs, or who expects the free Content Blocker to match the full Android app.

Pros and cons

• Pro: Windows, Mac, Linux, Android, Android TV, iOS, and browser support give users several ways to cover their devices.
• Pro: Custom lists, an element picker, and Linux filter choices allow more control over filtering than a fixed setup.
• Pro: Personal and Family licenses cover 3 and 9 devices respectively, and licenses can be transferred after removal from the old device.
• Con: The free Content Blocker works in only Samsung Internet and Yandex Browser, with fewer features than AdGuard for Android.
• Con: Paid license pricing is custom, making cost comparisons difficult before obtaining a quote.
• Con: Trial length depends on the product: 14 days on several platforms but 7 days for iOS Premium.

Alternatives

• AdGuard DNS is the natural alternative for users who want DNS filtering specifically: it is freemium, has a free plan, supports a broad set of platforms, and is described by AdGuard as open source.
• CleanBrowsing may suit users who want a published monthly plan with stated device or request limits and custom-filter options; its Basic plan costs 8.99 USD per month.
• Control D is another freemium option with broad platform support and a trial; its SMB plan is priced at 2.00 USD per month on an endpoint basis.
• NextDNS is worth considering for a free DNS option with a published monthly query cap: its Free plan allows 300,000 queries per month and unlimited devices and configurations.
• Quad9 is a simpler choice for someone seeking a free DNS service without a contract or sign-up process.
• Technitium DNS Server suits users who want an open-source, self-hosted DNS server rather than a suite of device filtering apps.
• NxFilter is another freemium option for users comparing web-filtering software.
• RAV Endpoint Protection is an alternative for users focused on endpoint scanning, threat removal, and real-time protection.

For more options, browse DNS Filtering Software, Internet Filtering Software, Ad Blocking Software, and Ad blockers.

Verdict

Choose AdGuard if you want filtering that can span desktop, mobile, browsers, or a whole home network, with custom controls and licenses for up to 9 devices. Its main drawback is that paid pricing is custom, while the free Content Blocker is constrained to two browsers and fewer features. Readers who need transparent pricing or a narrowly focused DNS service should compare alternatives before committing.