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    Understanding Google Ads Policy & How To Prevent Your Ads From Getting Disapproved

    ChannelsGoogle AdsLearningPPC

    What is Google Ads? Google Ads is a powerful platform of reaching new customers where advertisers bid to display brief advertisements, service offerings, product listings, or videos to web users. The ads can be placed in the results of search engines like Google Search and also in other areas like non-search websites, mobile apps, and videos. If you want to get a better understanding of Google Ads, there are a few things you must know about Google’s Ad Policy before you get started.

    Table of Contents

    Before Getting Started

    To make sure the platform approves your ads, follow these tips:

    1. Read Google’s advertising policies carefully. Ensure you understand all the requirements for each type of ad you want to run.
    2. Follow Google’s guidelines for creating accurate, honest, and transparent ads.
    3. Use high-quality images and videos that meet Google’s standards.
    4. Test your ads before you submit them. Testing will help you catch any potential problems so you can fix them before Google disapproves your ad.
    5. If Google disapproves of your ad, don’t give up. First, review Google’s policies again and make the necessary changes. Then, resubmit your ad for approval.
    6. If Google still disapproves of your ad, file an appeal.
    7. The final step is to consult a Google representative.

    By following these tips, you can be confident that Google will approve your ads, and they will reach your target audience.

    Common Reasons for Disapproval

    Google Ads disapprovals are common. The review process is automated, so the human understanding of humor and context is lost. Most disapprovals end up approved, but it’s still annoying. Here are some common reasons for the system to disapprove of an ad. Be sure to read the Google Ads Policy for more information.

    • Destination Not Working

    This issue means Google’s crawlers can’t reach a site, which is common disapproval. Check your URL and ensure it is accessible. Look for a 404 “page not found” error and for multiple redirects, which can cause significant slowdowns. You might need to change some code on your site to allow the robots.txt crawler file.

    • Destination Mismatch

    Your ad URL must match the URL of your landing page. Make sure these match up, including HTTP or HTTPS. The ads must accurately state where the user will land. Redirections from the expected URL to a different page are not allowed.

    • Capitalization

    Google is particular about the use of proper capitalization. For example, you should capitalize all proper nouns and not write in all caps or use random capitalization. You can use non-standard capitalization for things like brand names and trademarks, but you may have to request approval.

    • Punctuation and Symbols

    People must use punctuation for its true purpose, not to draw attention or perpetuate a gimmick. Emojis are prohibited.

    • Malicious Software

    Your ad may neither promote sites that host malware or spyware nor direct users to pages that install software without consent or install software containing viruses.

    • Sensitive Events

    Ads may not reference sensitive events, such as natural disasters, tragedies, or conflicts. Profiting from these events isn’t ethical.

    • Trademarks in the Ad Text

    Google prohibits the use of trademarked terms in ad text unless you have explicit permission from the owner of the trademark.

    • Copyrighted Content

    You can’t use copyrighted content in your ad text without the copyright owner’s explicit permission.

    • Image Quality

    Images must be clear and legible, with high resolution, which means no gifs, moving images, or altered image backgrounds. In addition, you may not add text overlay to the image.

    • Misrepresentation

    You can’t utilize clickbait, bait-and-switch, inaccurate prices, or scams.

    • Inappropriate Content

    Your ad may not contain profanity, violence, adult content, or illegal drugs.

    • Unsupported Language

    Google supports 50 languages. Using another language as the primary language of the ad will result in disapproval.

    Google Ads are a powerful way to reach new customers, but if Google disapproves your ad, you could miss out on potential business.

    • Dishonest Behavior

    Ads may not contain any content that promotes dishonest, unfair, or unethical behavior.

    • Dangerous Products or Services

    Ads can’t promote anything that is unsafe or poses a risk to the consumer.

    • Phone Number in Ad Text

    Ads may not contain phone numbers in the ad text.

    • Repetition

    Ads can’t contain repetitive content. Too many repetitive words lead to poor quality.

    • Made for Kids Content

    If your ad is for content made for kids aging 13 or under, you must comply with additional policies.

    • Approved (Limited)

    Your ad is approved but has limited distribution. This restriction may result from the content of your ad, such as profanity, or to your ad’s destination, such as a site that hosts malware.

    • Industry-Specific Disapprovals

    You might have additional restrictions in a regulated industry, such as finance or healthcare.

    How To Appeal a Disapproval

    You can often fix a problem with the ad and resubmit it. There are times, however, when you must make a formal appeal to Google.

    You may appeal a verdict if you think Google mistakenly disapproved your ad. However, remember that you might not receive a response; even if you do, the outcome might leave you dissatisfied.

    When you appeal, state your case clearly and concisely. Be polite and professional. You should include screenshots, links, or other supporting documentation. If you’re unsure why Google disapproved your ad, check the Ad Review Center for more information.

    The Ad Review Center shows you all the ads submitted for your account and the status of each ad. Approved ads are running, and disapproved ads are not running. Pending ads are under review.

    Request a Review

    If a display ad has been disapproved, how do you submit a request for another review?

    1. Sign in to your Google Ads account.
    2. Click the campaigns tab.
    3. Select the ad group that contains the disapproved ad.
    4. Click the Ads tab.
    5. Find the disapproved ad and hover over the status icon. A tooltip will appear with more information about the disapproval.
    6. Click the pencil icon to edit the ad.
    7. Make your changes and click Save.
    8. Hover over the status icon to resubmit your ad and click the checkmark.


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      Appeal an Ad Decision

      If you want to appeal, look at the ad’s Status column and click Appeal. You can “make changes to comply with policy” or “dispute decision.”

      To appeal, go to your Ads tab and click on the Appeal button next to your disapproved ad. Next, you must select a reason for appealing and submit your request. Google will review your appeal and get back to you within a few business days.

      You can contact Google Ads support for help if you’re still having trouble. However, this process involves talking to a Google representative and isn’t guaranteed to change the ad’s status.


      Google Ads are a powerful way to reach new customers, but if Google disapproves your ad, you could miss out on potential business. In this article, we’ve provided an overview of Google Ads policy and some tips for preventing your ads from getting disapproved. By following these guidelines, you can be sure that your ads adhere to Google Ads’ policies.

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