Running Google Ads can be a fantastic way to boost visibility and attract customers, but getting an ad disapproved can be a frustrating roadblock. With Google’s strict advertising policies, even a small oversight can lead to an ad being disapproved. From issues with ad content and landing pages to policy violations, there are common reasons why ads don’t make the cut. The good news? Most disapprovals can be quickly fixed with a few adjustments. In this guide, we’ll explore 10 common Google Ads disapprovals and provide friendly, step-by-step solutions to get your ads back up and running smoothly.
What are Google Ads disapprovals?
Google Ads disapprovals occur when Google rejects specific ads, keywords, or ad extensions because they violate its advertising policies. This means the ad won’t run until it’s modified to meet Google’s standards. Disapprovals typically happen due to issues like:
Policy Violations: Ads promoting restricted content (such as unapproved healthcare products) or prohibited content (like counterfeit goods).
Misleading Content: Claims that may deceive users or ads with vague or unclear messaging.
Inaccurate Billing Information: Billing issues or payment discrepancies.
Poor Landing Page Experience: Landing pages that don’t function well, have unclear information, or don’t align with ad content.
Formatting Issues: Errors in ad format, such as all caps, excessive punctuation, or unsupported characters.
When an ad is disapproved, you’ll receive a notification in your Google Ads account with the reason and guidance on what needs to be fixed. Once corrected, you can resubmit the ad for review.
10 Google ads disapproval and how to fix them
Here are ten common Google Ads disapproval reasons, along with explanations and steps to fix each one:
1. Prohibited Content Violation
Reason: Google restricts ads promoting prohibited content like counterfeit goods, recreational drugs, or unapproved pharmaceuticals. This protects users from harmful products and maintains platform integrity.
How to Fix: first, review your ad copy to ensure it reflects accurate, realistic information. Avoid exaggerations or promises that seem “too good to be true,” such as guaranteed outcomes or instant results, unless you can provide clear evidence to support these claims. Replace phrases like "Get rich quick" or "Guaranteed results" with specific, believable benefits that align with what your product or service can actually deliver. If applicable, include factual language such as “achieve results” or “see improvements” without overpromising. After revising your ad copy to meet these standards, resubmit your ad for approval through the Google Ads platform.
2. Misleading or Unrealistic Claims
Reason: Ads that make exaggerated claims (e.g., "Lose 20 pounds in a week!") or offer unrealistic results are considered misleading, as they may deceive users.
How to Fix: first, review your ad copy to ensure it reflects accurate, realistic information. Avoid exaggerations or promises that seem “too good to be true,” such as guaranteed outcomes or instant results, unless you can provide clear evidence to support these claims. Replace phrases like "Get rich quick" or "Guaranteed results" with specific, believable benefits that align with what your product or service can actually deliver. If applicable, include factual language such as “achieve results” or “see improvements” without overpromising. After revising your ad copy to meet these standards, resubmit your ad for approval through the Google Ads platform.
3. Inappropriate Content
Reason: Ads that contain offensive language, violent imagery, or sexually explicit content can be disapproved for being inappropriate for general audiences.
How to Fix: review your ad copy, images, and landing page content to identify any language, visuals, or themes that may be flagged as offensive or inappropriate by Google. Remove any profane language, explicit imagery, or suggestive wording that could negatively impact user experience. Make sure the content aligns with Google’s guidelines, focusing on respectful, professional language suitable for a general audience. If your ad contains themes that might be sensitive or controversial, consider rephrasing to make the ad neutral and universally acceptable.
4. Destination Not Working
Reason: If the landing page URL in your ad leads to a broken page, a 404 error, or a site that doesn’t load properly, Google will disapprove the ad to protect users from poor experiences.
How to Fix: start by thoroughly checking the URL you’ve linked to ensure it’s correct, functional, and accessible to users. Test the link on multiple devices and browsers to make sure it loads quickly and doesn’t produce any errors (e.g., “404 Not Found” or “500 Server Error”). If there’s an issue with your website’s server or hosting provider, address these with your hosting team to resolve downtime or slow loading times. Additionally, confirm that the landing page complies with Google Ads policies and isn’t blocked by robots.txt or other restrictions.
5. Policy Circumvention
Reason: Google disapproves ads that attempt to evade its ad policies, such as using cloaking techniques (showing different content to reviewers than to users) or manipulating system loopholes.
How to Fix: first identify any attempts to bypass Google’s advertising policies, such as cloaking (showing different content to Google’s review system than to users), using hidden URLs, or creating multiple accounts to evade disapprovals. Carefully review your ad copy, keywords, and landing pages to ensure full transparency and compliance with Google Ads policies. If any circumventing techniques were used, remove them immediately, and make sure the ad and landing page content matches what was submitted for review. Refrain from using deceptive practices in the future, and if multiple accounts are involved, consolidate them or ensure each one is compliant on its own.
6. Unsupported Language or Characters
Reason: Ads containing unsupported languages or special characters may be disapproved if the platform doesn’t recognize them, or if they appear spammy (like excessive symbols or emojis).
How to Fix: start by ensuring that your ad copy and landing page are written in one of Google’s supported languages, as Google requires ads to align with approved language settings. Avoid using special characters, emojis, or symbols that might not be compatible with Google’s ad display format, and make sure the language used in the ad matches your account’s targeting settings. If your ad targets a specific audience requiring a non-supported language, consider translating it into a supported language or using a regional dialect Google approves.
7. Restricted Content Violation
Reason: Google allows ads for certain restricted content (like alcohol or gambling) but requires strict adherence to specific regulations and targeting requirements.
How to Fix: start by carefully reviewing the specific restrictions Google has for the type of content you’re advertising. Common restricted categories include healthcare, alcohol, gambling, and financial services, which often require additional certification or special permissions. If your content is eligible for advertising but needs certification, you can apply through Google’s application process and add this to your account before resubmitting the ad. Additionally, ensure your ad and landing page adhere strictly to Google’s guidelines for transparency, language, and responsible promotion.
8. Inaccurate Billing Information
Reason: Google disapproves ads if there are billing issues, like using an expired credit card, incorrect billing details, or suspicious payment activity.
How to Fix: start by verifying all your payment details in your account settings. Ensure that the credit card or payment method on file is current, valid, and authorized for the charges. If there’s a payment failure or declined transaction, contact your bank or payment provider to confirm that there are no holds or restrictions. If the billing address or card details need updating, edit them directly in your Google Ads billing settings. Once your information is accurate and up-to-date, Google will attempt the charge again, which should resolve the issue and allow your ads to run without interruption.
9. Poor Landing Page Experience
Reason: If your landing page loads slowly, has intrusive pop-ups, or contains malware, Google will disapprove ads to protect users from poor or unsafe experiences.
How to Fix: start by ensuring that your landing page provides relevant, helpful, and easily accessible information related to your ad. Your page should load quickly, be mobile-friendly, and have a clear, intuitive layout with minimal pop-ups or disruptive ads. Make sure the content directly aligns with what your ad promises—users should be able to find exactly what they clicked for without extra searching. Also, add clear calls-to-action and navigation options to guide visitors through the page smoothly. Use HTTPS to increase security, as Google favors secure sites. Finally, test the page’s usability across devices, especially on mobile, as Google places a strong emphasis on mobile experience.
10. Formatting Errors
Reason: Formatting errors in Google Ads occur when the ad content doesn’t comply with Google’s guidelines for readability and user experience. These errors can prevent your ad from running until corrected.
How to Fix: To correct formatting errors, review Google’s ad policies on acceptable language and punctuation. Replace any all-caps words with standard capitalization, limit punctuation to a single mark where needed, and remove any unsupported symbols. Additionally, ensure all spacing is consistent and text is easily readable. After making these adjustments, resubmit the ad for review. Keeping the ad concise, readable, and compliant with Google’s format will improve its chances of approval.
Why does Google Ads disapproval happen?
Google Ads disapprovals happen when ads, keywords, or extensions violate Google’s advertising policies. Google enforces these guidelines to ensure a safe, positive, and trustworthy experience for its users. Here are a few primary reasons for disapprovals:
Policy Violations: Ads promoting prohibited content, such as counterfeit goods, misleading claims, or adult content, are disapproved to protect users from potentially harmful or inappropriate material.
Restricted Content: Certain industries, like healthcare or financial services, have specific ad requirements and certifications. Ads in these categories need to comply with additional guidelines, and without proper certification, they may be disapproved.
Billing Issues: Disapprovals can also occur if there are discrepancies in billing, such as an invalid payment method, unauthorized payments, or insufficient funds, affecting the account’s compliance with payment policies.
Poor User Experience: Ads with broken URLs, slow-loading landing pages, or misleading redirects are disapproved as they create a negative experience for users.
Formatting Errors: Incorrect formatting, excessive punctuation, or all-caps words can lead to disapproval, as Google maintains high readability standards for ad content.
By following Google’s advertising policies and guidelines, you can reduce the risk of disapprovals, keeping ads active and compliant with platform standards.
How to prevent Google Ads disapproval from happening?
To prevent Google Ads disapprovals, it’s essential to follow Google’s policies closely and ensure your ads meet their quality standards. Here are some proactive steps to help keep your ads compliant and prevent disapprovals:
Understand Google’s Advertising Policies: Regularly review Google Ads policies to stay updated on content restrictions, prohibited items, and restricted categories. Knowing what’s allowed helps ensure your ad content and offerings are compliant.
Use Clear and Accurate Language: Avoid exaggerated promises and unrealistic claims, like “guaranteed results” or “instant success.” Stick to factual, specific language that accurately reflects what your product or service can deliver.
Comply with Formatting Standards: Follow Google’s ad format guidelines by avoiding all caps, excessive punctuation, or unsupported symbols. Ensure your ad text is professional and easy to read.
Ensure a Positive Landing Page Experience: Make sure the landing page URL works, loads quickly, and aligns with your ad’s content. Avoid redirects or misleading information on your landing pages, as these can lead to disapproval.
Certify Restricted Products or Services: For industries with extra requirements, like healthcare or financial services, make sure you have the proper certifications and approvals before running ads. Submit these to Google if required.
Maintain Accurate Billing Information: Keep your payment methods updated and ensure they are valid and authorized. This helps avoid disapprovals due to billing issues or unauthorized payments.
Test Ads Before Launching: Use Google’s ad preview tool or set up test ads to ensure everything displays correctly and complies with policies before going live.
Monitor Ads Regularly: Regularly check your ad performance and status in Google Ads Manager. This lets you catch any issues early and prevent potential disapprovals before they affect your campaigns.
Following these steps can significantly reduce the likelihood of Google Ads disapprovals, keeping your campaigns running smoothly and maximizing your reach on the platform.
Get help with your Google Ads plan
Need help with your Google Ads plan? Whether you’re just getting started or aiming to optimize existing campaigns, we’re here to support you! At Adicator Digital Marketing Agency, we specialize in creating effective, customized Google Ads strategies that align with your business goals. From selecting high-performing keywords to crafting compelling ad copy and monitoring campaign performance, our team has the expertise to elevate your results.
Let us take the guesswork out of Google Ads so you can focus on growing your business. Reach out today, and let’s build a plan that works for you!
FAQ:
Here are five frequently asked questions (FAQ) related to "10 Google Ads disapproval and how to fix them":
1. What causes Google Ads disapprovals?
Google Ads disapprovals are typically caused by violations of Google’s ad policies, such as promoting prohibited or restricted content, making misleading claims, billing issues, or poor landing page experiences. Each policy ensures that ads maintain quality and provide a safe experience for users.
2. How can I fix disapproved ads?
To fix a disapproved ad, first check the reason given in your Google Ads account. Then, correct the issue by modifying the ad copy, fixing the landing page, updating billing information, or removing unsupported elements. Once adjustments are made, resubmit the ad for review.
3. How do I avoid misleading or unrealistic claims in my ads?
Avoid making exaggerated promises or guarantees that seem “too good to be true.” Stick to realistic, fact-based language, and clearly convey what your product or service can deliver without overpromising.
4. Can I appeal a Google Ads disapproval if I believe it was a mistake?
Yes, if you believe your ad was disapproved in error, you can appeal the decision. Go to the “Policy Manager” in your Google Ads account, locate the disapproved ad, and follow the steps to request a review or appeal.
5. How long does it take for Google to review a fixed or appealed ad?
Typically, Google takes about 1-2 business days to review ads once they’ve been resubmitted or appealed. However, this timeline may vary, so it’s a good idea to monitor your account for updates.