Your ads are disapproved. Campaigns paused. Revenue stopped. It's every advertiser's nightmare. After helping 300+ businesses resolve disapprovals, I've created this comprehensive guide to fix every common Google Ads policy violation—and prevent them from happening again.
Understanding Google Ads Policies
Google's advertising policies exist for three reasons:
- User protection: Preventing scams, dangerous products, and misleading claims
- Legal compliance: Adhering to laws across different countries and regions
- Quality standards: Ensuring ads provide value and positive user experience
Policies fall into four categories:
| Category | Examples | Severity |
|---|---|---|
| Prohibited Content | Counterfeit goods, dangerous products, dishonest behavior | 🔴 Account suspension risk |
| Prohibited Practices | Abusing the network, data collection violations | 🔴 Account suspension risk |
| Restricted Content | Adult content, alcohol, healthcare, financial services | 🟡 Can advertise with restrictions |
| Editorial & Technical | Capitalization, symbols, destination issues | 🟢 Easy to fix |
How to Check Why Your Ad Was Disapproved
Navigate to Ads & Assets
In your Google Ads account, go to "Ads & assets" in the left menu
Filter by Status
Filter to show only "Disapproved" ads to see all problematic ads at once
Review Policy Details
Hover over the "Disapproved" status to see the specific policy violation
Check Your Email
Google sends detailed policy violation emails to your account email address
Most Common Disapproval Reasons & Fixes
1. Destination Mismatch / Destination Not Working
❌ Policy Violation
Reason: Landing page URL doesn't work, redirects unexpectedly, or displays different content than the ad promises.
Common causes:
- Broken links or 404 errors
- Website under maintenance
- Redirect chains or cloaking
- Landing page content doesn't match ad
- Mobile site not working properly
✅ How to Fix
- Test your URL: Click the link in your ad to verify it works on desktop AND mobile
- Check redirects: Ensure you're not using multiple redirects (max 1-2 is acceptable)
- Match content: If ad mentions "25% off shoes," landing page must show that exact offer
- Fix technical issues: Resolve any 404s, SSL errors, or loading problems
- Remove pop-ups: Eliminate aggressive pop-ups that appear immediately
- Edit and resubmit: Make a small change to the ad (even just adding a space) to trigger review
Timeline: Usually approved within 1-3 business days
2. Capitalization Issues
❌ Policy Violation
Reason: Excessive or unusual capitalization used for emphasis.
Examples of violations:
- "BUY NOW - HUGE SAVINGS" (all caps)
- "FrEe ShIpPiNg" (alternating caps)
- "BEST PRICE GUARANTEED!!" (excessive caps + symbols)
- "iPhone" is allowed, "IPhone" or "IPHONE" is not
✅ How to Fix
- Use sentence case: "Buy now - huge savings"
- Capitalize properly: First letter of sentences, proper nouns, acronyms only
- Brand names exception: If brand is stylized (iPod, eBay), that's allowed
- Rewrite headlines: Change "FREE TRIAL" to "Free trial" or "Get Your Free Trial"
Timeline: Automated review, approved within 24 hours typically
3. Unacceptable Business Practices
❌ Policy Violation
Reason: Promoting dishonest behavior, deceptive claims, or get-rich-quick schemes.
Common violations:
- "Make $10,000 per month from home!"
- "Lose 30 pounds in 7 days"
- "Guaranteed approval" for loans
- "Secret loophole" or "one weird trick"
- Claiming to be affiliated with government entities
✅ How to Fix
- Remove guarantees: Change "Guaranteed results" to "Proven strategies"
- Be realistic: "Lose weight effectively" instead of "Lose 30 lbs in 1 week"
- Add disclaimers: "Results may vary" where appropriate
- Remove "secrets": Use "strategies" or "methods" instead
- Verify claims: Only make claims you can substantiate with evidence
Timeline: 3-5 business days for manual review
4. Misrepresentation / Deceptive Content
❌ Policy Violation
Reason: Ad conceals information, mimics news content, or misleads users about what they're clicking.
Examples:
- Fake news article ads
- "You won't believe what happened next!" clickbait
- Ads that look like download buttons
- Before/after images that are doctored
- Impersonating another company or brand
✅ How to Fix
- Clearly identify as an ad: Don't mimic editorial content
- Show real results: Only use genuine before/after photos with disclaimers
- Transparent landing pages: Make it obvious what product/service you're selling
- Accurate display URLs: Show your actual domain, not a competitor's
- Clear call-to-action: Be explicit about what happens when they click
Timeline: 5-7 business days for manual review
5. Trademark Violations
❌ Policy Violation
Reason: Using someone else's trademark in a way that causes confusion.
What's allowed vs not allowed:
- ✅ Targeting trademarked keywords (usually okay)
- ✅ Using trademarks if you're an authorized reseller
- ❌ Using trademarks in ad text without authorization
- ❌ Implying affiliation with a brand when you're not
✅ How to Fix
- Remove trademark from ads: Delete brand names from headlines and descriptions
- File for authorization: If you're a reseller, submit a trademark authorization form
- Use generic terms: "Designer handbags" instead of "Gucci bags"
- Appeal if you have rights: Submit evidence of authorization to Google
Timeline: Immediate if you remove the trademark, 7-14 days for authorization requests
6. Restricted Healthcare & Medical Content
❌ Policy Violation
Reason: Advertising prescription drugs, unapproved supplements, or medical services without proper certification.
Restricted categories:
- Prescription medications
- Clinical trials
- Addiction services (requires certification)
- Pharmacy services
- Health insurance (some countries)
✅ How to Fix
- Get certified: Apply for healthcare/medicine certification in your Google Ads account
- Required documentation: Business licenses, pharmacy licenses, professional credentials
- Remove restricted products: If you can't get certified, don't advertise prescription items
- Use disclaimers: "Consult your doctor" type language on landing pages
- Geographic restrictions: Target only countries where you're authorized
Timeline: Certification takes 2-4 weeks; ads approved within 1-2 days after certification
7. Adult Content Policy
❌ Policy Violation
Reason: Content that's sexually suggestive, even if not explicitly adult.
Common triggers:
- Dating sites with suggestive imagery
- Lingerie ads with models in provocative poses
- Adult toys or sexual wellness products
- Text with sexual innuendo
✅ How to Fix
- Use conservative images: Replace suggestive photos with product-only shots
- Clinical language: "Sexual wellness" instead of provocative terms
- Age-appropriate: Ensure nothing that could appeal to minors
- Remove innuendo: Keep copy professional and medical where appropriate
- Apply for certification: Some adult-adjacent products (condoms, lubricants) require certification
Timeline: 1-3 business days for standard review, 2-3 weeks for certification
8. Malicious or Unwanted Software
❌ Policy Violation
Reason: Landing page contains malware, viruses, or unwanted software downloads.
Common issues:
- Automatic downloads without user action
- Misleading download buttons
- Bundled software not disclosed
- Ransomware or spyware
- Website hacked and serving malware
✅ How to Fix
- Scan your website: Use Google Search Console and Sucuri to check for malware
- Remove auto-downloads: Users must explicitly click to download anything
- Clear download buttons: Make it obvious what users are downloading
- Disclose bundled software: Be transparent about any additional programs
- Clean your site: If hacked, clean thoroughly and request a Google review
- Submit for review: Use Google Search Console to request a malware review
Timeline: 3-10 days after site is clean and reviewed
9. Alcohol Restrictions
❌ Policy Violation
Reason: Advertising alcohol without proper targeting restrictions.
Requirements:
- Must target users 21+ (or local legal drinking age)
- Cannot target keywords suggesting minors
- Cannot promote excessive drinking
- Country-specific restrictions apply
✅ How to Fix
- Age targeting: Set demographic targeting to 21+ (or local equivalent)
- Remove youth appeals: No imagery or language appealing to minors
- Responsible drinking: Don't promote excessive consumption
- Geographic compliance: Check alcohol advertising laws by country/state
- Get alcohol certification: Required in some regions (US, UK, etc.)
Timeline: 24-48 hours after targeting adjustments
10. Financial Services Restrictions
❌ Policy Violation
Reason: Advertising financial products without proper certification or disclaimers.
Restricted services:
- Credit cards and loans
- Investment services
- Cryptocurrency
- Binary options (banned in most countries)
- Debt consolidation
✅ How to Fix
- Apply for certification: Financial services require pre-approval in most countries
- Include required disclosures: APR, terms, conditions must be visible
- No misleading terms: Can't promise "guaranteed approval" or "no credit check"
- Clear risk warnings: Investment products need risk disclaimers
- Geographic targeting: Only target countries where you're licensed
Timeline: Certification can take 3-6 weeks; ads approved within days after
Account-Level Suspensions: More Serious Issues
Sometimes Google suspends your entire account, not just individual ads. This is serious but often fixable.
Common Suspension Reasons
❌ Circumventing Systems
Creating new accounts after being suspended, using cloaking, or manipulating ad delivery.
❌ Unacceptable Business Practices (Account-Wide)
Multiple ads promoting scams, phishing, or misleading products.
❌ Payment Issues
Declined payments, suspicious payment patterns, or fraudulent payment methods.
How to Appeal an Account Suspension
Review the Suspension Email
Google emails you with specific violations. Read carefully to understand what triggered suspension.
Fix All Violations
Address every policy violation mentioned. Clean up your entire account, not just obvious problems.
Document Your Changes
Take screenshots showing what you fixed. Be prepared to explain your business legitimacy.
Submit Appeal
Go to google.com/adsense/support/bin/request.py and submit a detailed appeal explaining fixes.
Be Patient
Appeals take 3-7 business days. If denied, you can appeal again after making additional changes.
Prevention: Avoiding Future Disapprovals
Pre-Launch Checklist
- Test all landing page URLs on desktop and mobile
- Review ad copy for proper capitalization
- Verify no trademark violations
- Check that landing page content matches ad promises
- Ensure SSL certificate is valid and active
- Remove aggressive pop-ups from landing pages
- Add privacy policy and terms of service pages
- Include required disclaimers for your industry
- Verify your business information is accurate
- Test that forms submit properly
Tools to Check Policy Compliance
- Google Ads Policy Manager: Built-in tool in your account showing all policy issues
- Google Search Console: Checks for malware and site issues
- PageSpeed Insights: Ensures your landing pages load quickly
- Mobile-Friendly Test: Verifies mobile compatibility
- Broken Link Checker: Finds 404 errors on your site
What to Do If Your Appeal Is Denied
If Google denies your appeal, don't give up. Follow these steps:
- Request specific feedback: Ask Google what exactly needs fixing (most denials are vague)
- Review competitors: Look at ads from competitors in your space for compliant examples
- Make additional changes: Go beyond what you think is required
- Wait 7 days: Let the appeal cooldown period pass
- Appeal again: Submit a new appeal with even more detailed explanations
- Contact Google support: For account-level issues, try calling Google Ads support
Industry-Specific Policy Guidance
E-commerce
- Clearly display return policies
- Show product authenticity guarantees if selling branded goods
- Display full pricing with all fees before checkout
- Don't make exaggerated product claims
Legal Services
- Include lawyer qualifications and bar memberships
- Don't guarantee specific case outcomes
- Clearly state you're providing legal services
- Include required state bar disclaimers
Healthcare
- Apply for healthcare certification first
- Include "consult a doctor" disclaimers
- Don't make cure claims for serious diseases
- Be extremely careful with before/after images
Financial Services
- Apply for financial services certification
- Display APR, terms, and full fee schedule
- Include risk warnings for investments
- Never use "guaranteed" for loan approval
Quick Reference: Disapproval Resolution Times
| Violation Type | Typical Resolution Time | Difficulty |
|---|---|---|
| Capitalization | 24 hours | 🟢 Easy |
| Destination Issues | 1-3 days | 🟢 Easy |
| Trademark | Immediate to 14 days | 🟡 Medium |
| Misleading Content | 3-7 days | 🟡 Medium |
| Restricted Content (with cert) | 2-4 weeks | 🔴 Hard |
| Account Suspension | 7-30 days | 🔴 Hard |
| Malware Issues | 3-10 days | 🔴 Hard |
Final Tips for Policy Compliance
- Stay updated: Google updates policies quarterly. Subscribe to policy update emails.
- Be conservative: If you're unsure whether something violates policy, err on the side of caution.
- Test before scaling: Run new ad types with small budgets to ensure approval before scaling.
- Keep documentation: Save certifications, business licenses, and authorization letters.
- Monitor regularly: Check your ads status weekly to catch disapprovals early.
Conclusion
Google Ads disapprovals are frustrating but usually fixable. The key is understanding which specific policy you violated and addressing it systematically. Most advertisers get their ads approved within a week by following this guide.
Remember: Google's policies exist to protect users and maintain ad quality. By following them, you're not just avoiding disapprovals—you're creating better, more trustworthy advertising that performs better anyway.