Running Google Ads campaigns can be a powerful way to reach new customers and boost your business. However, navigating the platform’s strict policies can be tricky and can lead to frustrating Google ads disapprovals.

These disapprovals not only prevent your ads from reaching their intended audience but also cost you valuable time and resources.

What are Google Ad disapprovals?

Google Ad disapprovals are notifications that an ad has been rejected by Google’s review system due to a policy violation. These notifications are usually sent to the advertiser via email or through the Google Ads account in the Policy Manager section.

Ad disapprovals can be categorized into three common types: ad content, targeting, and landing page issues.

Understanding Why Google Disapproves Ads

Google Ad disapprovals occur when an ad violates Google’s advertising policies. These policies are in place to ensure that ads are trustworthy, relevant, and provide a good user experience. While Google’s system occasionally flags ads incorrectly, most disapprovals occur due to actual policy violations, typically falling outside Google’s guidelines for these key criteria.

Ad disapprovals can be caused by various reasons, including the content of the ad itself, improper targeting, or issues with the landing page it directs users to. Resolving these issues begins with identifying the specific reason for the disapproval.

In this section, we’ll explain why ads get disapproved and how to identify and address common culprits effectively.

Google Ads Policies

Google enforces a comprehensive set of policies designed to protect users and maintain a positive advertising experience on their platform. These policies cover various aspects, including prohibited content, misleading claims, technical website requirements, and more. It’s important to thoroughly understand these policies to create ads that meet Google’s advertising compliance standards.

If you are struggling to understand Google compliance and policies, download our comprehensive guide today!

Identifying the Reason For the Disapproval

Each disapproval comes with a specific reason code and explanation. Understanding these codes will help you fix the issue.

You can find them in the “Status” column of your Google Ads dashboard or within the notification email.

Common Culprits for Ad Disapproval:

  • Misleading and Deceptive Content: Ads that make exaggerated claims, guarantee results, or promise health-related cures without substantiation are often disapproved. For example, phrases like “we guarantee this” or “this will heal this” can trigger disapproval. Ensure your ad copy is transparent and factual, and includes disclaimers when necessary to comply with Google’s policies on honesty and accuracy.
  • Prohibited Content: Google bans ads promoting certain products, services, or activities, such as gambling, weapons, tobacco, or any content that violates local laws. Before creating your ad, verify that your product or service complies with Google’s prohibited content list and is allowed in your targeted location. Strict adherence to these guidelines will help you avoid disapproval.
  • Technical Issues: Issues such as broken landing pages, incorrect or mismatched final URLs, and invalid ad extensions are also common reasons for disapproval. Always test your technical setup, ensuring all links are functional and align with the ad’s messaging.
  • Trademark Infringement: Using trademarks you don’t own or have not been authorized to use violates Google’s policies. Ensure you respect intellectual property rights by obtaining proper permission to use trademarks in your ads. Google also offers a Trademark Complaint Form for resolving such disputes.

With this list in mind, let’s explore in more detail some of the most common reasons for ad disapprovals and the factors behind them.

Common Reasons for Google Ad Disapprovals

Google Ads disapproves ads for a variety of reasons to improve user experience on their platform. Here are some of the most frequent ones:

Spelling or Grammar Errors

Spelling or grammar errors in ad copy can lead to ad disapprovals. Google enforces strict spelling and grammar policies on its advertisers. Ads with typos or misspellings are likely to be rejected. However, Google does allow some flexibility with grammar, such as the use of sentence fragments or conversational phrasing, as long as the meaning remains clear and professional in the ad copy.

Destination Mismatch

Destination mismatch occurs when the final URL of an ad does not match the URL of the landing page. Mismatched URLs can confuse users, erode trust, and potentially enable fraudulent practices like phishing or bait-and-switch schemes, which can all lead to ad disapprovals. To fix this issue, ensure that the final URL in your ad matches the landing page URL exactly, avoiding redirects or discrepancies that might trigger disapproval.

Copyright or Trademark Infringement

Copyright or trademark infringement is a common reason for ad disapprovals. Using copyrighted or trademarked content without permission can lead to a disapproval. To avoid this, ensure that you have the necessary permissions to use copyrighted or trademarked content and ensure that you add the right disclaimers on your site.

By understanding the common reasons for Google Ad disapprovals, advertisers can take steps to prevent disapprovals and ensure that their ads are compliant with Google’s policies.

Tackling Google Ads Disapprovals

  • Review the Policy: Once you identify the reason for the ad disapproval, carefully review the relevant Google Ads policy and understand the violation.
  • Fix the Issue: Address the specific element causing the disapproval, whether it’s modifying the ad copy, adjusting keywords, or updating your landing page.
  • Resubmit or Appeal: If you’ve fixed the issue, resubmit the ad for review. In some cases, you may need to appeal the disapproval if you believe it’s in error. You may also need to reach out to Google Ads support if the issue persists.
  • Seek Help: For complex issues, or repeated denials from Google Ads, consider seeking help from a Google Ads certified professional like our team at StubGroup. We can provide expert guidance and support.

How to Appeal Disapproved Google Ads

Appealing a Decision:

  1. Direct Appeal:
    For most ad formats and policies, you can appeal directly from your Google Ads account. Locate the disapproved ad, click on the appeal option, and follow the prompts.
  2. Disapproved Ads and Policy Questions Form:
    Use this form for ad formats or policies that don’t support direct appeals in the account interface.
  3. Follow Instructions Carefully:
    When submitting an appeal, provide clear and concise explanations for the issue. Select the appropriate reason for the appeal (e.g., “Made changes to comply” or “Dispute decision”). Ensure all ads and URLs in your campaign are compliant to avoid issues like destination mismatches before submitting.

Checking Appeal Status:

  1. Access Policy Manager:
    Go to the “Policy Manager” section in your Google Ads account.
  2. Review Appeal History:
    Go to the “Appeal History” tab to track the status and details of your appeal.

Understanding the Status of Your Appeal:

  • Review complete: The review is done! Check the Results column for details.
  • In progress: Hang tight! Your appeal is being reviewed. Check back in 24 hours, possibly more depending on the issue.
  • Not reviewed: There may be an issue. Check the Results column for details, reach out to Google Ads support for assistance, or contact a certified Google Ads professional.

Reviewing the Results:

  • Successful: The policy no longer applies to your ad(s)!
  • Partially successful: The policy no longer applies to some of your ad(s) or they may be limited.
  • Error: Uh oh, something went wrong. Contact Google Ads support.
  • Failed: The ad(s) still violate the policy. Review Google Ads policies and fix the issues.
  • Duplicate: This appeal was submitted while a previous one was pending. Contact support.
  • Exceeded appeal retry limit: Too many appeals for the same ad! Contact support if you believe it’s compliant.

Tips & Reminders For Dealing With Disapproved Ads

Prevention is Key:

  • Proactive Policy Review: Regularly review your campaigns and ad copy to ensure they comply with Google Ads policies.
  • Stay Updated: Google updates its policies periodically, so stay informed about changes to avoid unexpected disapprovals.
  • Use Google Ads Resources: Leverage Google’s official resources, including the Help Center and policy guides, to understand and adhere to their policies.
  • Fix the violation before appealing: Do not submit an appeal without making changes to the ad or landing page. You want Google’s system to review new changes to maintain trust and improve the chances of a positive outcome.
  • Appeal responsibly: Respect limits and timelines. Most reviews take 1 business day but can take longer. Patience is often the key when it comes to working with ad disapprovals and appeals.

Dealing with Google Ads disapprovals can be frustrating, but with a clear understanding of policies and the right approach, you can get your campaigns back on track quickly.

If you’re struggling to fix a disapproved ad or need expert guidance, our team at StubGroup is here to help. Contact us today to resolve your ad issues and keep your campaigns running smoothly!