How one can Repair Disapproved Google Adverts

How to Fix Disapproved Google Ads

Google Adverts introduced a three-strike system for advert disapprovals, which suggests understanding your disapproval causes and fixes simply jumped the precedence record.

Advert disapprovals aren’t all the time as a consequence of outright coverage violations.

Generally a wording selection or a keyword could cause an in any other case legitimate advert to get disapproved.

On this version of Ask the PPC, we’re going to sort out:

  • What causes advert disapprovals?
  • How do you enchantment advert disapprovals?
  • When is it time to speak with a Google consultant?


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It’s vital to notice that this put up is predicated on first-hand expertise and the acknowledged Google insurance policies.

What Causes Advert Disapprovals?

Google is fanatical in its quest for excellent person expertise. Conserving that in thoughts, there are particular guidelines of engagement that apply to all adverts:

  • Headlines can’t be all caps.
  • Just one exclamation level per advert and it may solely be within the description.
  • Utilizing logos requires particular permissions for the advert account.
  • No promoting harmful or dubiously authorized merchandise/providers.
  • No redirects.

Redirects are a typical and celebrated observe in search engine marketing, so it’s vital that any redirects are communicated and accounted for.


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Adverts resulting in damaged hyperlinks or redirects nearly all the time get disapproved inside just a few hours. Nevertheless, relying on the 404 error expertise, your advert would possibly nonetheless “work.”

Make sure to audit your touchdown pages at the least as soon as per quarter to make sure they’re nonetheless working as you plan.

Google’s guidelines on dangerous categories are fairly minimize and dried. What’s much less clear is how tangential industries can get flagged by automated checks.

Primarily based on suggestions from Google reps, the next could cause disapprovals:

  • Key phrases in a restricted business (even when your service shouldn’t be).
  • Demographic concentrating on/exclusions/bid changes in a restricted business.
  • Landing pages lacking data or positioning choices in a means that makes the product/service appear restricted.

How one can Enchantment a Disapproved Advert

There are two methods to repair a disapproved advert:

  • Make edits to the advert, forcing a overview.
  • Submit an enchantment to both dispute the problem or affirm you’ve made modifications in compliance with Google insurance policies.

In case you decide to edit the advert, the next modifications will work:

  • Change the trail.
  • Add an asset to the Responsive Search/Show advert.
  • Change the Remaining URL (might be the unique URL – simply copy and paste it).
  • Make a slight adjustment to a headline or description.


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Observe that altering adverts begins them over, so this could solely be completed if the advert has been flagged.

To do an A/B test on artistic, it’s higher to repeat the advert and make changes to the copy.

Appeal to Google Ads.

In case you decide to enchantment the choice (accessed by hovering over the advert standing), you’ll be given the choice to enchantment for:


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  • Present advert group.
  • Present marketing campaign.
  • Complete account.

It could actually take 1-2 days for a last verdict. Make sure to price range at the least 1-2 weeks into your launch plan for those who’re in a restricted or restricted-adjacent business.

When to Chat With a Google Consultant

When you’ve gone via the handbook enchantment or overview course of, it’s time to tug in a Google rep!


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Google reps will ask whether or not you’ve already appealed/edited the advert, so be certain you’ve tried that first.

Google reps might be reached by chat, cellphone, or e-mail. It’s vital to notice that if they should name you again, there gained’t be a set time (typically calls are moderately late).

Be ready in your chat with the particular advert group, marketing campaign, and specifics of your product/service. Google reps gained’t all the time know the ins and outs, so for those who’re in a tangential business, you would possibly want to supply further context.

Examples embody:

  • Language round APR charges.
  • Third-party verification of your providers.
  • Proof that you just’re not an employment, housing, credit score, or medicinal product/service.


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After chatting with a Google rep, you’ll obtain a case quantity. Reserve it so for those who get hit with disapprovals once more, you may cite the particular directions you got and show that you just adopted the recommendation from the Google rep.


Generally Google will get advert approvals/disapprovals mistaken. Don’t be afraid to enchantment and advocate in your artistic and model.

With that stated, be aware that a lot of the advert high quality checking is completed via automation so that you’ll have to construct in further time for launch.

Have a query about PPC? Submit through this form or tweet me @navahf with the #AskPPC tag. See you subsequent month!


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Extra Sources:

Screenshot taken by writer, August 2021

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