Google Ads Disapproved? How to Fix Policy Violations

Few things are more frustrating than logging into your Google Ads account to find your carefully crafted campaigns showing "Disapproved" status. Whether you're running your first campaign or managing enterprise-level accounts, ad disapprovals can halt your marketing momentum, waste valuable time, and cost you potential customers. The good news is that most disapprovals are fixable once you understand what triggered them and how to address the underlying issue.

This guide will walk you through the most common Google Ads policy violations, provide step-by-step instructions for fixing disapproved ads, and share proven strategies for preventing future rejections. We'll also cover the often-overlooked topic of account-level policy issues that can affect your entire advertising operation.

Understanding Google Ads Policy Violations

Google Ads operates under a comprehensive set of policies designed to protect users, advertisers, and the integrity of the advertising ecosystem. When your ad gets disapproved, it means Google's automated systems or manual reviewers have determined that some element of your ad, landing page, or business practices violates these policies. Understanding the policy framework is the first step toward both fixing current issues and preventing future ones.

Google categorizes policy violations into four main areas: prohibited content (things you can never advertise), restricted content (things requiring certification or specific conditions), prohibited practices (deceptive or harmful behaviors), and editorial and technical requirements (quality and format standards). Most disapprovals fall into the editorial category, but the more serious violations in prohibited and restricted categories can have lasting consequences for your account.

Most common reasons for ad disapproval

How to Identify the Specific Policy Violation

Before you can fix a disapproved ad, you need to understand exactly why it was rejected. Google provides this information in your account, but finding and interpreting it correctly requires knowing where to look. Misidentifying the violation leads to ineffective fixes and wasted review cycles.

In Google Ads Manager, navigate to the campaign containing your disapproved ad. In the status column, you'll see "Disapproved" in red. Hover over this status to see a tooltip with the specific policy violation. For more details, click the status to open the policy details panel, which provides the exact policy citation and often includes links to documentation explaining the policy in depth.

Step-by-step: Finding policy violation details

1. Go to Google Ads Manager and select the affected campaign
2. Navigate to the Ads & assets section
3. Look for ads with "Disapproved" or "Eligible (limited)" status
4. Hover over the status to see the policy summary
5. Click "Learn more" for detailed policy documentation
6. Check the Policy Manager (Tools > Policy Manager) for a complete violation list

The Policy Manager tool provides a comprehensive view of all policy issues across your account, making it invaluable for accounts with many ads or ongoing compliance challenges. It categorizes issues by type and severity, helping you prioritize which violations to address first.

Fixing Disapproved Ads: Step-by-Step Process

Once you've identified the specific violation, the fix process varies depending on what triggered the disapproval. Here's a systematic approach to resolving the most common issues, starting with the quickest fixes and moving to more complex scenarios.

Destination issues (broken links, slow loading)

Destination problems are among the easiest to fix because they typically don't require changing your ad content. Check that your landing page URL is correct, the page loads quickly (under 3 seconds on mobile), and there are no redirects to different domains. Test your URL in Google's landing page optimization tools to identify technical issues.

• Fix: Correct the URL, ensure HTTPS is working, optimize page speed
• Timeline: Re-review usually completes within 24 hours
• Prevention: Regularly test landing pages, set up monitoring alerts

Misleading content violations

Misleading content violations occur when your ad makes claims that are exaggerated, unverifiable, or don't match your landing page. Common triggers include superlatives without substantiation ("best," "#1," "guaranteed"), prices that don't match the landing page, or promotions that have expired.

• Fix: Remove unsubstantiated claims, ensure ad-to-landing page consistency
• Timeline: 1-2 business days for re-review
• Prevention: Use specific, verifiable claims; keep promotions updated

Trademark violations

Google restricts the use of trademarked terms in ad copy unless you're the trademark owner, an authorized reseller, or using the term in a descriptive way. If you're legitimately affiliated with the brand, you can request authorization through Google's trademark authorization form. For responsive search ads, check all headlines and descriptions for trademark issues.

• Fix: Remove trademarked terms or obtain authorization
• Timeline: Authorization requests take 2-5 business days
• Prevention: Use generic descriptions; pursue official partnerships

Editorial violations

Editorial violations cover grammar, punctuation, capitalization, and formatting issues. Google requires professional-looking ads that follow standard language conventions. Common issues include excessive capitalization (ALL CAPS), repeated punctuation (!!!), or non-standard characters used for attention (arrows, stars).

• Fix: Rewrite ad copy following editorial guidelines
• Timeline: Usually reviewed within 24 hours
• Prevention: Use proper capitalization, standard punctuation, clear language

Appealing Wrongful Disapprovals

Google's automated review systems aren't perfect, and legitimate ads sometimes get caught in policy filters. If you believe your ad was wrongfully disapproved, you have the right to appeal. However, appeals should be reserved for genuine mistakes—repeatedly appealing valid disapprovals can damage your account standing.

Before appealing, double-check that your ad truly complies with policies. Review the specific policy documentation Google provides, examine your landing page for any issues, and consider whether any aspect of your ad could reasonably be misinterpreted by an automated system. If you're confident the disapproval is wrong, proceed with the appeal process.

How to submit an effective appeal

1. Go to Policy Manager in your Google Ads account
2. Select the disapproved ad you want to appeal
3. Click "Appeal" and select the reason for your appeal
4. Provide a clear, professional explanation of why the disapproval is incorrect
5. Include any relevant documentation or context
6. Submit and wait 2-5 business days for a response

Your appeal explanation should be specific and factual. Instead of saying "My ad doesn't violate any policies," explain exactly why your ad complies with the cited policy. For example: "Our product is FDA-approved and our landing page includes all required disclaimers. We have attached our certification documentation."

What to do if your appeal is denied

If your initial appeal is unsuccessful, you have limited options. You can request a second review, but this rarely changes the outcome without new information. In most cases, you'll need to modify your ad or landing page to address Google's concerns, even if you disagree with the interpretation. Consider consulting with a Google Ads specialist or agency with policy expertise for complex cases.

Advertising Restricted Content Compliantly

Certain industries and product categories face additional restrictions but can still advertise on Google with proper certification and compliance measures. These restricted categories include healthcare and pharmaceuticals, financial services, gambling and games, alcohol, and adult content. Each category has specific requirements that must be met before your ads can run.

For healthcare advertising specifically, check our detailed guide on Google Ads for healthcare and medical businesses which covers certification requirements, acceptable claims, and geographic restrictions in depth.

Certification requirements by category

How to apply for certification

1. Navigate to Tools & Settings in Google Ads Manager
2. Under Setup, select Advertiser Verification or the specific program
3. Complete the application with required business documentation
4. Submit licenses, certifications, or regulatory approvals as needed
5. Wait 3-5 business days for review (longer for complex applications)
6. Address any follow-up requests promptly to avoid delays

Account-Level Policy Issues and Recovery

While individual ad disapprovals are relatively easy to address, account-level policy issues represent a more serious threat to your advertising operations. Account suspension halts all your ads immediately and requires a more involved recovery process. Understanding what triggers account-level actions helps you avoid them entirely.

Account strikes and suspensions can result from repeated policy violations, severe violations (even a single instance), circumventing Google's review systems, or having the same person or business associated with previously suspended accounts. The three-strike system means three separate policy violations within a specific timeframe can lead to account suspension.

Warning signs of account-level issues

• Policy warning emails: These indicate Google is monitoring your account closely
• Limited ad serving: Ads approved but with reduced reach
• Multiple disapprovals: Pattern of similar violations across campaigns
• Verification requests: Google asking for identity or business verification

Account suspension recovery process

If your account gets suspended, follow this recovery process immediately. Delays can make recovery more difficult, and continuing to create new accounts to circumvent the suspension will result in permanent bans.

1. Read the suspension email carefully to understand the specific violation
2. Do not create new accounts—this worsens your situation
3. Fix all policy violations across your ads, landing pages, and business practices
4. Document the changes you've made
5. Submit an appeal through the Google Ads Appeals form
6. Provide clear evidence of how you've addressed the issues
7. Wait for Google's response (typically 7-14 business days)

Account recovery is not guaranteed, particularly for severe violations or repeat offenders. If your appeal is denied, you can try once more with additional documentation, but success rates for second appeals are low. Having a well-structured account from the start, as covered in our account structure guide, helps prevent these situations.

Preventing Future Policy Violations

The best approach to Google Ads compliance is prevention rather than cure. Establishing systematic review processes before ads go live saves time, protects your account standing, and ensures your campaigns run without interruption. Here are proven strategies for maintaining a clean compliance record.

Pre-launch compliance checklist

• Ad copy review: Check for trademark issues, superlatives, misleading claims
• Landing page audit: Verify URL works, content matches ad, policies displayed
• Restricted content check: Confirm certifications are in place if applicable
• Technical verification: Test page speed, mobile experience, HTTPS
• Consistency check: Ensure prices, promotions, and offers match across ad and landing page

Ongoing compliance monitoring

Even compliant ads can become problematic over time. Landing pages change, promotions expire, and policy interpretations evolve. Set up regular audits to catch issues before they trigger disapprovals.

• Weekly: Check Policy Manager for any new violations or warnings
• Monthly: Audit all active landing pages for broken links or changed content
• Quarterly: Review Google's policy updates for changes affecting your industry
• As needed: Update promotions, pricing, and time-sensitive offers

Cross-Platform Considerations

If you're advertising across multiple platforms, you'll notice that policy violations on one platform can indicate potential issues on others. While each platform has unique policies, the underlying principles of honest advertising, user safety, and transparency are universal. Ads that get disapproved on Google should be reviewed before running on Meta or TikTok, as similar issues may trigger rejections there too.

Conversely, learning from disapprovals on other platforms can help you create more compliant Google Ads. If Meta rejects an ad for misleading claims, don't assume Google will approve the same copy. Use each rejection as a learning opportunity to improve your overall advertising approach across all channels.

When to Seek Professional Help

While most ad disapprovals can be resolved independently, some situations benefit from professional expertise. Consider reaching out to a Google Ads specialist or agency if you're dealing with repeated disapprovals for the same violation despite making changes, account-level suspensions, complex restricted category requirements, or appeals that have been denied without clear explanation.

Google also offers direct support for advertisers through your account's Help section. For accounts with significant spend, you may have access to a dedicated account manager who can provide guidance on compliance issues and sometimes expedite reviews or appeals.

Looking Ahead: Policy Trends for 2026

Google continuously updates its advertising policies to address emerging concerns and industry developments. In 2026, expect continued focus on AI-generated content disclosure, deepening restrictions on political advertising, enhanced verification requirements for financial services, and stricter enforcement around sustainability and environmental claims. Staying ahead of these changes helps you adapt your advertising strategy proactively rather than reactively fixing disapprovals.

Benly helps you stay on top of ad compliance across platforms by monitoring your campaigns for potential policy issues and alerting you before violations occur. Our AI-powered platform analyzes your ad content and landing pages against current policies, helping you maintain a clean compliance record while focusing on campaign performance.