Why Are Google Ads Disapproved?

Are you frustrated by Google Ads disapprovals? You’re definitely not alone! Many businesses and individuals face the same challenges when running Google Ads campaigns. But fear not! At Visible Webs, we understand the importance of dealing with ad disapprovals, and we’re here to lend our expertise in solving this problem!

In this article, we’ll shed light on the most common reasons behind Google Ads disapprovals and share valuable insights drawn from our own experience in overcoming these obstacles. So let’s waste no time and dive into the world of Google Ads disapprovals to help you get back on track with successful ad campaigns.

Why Are Google Ads Disapproved?

Google Ads is a powerful tool that can take your business to new heights. However, it operates within a complex system with strict rules that govern the advertising game. At the heart of this system is the Google Ads policy.

Google Ads policy is a set of guidelines and regulations that advertisers must follow when promoting their products or services on the platform. These policies aim to ensure a fair and positive experience for both advertisers and users while maintaining the integrity of the advertising ecosystem.

Failure to comply with these policies may result in ad disapproval, account suspension, or other penalties that may hinder your business’s growth potential.

Seems clear, doesn’t it? Just follow the rules, and everything will be fine. But the reality is quite different.

First of all, Google Ads already has over 400 different policies, and the list continues to grow. With such a large number of policies, it is all too easy to violate one of them accidentally.

Secondly, Google Ads is a complex system that is far from perfect. It is not immune to error.
Occasionally, it may mistakenly disapprove your ads.

Both of these facts may lead to ad disapprovals that require quick action to resolve.
And to solve this problem, you need to start at the beginning and identify which policy is causing your ads to be disapproved.

Types of Google Ads Disapprovals

As we mentioned earlier, there are over 400 different types of policies. And if we were to tell you about each one, it would take us a lifetime. That’s why we decided to focus on exploring the most common ones that we and our clients have encountered. So here they are.

Dishonest Behavior

Google Ads strictly prohibits ads that engage in dishonest behavior, such as misleading or deceptive practices. Here are some examples of prohibited content in Google Ads: the creation of fake passports and diplomas, selling aids to pass drug tests, hacking services, radar jammers, selling spyware, and similar items.

Having explained the dishonest behavior policy, you might be wondering why we are mentioning it. Let us clarify that we do not associate with or support businesses that violate Google’s policies. Our commitment is to maintain a high standard of ethical practices in our advertising partnerships.

However, sometimes we encounter situations where our clients are involved in businesses that fall under policies related to dishonest behavior by accident. For instance, one of our clients provides private detective services, which, according to Google Ads, can be promoted. However, despite meeting this criterion, the ad copies for this client have frequently been flagged under the policy of dishonest behavior.

While Google ads are a powerful tool, it isn’t flawless and can sometimes make such errors. In such cases, the key lies in knowing precisely how to handle these situations effectively.

Destination Not Working

Another reason for disapproval may be that the destination link is not working properly. If your ad redirects users to a broken link or an irrelevant page, Google may disapprove it. 

In our experience, such problems often occur when clients fail to inform us about ongoing maintenance works on their websites. However, failing to share such important information can have negative consequences.

The importance of a working destination link can’t be overstated when it comes to the success of the ad campaign. Not only does a broken link waste the advertising budget, but it also creates a negative user experience that can potentially damage the brand’s reputation.
We believe this policy is fairly straightforward and doesn’t require much explanation. However, for those who would like more details, we encourage you to read the next article.

Trademarks in Ad Text

Using trademarked terms in your ad copies, like our client who included “FedEx” in his ad copies, can lead to ad disapproval. 
It’s important to remember that Google values and respects trademark rights, limiting their usage in ads without proper authorization. Nonetheless, there are certain scenarios where the use of trademarks in ad copy is permitted. Curious about these exceptions? Check out the following article on Trademarks to learn more.

Image Quality

Google values the user experience and has strict guidelines regarding ad image quality. Low-resolution images, misleading graphics, or inappropriate content may lead to disapproval.
To ensure your ads meet Google Ads’ evaluation criteria, it’s essential to consider the following factors: clarity, relevance, and compliance with Google’s image quality policy. Keep in mind that what you perceive as high-quality may not always align with Google’s standards. Therefore, we strongly recommend reviewing the official Google support page for a comprehensive understanding of the image quality policy and how to adhere to it effectively.

Unavailable Video

Google Ads has strict guidelines not only for images but also for video content. Therefore, it is important to be well-informed about Google Ads requirements for video content.

To begin with, Google Ads has a wide range of requirements, and while we won’t cover all of them here. You can explore the Advertising Policies Help to have a deeper understanding of each requirement. Today, we will focus on the most basic requirement – video content availability.

Availability is key, and it starts with your YouTube channel. If you have launched Google Ads campaigns before, you know that having a YouTube channel is essential to the campaign launch process. If you are new to the process, we strongly recommend creating a YouTube channel first. Once your channel is set up and you have uploaded videos, you can seamlessly integrate them into your ad campaigns.

However, keep in mind that your YouTube channel mustn’t be private. If your channel is set to private, your video ads will be disapproved. Additionally, you need to stay vigilant about your videos. If any of your videos get deleted, it could result in your ads being disapproved.

Adult Content

Google has strict policies regarding adult content in ads. It doesn’t allow the promotion of nudity, sexual encounters dating, and other related content. Here is a full list of restricted categories. 

As a trusted SEO and PPC agency, we are strongly committed to only working with clients who comply with these policies. However, we once encountered a unique situation when we were approached by a client who sells sports leggings and tops. Surprisingly, after launching shopping campaigns for this client, most of the ads were disapproved due to alleged adult content violations. 

This development took us aback since we had only included product images in the ads that did not violate Google’s policies. Nonetheless, Google’s automated system mistakenly flagged them as adult content.

Fortunately, we took immediate action to rectify the situation by contacting Google support and providing evidence that our ads did not violate their policies. As a result, we successfully appealed, and nearly all of our ads were re-approved

Sensitive Event

Google Ads may be disapproved if they are linked to sensitive events. Sensitive events are defined as civil emergencies, natural disasters, public health emergencies, terrorism, and other events that advertisers could potentially exploit for profit. Such actions are strictly prohibited as they can be perceived as insensitive and exploitative, undermining the user experience and tarnishing Google’s commitment to providing valuable and relevant advertising content.  

As a trusted digital marketing agency, we are committed to ethical advertising practices and avoiding any association with sensitive events. However, despite our best efforts, Google Ads may sometimes inadvertently disapprove ads. 

One such incident occurred when we launched a campaign for a client that provides military verification services, and our display ads were inadvertently flagged under the sensitive events policy. The misunderstanding occurred when Google mistakenly associated our display ads with a presidential election.

Fortunately, we identified the issue quickly and took immediate action. We contacted Google Ads support and provided compelling evidence that our ads didn’t violate any policies. Thanks to our quick response and clear communication, we got the ads re-approved after clarification.

How to Fix Disapproved Google Ads

All right, so we’ve covered various Google Ads policies so far. Now, let’s dive into how to effectively address disapproved Google Ads and get them back on track.

Based on our experience, we’ve developed a three-step approach: double-check, appeal, and manual review. Let’s explore each step in detail:


Ad campaigns require meticulous attention to detail, both before and after their launch. That’s why it’s important to thoroughly review all ad elements to ensure strict compliance with Google’s policies. 

As humans, we may occasionally make mistakes, such as forgetting to make the YouTube channel public or using low-quality images. These mistakes may be unintentional. However, it’s important to understand that even the smallest oversight can result in ad disapprovals, causing unnecessary delays and costs.

To avoid such setbacks, we implement a comprehensive quality control process. This includes double-checking all aspects of the ad campaign, such as ad content, visual elements, etc. In this way, we try to minimize the chances of an ad being disapproved. 


Following the launch of ad campaigns, it’s possible that some of the ads may get disapproved. However, there’s no need to panic as this situation presents an opportunity to appeal Google’s decision. 

However, before proceeding with the appeal, it is essential to conduct a thorough double-check of all the ads to ensure full compliance with Google ads policy. Once you are confident that the ads are 100% compliant, you can proceed with the appeal process.

The appeal process won’t take too long, as it is considered by an automated system, not a human. So in a day or a maximum few days, disapproved ads have a chance to be approved.

Manual Review 

The last but not least step is manual review. As we mentioned before, Google Ads isn’t infallible, and there are instances when it may mistakenly disapprove ads. Even if appeals are sent to rectify such cases, the chances of the machine re-approving them remain slim. However, a manual review is a viable solution to address this situation.

Google Ads provides a way to reach out to the support team and thoroughly explain any issues that have arisen. Specifically, for ads that have been disapproved, there is a dedicated form for communicating with support that provides the opportunity to send a comprehensive explanation of the issue and why the ads deserve to be re-approved.

Based on our experience, we can confidently say that this step is the most effective in resolving disapproval issues. However, it does require patience, as the initial responses from support may come in the form of generic template messages. Yet, by maintaining your composure and taking the time to engage with support, you have a chance to achieve the results you seek.

Google Ads Disapprovals, Final Thoughts

As you can see, Google Ads is like a complicated game with its own rules and requirements. And if you want to be successful in this advertising game, playing by these rules is essential. 

However, with over 400 policies in place, one wrong move can cost you the game, leading to disapproved ads, wasted time, and lost money.

Fortunately, there are effective ways to both prevent ad disapprovals and get your ads back on track if they accidentally violate some policies. 

To prevent ad disapprovals, double-check all elements of your ads before and after you launch the campaigns to ensure that all of your ads comply with Google Ads policies.

If you notice that some of your ads have been disapproved after launching the campaigns, even though you are confident that all ads comply with all policies, appeal the policy decision or request a manual review.

However, keep in mind that engaging in a tussle with Google to substantiate your ad’s policy adherence can be time-consuming. If you wish to safeguard your precious time, entrust us with your concerns.

At Visible Webs, we understand the intricacies of Google Ads like no other. Our team of experienced PPC specialists is well-versed in handling most types of policies. Whether it’s avoiding ad disapprovals or appealing policy decisions, we’ve got you covered!

So, why waste any more time? Say goodbye to ad disapprovals and hello to success. Contact us today, and let us help you beat the Google Ads game!