Why Google is rejecting your ads and what to do about it

As soon as you create or edit ads, they are automatically submitted for review and receive a “Pending” status. At this stage, according to the specified algorithms, an automatic check occurs: titles, descriptions, keywords, landing pages.

During the check, the ad status can be changed to “Approved”. If it is assigned to an asset-based ad (for example, responsive ads or app campaigns), then some asset combinations have been approved and may be showing.

But after the time expires, Google may still reject your ad, so keep track of the status until it changes to Approved. The automatic verification stage takes no more than one business day. Typically, Google robots complete this task in 3-4 hours. There were cases when we managed to do it in 10-15 minutes.


Fill out the appropriate Google form if your ad has been viewed for more than two days.

Submit an ad for review ahead of time that you want to start showing on a specific date. To avoid running immediately after approval, pause your ad, ad group, or campaign. Paused ads are checked on a par with active ones.

Google moderates ads in the order in which they are received. Editing an ad before it is approved or rejected puts you back in line, so it’s best to check your ads before submitting for moderation.

If the content of the ads arouses suspicion (for example, the subject of the ad is adjacent to the prohibited one), or a complaint is received from users about the ads, then moderation occurs manually. Google will also review your ads on an individual basis when you contact technical support.

You will receive a letter to your account mail, if after checking your ad received the “Rejected” status:

This ad violates one of many AdWords policies. Most often, Google will tell you what mistake you made, but sometimes the moderation will link to the entire Help section without giving a specific reason.

In this case, it is better to contact technical support by phone or online chat.

Prohibited topics on Google. Advertising

Four types of content that Google never misses:

Fake goods

Counterfeit goods are products marked with marks and logos that are identical or very similar to the registered trademark. By copying the branding, they try to pass off the counterfeit product as a genuine product of the brand owner. This rule applies to the content of ads, sites and applications.

Dangerous goods and services

drugs of chemical or vegetable origin;

psychotropic substances; devices for the use of drugs, weapons and ammunition;

explosives and pyrotechnics;

instructions for the manufacture of explosives or other dangerous devices and materials;

tobacco products.

Aiding in bad faith

programs and instructions for hacking computer systems;

services to artificially increase traffic or the number of ad impressions;

production of forged documents;

educational fraud.

Invalid content

threats and bullying against people or groups of people;

racial discrimination;

propaganda of intolerance on any basis (and attributes of the communities that practice it);

images of crime or accident scenes;

animal abuse;


injury to one’s own health;

extortion and blackmail;

sale of goods made from endangered species of animals;


Three types of prohibited activities

Violation of the rules of using the advertising network

promoting content with malicious software;

masking and other methods of hiding the landing page of the transition;

creation and promotion of sites designed exclusively for displaying advertising;

promotion of bridges, gateways and other intermediate pages designed solely to redirect users to other resources;

advertising solely for the purpose of gaining positive feedback on social media;

selection and modification of settings in order to bypass the rules and verification systems of AdWords.

Collection and use of data

information about the user requiring careful handling: last name, first name and patronymic; email and regular mail addresses;

phone number;


data on pension, social and health insurance;

taxpayer identification number;

driver’s license number;

the mother’s date of birth or maiden name in combination with any of the above information;

financial position data;

political views;

sexual orientation;

race and ethnicity;


Distortion of facts

concealment of payment data, including information about the method, volume and procedure of payment;

hiding information about fees associated with financial services provided, including information about interest rates, fees and fines;

hiding taxpayer identification numbers, licenses, contact details and postal address; posting information about offers that are actually unavailable;

false or misleading promises of weight loss or financial gain;

collection of donations under false pretenses;

posting false information about the company in order to obtain personal or commercial data of users.

If these rules are not followed, the site can block not only ads, but the entire account or domain of the site.

Restricted content and features

There are a number of limited topics, when working with which it is necessary to take into account the legal or cultural characteristics of the region. You can find the full list of topics and restrictions in Google Help .

Which topics are advertisers most often rejected in?


Advertising online stores selling alcoholic beverages is prohibited in all countries other than those listed below. If your campaign is targeting countries that aren’t listed, your ad will be disappointed.


If you have a reason to use copyrighted content, you must complete a certification form .

Healthcare and pharmaceuticals

Pharmaceutical manufacturers can advertise over-the-counter drugs as required by local laws.

When targeting india, your ad text should contain one of the following warnings: “There are contraindications. Consult your doctor “,” There are contraindications. Ask your doctor ”,“ There are contraindications. Before use it is necessary to read the instructions “or” There are contraindications, you must consult a specialist. ”

Certain advertisers, such as pharmaceutical manufacturers or other organizations, wishing to use prescription drug names in ad text or landing pages must be certified by Google. But first, you need to apply for certification to advertise medical products and services.

Financial services

Failure to provide full product information on the landing page can lead to ad rejection:

Minimum and maximum debt repayment period.

Maximum annual interest rate, including interest on loans and all other fees and expenses for the year, or an equivalent rate calculated in accordance with local legislation.

Example of calculating the cost of a typical loan with all applicable fees.

When advertising complex products for financial speculation, you must fill out an application.


Google may restrict the use of a trademark in ad text if the owner files a complaint. Special rules apply for resellers, communication sites and authorized advertisers.

Trademarks may be used in ad text if the following requirements are met:

For resellers . The ad landing page must be about, or explicitly promote, the sale of goods, services, components, replacement parts or compatible products associated with the trademark. The page must provide an opportunity to purchase these goods and services, or must contain commercial information about them, for example, price.

For information sites . The main content of the ad landing page must be information about the goods or services associated with the trademark.

If your ad is rejected for this reason, the moderators will send you a form to fill out.

Legal requirements

Frequently encountered topics with restrictions and a complete ban that apply to ads targeting india:

What content is allowed with restrictions:

Nutrition for children under one year of age, as well as breast milk substitutes. Advertisements for such products should include a warning “Please consult a professional. For children from (insert number) months. ”

Biologically active additives . Advertisements for such products must include a “Not a drug” warning.

Loans, microloans and mortgage loans . Advertisements for such offers can only be posted by companies that have all the necessary licenses and permits from the authorities. All landing pages must include a valid license number and/or registration number. All advertisements must include the name of a licensed or registered financial service provider.

Information products . Ads are only allowed if the ad contains an age rating, for example 18+, 16+, 12+, 6+, 0+. The age rating must be clearly visible on an image ad or in a text ad.

Information products include books and other printed and digital materials, films and other audio-visual content, music, software, games, shows, performances, concerts, as well as any other products and events where information may be present, which in india age restrictions are imposed.

Examples of prohibited content:

Cigarette lighters.


Equity construction and a housing cooperative.

Medical equipment. Google prohibits advertising for such equipment if it requires special training.

Virtual currencies.

You can see the complete list in the help .

Editorial and technical requirements

You will not pass moderation if:

Ads or extensions contain grammar or spelling errors.

Incomprehensible or meaningless ads and extensions.

Punctuation and symbols are misused in the ad.

Invalid and unsupported characters.

Incorrect or inappropriate use of capital letters.

Note. In some cases, non-standard capitalization is allowed. You can request a review if your ad contains promotional codes, common abbreviations, and capitalized trademarks, brand names, and product names.

Incorrect use of spaces.

Phone number in the ad text.

Ads that do not include the advertised product, service, or company.

Images that are deviating from vertical, upside-down, or not completely filling the ad space.

Landing page requirements

When you fail moderation:

  1. Website with inconvenient navigation.

Examples: pop-ups or interstitial ads interfere with content viewing; the “Back” button of the browser is blocked on the site; the site takes a long time to load when using common browsers or devices; to view the landing page, you need to install an additional application (in addition to the standard plugins).

  1. Announcements, when clicked, the file will be downloaded or an email is generated in the email attachment.
  2. Resources that are malfunctioning or misconfigured.

Examples: The site returns an HTTP error code, such as 403 (access denied) or 404 (page not found).

  1. Resources not available for crawling by the Google robot. Ads.
  2. Specifying an IP address as the display URL.

Example: 123.45.678.90.

Technical requirements

  1. Display URLs with different domains are used for the same ad group.

Best practice: Change the URL so that all display URLs and ad keyword URLs in the group are from the same domain. Move ads and keywords to a new group or campaign if you want to advertise on a different site. Remove ads or keywords if you don’t need them.

  1. Exceeding account limits regarding ads and other items.
  2. Exceeding limits as a result of bulk uploading of items to your account.
  3. Settings for a campaign that creates an excessive load on the system.

Fix a disapproved ad

First of all, find out why your ad was rejected.

  1. On the Announcements and Extensions page, find the item you want to fix. In the Status column or in the Rules Details, you can see why the ad was rejected.
  2. Hover over the ad or extension and click Edit.
  3. Eliminate the violation of the rules.
  4. Click Save. Your ad will be automatically submitted for review. Its status can be viewed on the Ads and Extensions page.

You can appeal from your Google Ads account or use the form if you think your ad was disappointed or the violation has been corrected.

As practice shows, the fastest way is to call the technical support service. Be prepared to tell the professional about your campaign name and ad group.

If you do not have experience with google ads you can hire a digital marketing agency it will help you to enhance your brand.


Be sure to keep an eye on the status of your ads. If they were rejected, investigate the cause and try to fix it, avoiding repeated mistakes. And don’t hesitate to call Google support. Ads, in most cases, will help you quickly.

Don’t give moderation a reason to reject your ads. Use synonyms, summarize texts and headings so that your audience understands what is being said. And Google hasn’t had any unnecessary questions about your ad.

Submit in advance certificates or licenses to advertise certain products and services. Moderation of documents takes place within 2-3 days.

I have covered the most common reasons for blocking ads on Google: ads and possible moderation issues, as well as ways to solve them that will help you attract more customers. This will help you in your work.

Vaibhav Geek