0498 70 98 60Google Ad Disapproved
Google Ad Disapproved? Here’s How to Fix It
Google ad disapproved, or showing “Eligible (limited)”? Your campaign has probably stopped delivering or is reaching fewer people. Disapprovals are common and often caused by a fixable detail: a landing page error, a restricted term, a trademark, a policy for your industry. Here’s how to react.
Signs of a policy problem
Ads, assets or keywords with the status “Disapproved” or “Eligible (limited)”
A sudden drop in impressions on one campaign
An email from Google Ads about a policy issue
Warnings in the Policy manager
Google ad disapproved: common reasons
- Destination not working / destination mismatch: landing page down, redirecting, blocked or on a different domain from the ad’s display URL
- Editorial issues: excessive capitalization, punctuation, symbols or unclear text
- Trademarks: use of a protected brand name in ad text
- Restricted content: healthcare and medicines, financial services, alcohol, gambling and other categories requiring certification or limited by location
- Misrepresentation: unclear business information or claims that can’t be substantiated
- Compromised site or malicious software: malware or hacked content detected (see Google “Dangerous site” warning)
What to do right now
- Open the Policy manager or hover over the status in your ads to see the exact policy and affected element.
- Check your landing page on mobile and desktop: does it load, match the ad and show clear business information?
- Fix the ad or the page. Editing the ad usually sends it for a new review automatically.
- If you believe it’s a mistake, appeal the decision from the Policy manager after fixing anything that could be questioned.
- Don’t create many variants to “test” the policy: repeated violations can lead to account warnings and suspension.
What we do
- Identify the exact policy and the element that triggered it (ad text, asset, keyword or landing page)
- Rewrite ads and adjust landing pages to comply while keeping them persuasive
- Handle industry-specific requirements and certifications when needed
- Submit appeals when a disapproval appears to be an error
- Review your other ads to prevent the same issue elsewhere
Learn more about our Google Ads management.
How long does it take?
Simple fixes can be made the same day; most edited ads are then reviewed again automatically, often within a business day according to Google. Appeals and certifications depend on Google’s review timeline.
Tell us which policy is cited. We’ll fix the ads or pages and help get your campaigns back on track.
Your questions, answered
The ad can run but with restrictions, for example in some locations or for some users, because of a policy linked to its content.
Make sure the landing page loads correctly for Google’s crawler and on all devices, without errors, blocked access or broken redirects. If the whole site is down, see website down.
Yes, through the Policy manager. Fix what you can first, then appeal if you believe the decision is wrong.
Repeated or serious policy violations can. That’s why we fix the root cause rather than just resubmitting. See Google Ads account suspended.