A Google Ads disapproved status means your ad stops running until you fix the problem and Google reviews it again. A disapproval is not a suspension, but repeated violations can lead to one. This guide shows where to find the reason, how disapprovals differ from suspensions, and how to fix or appeal an ad.
Key takeaways
- Find the reason in Policy manager, or hover over the Disapproved status in your account.
- A disapproval is not a suspension. Repeat violations of one policy earn strikes, and Google says an account can receive up to 3 strikes per policy before suspension.
- You can appeal each ad up to 3 times unsuccessfully, and Google asks you to wait at least 24 hours between appeals.
What does a Google Ads disapproved status mean?
Google disapproves ads and assets that break its policies. A disapproved ad cannot run until you fix the violation and Google reviews it again. You can see the status in the Status column of your account.
Some policies do not disapprove an ad outright. Instead, Google marks it Eligible (limited), which means the ad can run but serves only in certain places. That can depend on location, device, viewer age or advertiser eligibility.
Where do you see why you have a Google Ads disapproved ad?
Open Policy manager. Google lists the steps below. You can also hover over the Disapproved status on the Ads or Ad groups page, or use the View and fix policy issues link in a disapproval email.
Is a disapproval the same as a suspension?
No. Google separates the two:
- Disapproval. The ad or asset cannot run until you fix it.
- Warning. For less serious violations that could lead to suspension, Google sends a warning at least 7 days before it suspends the account.
- Strikes. Repeat violations of a policy earn strikes, and penalties increase with each one.
- Suspension. Egregious violations can lead to suspension without prior warning. All ads stop running, and related accounts can also be suspended.
Read Google’s enforcement page for the full rules. For one policy example, see how a misrepresentation disapproval differs from a suspension.
Google Ads disapproved checklist: 7 steps to fix it
- Read the reason. Open Policy manager and note the policy, the ad and the status.
- Open Google’s policy page. Read what the policy requires before you change anything.
- Edit the ad or asset. Change the text, image or video that breaks the policy, then save. Ads are reviewed automatically after you save.
- Check the landing page. If the destination breaks policy, fix it or point the ad to a compliant page. See our guide on Google Ads destination not working.
- Remove what you cannot fix. Delete the ad if you cannot or will not fix it, so it does not add to repeated violations.
- Appeal when you are ready. Appeal once you have fixed the issue or you believe Google made a mistake.
- Track the result. Check the status in Policy manager and wait at least 24 hours before you act again.
You can also run our free website scanner to check your site for policy problems.
Ads keep getting disapproved?
Message us on WhatsApp. We will tell you what to check first and what to fix. We do not promise any outcome, because Google decides.
Message Us on WhatsAppHow do you appeal a Google Ads disapproved ad?
In Policy manager, select Appeal on the affected ad, choose a reason and submit. You can pick Dispute decision or Made changes to comply with policy. You can also select the ads on your Ads page, choose Edit, and then Appeal policy decision.
Google gives no fixed review time. If an appeal shows In progress, check again after 24 hours. Each ad allows up to 3 unsuccessful appeals, and then you must contact support. If an appeal fails or shows as a duplicate, do not keep resubmitting. Make a minor edit to the ad text or final URL, save it, and let Google recrawl the ad. The steps are on its appeal help page.
What if you cannot appeal inside your account?
For formats and policies that the account does not support, use the Disapproved ads and policy questions form. Google also says in-account appeals are not available for decisions more than six months old, so contact support for those.
If your account itself is suspended, start with our guide to your suspension notice.
Frequently Asked Questions
Why do I see a Google Ads disapproved status?
Google disapproves an ad when it breaks a policy. Open Policy manager to see the policy, the ad and the exact reason.
Where is Policy manager in Google Ads?
Go to Tools, then Troubleshooting, then Policy manager. Open the Policy issues tab to see your disapproved ads.
Will a disapproved ad get my account suspended?
Not by itself. Repeat violations of a policy earn strikes, and Google says an account can receive up to 3 strikes per policy before suspension.
How many times can I appeal a disapproved ad?
Google says each ad can be appealed up to 3 times unsuccessfully. After that, you must contact customer support before you appeal that ad again.
How long does a Google Ads appeal take?
Google gives no fixed timeline. If an appeal shows In progress, check again after 24 hours.
Can you help me fix disapproved ads?
We can help you review the policy and organize your changes. We cannot promise a result, because Google decides how it treats your ads.
