One of the most common reasons for Google Ads being disapproved is the Destination Not Working error.
This happens when Google cannot properly access the page your advert is sending users to. If Google’s system cannot load the page, your ad will be disapproved and prevented from running.
The good news is that this issue is usually fairly straightforward to fix once you identify what is causing it.
If you are seeing multiple policy issues, you may want to read my guide on why Google Ads get disapproved, which covers the most common problems.
Key takeaways
- The Destination Not Working disapproval appears when Google cannot properly load the landing page your advert links to, and the ad will not run until the problem is fixed.
- Common causes of Destination Not Working include incorrect URLs, 404 or 500 server errors, page timeouts, redirect loops or chains, and firewalls or security plugins blocking Google’s checks.
- To diagnose a Destination Not Working error, paste the advert’s URL into a browser and confirm the page loads on desktop and mobile without redirecting somewhere unexpected.
- If a firewall, bot protection tool or security plugin blocks Google’s crawlers, allowing Google’s ads crawler (AdsBot-Google) access to the landing page often resolves a Destination Not Working disapproval.
- After fixing the landing page, request a review of the advert, as Google Ads reviews often happen within a few hours, although some take longer.
What Does “Destination Not Working” Mean?
When Google reviews an advert, it also checks the landing page the ad links to.
If Google cannot access that page correctly, it will flag the ad with a Destination Not Working policy violation.
This means your ad will not run until the problem is resolved.
Google’s systems check things like:
- whether the page loads correctly
- whether the page returns an error
- whether the page redirects somewhere unexpected
- whether the page is blocked by security settings
If any of these checks fail, the ad may be disapproved.
Common Causes of the Error
There are several reasons why Google may flag your ad for this issue.
Below are some of the most common.
Broken or Incorrect URLs
One of the simplest causes is an incorrect URL in the advert.
For example:
- missing https
- spelling mistakes in the URL
- incorrect page paths
If the link leads to a page that does not exist, Google will mark the destination as not working.
Always double-check that the URL in your advert leads to a live and accessible page.
Website Server Errors
Sometimes the issue is caused by the website server rather than the ad itself.
Examples include:
- 404 errors
- 500 server errors
- pages timing out
- hosting issues
If Google tries to load your landing page and receives one of these responses, the ad may be disapproved.
Redirect Problems
Redirects can also cause issues.
For example:
- redirect loops
- redirects to unrelated pages
- multiple redirects before reaching the final page
Google prefers ads to link directly to the final destination page.
Too many redirects can cause the system to flag the landing page.
Security or Firewall Restrictions
Some websites block automated systems or bots.
Unfortunately, Google’s ad review system behaves similarly to a bot when checking your website.
If your firewall or security plugin blocks these requests, Google may think the page is inaccessible.
This can happen with:
- aggressive firewall settings
- bot protection tools
- security plugins
How to Fix the Issue
If your ad is disapproved for Destination Not Working, follow these steps.
1. Check the Landing Page URL
Copy the URL from the advert and paste it into your browser.
Make sure:
- the page loads correctly
- the page does not redirect somewhere unexpected
- the page works on both desktop and mobile
2. Test the Final URL and Check the Policy Details
Open the final URL in a browser on both desktop and mobile to check the page loads properly, then check the policy details next to the disapproved ad in Google Ads to see what Google found.
The Ad Preview and Diagnosis tool only shows whether an ad is showing, not whether the landing page loads, so it will not confirm this issue is fixed.
3. Check Website Security Settings
If your website uses security plugins or firewall protection, check whether they may be blocking Google’s crawlers.
Sometimes allowing Google’s ads crawler (AdsBot-Google) access resolves the issue.
4. Request a Review
Once you fix the problem, you can request a review of the advert.
Google will then check the landing page again and approve the ad if the issue has been resolved.
Reviews often happen within a few hours, although occasionally they may take longer.
Preventing This Problem in the Future
The best way to avoid this issue is to make sure your landing pages are:
- fast loading
- accessible without redirects
- secure and free from malware
- clearly related to the advert
Well-structured campaigns also help reduce policy issues.
If you are still building your campaigns, see my guide on how to set up your first Google Ads search campaign.
Related guides: Why Are My Google Ads Disapproved? (And How to Fix It) and Google Ads Malicious or Compromised Site Error: How to Fix It.
Getting Help With Google Ads Issues
Policy disapprovals are common, especially when launching new campaigns.
If you are unsure what is causing the issue, it may help to have someone review your account and identify the problem.
You can learn more about working with a Hampshire PPC Consultant or explore my PPC consultancy services.
Need help with your Google Ads?
If you’re dealing with an account problem, want a second opinion or need practical PPC support, tell me what you need help with. I’ll reply by email first and let you know whether I can help. You can also select Google Ads review / audit on the form if you’d like a free account review.