Trademark issues are another common reason for Google Ads being disapproved.
If your advert includes a protected brand name or trademarked term, Google may prevent the ad from running depending on the trademark owner’s policies.
This can sometimes be confusing because advertisers are often still able to bid on certain brand keywords, but may not always be allowed to include the brand name in the advert text itself.
Understanding how Google’s trademark policy works can help you avoid unnecessary disapprovals.
If you are seeing multiple policy issues in your account, it may help to read my guide on why Google Ads get disapproved.
Key takeaways
- Google Ads usually allows advertisers to bid on competitor brand names as keywords, but the trademark owner may restrict that brand name from appearing in the ad text.
- Google Ads trademark disapprovals typically follow a complaint from the brand owner and affect ads that use a restricted brand in headlines, reference trademarked products or imply affiliation.
- The simplest fix for a Google Ads trademark disapproval is to remove the trademarked term from the ad copy or replace it with generic wording, such as ‘Alternative Solutions Available’.
- Authorised resellers, informational sites and accurate comparison advertisers may be allowed to use trademarked terms, and resellers can ask the trademark owner to authorise use in ads.
What Is the Google Ads Trademark Policy?
Google’s trademark policy is designed to protect businesses that own registered trademarks.
A trademark can include:
- brand names
- product names
- company names
- logos or protected phrases
If a trademark owner submits a complaint to Google, Google may restrict how that term can be used in adverts.
This usually affects ad copy, rather than keywords.
Can You Bid on Competitor Brand Names?
In most cases, Google still allows advertisers to bid on competitor brand names as keywords.
For example, a business might target searches for a competitor’s brand name in order to appear alongside those searches.
However, the trademark owner may restrict the use of that brand name within the advert text itself.
This means you might be able to target the keyword, but not write an advert that includes the brand name.
When Ads Get Disapproved for Trademarks
Ads may be disapproved when they include a trademarked term that has been restricted by the trademark owner.
Examples could include:
- using a competitor’s brand name in the advert headline
- referencing trademarked products in ad copy
- implying affiliation with another brand
If Google receives a trademark complaint from the brand owner, ads containing that term may be restricted.
Exceptions to the Trademark Policy
There are some situations where Google may still allow the use of trademarked terms.
These include:
Resellers
Authorised resellers of a product or brand are often allowed to reference the trademark in their ads.
Informational Sites
Websites providing informational content about a product or brand may sometimes reference trademarked terms.
Genuine Comparison Advertising
Some forms of comparison advertising may also be permitted if they are accurate and not misleading.
However, these situations are reviewed carefully by Google.
How to Fix Trademark Disapprovals
If your ads have been disapproved due to trademark issues, there are several ways to resolve the problem.
Remove the Trademark From the Ad Copy
The simplest solution is often to remove the trademarked term from the advert text.
You can still target the keyword but avoid including the brand name in the headline or description.
Use More Generic Language
Instead of referencing a competitor’s brand directly, try describing the product or service more generally.
For example:
Instead of writing:
Better Than [Brand Name]
You might write:
Alternative Solutions Available
Request Authorisation
If you are an authorised reseller or partner, the trademark owner may be able to grant permission for you to use their brand name in ads.
Once approved, Google can allow the term to appear in advert text.
Avoiding Trademark Issues in the Future
To reduce the risk of trademark disapprovals:
- avoid including competitor brand names in ad copy
- use generic product descriptions where possible
- ensure your ads clearly represent your own business
Keeping your ad copy focused on your own services usually avoids these issues entirely.
If you want help writing clear and compliant adverts, see my guide on how to write good Google Ads.
Related guides: Why Are My Google Ads Disapproved? (And How to Fix It) and Google Ads Misrepresentation Policy: How to Fix Disapproved Ads.
Getting Help With Google Ads Issues
Trademark restrictions and policy disapprovals can sometimes be confusing.
If you are unsure why your ads have been flagged, it may help to have someone review your campaigns and identify the issue.
You can learn more about working with a Hampshire PPC Consultant or explore my PPC consultancy services.
Need help with your Google Ads?
Whether you need help with a specific problem, a second opinion on your account or practical PPC support, send me an enquiry and tell me what’s happening. I’ll reply by email first and let you know whether I can help. You can also choose Google Ads review / audit on the contact form if you’d like a free account review.