Seeing your Google Ads disapproved can be frustrating, especially if you have just launched a campaign.
Google Ads has strict advertising policies, and if your advert or landing page does not follow them, the ad may be disapproved and prevented from running.
The good news is that most disapprovals are relatively easy to fix once you understand the reason behind them.
If you are still setting up your campaigns, it may help to read my guide on how to set up your first Google Ads search campaign.
Key takeaways
- Google Ads disapproves an ad when the advert or its landing page breaks one of Google’s advertising policies, and the ad stops showing until the issue is resolved.
- The most common Google Ads disapproval reasons are Destination Not Working, Misrepresentation, Malicious or Compromised Site, Circumventing Systems and trademark issues.
- To see why an ad was disapproved, hover over the Disapproved status next to the ad in Google Ads to view the policy violation and a link to the policy.
- Most Google Ads disapprovals are fixed by editing the advert text, correcting landing page issues or removing restricted wording, then requesting a policy review.
- Circumventing Systems is one of the most serious Google Ads policy violations and can be triggered by cloaking, suspicious redirects, repeated policy violations or misleading landing pages.
What Does “Ad Disapproved” Mean?
When Google disapproves an advert, it means the ad cannot run because it violates one of Google’s advertising policies.
You will usually see a message in the Google Ads interface explaining the reason.
Common messages include things like:
- destination not working
- malicious software
- misrepresentation
- circumventing systems
- trademark issues
Once an ad is disapproved, it will stop showing until the issue is resolved.
Common Reasons Google Ads Get Disapproved
Below are some of the most common reasons Google Ads disapprovals happen.
Destination Not Working
One of the most common disapproval reasons is Destination Not Working.
This happens when Google cannot properly access the page your advert links to.
Typical causes include:
- broken URLs
- pages returning errors
- redirects not working correctly
- pages blocked by security settings
If you encounter this issue, see my guide on how to fix destination not working in Google Ads.
Misrepresentation Policy
Google takes misleading advertising very seriously.
Ads may be disapproved if they contain:
- unrealistic guarantees
- misleading pricing
- unclear business identity
- misleading claims
For example, phrases like “Guaranteed #1 results” can sometimes trigger policy issues.
If your ads are disapproved for this reason, see my guide on how to fix Google Ads misrepresentation policy issues.
Malicious or Compromised Site
Google may disapprove ads if it detects security problems on your website.
Examples include:
- malware
- hacked websites
- unsafe redirects
- suspicious scripts
Even if your website looks normal, Google’s security scanners may still flag it.
If this happens, see my guide on how to fix malicious or compromised site errors in Google Ads.
Circumventing Systems
Circumventing Systems is one of the most serious Google Ads policy violations.
This happens when Google believes an advertiser is attempting to bypass policy enforcement.
This can sometimes occur because of:
- cloaking
- suspicious redirects
- repeated policy violations
- misleading landing pages
If you see this disapproval message, see my guide on how to resolve Google Ads circumventing systems violations.
Trademark Issues
Another common reason for disapproved ads is trademark restrictions.
Some brand owners restrict how their trademarks can be used in adverts.
This can affect:
- using competitor names in ads
- referencing branded products
- certain brand terms in ad copy
If your ads are disapproved due to trademark issues, see my guide on Google Ads trademark policy and how to fix trademark disapprovals.
How to Check Why Your Ad Was Disapproved
To see the reason for a disapproval:
- Log into your Google Ads account
- Go to the Ads page (Campaigns, then Ads)
- Hover over the Disapproved status
Google will show the policy violation and often provide a link to the relevant policy.
Understanding the exact reason is the first step to fixing the issue.
How to Fix Disapproved Ads
In many cases, fixing a disapproved ad is straightforward.
Typical fixes include:
- editing the advert text
- correcting landing page issues
- removing restricted wording
- requesting a policy review
Once the issue has been resolved, you can request another review and Google will reassess the advert.
Preventing Future Disapprovals
The best way to avoid disapprovals is to follow Google’s advertising guidelines when writing ads and building landing pages.
Best practices include:
- ensuring landing pages load correctly
- avoiding misleading claims
- keeping ads relevant to your services
- writing clear and honest ad copy
If you want to improve your ad copy while staying compliant, see my guide on how to write good Google Ads.
Getting Help With Google Ads Issues
Policy issues and disapprovals are common, especially when launching new campaigns.
If you are unsure why your ads have been disapproved, it may help to have someone review the account and identify the problem.
You can learn more about working with a Hampshire PPC Consultant or explore my PPC consultancy services.
Related guides: How to Fix “Destination Not Working” in Google Ads, Google Ads Misrepresentation Policy: How to Fix Disapproved Ads, Google Ads Malicious or Compromised Site Error: How to Fix It, Google Ads Circumventing Systems Policy: What It Means and How to Fix It and Google Ads Trademark Policy: Why Ads Get Disapproved.
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.