When can a Google Ads account be suspended?

What is a suspended account?

A suspended Google Ads account means that Google has temporarily or permanently blocked the use of your advertising account. Account suspensions can occur for various reasons and result in the inability to display ads and access advertising features and tools. The company reserves the right to suspend accounts immediately without warning, especially in cases of severe policy violations. These policies are agreed to by every advertiser when creating an account. We'll discuss severe violations in more detail later in this article.

When can an account be suspended?

The policies that advertisers agree to are clear, concise, and publicly available. Therefore, account suspensions by Google are justified. Google strives to ensure the safety of its ad viewers and prevents the publication of ads that could negatively impact internet users. In this regard, it's worth noting the Google Ads Policies available in the Google Help Center.

Google suspends accounts for:

Violating content policies (promoting illegal or dangerous products)

Malware on landing pages

Improper collection, use, and sharing of user data

Selling counterfeit products

Advertising unauthorized drug retailers

Withholding information from users

Click fraud

Payment irregularities

Suspected financial fraud

Adult content

Connection to another suspended account

As mentioned earlier, Google only suspends accounts immediately and without warning in cases of severe, major violations. For less serious violations, the advertiser receives a notification specifying the nature of the violation and the steps that need to be taken. Such a message is sent at least 7 days before the account is suspended. Let's now take a closer look at severe policy violations.

Severe policy violations

Google defines a severe (serious, reprehensible) policy violation as one that breaks the law or is highly likely to significantly harm ad viewers and negatively impact the online advertising ecosystem. Sometimes, even a single ad can be so inappropriate that the company immediately decides to suspend the account to protect users from the content contained in such an ad. Google only suspends an account immediately when it is the only way to quickly stop the illegal activities of the advertiser in question.

What to do when your account gets suspended?

An advertiser whose advertising account has been suspended has the right to appeal. However, before submitting an appeal, it is important to take all recommended steps and fix the ads that caused the account to be suspended. The account must be fully reviewed and ready for re-verification. You should also avoid sending more than one request for account review if the previous one has not yet been processed. Sending only one appeal allows Google specialists to process incoming requests more smoothly. An advertiser who abuses the ability to send requests for account review may be penalized with a 7-day loss of the ability to send such requests.

First and foremost, it's important to follow all of Google's rules to avoid having your advertising account suspended.

The account is suspended permanently. If an appeal is submitted and Google approves it, the account is restored. The advertiser has at least six months from the date of account suspension to submit an appeal.

Additionally, an advertiser whose account has been suspended and who is eligible for a refund may delete the account and receive a refund.

How are violations detected?

Violations are verified by a team of specialists supported by automated systems. The verification process is based on ad content, user feedback, customer reviews, legal notices, and more.

In the case of minor violations - those that are not egregious - the advertiser will receive a notification in their account, as well as a separate email.

Suspension of a Google Ads account - Summary

In summary, account suspension can significantly impact an advertiser, especially if they rely solely on online advertising. It's important to adhere to Google's policies to avoid such suspension and create ads that meet standards, are useful to the audience, and contribute to improving the online advertising ecosystem.