When can Google Ads reject an ad?

Ad verification process in Google Ads

Every new ad or modification to an existing campaign triggers an automated review process. All elements of the ad are scrutinized, including:

headline

ad text

keywords

landing page

images and videos

The verification system thoroughly analyzes the ad's compliance with the platform's advertising policies.

Upon successful verification, the ad status changes to "Approved" and begins to serve. However, if violations are detected, the ad is unfortunately "Disapproved" and will not appear in search results. In such a case, we will receive detailed information about the reasons for disapproval and guidelines on how to make the necessary changes. Google thus gives us the opportunity to improve.

During the verification process, before the ad receives a status, we can check its progress.

Not only every new ad but also any modification made to an existing campaign undergoes a multi-step verification process. During this process, the ad receives a status of "Under review." While most ads are verified within one working day, some, especially those containing more complex elements or targeting highly competitive markets, may require additional time. In such cases, advertisers must simply be patient.

Google reserves the right to prioritize the verification process for certain ads to ensure the stability of the advertising platform and the compliance of all displayed ads with the applicable policies. In some cases, this may lead to a temporary restriction on the display of ads that require additional analysis. The company recommends regularly checking the status of your ads, especially if the verification process exceeds two working days.

Ad rejection during verification process

An ad is disapproved when its content (including ad text, headline, image, etc.) violates the Google Ads Policies. Google aims to create a healthy and sustainable digital advertising ecosystem based on trust and transparency. The company strives to ensure that ads are not only effective for advertisers but also safe and useful for users. The developed policies are the result of long-term research and analysis designed to ensure the highest quality standards for ads. They prohibit the publication of content that may mislead users, violate their privacy, or promote illegal activities. Google's priority is to protect users from unwanted content and ensure that ads comply with applicable laws.

❗ Prohibited content includes:

Counterfeit products: Selling or advertising counterfeit products is not allowed on Google.

Dangerous products or services: This includes anything that could harm health or life, such as drugs, weapons, explosives, tobacco products, and the like.

Deceptive practices: This includes advertising content that encourages deceptive practices, thereby posing a potential risk to ad recipients (e.g., hacking software, software for artificially increasing website traffic, fake documents).

Inappropriate content: This includes harassment, bullying, hate speech, discrimination, abuse, blackmail, and vulgarity.

Adult content (+18).

❗ Additionally, the following practices are prohibited within Google Ads:

Violating ad network policies: Google strictly prohibits practices aimed at circumventing the ad review process. This includes, but is not limited to, promoting malware, using cloaking, promoting sites that consist solely of ads and no content, and promoting sites that redirect users to other pages.

Collecting user data for misuse: Google values and protects the privacy of its users. Therefore, advertisers who collect user data for unethical purposes will have their ads rejected.

Misrepresenting products or services: Ads must not misrepresent their purpose, make false promises, or create confusion. This includes hiding payment details, concealing interest rates, making false offers, impersonating others (e.g., companies), or collecting donations under false pretenses.

Advertisements that include the aforementioned prohibited content or that are created by advertisers involved in these prohibited practices will be rejected. The advertiser will be informed accordingly and given the chance to revise the advertisement.

➡️ Read also: When can a Google Ads account be suspended?