About the ad approval process

Due to the preventive measures we're taking to protect the health of our support specialists in light of COVID-19, we are currently experiencing longer than usual times to process new ads in non-text formats (such as Video, RDA, App, etc.). Requests to appeal a decision to disapprove an ad will also be delayed, and requests to expedite unreviewed ads will not be supported at this time.

During this period, we encourage you to use existing approved ads (without editing) or text formats for new ads (e.g., Expanded Text Ads, Original Text Ads, Responsive Search Ads (VTA). We also encourage you to use Self-Service Appeals via Policy Manager, which allows you to appeal a policy decision directly from your Google Ads account using just a few clicks.

We sincerely apologize for any inconvenience this may cause you and appreciate your patience. We will update this page as the situation changes.

To keep ads safe and appropriate for everyone, ads are reviewed to make sure they comply with Google Ads policies. Most ads are reviewed within 1 business day.

Google Ads Help: About the ad approval process

How ad approval works

After you create or edit an ad or extension, the review process begins automatically. All content in your ad is reviewed, including your headline, description, keywords, destination, and any images and video. During this process, the ad’s status will be "Under review."

If your ad passes the review, its status will change to "Approved," and it will start to run. If the review indicates that your ad violates a policy, its status will change to "Disapproved," which means it can’t show anywhere. You’ll be notified of the policy violation and told what you can do next.

Learn how to check the approval status of an ad.

How long ad review takes

  • Most ads are reviewed within 1 business day. However, some reviews take longer if the ad requires a more complex review.
  • If your ad is under review for more than 2 full business days, contact us for information.
  • Google reserves the right to prioritize ad reviews or re-reviews to ensure the overall stability of system operations, or temporarily restrict ad serving to ensure policy compliance.


How to start ads on a particular date

If you need your ad approved by a particular date, submit the ad several days in advance. To stop an ad from running as soon as it’s approved, pause the ad, ad group, or campaign. Paused ads are reviewed just like active ads. Learn how to pause or resume your ads.

If you're also planning to launch a new webpage at the same time, that webpage will need to be complete in order for your ad to be reviewed and approved.

To make sure that the new page stays hidden until your launch date:

Don't link to the new page on the rest of your website. If you were to link to the new page, then search engines might index it, and the page could start appearing in search results.

Configure your website’s "robots.txt" file. In your website’s robots.txt file, you can tell search engines not to index the page. Then once you’re ready to launch, remove the change. Learn more about configuring your robots.txt file.

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