Text ad requirements

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Text ads are the most basic type of Google Ads, and they form the foundation for ad assets. Text ads are subject to the standard Google Ads policies. See below for information about Google Ads policy issues that are commonly associated with this format.

Related policies and common disapprovals

The following Google Ads policies are particularly relevant to text ads and are often associated with disapprovals.


The standard requirements for clarity, correct spelling, and use of capitalization and symbols apply to all ads. See the Editorial policy for more information.

Note: the Style and spelling policies, which help maintain a clear and professional appearance for ads. For example, text ads can’t use description text to lead into the URL, use the display URL field as another line of text, or include text that appears cut off or incomplete. Also note the character limits for languages that use double-width characters.

Unclear relevance

All information should be relevant to what you’re advertising. For example, all submitted ad fields must represent the same advertiser and be relevant to the promoted product. See the policy on Unclear relevance for more information.

Inappropriate content

Google values diversity and respect for others. For this reason, we don't allow content that offends users or that is otherwise inappropriate. See the policy on Inappropriate content for more information.

Sexual content

To keep ads relevant and safe for users, Google restricts sexual content in certain circumstances. See the Sexual content policy for more information.


Google may remove ads or assets in response to trademark owner complaints. Advertisers are responsible for proper trademark use in their ad text, assets, and business information. Refer to the Trademarks policy for more information.

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