Text ad requirements

Text ads are the most basic type of Google Ads advertising, and they form the foundation for ad extensions. 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 capitalisation 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 creative 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.

Adult Content

To keep ads relevant and safe for users, Google restricts adult content in certain circumstances. See the Adult content policy for more information. Adult-oriented content can’t run in text ads targeting the Google Display Network or Google Ad Manager.


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