About the ad approval process

All ads go through an approval process to make sure they're safe and appropriate for users. We review your active and paused ads, keywords, and website according to our advertising policies. Some ads won't run during this review.

Most ads are reviewed within 1 business day. If we find any issues, we'll let you know more about the policy and what you can do to get your ad running again. If your ad isn't showing for certain users, or if it's not showing at all, it could be because of your ad's approval status.

1. Create or edit your ad, then save it. 2. We review your ad, usually within 1 business day. 3. Your ad's status is updated in your account.

Get your ads reviewed

Whenever you create a new ad or make changes to an existing ad, your ad automatically gets submitted to us for review.

If your ad or site is disapproved or suspended, here's what to do:
  • fix a disapproved ad to get it reviewed again
  • fix a suspended site to get your website reviewed
  • Once you save your ad, it will typically appear with the status Under review or Eligible. While "eligible" ads are allowed to run on certain pages before they're approved, "under review" ads can't run anywhere until they're reviewed and approved because they need a closer look to make sure that they follow our policies.

    How long a review takes

    We work hard to review your ads as quickly as possible, and we review most ads within 1 business day. Some reviews may take longer because some ads require more complex review.

    If your ad is under review for more than 1 full business day, please know that we're working on it and will complete your review as soon as we can. You can also contact us after 1 business day and we'll be happy to help you -- use this form instead of calling us to get the quickest review of your ads.

    Tip: Need your ad to start on a particular date?
    Because it can take some time to get your ad approved, you can create your ads in advance and then pause them -- we can review your paused ads, and you'll have a better chance of having them be ready to go when the time comes to start your campaign. Learn how to pause or resume your ad. You can also create your ads in a paused campaign or ad group so that it's easier to resume multiple ads at once.

    If you're also planning to launch a new webpage and want to create ads in advance to promote that new page, here are some tips:

  • To help keep your new webpage hidden for the moment, don't link to the new page from the rest of your site. You can also use the "robots.txt" configuration to prevent Google search results from displaying your new webpage before it's officially launched.
  • When you're ready for the campaign to go live, you can resume your paused ads, campaigns, or ad groups and then remove the robots.txt configuration.

  • Check your approval status

    Disapproved ad If our review finds anything that violates our policies, we'll send you an email with information about that policy and show an alert in your account.

    Here's how to check if your review is done and what the outcome was:

    1. Go to your account's Ads tab under "Campaigns."
    2. Look at the Status column.
    3. Next to each ad, you should see the ad's current status. Visit AdWords
    To see more detailed policy information (or to check the status of a paused ad), you can enable the "Policy details" column.
    1. Visit your account's Ads tab.
    2. Click the Columns button in the toolbar above the statistics table.
    3. Click Customize columns.
    4. In the "Attributes" section, click Add next to "Policy details."
    5. Click Apply.

    After following the steps above, you'll now see a Policy details column in your Ads tab. You'll see details there about why a disapproved ad wasn't approved, why an "approved (limited)" ad is limited to a certain audience, or why your website was suspended.

    What each status means

    We give your ad an approval status both before and after our review:

    Before review:

    • Eligible -- Ad is still being reviewed, but it can show on Google search pages in the meantime.
    • Under review -- Ad is still being reviewed and can't show until it's been approved.
    • Not yet serving (video ads) -- A video ad is not yet approved to appear on YouTube but is under review.

    After review - ads can run:

    • Approved -- Ad complies with our policies, so it's allowed to show for all audiences.
    • Approved (limited) -- Ad can run, but not in all situations due to policy restrictions such as those around trademark use and gambling ads.
    • Approved (non-family) -- Ad can run, but not in all situations due to restrictions on content that we consider "non-family safe."
    • Approved (adult) -- Ad can run, but not in all situations due to restrictions on adult content.
    • Serving (video ads) -- A video ad is approved to appear on YouTube.

    After review - ads cannot run:

    • Disapproved -- Ad cannot run as it is now because it violates AdWords policy.
    • Site suspended -- Ad cannot run because its website violates AdWords policy.
    • Not serving (video ads) -- All formats (headline, description, video, etc.) of the video ad have been disapproved.
    • With issues (video ads) -- One or more of a video ad's formats are marked as "Disapproved" or "Approved (limited)."

    There are also other statuses that are not related to ad approval, such as Paused, Ended, and Pending.