A status given to ads that Google has not yet reviewed, but that can still appear on Google search result pages.

  • Whenever you create or edit an ad, Google reviews the ad to make sure that it complies with our advertising policies and is safe and appropriate for users.
  • Ads marked as "Eligible" are allowed to run on Google search pages before they're approved because it seems likely that the ads are acceptable. Before the ad is reviewed and approved, it can run only on Google search pages to people who have turned off SafeSearch filtering. Eligible ads can't run on the Search Network and Display Network until they're reviewed and approved.
  • We work hard to review all 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, you can contact us and we'll be happy to help you.
  • Find your ad's approval status by looking at the "Status" column in the Ads tab of your Campaigns page.

About the ad approval process
More about approval status