Bridge page

What's the policy?

Google AdWords doesn't allow ads that promote bridge pages. A bridge page, also known as a doorway page, is a webpage created for the main purpose of sending visitors to a different site. Bridge pages can also be sites that drive traffic from AdWords-compliant content to non-compliant content. Affiliates that display the same characteristics may also be considered bridge pages.

Bridge pages offer little or no unique content and are considered low value to users. To comply with this policy, your site must have substantial amount of valuable content.

Bridge pages offer little functionality beyond driving traffic elsewhere. Travel aggregator or shopping comparison sites, for example, cannot simply drive traffic to a single online merchant. To make such sites valuable to users, offer compelling features like reviews, comparison charts, rating scales, or sorting or filtering capabilities.

We've created this policy to help make sure that the ads we show send users directly to diverse, useful content. This policy also prevents advertisers from getting around our AdWords policies by directing users to non-compliant content.


Allowed? Details
Allowed Websites that lead to e-commerce platforms on another domain (for example, a shop that leads to a third-party site that purely acts as a secure server to process payments and isn't a shop itself).
Not allowed Websites that feature links to other websites while providing minimal or no added functionality or unique content for the user
  • Added functionality includes, but isn't limited to, searching, sorting, comparing, ranking, and filtering
  • Unique content includes, but isn't limited to, original user reviews and ratings
Example of an acceptable website Example of an unacceptable website
Not allowed Websites that consistently feature a small number of merchants or service providers when displaying user search results with no additional functionality or unique content. For instance:
  • A shopping comparison site driving users to only one online merchant with no additional site functionality
  • A travel aggregator site driving users to only one hotel chain or airline with no additional functionality

What can I do if my site gets suspended?

Step 1: Review the guidelines above and see where your website might be causing issues. Please note that your entire website needs to comply, not just the landing page from your ad.
  • Review your website and make sure that users are receiving a comprehensive online experience. This may include ensuring that users remain on the same domain throughout their entire session.
  • Provide a substantial amount of original content or functionality by offering a combination of the following where appropriate to your industry:
    • A variety of merchants or service providers for comparison
    • Information on products or services that isn't available elsewhere, such as original user reviews and ratings
    • Enhanced site functionality including, but not limited to, searching, sorting, comparing, ranking, and filtering
  • Look at the example websites in the section above to see how a prohibited website can be changed to an acceptable one. This should give you ideas on how to change your website to comply with this policy.

Step 2: After making any necessary changes to your site, request a re-review of your site by completing this contact form:
Request a re-review

What happens if I violate this policy?

  • Ad disapproval: Ads that don't follow this policy may get disapproved. A disapproved ad won't be able to run until the policy violation is fixed and the ad is approved.
  • Domain disabling: We may suspend websites that violate this policy, meaning that the website can no longer be advertised with AdWords until the problem is fixed.
  • Account suspension: An account may get suspended if you have several violations or a serious violation. If this happens, all ads in the suspended account will stop running, and we may no longer accept advertising from you. Any related accounts may also get permanently suspended and your new accounts may get automatically suspended at setup. Learn more about suspended accounts.

Contact information

If you still have questions about this policy, you can contact us via the link below. You'll be taken to a form where you can write to us about your issue.
Contact AdWords Support