Editorial & professional requirements

Our policy

In order to provide a quality user experience, Google requires that all promotions meet high professional and editorial standards. We only allow promotions that are clear, professional in appearance, and that lead users to content that is relevant, useful, and easy to interact with.

Examples of what's not allowed

Here are some examples of content that we don't allow:

Unclear promotion
The promotion is incomprehensible or does not make sense
  • Examples: Gibberish ad text, overly generic or vague promotions, making ValueTrack tags visible in ad text, blurry image or video ad, blank or gibberish landing page content
The promotion doesn't accurately reflect where the user is being directed
  • Examples: Using the display URL "www.google.com" but leading to a landing page with the URL "www.youtube.com," using the keyword insertion feature in the top-level or second-level domain of your display URL, such as "www.{keyword}.com"
Promotions that do not name the product, service, or entity they are promoting, including animated ads that do not clearly display identifying information such as a product or company name, logo, or display URL on the final static frame (after the animation has ceased).
  • Examples: Not including identifying information, such as a product or company name, logo, or display URL in the promotion
Unclear relevance
Promotions that are not relevant to the landing page
  • Examples: An ad that uses the keyword insertion feature without a relevant "default" keyword in place, ad title not relevant to ad text, ad doesn't clearly indicate that the resulting landing page is a search results page, engaging in keyword spam
Unsupported superlative or competitive claims
Promotions that contain the superlatives and comparatives "best," "#1," "better than," "faster than," or any other equivalent claims where that claim is not supported by third-party verification on the landing page
  • Examples: Ad text reading "#1 window cleaning service in the world" with no evidence on the landing page to support the claim of being #1. This claim would be permissible if the landing page linked to a third-party industry analysis that showed the company in question to be the most popular, highest quality service, etc.
  • Note: Ads that are written in Simplified or Traditional Chinese and target China can't contain any superlative claims or comparatives, even if such claims are supported by third-party verification.
Usefulness
Promotions or content that are unnecessarily difficult or frustrating to navigate
  • Examples: Websites with pop-ups or interstitial ads that interfere with the user's ability to see the content requested; hosted ads that are not clearly distinguishable from other site content; video ads that lead users to private content that can't be viewed; sites that disable or interfere with the browser's back button; websites that don't load quickly on most popular browsers and devices, are under construction, not functioning, require download of an additional application to view the landing page (aside from common browser plug-ins), or lead to error messages
Style requirements
Promotions that do not use the features of the ad unit for their intended purpose
  • Examples: Ads that don't contain promotional content, text ads missing a line of text, image ads that only occupy part of the image ad unit, text ads that have the third line of text running into the display URL, using the URL field as an additional line of text, using an email address in place of a phone number when using the call extension feature
Promotions that are inconsistent with the clear and informational presentation style of the Google Search results
  • Examples: Ads that contain an exclamation mark in the ad headline, ads that use bullet points or numbered lists, ads containing a call to action such as "click here"
Spelling & grammar
Promotions that do not use commonly accepted spelling and grammar
  • Examples: "Flowers here buy" or "Buy flwres here" instead of "Buy flowers here"
Punctuation, symbols, capitalization, spacing, or repetition that are not used correctly or for their intended purpose
  • Examples: Excessive or gimmicky use of numbers, letters, symbols, punctuation, repetition, or spacing such as the following: f1owers, fllllowers, fl@wers, Flowers!!!, f*l*o*w*e*r*s, FLOWERS, FlOwErS, F.L.O.W.E.R.S, flowers-flowers-flowers!, f l o w e r s, buyflowershere

What you can do

Here's more detail about each violation and what you can do if your ad is disapproved or your site or app is suspended.

Inaccurate display URL
  1. See how to make your URLs comply. The website or app shown in your ad (that's your display URL) needs to accurately show which website or app people will be taken to when they click your ad (that's your landing page). The landing page is where people actually end up after passing through any redirects associated with the destination URL, final URL, or tracking template that you set.

    Your URLs need to meet these requirements:
    • URL format: Check that the URL you enter for your ad doesn't include "http://" or "https://" since these are added on separately. The display URL for your site cannot be an IP address (such as 123.45.678.90) or use non-standard characters (such as !, *, #, _, @).
      Not allowed:
              Display URL: http://example.com
      Not allowed:
              Display URL: **example**.com
    • Domain: The domains of your ad's display URL, final URL, and landing page URL need to match. A domain is the core part of your website address, like the "google.com" in "google.com/adwords" and "support.google.com/adwords."
      Allowed:
               Display URL: example.com
               Landing page: example.com/toys.html
      Not allowed:
              Display URL: google.com
              Landing page: example.com
    • Domain extension: Make sure that your URLs use the same domain extension like .com, .net, .fr, or .org.
      Not allowed:
              Display URL: example.com
              Landing page: example.org
      Not allowed:
              Display URL: example.co.uk
              Landing page: example.com
    • Subdomains: If your site uses a domain that hosts many different sites, include a domain and path that clearly identify your company's site from all the other sites hosted by that domain.
      Not allowed:
             Display URL: blogspot.com
             Landing page: mycompany.blogspot.com
    • Redirects: You can use a redirect for tracking purposes as long as your destination or final URL redirects to a page within the same domain as your display URL.
    • Keyword URLs: If you've assigned a URL to one or more of your keywords, your ad could get disapproved if those keyword-level landing pages do not match the domain of your display URL. To get your ad approved, edit your keyword URL so that its domain matches that of your display URL.
    • Proxy display URLs: Certain shopping platforms, pharmaceutical terms, resellers, and domains with inappropriate language can sometimes use a different domain in order to avoid showing the inappropriate language. Request an exception to this policy.

      Tip: Your disapproval email shows you the domain that your ad pointed to at the time of review. You can also use Search Console to check the final landing page of your URL to make sure that the resulting domain matches the domain of your display URL.
  2. Change the URLs for your ad. Here's how to edit your ad's URLs:
    Take me to my account
    • On your Ads tab, hover over the ad you want to edit.
    • Click the pencil icon next to your ad to edit it.
    • Click Save when you're done.
    Once you edit and save your ad, it gets sent to us for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and landing page, we can approve your ad to start running.
If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.
Destination URL not working
  1. Check the URL that you entered. Visit your account's Ads tab and click the pencil icon Edit next to your ad to see the final URL or destination URL that you entered.
    • Check that there are no typos in the landing page URL that you entered.
    • Your ad's landing page URL can't lead to an email address or a file instead of a webpage or app. Such files include image, audio, video, or document files that require an additional application to open or run such as PDF, Word, or PowerPoint files.
  2. Check your landing page. If you've entered the URL correctly, then it's possible that your webpage or app is not working correctly. Here are some things to check:
    • Landing page should load properly: Your ad can't lead to an app under development, a website that's under construction, or a site that links to an error page that displays a status code beginning with a 4 or a 5 (such as a 405 error). If your landing page is not working, pause your ad until your site or app is fully functioning. Or, link your ad to a different part of your site or app that works, then save your ad so we can review it again.
      • Even if your landing page loads successfully for you, it might not be loading properly in other circumstances, such as other web browsers and apps, or by the AdWords system. Your landing page must work properly for all locations, regardless of where you're targeting your ad. Check your landing page on various browsers and devices to make sure that it always links to a working website or app.
    • Landing page should load quickly: Your landing page should load quickly on most popular browsers and devices. We recommend avoiding content or features that delay a page's load time and that may make a user think that your site or app isn't working.
    • Landing page should be crawlable: If your site blocks AdsBot-Google in your robots.txt file, make the required edits to your configuration.
    • Keyword URLs: If you're using keyword URLs, your ad could be disapproved because you have keyword-level landing page URLs that no longer work. Edit your keyword URL so that it leads to a functioning landing page.
    • Check your tracking URLs: If you're using dynamic tracking URLs, they must lead to a valid URL and meet all of the requirements listed here for landing page URLs. Please check that your URL template is configured correctly and does not cause a "404 page not found" loading error.
  3. Fix your landing page. Once you've confirmed that your landing page works properly and meets the requirements above, here's how submit your ad to us for review:
    Take me to my account
    • On your Ads tab, look at the "Status" column. Hover over the white speech bubble Ad disapproval bubble next to "Disapproved."
    • Click "Resubmit my campaign for review." Remember that this link will appear only if your ad was disapproved for certain violations.
    • Follow the on-screen instructions to resubmit the eligible disapproved ads in your campaign.
    Once you edit and save your ad, it gets sent to us for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and landing page, we can approve your ad to start running.
  4. If you can't change your site or app, consider using a different landing page for your ad that doesn't use pop-ups. Edit your ad's landing page URL to point to another part of your website or app that doesn't violate our policies, then save your ad so we can review it again.
If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.
Capitalization
  1. Read the policy above. Here are some examples of what we don't allow in your ad text and display URL:
    • Excessive capitalization, such as words or phrases in all capitals like "FREE"
    • Inter-capitalization within words like "FrEe ShIpPiNg"
    Exceptions: Full capitalization and inter-capitalization is allowed in ads for these circumstances:
    • Trademarks, brand names, or product names like "AdWords" that are consistently capitalized throughout your website or app
    • Common abbreviations like "ASAP" and acronyms like "USA"
    • Coupon codes
    If your ad meets one of those exceptions, please request a review. We'll review the information and see if we can approve your ad.
  2. Change your ad. If your ad violates this policy, edit it to make it comply.
    Take me to my account
    • On your Ads tab, hover over the ad you want to edit.
    • Click the pencil icon next to your ad to edit it.
    • Click Save when you're done.
    Once you edit and save your ad, it's sent to us for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and landing page, we can approve your ad to start running.
If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.
Punctuation and symbols
  1. Read the policy above. Here are some examples of excessive or gimmicky punctuation and symbols that we don't allow:
    • Exclamation point in the ad's headline
    • More than one exclamation point in an ad
    • Repeated punctuation or symbols
    • Symbols, numbers, and letters that don't adhere to their true meaning or purpose such as using "@ home" to mean "at home"
    • Non-standard use of superscripts
    • Non-standard symbols or characters like asterisks and vertical lines
    • Bullet points
    • Ellipses
    Exceptions: Such punctuation and symbols are allowed in ads for these circumstances:
    • Trademarks, brand names, or product names that use non-standard punctuation or symbols consistently throughout your website
    • Symbols used in commonly acceptable ways like using an asterisk (*) to indicate hotel star rating in "5* hotels"
    • Legally-required asterisks or superscript to indicate that conditions apply
    If your ad meets one of those exceptions, please request a review. We'll review the information and see if we can approve your ad.
  2. Change your ad. If your ad violates this policy, edit it to make it comply.
    Take me to my account
    • On your Ads tab, hover over the ad you want to edit.
    • Click the pencil icon next to your ad to edit it.
    • Click Save when you're done.
    Once you edit and save your ad, it's sent to us for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and landing page, we can approve your ad to start running.
If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.
Pop-up
  1. Read the policy above to see examples of what we don't allow.
    • We consider a pop-up to be any window, regardless of content, that opens in addition to the original landing page. Here are some examples:
      • Timed pop-ups
      • Self-closing pop-ups
      • Intermittent pop-ups
      • Pop-ups generated from the ad itself
      • Download pop-ups
      • Pop-unders
      • Interstitial ads
    • We allow interstitial pages without ads, as long as they don't hinder a user from exiting a site. Though similar to a pop-up, an acceptable interstitial is a type of graphic that appears within the landing page instead of opening a new browser window, and it does not hinder a user exiting a site or app.
    • If you don't control the functionality of your landing page, please contact your hosting provider or the owner of the website or app and ask them to remove any pop-ups from the landing page.
  2. Fix your landing page. If your ad leads to content that violates our policy, change it to make it comply. Once you make the change, here's how submit your ad to us for review:
    Take me to my account
    • On your Ads tab, look at the "Status" column. Hover over the white speech bubble Ad disapproval bubble next to "Disapproved."
    • Click "Resubmit my campaign for review." Remember that this link will appear only if your ad was disapproved for certain violations.
    • Follow the on-screen instructions to resubmit the eligible disapproved ads in your campaign.
    Once you edit and save your ad, it gets sent to us for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and landing page, we can approve your ad to start running.
  3. If you can't change your site or app, consider using a different landing page for your ad that doesn't use pop-ups. Edit your ad's landing page URL to point to another part of your website or app that doesn't violate our policies, then save your ad so we can review it again.
If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.
Invalid HTTP response code
  1. Check the URL that you entered. Visit your account's Ads tab and click the pencil icon Edit next to your ad to see the landing page URL that you entered.
    • Check that there are no typos in the landing page URL that you entered.
    • If you're using keyword URLs, your ad could be disapproved because you have keyword-level landing page URLs that no longer work. Edit your keyword URL so that it leads to a functioning landing page.
    • If you're using dynamic tracking URLs, they also need to lead to working pages.
  2. Fix the error on your landing page. Find out what error is happening on your landing page and where it occurs. Note that a specific component on your page (like Javascript) can cause an error. Here are examples of HTTP header tools that can help: Once you know which code your landing page produces, see a definition and tips to fix each of these HTTP status codes.

    If you still can't identify the problem with your landing page, contact your webmaster or web hosting provider for help.
  3. Fix your landing page. Once you've confirmed that your landing page works properly and meets the requirements above, here's how submit your ad to us for review:
    Take me to my account
    • On your Ads tab, look at the "Status" column. Hover over the white speech bubble Ad disapproval bubble next to "Disapproved."
    • Click "Resubmit my campaign for review." Remember that this link will appear only if your ad was disapproved for certain violations.
    • Follow the on-screen instructions to resubmit the eligible disapproved ads in your campaign.
    Once you edit and save your ad, it gets sent to us for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and landing page, we can approve your ad to start running.
  4. If you can't change your site or app, consider using a different landing page for your ad that does work. Edit your ad's landing page URL to point to another part of your website or app that doesn't violate our policies, then save your ad so we can review it again.
If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.
Phone number in ad text
  1. Read the policy above.
    • We want people to understand that clicking an ad will lead to a website or app and not a phone call. To help avoid this confusion, phone numbers and vanity phone numbers can't be used anywhere in text ads or sitelinks extensions.
    • Exception: If your company name is an actual phone number (such as "1-800-EXAMPLE"), please request a review. We'll review the information and see if we can approve your ad.
    Tip: If phone calls are important to your business, consider using call extensions — they add a "Call" button to your ad on mobile phones to let customers call you right from your ad. If your primary goal is to increase phone calls, you can also create call-only ads.
  2. Change your ad to remove the phone number. If your ad violates this policy, edit it to make it comply.
    Take me to my account
    • On your Ads tab, hover over the ad you want to edit.
    • Click the pencil icon next to your ad to edit it.
    • Click Save when you're done.
    Once you edit and save your ad, it's sent to us for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and landing page, we can approve your ad to start running.
  3. Change your sitelink. Remove the phone number from your sitelinks extension. See how to edit your sitelink.
If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.
Site not working
  1. Check the URL that you entered. Visit your account's Ads tab and click the pencil icon Edit next to your ad. Check that there are no typos in the landing page URL that you entered.
  2. Check your landing page. If the URL that you entered is correct, then it's possible that your webpage or app isn't working properly. Here are some things to check:
    • Landing page should load properly: Your ad can't lead to an app currently under development or a website that's under construction or that links to an error page that displays a status code beginning with a 4 or a 5 (such as a 405 error). If your landing page is not working, please fix the problem or replace your landing page URL with a different app or page of your site that works.
      • Even if your landing page loads successfully for you, it might not be loading properly in other circumstances, such as other web browsers and devices, or by the AdWords system. Your landing page must work properly for all locations, regardless of where you're targeting your ad. Check your landing page on various browsers and devices to make sure that it always links to a working website or app.
    • Landing page should load quickly: Your landing page should load quickly on most popular browsers and devices. We recommend avoiding content or features that delay a page's load time and that may make a user think that your site or app isn't working.
    • Landing page should be crawlable: Your ad's landing page should be crawlable by our systems so we can tell if your page complies with our advertising policies.
    • Keyword URLs: If you're using keyword URLs, your ad could be disapproved because those URLs no longer work. Edit your keyword URL so that it leads to a functioning landing page.
    • Tracking URLs: If you're using dynamic tracking URLs, they must lead to a valid URL and meet all of the requirements listed here for landing page URLs.
  3. Fix your landing page. Once you've confirmed that your landing page works properly and meets the requirements above, request a review. We'll review your site again, and if we find that you've fixed your landing page, we can approve your ad to start running.
    Review my fixed website
  4. If you can't fix your landing page, consider using a different landing page for your ad that works. Edit your ad's landing page URL to point to another part of your website or app that doesn't violate our policies, then save your ad so we can review it again.
If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.
Parked domain
  1. A parked domain site is one that's not thoroughly developed because, for example, it's in development or waiting for a new owner. Parked domain sites contain little content and only advertising listings and links. These sites can be used to reserve a web address for the future or to provide some content on a page that would otherwise be blank because its registration expired.
    See an example of an unacceptable website
    • If your registration expired, please renew it in order to start advertising the site again.
    • If your site has experienced a temporary disruption in service, make sure that your site is properly running again.
    • Make sure that your website provides users with unique, valuable content and isn't full of advertising listings and links.
  2. Fix your landing page. If you've fixed your site or renewed your registration, request a website review. We'll review your site again and, if we find that you've fixed the violations on your landing page, we can approve your ad to start running.
    Review my fixed website

    Or, you can choose to change your final URL to point to another part of your website that doesn't violate our policies.
If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.
Clarity & relevance
  1. Read the policy above. We don't allow ads that are unclear, confusing, don't lead users to relevant content, or don't accurately reflect the business, product, or service that's promoted on your site or app. Here are some examples of what you might check for:
    Unclear promotion:
    • Check that your ad and landing page use text that makes sense and isn't overly generic.
    • Make sure that your ad text or ad extension does not seem incomplete or like it has been cut off.
    • Make sure that information about your business is accurate including your business name, business location, and Google My Business information.
    • Images, videos, audio, and other elements of your ad should be good quality and not blurry, unclear, or unrecognizable. Also make sure that each element is relevant to the rest of your ad and landing page.
    • Remove any ValueTrack tags in your ad text.
    • Make sure that you include your product name, company name, logo, or display URL in your promotion. For animated ads, please ensure that once the animation has ceased, the final static frame clearly displays identifying information such as a product or company name, logo, or display URL.
    Unclear relevance:
    • Make sure that your ad, keywords, landing page, and ad extensions are all closely related and promote the same products or services. Your ad text and keywords should accurately describe what someone will see on your landing page after clicking your ad.
    • Don't use overly general keywords.
    • Include default ad text when using keyword insertion in your ads and make sure that your resulting ad text is clear and easy to understand.
    Unsupported superlative or competitive claims:
    • If your ad uses a superlative or competitive claim, you need to support that claim by showing third-party verification on your landing page. Third-party verification must come from someone or some group unrelated to the site. Customer testimonials don't qualify as third-party verification.
    • If you don't have third-party verification for the claim, please remove the superlative or competitive language from your ad.
    • If your ad is written in Simplified or Traditional Chinese and targets China, remove any superlative or comparative claims. Such claims aren't allowed, even if the ad also targets other countries or the claims are supported by third-party verification.
    • Superlatives and comparatives include statements like "best," "#1," "better than," "faster than," or any other equivalent claims.
  2. Change your website or app. If your ad leads to content that violates this policy, fix the website or app to make it comply. You'll then need to request a review before moving on to the next step of changing your ad text.
    Review my fixed website
  3. Change your ad. Edit your ad to make it easy to read and specifically related to what's promoted on your landing page. You can also change your landing page URL to point to another part of your website or app that better matches the products or services promoted in your ad and keywords.

    If your ad violates this policy, edit it to make it comply.
    Take me to my account
    • On your Ads tab, hover over the ad you want to edit.
    • Click the pencil icon next to your ad to edit it.
    • Click Save when you're done.
    Once you edit and save your ad, it's sent to us for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and landing page, we can approve your ad to start running.
If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.
Usefulness
  1. Read the policy above. Here are some examples of what we don't allow:
    • After reaching your site, users must be able to return to the previous page (where they found and clicked your ad) by clicking once on their browser's back button.
    • Make sure that people don't need a password or any additional programs to view or navigate your site or app.
    • Make sure that your ads, as well as any ads that might be on your site or app, are clearly distinguishable as ads. Ads shouldn't try to look like software download buttons, official system warnings, or webpage features like menus, search results, or other site content. (See examples)
    • You should not present unexpected pages, ads, or sponsored offers to people when they are navigating the site or app.
  2. Change your website or app. If your ad leads to content that violates this policy, fix the website or app to make it comply. You'll then need to request a review before moving on to the next step of changing your ad text.
    Review my fixed website
    Or, you can choose to change your final URL to point to another part of your website or app that doesn't violate our policies.
  3. Change your ad. If your ad violates this policy, edit it to make it comply.
    Take me to my account
    • On your Ads tab, hover over the ad you want to edit.
    • Click the pencil icon next to your ad to edit it.
    • Click Save when you're done.
    Once you edit and save your ad, it's sent to us for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and landing page, we can approve your ad to start running.
If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.
Professional standards
  1. Read the policy above. Here are some examples of what we don't allow in your ads, sites, and apps:

    Style requirements:

    • Ads can't contain generic call-to-action phrases such as "click here" or other similar phrases that could apply to any ad, regardless of content.
    • Make sure that your ad text doesn’t have missing lines of text or excessive spacing.
    • The third line of text can't run into the display URL and the URL field can't be used as an additional line of text.
    • Make sure that your ads, as well as any ads that might be on your site or app, are clearly distinguishable as ads. Ads shouldn't try to look like a software download button, official system warning, or a navigation feature like a menu.
    • Make sure that your image ad takes up the entire space of the chosen size. Image ads shouldn't appear sideways or upside down, and shouldn't appear like more than one ad.
    • Rich media ads can't expand beyond their designated frame, flash excessively, or strobe. Audio and video are allowed, but the default setting must be "off." Mousing effects, such as graphics that react to mouse movement, are allowed as long as the movement is initiated by the user.

    Spelling & grammar:

    • Make sure that your ad text doesn't have incorrect grammar or spelling.
    • Ad text can't contain non-standard, gimmicky, or unnecessary punctuation, numbers, letters, symbols, capitalization, or repetition of words or phrases. Ad text also can't contain inappropriate spacing between words or punctuation.
      Exception: If incorrect grammar, spelling, punctuation, capitalization, or spacing is part of trademarked terms, brand names, or product names featured in your ads, and they appear that way consistently throughout your website or app, request a review. We'll review the information and see if we can approve your ad.
  2. Change your ad. If your ad violates this policy, edit it to make it comply.
    Take me to my account
    • On your Ads tab, hover over the ad you want to edit.
    • Click the pencil icon next to your ad to edit it.
    • Click Save when you're done.
    Once you edit and save your ad, it's sent to us for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and landing page, we can approve your ad to start running.
  3. Change your ad's landing page. If the landing page that your ad leads to violates this policy, change it to make it comply. Once you've fixed the violation, resubmit your ad using the steps above.

    Or, you can change your final URL to point to another part of your website or app that doesn't violate this policy.
If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.
Tracking templates
  1. Check the final URL and tracking template that you set for your ad. Make sure that the tracking template redirects to the same page or app you set as the final URL of the ad for all browsers and devices. When someone clicks an ad, he or she ultimately must be sent to the final URL.
    Not allowed:
    Final URL: http://example.com/somepage
    Tracking template: http://example-tracker.com?url={lpurl} (once clicked, will change to http://example-tracker.com?url=http://example.com/somepage)
    Landing page: http://example.com/somepage2

    Not allowed:
    Final URL: http://example.com/somepage
    Tracking template: http://example-tracker.com?url={lpurl} (once clicked, will change to http://example-tracker.com?url=http://example.com/somepage)
    Landing page: http://www.example.com/somepage

    Allowed:
    Final URL: http://example.com/somepage
    Tracking template: http://example-tracker.com?url={lpurl} (once clicked, will change to http://example-tracker.com?url=http://example.com/somepage)
    Landing page: http://example.com/somepage
  2. Fix your tracking template so that it meets all of the requirements. See how to edit your URL options.
  3. Get your changes reviewed.
    • If you created the tracking template for an individual ad, keyword, or sitelink, go to your account's Ads tab and edit the template or any of the URL options to automatically resubmit your ad or sitelink for review.
    • If you created the tracking template for an entire ad group, campaign, or account, you'll need to request a review once you've fixed the violation.
If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.
Final URLs
  1. Check your final URL to make sure it meets these requirements:
    • Domain: The final URL that you enter for your ad needs to use the same domain as your landing page's domain (the website or app where people actually end up).
      Not allowed:
      Final URL: http://example.com
      Landing page: http://example2.com

      Not allowed:
      Final URL: http://example.com
      Landing page: http://www.example.com

      Allowed:
      Final URL: http://example.com/somepage
      Landing page: http://example.com/somepage

    • Redirects: Your final URL can redirect only to URLs within the same domain. If you need to redirect to a different domain, consider setting up a tracking template.
  2. Fix your final URL:
    Take me to my account
    • Edit your final URL so that it uses the domain of your landing page. Once you edit and save your ad, it will automatically be sent to us for review.
    • Or, change your redirects to make sure that all redirects after your final URL stay on the same domain. If you change your redirects instead of editing your final URL, resubmit your ads for review.
If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.

If you think your ad was incorrectly disapproved, you can request a review through the Disapproved ads and policy questions form.

What happens if you violate our policies

  • 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 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.

To ensure a safe and positive experience for users, Google requires that advertisers comply with all applicable laws and regulations in addition to the Google AdWords policies. It's important to familiarize yourself with and keep up to date on these requirements for the places where your business operates, as well as any other places your ads are showing. When we find content that violates these requirements, we may block it from appearing, and in cases of repeated or serious violations, you may no longer be able to advertise with Google.

Need help?

If you have questions about this policy, let us know:
Contact AdWords Support

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