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Destination requirements

We want consumers to have a good experience when they click on an ad, so ad destinations must be functional, useful, and easy to navigate.

Below are some examples of what to avoid in your ads.

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

Destination experience

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, or require download of an additional application to view the landing page (aside from common browser plug-ins)
Using a parked domain as an ad destination
  • Examples: site that is still under construction, site that is only used to link to other sites, site that is only intended to reserve a web address
How to fix: Destination experience
  1. Read the policy above. Below are some examples of things we don't allow and ways to improve destination experience.

    Site usefulness: Sites should be easy to navigate and not deceive the user.

    • 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.
    • You should not present unexpected pages, ads, or sponsored offers to people when they are navigating the site or app.

    Landing page loading times: 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.

    Pop-ups: 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.

    Parked domains: A site 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.

    • 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.

    Links to files:Your ad's 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. 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.

    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.

    • On your Ads page, 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 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 its destination, 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 mismatch

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"
How to fix: Destination mismatch
  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:

    • 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."
      Not allowed:
      Display URL: google.com
      Landing page: example.com
      Allowed:
      Display URL: example.com
      Landing page: example.com/toys.html
    • 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
    • Final URL: 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
    • Tracking: If you use tracking in your final URL, including dynamic ID from a third-party tracking system, you need to include {ignore} before the tracking element in your final URL​.
      Not allowed:
      Final URL: http://example.com/?tracking=123&id=DynamicId
      Allowed:
      Final URL: http://example.com/?{ignore}tracking=123&id=DynamicId
    • 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. If you need to redirect to a different domain, consider setting up a tracking template.
    • 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
      • 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.
    • 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. Note that this option is not available for expanded text ads.

      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 page, 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 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 not working

Destinations that don't function properly or have been incorrectly set up
  • Example: site that returns an HTTP error code, such as 403 Forbidden or 404 Not Found
How to fix: Destination 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 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.
    • For app engagement ads, check that your deep link URL is set up correctly. Third-party trackers aren't supported for app engagement ads.
  2. Fix the ad's destination. If the URL that you entered is correct, then it's possible that your site or app isn't working properly. Here are some things to check:
    • Destination should be functional: Your ad can't lead to an app currently under development or a website that returns an invalid HTTP status code. Even if your site 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 site or app must work properly for all locations, regardless of where you're targeting your ad. Check the ad's destination on various browsers and devices to make sure that it always links to a working website or app.
    • Apps: Apps can’t be promoted in places where the application is not available for download.
    • Typos: Check that there are no typos in the landing page URL that you entered.
    • 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
    • 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.
    • HTTP response codes: Find out which error is happening on your destination 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.
    • App engagement ads: Check that you have set up your deep link URL correctly and that you are not using a third-party tracker. This is currently not supported for app engagement ads.
    • App promotion ads: Ensure that any third-party trackers correctly redirect the user to the right app on the right app store.
  3. Request a site review. Once you've confirmed that your destination works properly and meets the requirements above, request a review. We'll review your site again, and if we find it's fixed, we can approve your ad to start running.
  4. If you can't fix your site or app, consider using a different destination for your ad that works. Edit your ad's final 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.

Destination not crawlable

Destinations that are not crawlable by Google
  • Examples: Using exclusion files, such as "robots.txt" files and "googleoff" tags, to restrict access to an entire site or to the majority of a site
How to fix: Destination not crawlable
Check your website or app settings to make sure that you aren't blocking Google bots from crawling your content. You can also use Google Search Console to see how to make your pages accessible to Google and to check for crawl errors. Then, see how to fix your exclusion files.

Once you've fixed the violations, request a review and we'll see if we can approve your ad to start running:

Request a review

Unrecognized app

Apps that cannot be recognized by Google
  • Examples: Malformed App ID or App store, app deleted or suspended in app store
How to fix: Unrecognized app
  1. Read the policy above to learn what we don't allow.
  2. Check your app information. Make sure that the App ID and App Store are correctly entered for your ad.
  3. Publish your app. If your app is inactive, publish the app in the relevant app stores and make it available for download.
  4. Edit your ad.

    If your ad violates this policy, edit it to make it comply.

    • On your Ads page, 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 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 its destination, 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.

Unverified phone number

Phone numbers that haven’t been verified by Google
How to fix: Unverified phone number
  1. Read the policy above to learn what we don't allow for phone numbers. These requirements affect call-only ads, call extensions, and location extensions.
  2. Verify your phone number. If your number hasn't been verified by Google, see how to submit your number for verification. There are two ways to verify a phone number:
    • Display the number on your site. The phone number in your ad must be present on the website featured in your ad. This means that if the phone number appears in ads for different websites, then that phone number must appear on at least one page for each of those websites. Remember that the verification URL must have the same domain as your ad's display URL. The number must appear in text and will not meet the policy if it appears as an image. Your phone number will be more easily detected and verified if it is featured on a landing page that is visited frequently.
    • Prove you own the domain. You can also verify your phone number by proving ownership of your ad's display URL domain. Do this by linking your Google Search Console and AdWords accounts or by adding your unique AdWords conversion tracking tag or remarketing tag to your website.
  3. Edit your location extension. If you're using a location extension, the associated phone number must follow the requirements above. There are two ways to edit your extension.
    • If the disapproved location is an address from Google My Business, you'll need to sign in to your Google My Business account and update your location information there. After making your edits in Google My Business, the changes will automatically transfer over to AdWords. Learn how to edit a Google My Business listing.
    • If the disapproved location is a manually entered address, hover over that address and click the pencil icon to edit your location information in the area above. Be sure to review the company name and ensure you're not using an unauthorized trademark.
  4. Edit your call-only ad or call extension. Change the phone number in your ad or extension so that your ad can be approved.
    Take me to my account
    • On your Ads or Ad extensions tab, hover over the ad or extension 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 or extension, 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.

Unacceptable phone number

Phone numbers that are inaccurate, inactive, irrelevant, or that don't connect to the advertised company.

  • Note: Google may occasionally place short test calls to the phone number provided in order to confirm its validity, accuracy, and relevancy, and may also record these test calls.
How to fix: Unacceptable phone number
  1. Read the policy above to learn what we don't allow for phone numbers. These requirements affect call-only ads, call extensions, and location extensions.
  2. Fix your phone number. Provide a functional, relevant phone number that connects to the advertised company.
  3. Edit your location extension. If you're using a location extension, the associated phone number must follow the requirements above. There are two ways to edit your extension.
    • If the disapproved location is an address from Google My Business, you'll need to sign in to your Google My Business account and update your location information there. After making your edits in Google My Business, the changes will automatically transfer over to AdWords. Learn how to edit a Google My Business listing.
    • If the disapproved location is a manually entered address, hover over that address and click the pencil icon to edit your location information in the area above. Be sure to review the company name and ensure you're not using an unauthorized trademark.
  4. Edit your call-only ad or call extension. Change the phone number in your ad or extension so that your ad can be approved.
    Take me to my account
    • On your Ads or Ad extensions tab, hover over the ad or extension 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 or extension, 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.

Site violates policy

If you see this status, your ad was disapproved because the website promoted in your ad violates one or more of our policies.

How to fix: Site violates policy
  1. Find out why your site was suspended. Find ads that aren't showing because of the site suspension. In the Status column, hover over the white speech bubble next to the "Disapproved" status to learn which policy the site violates. You can also enable the Policy details column for additional information.
  2. Read the related policy to learn what we don't allow.
  3. Remove that content from your website. If your ad leads to content that we don't allow, fix the site 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
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.

For a more detailed explanation of the process, see the article about fixing a suspended site.

App violates policy

If you see this status, your ad was disapproved because the app associated with your ad violates one or more of our policies.

How to fix: App violates policy
  1. Find out why your app was suspended. Find ads that aren't showing because of the app suspension. In the Status column, hover over the white speech bubble next to the "Disapproved" status to learn which policy the app violates. You can also enable the Policy details column for additional information.
  2. Read the related policy to learn what we don't allow.
  3. Remove that content from your app. If your ad leads to content that we don't allow, fix the app to make it comply and publish it in the store. You'll then need to request a review before moving on to the next step of changing your ad text.
    Review my fixed app
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.

For a more detailed explanation of the process, see the article about fixing a suspended app.

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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