List of ad policies
About the ad approval process
To keep ads safe and appropriate for everyone, ads are reviewed to make sure they comply with AdWords advertising policies. Most ads are reviewed within 1 business day.
How ad approval works
After you create or edit an ad or extension, the review process begins automatically. All content in your ad is reviewed, including your headline, description, keywords, destination, and any images and video. During this process, the ad’s status will be "Under review."
If your ad passes the review, its status will change to "Approved," and it will start to run. If the review indicates that your ad violates a policy, its status will change to "Disapproved," which means it can’t show anywhere. You’ll be notified of the policy violation and told what you can do next.
Learn how to check the approval status of an ad.
How long ad review takes
Most ads are reviewed within 1 business day. However, some reviews take longer if the ad requires a more complex review.
If your ad is under review for more than 2 full business days, contact us for information.How to start ads on a particular date
If you need your ad approved by a particular date, submit the ad several days in advance. To stop an ad from running as soon as it’s approved, pause the ad, ad group, or campaign. Paused ads are reviewed just like active ads. Learn how to pause or resume your ads.
If you're also planning to launch a new webpage at the same time, that webpage will need to be complete in order for your ad to be reviewed and approved.
To make sure that the new page stays hidden until your launch date:
Don't link to the new page on the rest of your website. If you were to link to the new page, then search engines might index it, and the page could start appearing in search results.
Configure your website’s "robots.txt" file. In your website’s robots.txt file, you can tell search engines not to index the page. Then once you’re ready to launch, remove the change. Learn more about configuring your robots.txt file.
Approved (limited): Definition
A status given to ads that comply with our policies but are limited in where and when they can show.
An ad will be marked "Approved (limited)" when AdWords policies (common examples include Alcohol, Copyrights, Gambling, Healthcare, and Trademarks) prevent certain types of ads from showing in certain regions, to certain ages, or on certain devices. Ads won’t show on mobile devices if the destination performs poorly on mobile devices.
A status given to ads that Google has not yet reviewed, but that can still appear on Google search result pages.
- Ads marked as "Eligible" are still under review. We review most ads within 1 business day, but some reviews may take longer because some ads require more complex review. If your ad is marked "Eligible" for more than 1 full business day, you can contact us and we'll be happy to help you.
- Eligible ads can run on Google search pages before they're approved, but won't be shown to people who have turned on SafeSearch filtering. Eligible ads can't run on our Display Network or Search Partners until they're reviewed and approved.
- 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. Find your ad status
Under review: Definition
A status given to ads that are being reviewed to ensure they are safe, appropriate, and compliant with advertising policies.
We review most ads within 1 business day, though some complex reviews may take longer. If your ad is under review for longer than 1 full business day, contact us.