Process Flow
Animated overview of the full workflow
TL;DR
Google Ads has four policy categories: prohibited content (things you cannot advertise at all, like counterfeit goods, dangerous products, drugs), prohibited practices (like ad network abuse, data collection misuse), restricted content (things you can advertise with limitations, like alcohol, gambling, healthcare, financial products), and editorial and technical requirements (proper grammar, no excessive capitalisation, functional landing pages). Ads are reviewed automatically within 1 business day. If disapproved, you can fix the issue and resubmit, or appeal if you believe the disapproval is incorrect.
Step-by-Step Guide
Follow these 6 steps to complete this guide
- 1
The Four Policy Categories
### Prohibited Content These are things you cannot advertise under any circumstances on Google Ads. They include counterfeit goods (fakes, knockoffs, or replicas of branded products), dangerous products or services (recreational drugs, weapons, explosives, instructions for harmful activities), content enabling dishonest behaviour (hacking software, academic fraud services, fake documents), and inappropriate content (content promoting hatred, intolerance, discrimination, or violence). ### Prohibited Practices These relate to how you use the platform rather than what you sell. They include abusing the ad network (running ads on your own sites to inflate revenue, manipulating ad performance), collecting user data irresponsibly (no privacy policy, mishandling personal information), and misrepresentation (deceiving users about who you are, what you offer, or the costs involved — including misleading ad copy, fake reviews, or phishing-style landing pages). ### Restricted Content These categories can be advertised but with specific limitations that vary by country. Alcohol can be advertised in many countries but not to minors and not in countries where it is illegal. Gambling and games require certification and is restricted to approved operators in licensed jurisdictions. Healthcare and medicines — prescription drug advertising is restricted to certified pharmacies in certain countries; health claims must be substantiated. Financial services such as loans, credit cards, and crypto must comply with local regulations and include required disclosures. Adult content must follow strict targeting and creative guidelines. Political advertising requires verification of the advertiser's identity and location. ### Editorial and Technical Requirements Google enforces editorial standards on all ads. Your ads must use correct grammar and spelling, avoid excessive capitalisation (like "BUY NOW!!!"), avoid gimmicky punctuation or symbols, have a clear and relevant call to action, and lead to a functional landing page that loads correctly, matches the ad content, and does not use deceptive navigation. Your landing page must also be transparent about the business identity (clear contact information, privacy policy), provide the product or service promised in the ad, and work properly on mobile devices.
- 2
Common Disapproval Reasons
**Misleading content:** Your ad promises something the landing page does not deliver. For example, advertising "Free consultation" but charging for it on the landing page. **Trademark issues:** Using a competitor's trademarked name in your ad copy without authorisation. Google may allow trademarked terms in keywords but restrict them in ad text. **Destination mismatch:** The display URL domain does not match the landing page domain, or the landing page content is unrelated to the ad. **Malware or unwanted software:** Your website has been flagged for distributing malware or auto-downloading software. **Broken landing page:** Your URL returns a 404 error, times out, or is otherwise inaccessible. **Circumventing systems:** Cloaking (showing different content to Google's review system than to users), using redirects to policy-violating content, or creating multiple accounts to evade enforcement.
- 3
What Happens When an Ad Is Disapproved
You will see a "Disapproved" status next to the ad in your account. Click the status bubble to see the specific policy violation. Google also sends an email notification. **To fix a disapproval:** Edit the ad to comply with the cited policy and save it. The ad will be automatically resubmitted for review. **To appeal a disapproval:** If you believe the disapproval is incorrect, click on the policy violation detail and select "Appeal." Provide a brief explanation of why you believe the ad complies with policies. Google typically reviews appeals within 1-3 business days.
- 4
Account-Level Enforcement
Repeated or serious policy violations can result in escalating consequences. These start with individual ad disapprovals, then progress to ad group or campaign suspension, limited ad serving across the account, and in severe cases, full account suspension. If your account is suspended, you receive a notification explaining the reason. You can appeal through the Google Ads Policy Center. Maintain a clean account by regularly reviewing disapproved ads and fixing issues promptly.
- 5
Industry-Specific Guidance for the UAE
**Real estate:** Generally unrestricted, but ads must not make misleading claims about returns on investment or guaranteed rental yields without substantiation. **Healthcare:** Medical and cosmetic procedure advertising must comply with UAE health authority regulations. Claims must be truthful and substantiated. **Financial services:** Crypto advertising requires Google certification. Lending products must display APR and terms. Investment advertising must include risk disclosures. **E-commerce:** Product claims must be accurate. Pricing in ads must match landing page pricing. Shipping and return policies must be clearly accessible.
- 6
Tips for Staying Compliant
Review your ads before submission with Google's policies in mind. Keep landing pages transparent and functional. Include required legal disclosures for regulated industries. Monitor your Account Quality dashboard for any flags. Respond to disapprovals quickly — letting them accumulate signals poor account health.
Frequently asked
Questions & answers
How long does ad review take?
Most ads are reviewed within 1 business day. Complex ads or those in regulated industries may take longer.
Can I advertise CBD or cannabis products?
In most countries, no. Google restricts CBD and cannabis advertising to specific markets and requires certification.
Will using a competitor's name get my ad disapproved?
You can generally bid on competitor keywords, but using their trademarked name in your ad copy may be restricted depending on the trademark owner's settings with Google.
What is the difference between "Limited" and "Disapproved"?
"Limited" means the ad can run but with restrictions (e.g., limited to certain locations or audiences). "Disapproved" means the ad cannot run at all until the issue is fixed.
Was this guide helpful?
Your feedback helps us improve our guides