How to Appeal Google Ads Policy Violations

Anirban Sen
3 days ago
14 min read

When Google disapproves your ads or suspends your account, it can feel like hitting a wall - especially for businesses that rely on Google Ads for traffic and sales. The good news? Most violations can be fixed, and Google now resolves 99% of appeals within their stated timelines. Here’s what you need to know:

Common Violations: Misrepresentation, landing page issues, prohibited products, or billing problems.
Appeal Process: Fix the issue, gather evidence (screenshots, documents), and submit an appeal via the Ads & Assets view or Policy Manager.
Account Suspensions: Require detailed explanations, proof of corrections, and compliance with Google's policies before appealing.
Tips for Success: Be specific, attach documentation, and avoid vague promises to fix issues later.

If you're dealing with repeat violations or complex suspensions, consulting a Google Ads specialist may help. Fix errors, submit a strong appeal, and focus on compliance to avoid future disruptions.

Google Ads Help: How to appeal policy decisions using Policy manager

Types of Google Ads Policy Violations

For U.S. eCommerce advertisers, navigating Google Ads policies can feel like walking a tightrope. Violations are common, but knowing which ones occur most frequently - and when an appeal is worth pursuing - can save you both time and frustration.

Common Policy Violations for eCommerce Advertisers

One of the most frequent issues is misrepresentation. This happens when your ad or landing page gives customers misleading information. For instance, if your ad promotes "50% off" but the discount isn’t reflected at checkout, Google will flag it. Fixing this requires aligning your ad copy, pricing, and checkout process before submitting an appeal.

Another headache comes from landing page and destination issues. Ads are disapproved when URLs fail to load, especially on mobile, or when product pages include hidden fees that drive up the final price. Other triggers include disruptive pop-ups that make purchasing difficult or inconsistencies between your ad and landing page content. These problems demand immediate attention to ensure a smooth user experience.

Prohibited and restricted products are a big red flag. Categories like weapons, explosives, illicit drugs, and unsafe supplements fall under Google's "dangerous products or services" or "healthcare and medicines" policies. Additionally, counterfeit goods, certain financial products (like high-risk loans), and adult content often lead to automatic disapprovals or account suspensions. Advertisers selling health products, branded fashion, or finance-related items must carefully review Google's policies and U.S. regulations to avoid irreversible violations.

Billing and payment-related issues can escalate quickly. Common problems include declined payments, mismatched billing details, and chargebacks. While these might initially result in billing holds that stop ads from running, repeated issues or attempts to bypass holds can lead to account suspension for suspicious activity. Before appealing, ensure you've resolved any outstanding billing problems, updated your payment methods, and verified your business details.

Understanding these common violations helps you decide when it’s appropriate to appeal and when to focus on fixing the root cause.

When to Appeal a Policy Violation

Once you've identified a violation, the next step is determining whether an appeal is justified. An appeal makes sense if you believe Google made an error or if you’ve corrected the violation. For example, if your ad was flagged for misrepresentation but you've updated your landing page to reflect accurate pricing and shipping details, you can submit an appeal with evidence of those changes.

Appeals for individual ad disapprovals are relatively straightforward and allow other compliant ads to continue running, minimizing business disruption. When appealing, you can choose between two reasons: "Dispute decision" (arguing the ad was compliant) or "Made changes to comply with policy" (showing corrections were made). Each ad can be appealed up to three times, with a 24-hour gap between attempts. After three failed appeals, further action requires contacting Google support.

Account suspension appeals, on the other hand, are more complex. A suspension halts all campaigns, so these appeals require a detailed explanation. You’ll need to acknowledge the violation, describe the fixes you’ve implemented, and outline how you’ll ensure compliance moving forward. For high-spend accounts or repeated violations, it may be worth consulting experts like Senwired, who specialize in helping eCommerce and lead generation businesses navigate performance marketing challenges.

Keep in mind that filing excessive or repetitive appeals without new information can lead to a suspension of the appeal process itself, forcing you to work directly with Google support. To avoid this, maintain a checklist for every new campaign, audit high-risk categories regularly, and use Policy Manager to monitor patterns of disapprovals. This proactive approach ensures appeals are reserved for genuine errors, not recurring issues.

Preparing Your Google Ads Appeal

Before you submit your Google Ads appeal, take the time to prepare thoroughly. This step builds on identifying the violations and deciding when to appeal - both crucial parts of the process. Remember, Google evaluates actual compliance, not promises to fix the problem later. Rushing through this process could cost you one of your three appeal opportunities.

Finding the Specific Violation Details

The first step is pinpointing what caused the violation. Google offers two main tools for this: Policy Manager and the Ads & Assets view.

To access Policy Manager, go to your Google Ads dashboard and navigate to Tools > Troubleshooting > Policy Manager. This tool provides a centralized view of all policy issues and the status of any appeals across your campaigns. Meanwhile, the Ads & Assets view highlights individual disapproved ads and the specific policy violations behind their disapproval.

Carefully review each flagged ad and note the exact reasons for disapproval. Whether it's misrepresentation, landing page errors, or prohibited content, understanding the specifics ensures you’re addressing the right issue instead of making assumptions.

Correcting the Policy Problems

Once you’ve identified the problem, fix it before submitting your appeal. For example, ensure prices are clearly displayed in USD, the checkout process uses HTTPS, and refund policies are easy to find. If your ad was flagged for misleading claims, update both the ad copy and the landing page to reflect what customers can actually expect.

Take a closer look at all elements tied to the violation. If the issue stems from your product feed, rebuild it to ensure accuracy and completeness. For instance, product descriptions should be precise, promotional claims truthful, and any required legal disclosures visible. Google's systems - both automated and human reviewers - will verify these changes, so partial fixes won’t cut it.

For account-level suspensions, you may need to complete advertiser verification before filing your appeal. Keep in mind that failing this verification after three attempts can permanently revoke your right to appeal.

Once you’ve confirmed that all corrections are in place, move on to gathering the necessary evidence.

Collecting Documentation for Your Appeal

Strong documentation is critical to a successful appeal. Take screenshots to show the changes you’ve made, such as updated landing pages with clearly displayed pricing in USD, revised ad copy, or improved policy pages. These visuals serve as proof that you’ve addressed the issues.

Additionally, collect business registration documents to establish your legitimacy, especially if you’re appealing an account suspension. Include your refund policy, privacy policy, and terms of service, if applicable. For advertisers dealing with regulated products or services, gather any licenses or certifications that confirm compliance with both Google’s policies and U.S. regulations.

Organize all your documentation before drafting your appeal. Having everything ready will streamline the process and ensure no critical evidence is left out. If your case involves multiple violations or falls within a high-risk industry, consider seeking professional help. Agencies like Senwired specialize in compliance audits and can guide you in building a strong, well-documented appeal package.

How to Appeal Disapproved Ads

Once you've made the necessary corrections and gathered your documentation, it's time to submit your appeal. Google offers two main ways to appeal disapproved ads: through the Ads & Assets view or the Policy Manager. The method you choose will depend on whether you're addressing a single ad or managing multiple violations.

Filing an Appeal Through the Ads & Assets View

If you're dealing with just one or two ads, the Ads & Assets view is the way to go. Here's how to navigate it:

Go to Campaigns > Ads in your dashboard.
Look for ads flagged in red as disapproved.
Select the ad by checking the box next to it, then click the "Appeal policy decision" button in the toolbar.

When appealing, you'll have two options:

Dispute decision: Use this if you believe the disapproval was a mistake.
Made changes to comply with policy: Select this if you've corrected the issue. Make sure the changes are live in your account before appealing - Google reviews actual updates, not promises of future fixes.

This method is best for addressing a small number of ads. For larger-scale issues, switch to the Policy Manager for a more streamlined process.

Filing an Appeal Through Policy Manager

For bulk appeals, the Policy Manager offers a centralized way to manage all policy violations in your account. Here's how to use it:

Go to Tools > Troubleshooting > Policy Manager.
You'll see a list of disapproved ads categorized by the type of violation.
Select the ads you want to appeal under Policy issues and click Appeal.

As with the Ads & Assets view, you'll need to choose between disputing the decision or confirming that you've made policy-compliant changes. Keep in mind that bulk appeals may take longer to process, so prioritize ads tied to important campaigns.

How to Write Your Appeal Explanation

Whether you're appealing through the Ads & Assets view or the Policy Manager, a clear and well-structured explanation is key to speeding up the review process. Here’s how to craft an effective appeal:

Be specific about your fixes: Instead of vague statements like "I updated the ad", detail the exact changes. For example, say, "I updated the landing page to include all product prices in USD, added HTTPS to the checkout process, and made the refund policy visible in the footer".
Provide context if disputing: If you're challenging the disapproval, explain why you believe your ad complies with Google's policies. Include relevant information about your business or industry.
Attach supporting documentation: Screenshots of updated ad copy, landing page changes, or other relevant materials can strengthen your case. Google's review team will verify everything you submit.

Appeals that confirm compliance are typically processed faster, as they can often be handled by automated systems. On the other hand, disputes require human review and may take more time. Thanks to advancements in AI, Google processes 99% of appeals within a few days. To avoid delays, submit a complete and thorough explanation along with all necessary documentation upfront.

Before submitting, double-check your explanation for clarity and accuracy. This is your chance to make a strong case, so ensure it’s professional and fact-based. Avoid emotional language or criticism of Google's policies.

Important Notes:

You must wait 24 hours between appeals for the same ad.
You’re limited to three appeals per ad before needing to contact support.
Repeatedly submitting appeals without new information may result in Google suspending the appeal process altogether.

How to Appeal Account Suspensions

Account suspensions bring your ads to a complete stop and require a thorough appeal process. Unlike ad-level issues that you can fix through the Ads & Assets view or Policy Manager, suspensions demand addressing the underlying problem before Google will even consider reinstating your account.

How to Identify an Account Suspension

When your account gets suspended, you'll notice a red suspension banner at the top of your Google Ads dashboard as soon as you log in. Additionally, Google will send an email notification to the primary admin email address linked to your account. This email will detail the type of suspension - like "Misrepresentation", "Circumventing systems", "Unpaid balance", or "Prohibited content" - and include a link to the relevant policy documentation.

Common reasons for suspensions include repeated uncorrected ad disapprovals, creating new accounts to bypass earlier suspensions, billing problems, failed identity verification, or promoting prohibited content. In cases of severe violations, Google may suspend accounts immediately and without prior warning.

To pinpoint the exact reason, check your Policy Manager under Tools > Troubleshooting and review the Notifications section. Once you understand the issue, work on resolving it before submitting an appeal.

Fixing Issues Before You Appeal

Google doesn’t reinstate accounts based on promises - it’s all about actual compliance. You must fully address every issue that led to the suspension before submitting your appeal. Filing an appeal without resolving the violations will likely result in rejection. Simply claiming, "there is no violation", won't cut it.

Focus on the specific violations outlined in your suspension notice. For example, if your account was suspended for misrepresentation, make sure your landing pages include a physical address, clear contact details, and accurate ad content. Many U.S. advertisers face suspensions due to incomplete advertiser verification. If Google has requested identity or business verification, complete this immediately by submitting accurate documentation that matches your account information. Keep in mind, you only have three attempts for verification, and failing all of them could forfeit your appeal rights.

Once you’ve made the necessary corrections, Google’s review team will assess your account and website to confirm the issues are resolved. If the same problems persist, your appeal will be denied. Repeated appeals without meaningful changes can result in delays or even a 7-day "appeal misuse" suspension.

After ensuring all corrections are in place, you’re ready to submit your appeal.

Submitting Your Account Suspension Appeal

Use the suspension-specific appeal form to submit your case. You’ll find this form by clicking the "Contact us" or appeal link on the red suspension banner in your Google Ads dashboard.

The form will ask for key details like your contact information, customer ID, business description, website, and the type of suspension. Keep your explanation factual and concise. Acknowledge the suspension, identify the specific policy violation, and explain what caused the issue without blaming Google or making excuses. Clearly outline the corrections you’ve made. For example: "I updated the landing page to include our physical address at 123 Main Street, Chicago, IL 60601, added a visible contact phone number (555-123-4567) in the footer, and removed all income guarantee claims from the ad copy." Additionally, mention the steps you’re taking to prevent future violations, such as conducting weekly policy audits or training your team on Google Ads compliance.

If the form allows, attach supporting documents like screenshots of corrected landing pages, updated billing statements, or verification documents. Include URLs and dates to help Google’s reviewers verify your updates. Keep your tone professional - avoid emotional or confrontational language. Focus on policies and provide evidence to back up your claims.

With advancements in AI, most appeals are reviewed within 24 hours. However, more complex cases involving multiple violations or high-risk industries may take longer and require a manual review by Google’s policy specialists. Submit one complete appeal at a time and wait for the outcome. If denied, make additional meaningful changes before resubmitting, and clearly explain what’s different in your next appeal.

For more complicated suspensions - especially in regulated industries like healthcare, finance, or legal services - working with a specialized agency can be a smart move. Agencies like Senwired, which focus on Google Ads and YouTube Ads for eCommerce and lead generation, can provide expert guidance to help resolve compliance issues effectively while protecting your advertising investment.

Appeal Timelines and Staying Compliant

Appeal Limits and Review Times

For each ad, you’re allowed up to three appeals. If all three attempts fail, your next step is to contact customer support. To avoid complications, you must wait at least 24 hours between appeal submissions. This waiting period helps prevent Google from flagging your submissions as duplicates or causing unnecessary delays. These limits are in place to ensure your account remains organized and compliant.

Account-level suspensions are a bit different. While there’s no official cap on the number of appeals for account suspensions, submitting too many appeals for the same issue can backfire. Excessive submissions may lead to longer processing times or even a 7-day "appeal misuse" suspension. To avoid this, submit one complete and thorough appeal at a time.

The good news? Review times are faster than ever. Thanks to AI advancements, 99% of policy cases are now reviewed within 24 hours. Google’s AI improvements have reduced incorrect account suspensions by over 80% and sped up appeal resolutions by 70%. Straightforward cases handled through automated systems are resolved the quickest. However, more complex violations - especially in industries like healthcare, finance, or legal services - may take longer as they often require human review. For billing-related suspensions, note that you have 30 days to complete payment verification.

With these timelines in mind, it’s worth focusing on prevention to avoid future violations altogether.

Building a System for Policy Compliance

Preventing issues is always better than dealing with appeals. Start by establishing an internal process to monitor and address potential policy violations before they escalate. Assign a team member to stay on top of Google’s policy updates and share any changes with everyone involved in creating and managing ads.

Keep detailed records of policy reviews, ad adjustments, and approval dates. This documentation helps create a strong compliance system, reducing the need for future appeals. Use Google’s Policy Manager (found under Tools > Troubleshooting) to keep track of violations across your campaigns. This tool allows you to identify patterns and address non-compliant ads early, preventing them from becoming account-level issues.

Regular compliance audits are another essential step. Depending on your ad volume, schedule these audits weekly or bi-weekly. Additionally, implement a pre-launch checklist that ensures every ad meets policy standards before going live. For teams operating in restricted industries, training on specific requirements is a must.

When internal efforts aren’t enough, outside expertise can provide an extra layer of protection.

Getting Help from Google Ads Specialists

If you’re facing complex suspensions, repeated violations, or challenges in regulated industries, working with specialists can make a big difference. When appeals fail or policies seem overwhelming, agencies like Senwired offer tailored solutions. They specialize in Google Ads and YouTube Ads for eCommerce and lead generation, providing advanced campaign optimization and ongoing compliance management.

These experts bring a deep understanding of Google’s policies and can craft stronger appeal arguments supported by actionable corrective measures. Beyond resolving immediate issues, they help implement systems to prevent future violations while maximizing your campaign’s ROI.

Conclusion

Before submitting an appeal, address the underlying issues in your ad copy, assets, and landing pages to ensure they meet policy standards. Skipping this crucial step almost guarantees your appeal will fail, as Google evaluates actual compliance - not promises to fix things later.

Once you've made the necessary updates, focus on crafting a clear and well-documented appeal. Include detailed explanations of the changes you've implemented and how they align with policy requirements. Avoid vague assurances and instead provide professional, fact-based documentation. Remember, you’re allowed up to three appeals per ad, with a 24-hour gap between submissions.

To avoid repeated issues, consider building a proactive compliance system. Use tools like Policy Manager to identify violations early, maintain a pre-launch checklist for every campaign, and document all policy reviews thoroughly. For U.S.-based eCommerce and lead generation businesses, ensure all assets and details adhere to U.S. compliance standards.

Maintaining a policy-compliant account not only minimizes disruptions but also preserves valuable historical data, which is essential for smarter bidding strategies and reducing wasted ad spend. For more complex suspensions or high-stakes accounts, seeking expert assistance - such as from agencies like Senwired - can be a strategic move. Whether you handle appeals on your own or bring in outside help, the key is to fix the issues, submit focused appeals, and commit to ongoing compliance monitoring to prevent future problems.

FAQs

What are the main reasons Google Ads accounts get suspended?

Google Ads accounts often face suspension due to policy violations. These violations might include promoting banned content, making misleading or exaggerated claims, using improper targeting methods, or having landing pages that mislead users or offer a poor experience.

To steer clear of suspension, make sure your ads align with Google's policies, present truthful information, and offer a reliable, user-friendly experience.

What steps can I take to successfully appeal a disapproved Google ad?

To improve the likelihood of a successful appeal, make sure your ad aligns completely with Google Ads policies by tackling the exact issue that led to its disapproval. Update your ad or landing page as needed, and collect clear, relevant documentation that proves your compliance.

When submitting your appeal, include a thorough explanation of the adjustments you’ve made and how they ensure your ad now meets Google’s policy standards. Act quickly to stay within Google's specified timelines, and monitor your email closely for any follow-up questions or updates from Google.

What should I do before appealing a Google Ads policy violation?

Before you submit an appeal, take a moment to thoroughly review the specifics of the policy violation listed in your Google Ads account. Double-check that your ads meet all of Google’s policies and resolve any issues that may have led to the violation.

Collect any supporting materials that can strengthen your case - this might include screenshots, compliance records, or detailed explanations. A well-prepared, clearly documented appeal can significantly improve your chances of resolving the issue successfully.