ReferenceGoogle Ads account suspension
Account suspended
A suspended Google Ads account stops every ad and becomes read-only, though reports and payments remain available. Read the reason in the notification first, because each reason has its own fix. Fix that cause, then send one appeal through Contact Us in the account. Do not open a new account while the appeal is open.
At a glance
- Where it shows
- A banner across the Google Ads account, and an email with the suspension reason.
- What stops
- Every campaign in the account. The account is read-only.
- How serious
- Serious. Suspension is treated as permanent unless an appeal succeeds.
What it means
Google suspends an account for egregious or repeated policy violations, for billing problems such as an unpaid balance or a chargeback request, for unauthorized account activity, for age requirements on Google Accounts, and for non-compliance with Ad Grants policy. The notification names which one applies, and that decides the fix.
Google says accounts are reinstated only in compelling circumstances, so the appeal has to be thorough and honest.
What actually triggers it
A repeated violation, or an egregious one
Repeat violations go through a strike system, and a third strike suspends the account. An egregious violation suspends at once, with no warning. The reason in the notification shows which kind it was.
A billing problem
An unpaid balance, suspicious payment activity, a chargeback request and promotion code abuse are all listed as billing reasons. A declined payment that was never cleared, or a dispute with the bank, can start one.
Another account tied to a suspended one
Creating a new account to get around a suspension is itself a violation, under circumventing systems. Check that reason before anything else if a second account exists.
Verification not completed
Some accounts must finish advertiser verification first. If verification fails after three attempts, the account cannot appeal.
Unauthorized account activity
Google lists unauthorized account activity as a temporary suspension. Check who has access to the account before any appeal is sent.
Fix it in this order
- Read the reason in the suspension notification, and note the policy it names.
- Fix the cause before appealing. For a billing reason, clear the balance or the payment problem. For circumventing systems, list every account the business or its contractors have used, with the payment method and sign-in on each.
- In the notification, select Contact Us and complete the form.
- Send one appeal for this account. Google asks for one appeal at a time, and each suspended account is appealed separately.
- Wait for the answer. If the appeal is rejected, you can appeal again.
You have at least six months from the suspension date to appeal. Some advertisers must finish verification first, and if verification fails three times, they cannot appeal.
When to appeal
Appeal once the cause is fixed and written down. The reviewer judges the appeal against what was found, so an appeal that does not name the change tells them nothing new.
A rejected appeal can be sent again. The second attempt should add the evidence the first one lacked.
Often confused with
Policy hold after a first or second strike
A hold stops ads for a set period: 3 days after a first strike, or 7 days after a second. It ends on that date once the violations are fixed and the acknowledgement form is filed. A suspension stays until an appeal is granted.