ReferenceGoogle Ads disapproval
Approved (limited)
An asset marked Approved (limited) can run, but not in every situation. Google marks it this way for policy restrictions such as trademark use or gambling-related content. Find the policy in the Policy details column, change the asset if the restriction is yours to change, and appeal only when you believe the label is wrong.
At a glance
- Where it shows
- The Status column on the Assets page, under the Campaigns menu.
- What stops
- The asset serves only in some situations, not to every audience.
- How serious
- Low on its own. The asset is approved, with limits on where it runs.
What it means
Approved (limited) sits between Approved and Disapproved. The asset is allowed, but a policy restriction limits where it can run. The status alone does not name the policy, so the Policy details column is where to read it.
In one real account, an ad showed Approved (limited) because a single headline carried a policy decision. Near-identical headlines with the same wording were approved. The ad-level label therefore pointed at one line of text rather than the whole asset.
What actually triggers it
Trademark use
Trademark use is one of the restrictions the page names. A trademark that the policy restricts can leave the asset running only in some situations.
Gambling-related content
Gambling-related content is the other restriction the page names as an example of a policy limit.
One headline among near-identical lines
Not on Google's help page
In one real account, a headline that named a particular kind of customer was limited under an alcohol policy, while near-identical headlines were approved. Check each headline's policy, not only the ad's overall status.
Fix it in this order
- Open Campaigns, then Assets, and read the Status column for the asset.
- Select the Columns icon above the statistics table, choose Modify columns, expand Attributes, select Policy details, and then select Apply.
- If you use Smart Mode, switch to Expert Mode to see the full policy information.
- If the restriction is in the asset's wording, hover over the asset, select Edit, make the change and select Save.
If the asset was labeled in error, appeal it from the account. The status page links to a policy help article that explains the dispute route.
When to appeal
Appeal only when the label is wrong for the asset as it stands. An appeal does not change the asset, so make any needed change first.
Often confused with
The general status for an ad restricted by any policy. An asset marked Approved (limited) is a separate status on the asset itself. Check which row carries the label before you change anything.