ReferenceGoogle Ads disapproval
Evasive ad content
Google disapproves ads that try to trick or get around its ad review. Its example is manipulating text, images, videos, a domain or a subdomain to avoid detection. Resubmitting a rejected ad with small changes is the case this page covers. Fix the policy reason the review gave rather than the wording, then edit the ad and save it.
At a glance
- Where it shows
- The Status column on the Ads & assets page, as Disapproved under this policy.
- What stops
- The flagged ad stops serving until the policy reason is fixed and the ad is reviewed again.
- How serious
- Low for one ad. Google warns at least 7 days before any account suspension, and repeated violations can lead to one.
- How long
- Google says re-review typically takes 24 to 48 hours after an edit.
What it means
Google's policy says advertisers cannot try to trick or circumvent its ad review processes with their ads, content or destinations. It also expects ads to be useful, varied, relevant and safe for users.
The policy is about the intent to get around review. The fix is to correct the reason the review gave, not to disguise the same ad. A reworded ad that still has the same problem is still the same ad, and the review is designed to see that.
What actually triggers it
Resubmitting a rejected ad with small changes
Not on Google's help page
An ad is disapproved, then edited in small ways that leave the same content, and sent back for review. Google's page does not name this case, but its rule against circumventing review covers it.
Changing the domain or subdomain of an ad
The ad's domain or subdomain is changed to get past the review's detection or enforcement. Google's example names domain and subdomain manipulation.
Changing text or images to get past detection
Text, images or video are changed to avoid detection, which Google's example names. A change that corrects the content the review flagged is a different case.
Fix it in this order
- Read the disapproval reason in the status and find the policy it names. Fix that, not the words around it.
- Hover over the ad or asset, select Edit, make the change the policy requires, and select Save.
- Check the domain and subdomain in the final URL and the display URL. Keep them the same unless the policy requires a change.
- If the ad cannot be made to comply, remove it. Google's page says that helps prevent a suspension for repeated violations.
When to appeal
Appeal only when the review was wrong about what the ad says. An appeal on an ad that still breaks the rule returns the same answer.
Often confused with
Duplicate ads and near-identical offers in the auction. This one is about trying to get past review, not about how many ads a business shows.
The ad's link sends visitors to another domain because of a tracking template or redirect. The cause is the link, not a workaround of the review.