ReferenceGoogle Ads disapproval
Personal loans
Google Ads allows personal loan ads only when the loan must be fully repaid in 61 days or longer, and the landing page discloses the repayment terms, the maximum APR and a representative cost example. Payday, auto title, pawn and cash advance loans are covered, while mortgages, car loans and student loans are not. Repeat violations lead to suspension, so fix the page and the ad together.
At a glance
- Where it shows
- The Status column on the Ads & assets page, as Disapproved under this policy.
- What stops
- The ad stops serving. Some violations also count toward a strike against the account.
- How serious
- Serious over time. An account gets one warning and up to three strikes, and the third strike suspends it.
What it means
The policy covers a one-off, nonrecurring loan from a lender to an individual consumer that is not used to finance a fixed asset or education. Google's definition is the test, so a product that is not a single loan can fall outside it.
Direct lenders, lead generators and businesses that connect consumers with third-party lenders are all covered. The page's examples include payday loans, auto title loans, pawn shops, military loans, tax loans, medical or fertility loans and cash advance loans.
What actually triggers it
A loan that must be repaid in under 61 days
Only personal loans that must be fully repaid in 61 days or longer are allowed. A short-term product fails the test on the term alone.
A landing page without the required disclosures
The page must show the minimum and maximum repayment period, the maximum APR shown separately from the representative example, and a representative example of the total cost with all fees. A landing page that omits one of these is the case the fix targets.
An excluded product described as a loan
Mortgages, car and other vehicle loans, student loans, business or agricultural loans, revolving credit lines such as credit cards, and US Veterans Affairs or Federal Housing Administration loans are outside the policy. Describing a covered loan with one of those labels does not move it outside.
A referral site that connects people to a lender
The rule applies to lead generators and to businesses that connect consumers with third-party lenders, so a referral site is in scope.
Fix it in this order
- In Google Ads, go to Ads under the Campaigns menu, and check each disapproved ad or asset.
- Check the landing page or app against the disclosures: the minimum and maximum repayment period, the maximum APR shown separately from the representative example, and a representative example of total cost with all fees.
- Remove any product that is not a loan of 61 days or longer, or that the policy excludes.
- If only permitted loans are advertised, select the Made changes to comply with policy button in the account to request a review.
- If you cannot or do not want to fix the violation, remove the ad to help prevent future account suspension.
When to appeal
Use the Made changes to comply with policy button after the page and products comply. That is the route for a changed page.
If you believe the decision is wrong, appeal the policy decision from the account. An appeal does not replace the disclosures.
Often confused with
High APR personal loans (US specific)
A separate limit on the maximum APR in the United States, at 36% or above. A loan can pass this page's disclosure rules and still be disapproved on its APR.
Covers mortgage and foreclosure help, with fee and payment rules, and also runs on a strike system. It is about existing debt on a home, not a new personal loan.