ReferenceGoogle Ads disapproval
Unacceptable URL
Google disapproves an ad whose URL does not follow standard syntax, uses an IP address as the display URL, or includes characters Google does not accept, such as an exclamation mark, asterisk, hash, underscore or at sign. Replace the display URL with the domain, remove the characters, and save. Google warns at least 7 days before any suspension.
At a glance
- Where it shows
- The Status column in the Ads section, as Disapproved, with Unacceptable URL in Policy details.
- What stops
- The ad stops serving until the URL is corrected.
- How serious
- A warning first. Google warns at least 7 days before any suspension.
- How long
- Google says re-review usually takes 24 to 48 hours after an edit.
What it means
This policy is about the format of the address. The display URL is the address the searcher reads in the ad, and it has to be a normal domain. Google's page names three failures: a URL that does not follow standard syntax, an IP address as the display URL, and characters that are not allowed.
The rule is about what the ad shows. Where the visitor lands is a separate check, covered by the destination policies.
What actually triggers it
An IP address in the display URL
Google's own example is a number such as 123.45.678.90 used as the display URL. The domain has to be a name, not a list of numbers.
A character Google does not accept
Google's list includes !, *, #, _ and @ as unacceptable characters in the display URL. A stray symbol typed into a domain field is enough to trigger the message.
A URL that does not follow standard syntax
A final URL with a stray space or an unfinished address does not follow standard syntax. The ad is disapproved for the format even when the page itself would load.
Fix it in this order
- Open the disapproved ad in Campaigns, then Ads, and note any IP address or unusual character in the display URL.
- Replace an IP address with the domain the business actually uses.
- Remove the characters Google does not accept, such as !, *, #, _ or @, from the display URL.
- Check the final URL for a stray space or an unfinished address, and correct it if present.
- Hover over the ad, select Edit, correct the URL and select Save. Re-review usually takes 24 to 48 hours.
When to appeal
Appeal from your Google Ads account only when the address already follows the rules and the decision is an error. Google's page says to appeal in that case.
A typo or a character to remove is an edit, not an appeal. Editing is the faster route.
Often confused with
The URLs are well formed, but the domain the visitor lands on does not match the one in the display URL.
The URL field is used to hold ad words. The address itself is fine, and the problem is what the field carries.