ReferenceGoogle Ads disapproval
Unidentified business
Google Ads disapproves ads and destinations that do not make clear which business, product or service is advertised. Show the name in the ad, and in the final frame of an animated ad. Lead forms are checked too, so the name has to be visible in the form, not only in the account. Edit each flagged asset, then save.
At a glance
- Where it shows
- The Status column on the Ads & assets page, as Disapproved.
- What stops
- That ad or asset stops serving until the edit is reviewed.
- How serious
- Low on its own. Repeated violations can lead to suspension.
- How long
- Google says re-review typically takes 24 to 48 hours after the edit is saved.
What it means
Ads and destinations must name the product, service or company they promote. An ad that does not say who it is from fails the clarity test before anyone reads the landing page, and the review works on what the ad shows.
A business name stored in the account is not enough. The name has to be visible in the ad, its final frame or the form. In one real account, a lead form with the real business name filled in was still flagged, and the data cannot say which later edit cleared it.
What actually triggers it
A lead form that is flagged with the name filled in
Not on Google's help page
The name field holds the real business name and the form is still disapproved. In the real case, a new form was created and linked to the same campaigns, then edited in several fields, and the new form was approved.
An animated ad that ends on an unnamed frame
The animation shows the name or logo, but the final static frame does not. Google's page names the final frame as the check.
An app ad without the app name
The app name and download source are missing from the creative and the landing page.
An ad with no product, company or display URL
The ad text and creative name nothing, and the display URL is absent. Google's page lists this as its first example.
Fix it in this order
- Open Campaigns, then Ads, and find each ad with a Disapproved status. Check the Ads & assets page for lead forms as well.
- For an animated ad, play it to the end and check the final frame. The name, logo or display URL must stay on screen once the animation stops.
- Hover over the ad or asset and select Edit. Add the product or company name to the ad text or creative, and make sure the landing page shows the same name.
- If a lead form stays flagged with the name filled in, replace it with a new form linked to the same campaigns, then edit the new form and check its status.
- Select Save, then check the status after the review.
When to appeal
Appeal when the name is visible on the ad or form and the flag still stands. Appeal from the account.
If the name is not visible, edit the ad or form. An appeal does not add a name that the ad leaves out.
Often confused with
That rule checks the name field of an ad: generic, promotional or mismatched names. This rule checks whether the ad or form names the business at all. A name that passes one check can still fail this one, when it is missing from the final frame or the form.