Find the policy, then match the fix
Hover over "Disapproved" in the ad's Status column, or add the "Policy details" column (Google Ads Help). The policy name tells you what to fix.
| Policy shown | What Google means | Fix |
|---|---|---|
| Destination not working | The page errors or looks broken to Google's crawler | Fix the error, check AdsBot can load it |
| Destination mismatch | Display URL and final URL point to different domains, or a redirect leaves the domain | Use the same domain end to end |
| Destination not crawlable | AdsBot can't read the page | Allow AdsBot in robots.txt and your firewall |
| Misleading representation | The page hides or blurs who you are or what you're licensed for | Name the business, owner, license and contact details |
| Unacceptable business practices | Google thinks you offer what you can't deliver or impersonate someone | Account-level; see the suspension section below |
| A restricted category (health, government documents) | The page sells something that needs certification | Remove it from the page, or get certified |
Policy names and meanings: Destination requirements, Misrepresentation.
Google Ads disapproved: destination not working
Google disapproves pages that "return an HTTP error code for Google AdsBot web crawlers on common devices globally", naming 403, 404 and 500 (Google Ads policy: Destination not working). Pages that say "Site Under Construction" count too (same page).
Your page can load fine for you and still fail for Google. Common causes on that page:
- A typo in the final URL (404).
- A firewall or bot blocker that stops Google's crawler.
- A domain that expired or points to the wrong server (DNS error).
- A broken redirect.
To see what Google sees, Google suggests loading the page in Chrome DevTools with the user agent set to Google AdsBot (same page). A security plugin or bot shield can block AdsBot while the page still loads for people. If robots.txt blocks it, the flag is "Destination not crawlable" instead (Google Ads policy: Destination not crawlable).
Fix the page first, then get a fresh review
Editing the ad text can't fix a page problem. Google says the page itself must change, or the ad must point to a different, compliant page (Google Ads Help).
Once the page is fixed:
"If you have fixed the issue but your appeal fails or is marked as a duplicate, don't repeatedly submit appeals. Instead, make a minor edit to your ad's text or final URL and save it to force the system to perform a new crawl." (Google Ads Help: Fix a disapproved ad or appeal a policy decision)
Appeal limits, from the same page:
| Rule | Limit |
|---|---|
| Appeals per ad | 3. After 3 failures, only customer support can reopen it |
| Same ads again | Wait at least 24 hours between appeals |
| Old decisions | From July 21, 2026, decisions older than 6 months can't be appealed in the account; contact support |
To appeal: Tools, Troubleshooting, Policy manager, "Appeal" on the ad, then choose "Made changes to comply with policy" or "Dispute decision" (Google Ads Help).
Google Ads suspended for misrepresentation
"Misrepresentation" covers several policies. The one that most often hits a service business's page is Misleading representation:
"Making misleading statements, obscuring, or omitting material information about your identity, affiliations, or qualifications is not allowed." (Google Ads policy: Misleading representation)
Google's own examples include "An unlicensed home contractor claiming to be a licensed provider" (same page). For this policy Google sends a warning at least 7 days before suspending (same page).
What a page should show so Google can tell who you are:
- The legal business name, the same as in your ads and billing.
- A street address or service area, phone and email.
- License numbers where your trade or profession is licensed.
- Prices or how pricing works. Hiding "the full expense that a user will bear" is a separate violation (Google Ads policy: Misrepresentation).
- No logos or wording that suggest a government or brand backs you when it doesn't.
Google Ads suspended for unacceptable business practices
This one is account-level and severe. Google lists it as an egregious policy: "If we detect violations of our egregious policies and Terms & Conditions, your account will be suspended immediately without prior warning" (Google Ads Help: Account suspensions overview).
It covers offering "products or services that you don't have or can't deliver, including not having the right licenses or qualifications", and impersonating other businesses (Google Ads policy: Misrepresentation).
What to do:
- Fix every page and linked account first.
- Appeal through the "Contact Us" link in the suspension notice (Google Ads Help).
- Explain what you changed and why the business is real. Google says "Accounts are only reinstated in compelling circumstances, such as in the case of a mistake" (same page).
- Don't open a new account. Google says new accounts "may also be suspended" (same page).
You have at least 6 months from the suspension date to appeal (same page).
What fixed it at one firm
An accounting firm we run marketing for hit Google's Government documents and services policy, shown as "Certificate required". The policy says:
"Only certified governments and authorized providers may run ads that promote direct acquisition of specific government documents and services." (Google Ads policy: Government documents and services)
Google flagged every ad, even a harmless free-call line, that led to a page selling a business ID number (EIN) as part of a plan. Ads pointing at pages without those plan cards passed. Hiding the EIN lines wasn't enough: the appeal failed on October 6, 2026, because the page still sent every booking and price button to plans that sold EINs. Once the page booked calls on itself and showed a quote card instead of plans, fresh copies of the same ads were approved with no policy flag: 14 within 21 minutes and all 26 within 45 minutes.
The lesson: fix the page, then replace the ads with fresh copies. An appeal is slower and re-reviews the same page.
Example
A contractor with a bot shield
A roofer's ads go to "Destination not working" overnight. The site loads fine on every phone. A new security plugin is returning 403 to crawlers. Allowing AdsBot, then making a small edit to the final URL, triggers a new crawl.
A booking link on another domain
A cleaner's ad shows her own domain, but the final URL redirects to a booking tool on another domain. Google disapproves it for destination mismatch, which covers "Redirects from the final URL that take the user to a different domain" (Google Ads policy). Pointing the ad at a page on her own site, with the booking tool embedded, fixes it.
An unlicensed claim
A handyman's page says "licensed plumber" with no license number. The ads are disapproved for misleading representation and a warning arrives. Removing the claim, or adding the real license, is the fix.
Different for you?
- Your ads are approved but get no calls: Google Ads not getting calls.
- You're building a new page for ads: landing page for Google Ads.
- You run a med spa or clinic: med spa ads rules.
- You run a law firm: Google Ads for lawyers.
- You want someone to watch policy flags daily: Paid Ads.