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Google Ads Editorial Disapproved: Why It Happens and How to Fix It

Last checked against Google's documentation. By Muhammed Abdul Kalam. Blocks some ads

Quick fix

A Google Ads editorial disapproved status is about how the ad is written, not what you sell: gimmicky capitals, symbols, spacing or repetition, a phone number in the text, poor spelling, or not naming your business. Hover over the status to see which rule, edit that text and save to resubmit.

  • Look for words in all capitals that are not abbreviations or brand names.
  • Look for exclamation marks, repeated symbols or unsupported characters.
  • Remove any phone number typed into the ad text.
  • Check the ad names your business, product or service.

Can't fix it yourself? Send me the details

What this error means

Google's Editorial policy keeps ads clear and professional. The ad is disapproved for how it's written or presented, for example shouty capitals, symbols, odd spacing, repetition or blurry images, rather than for its product.

Google only allows ads, assets and destinations that are clear, easy to interact with and relevant to users.

Why it happens

1Capitals used for attention

Capitalisation that isn't used correctly. Abbreviations, coupon codes, brand names, trademarks and product names may be allowed non-standard capitals.

How to tell if this is you: A word like FREE or SALE is in capitals.

2Punctuation, symbols, spacing or repetition

Symbols or punctuation used for attention, unsupported characters, missing or extra spaces, and gimmicky repetition.

How to tell if this is you: The text has repeated punctuation, decorative symbols or the same word several times.

3A phone number in the ad text

Phone numbers belong in call assets, not ad text.

How to tell if this is you: A headline or description contains a number.

4The ad doesn't name your business

Ads must name the product, service or business, and the business name field must be your domain, recognised name or app, without promotional language.

How to tell if this is you: The business name says something like 'Best Deals Today'.

5Spelling, grammar or image quality

Non-standard spelling or grammar, and blurry, sideways or illegible images.

How to tell if this is you: Typos, or an image that is blurred or cropped.

How to fix it

  1. Open your ads and hover over the Disapproved status to see which editorial rule applies.Campaigns then Ads
  2. Select Edit and rewrite the flagged text or replace the image.
  3. Select Save to resubmit.
  4. If a brand or product name genuinely uses non-standard capitals, request a review instead.

How to appeal or request a review

Appeal once you've fixed the problem, or if you believe the review got it wrong.

  1. Open Policy manager.Tools then Troubleshooting then Policy manager
  2. On the Policy issues tab, select Appeal on the affected ad.
  3. Under Reason for appealing, choose Dispute decision or Made changes to comply with policy, then submit.

What to include

  • Pick the reason that matches what happened: you're disputing the decision, or you've made changes to comply.

What not to do

  • Don't keep resubmitting an appeal that failed or was marked as a duplicate. Make a small edit to the ad text or final URL and save it instead, which makes Google crawl the page again.
  • Don't appeal the same ads again within 24 hours. Appeals inside that window are marked as duplicates.
  • Don't waste attempts. After 3 unsuccessful appeals on one ad, you can't appeal it again until you contact Google Ads support.

Open Google's review page

How long it takes

Google says an edited ad or asset is automatically re-reviewed, typically in 24-48 hours. Its ad review page puts most reviews at one business day.

How to stop it happening again

  • Write ads in sentence case with plain punctuation.
  • Use call assets for phone numbers.
  • Put your real business name in the business name field.

From my desk

Punctuation, capitalisation, gimmicky symbols and claims that cannot be backed up come up often. I read the exact policy name on the disapproval and fix only that line, since rewriting everything just creates new issues.

Muhammed Abdul Kalam

When to get help

  • The ad looks compliant to you and keeps being disapproved.
  • Hundreds of ads or assets are disapproved and need fixing in bulk.

Stuck on this? Send me the details.Tell me what the platform shows and what you've tried so far.

Send me the details

FAQs

What is an editorial disapproval in Google Ads?

The ad breaks Google's style and formatting rules, for example capitals, symbols, spacing, repetition, a phone number in text or not naming the business.

Can I use capitals for my brand name?

Yes, brand names, trademarks, product names, common abbreviations and coupon codes may be allowed non-standard capitals.

Can editorial disapprovals get my account suspended?

Not without warning: editorial violations get a warning at least 7 days before any suspension. Editorial issues alone do not cause a circumventing systems suspension.

Can I put my phone number in the ad text?

No. A phone number typed into the ad text isn't allowed. Use a call asset.

How long until an edited ad is approved?

The edited ad is automatically re-reviewed, typically within 24-48 hours.

Related fixes

Glossary

Sources

Google