In Google Ads, all elements undergo review; Google applies strict automated filters due to both technical issues and local regulations.That is why it is essential to know the limits you must not cross and how to act if Google disapproves any asset, as repeated violations can lead to account suspension. An ad depends on the combination of its assets: photos, videos, call assets, sitelinks, and the destination website itself. Algorithms apply strict automated filters; below are the causes for disapproval according to the type of asset and the procedure to fix them.
Main Disapproved Assets and Their Causes
1. Images and Photos (Display, Performance Max, Assets)
- Excessive Text Overlay: Images covering more than 20% with text or including CTAs (e.g., a fake "Click Here" button inside the image).
- Low Quality or Distortion: Blurry or cropped photos where the product is cut off, or with distorted borders.
- Artificial Frames and Borders: Adding thick frames or decorative elements that are not part of the original photograph.
- Explicit or Suggested Nudity Content: Very common in aesthetics, fashion, or clinics where "before and after" images or exposed body areas are shown.
- Use of Third-Party Logos: Including registered brand logos without prior authorization or accreditation with Google.
2. Videos (YouTube, Performance Max)
- Poor Resolution or Defective Audio: Videos with pixelated images, abrupt cuts, or inaudible audio.
- YouTube Privacy Settings: Uploading the video to YouTube as "Private." For Google Ads to approve it, it must be set to "Public" or "Unlisted."
- Music Copyrights: Using commercial music in the video without licenses recognized by YouTube's Content ID system.
- Misleading Calls to Action or Overlays: Including graphic elements in the video that simulate player buttons to confuse the user.
3. Destination Website (Landing Page)
Google evaluates the website as a key element of the campaign:
- Missing Legal Notices: This is the number one cause of URL disapproval. If the website does not include visible links to the Legal Notice, Privacy Policy, and the Cookie banner (GDPR), the system will disapprove the associated assets.
- Domain Mismatch: The domain targeted by the image or asset does not match the final domain of the website exactly.
- Unreachable or Slow Page: 404 errors, SSL certificate failures (unsecure
http:// site instead of https://), or excessive load times. - Invasive Pop-ups: Pop-up windows that block navigation or prevent users from easily closing the screen.
- Unsubstantiated Claims: Pages with phrases such as "We guarantee 100% results" or health promises without disclaimers.
4. Brand Identity Assets and Logos
- Cropped or Illegible Logos: Square or rectangular logos that do not meet the required aspect ratio or have a poorly cropped transparent background.
- Use of a Different Business Name: The business name specified in the asset does not match the actual brand registered in the account or on the website.
5. Text Assets and Extensions (Sitelinks, Calls, Callouts)
- Call Assets with Unverified Numbers: Inserting a phone number that does not appear clearly printed on the destination webpage.
- Unallowed Capitalization or Symbols: Writing sitelink text in all CAPS (SPECIAL OFFERS) or using emoticons/decorative symbols.
How to Resolve Disapproval Step by Step
- Locate the Affected Asset: Go to the side menu in Google Ads, enter Ads & assets, and select the Assets tab. Filter the Status column by "Disapproved" or "Approved (limited)."
- Identify the Reason for Disapproval: Hover your cursor over the status label of the asset in question to view the specific policy that was triggered.
- Apply the Appropriate Fix:
- For Photos/Videos: Replace the file by uploading a clean version without excessive text, with the correct resolution, or by changing the video status on YouTube to Unlisted.
- For the Website: Add legal notices (GDPR/Legal Notice), fix broken links, or ensure the phone number is clearly visible in the footer.
- For Assets/Extensions: Edit the wording by removing capitalization, symbols, or adjusting the link.
- Save and Request a Re-evaluation: Upon uploading the new version of the asset or editing it, the system automatically submits it for review. If you fixed the website and the asset remains disapproved, go to Tools > Policy Manager, select the asset, and click Appeal.
Practical Tip: If you fixed an issue on the website (such as the privacy policy) but Google continues to disapprove the photo or sitelink, make a minor edit to the affected asset (for example, slightly rename it or add a word) and save it again. This forces Google's bots to re-analyze both the asset and the website from scratch.
Most Controversial Sectors
There are certain industries in Google Ads that are a true "minefield" when managing conversions and campaigns due to three main factors: strict Google regulations, privacy/cookie blocks, and complex or phone-based sales cycles.
1. Health, Pharmacy, and Medicine (Health & Medical)
It is undeniably one of the most restrictive industries across the entire platform.
- The Big Issue: Google applies an inflexible privacy policy regarding sensitive health data.
- Account Effects:
- Prohibited Remarketing: You cannot create remarketing lists or re-target users who have visited pages for medical treatments or medications.
- Tracking Issues: Many medical booking pages use external gateways or third-party appointment systems (Docplanner, TuOtempo, etc.) that break conversion pixel tracking.
- Ad Suspensions: Involuntary use of prohibited terms (e.g., substances, medical promises, botox, registered pharmaceutical trademarks).
2. Legal Sector, Lawyers, and Legal Services
A sector with extremely high CPCs where the main challenge is conversion qualification.
- The Big Issue: It is a business relying heavily on phone calls and urgent form submissions.
- Account Effects:
- Junk or Unqualified Leads: If you optimize for "Form Submission," the algorithm will capture dozens of people asking for "free consultation" or inquiries that bring no revenue.
- Complex Offline Attribution: The customer clicks, calls via phone weeks later, or signs a contract at the office months later. Without a CRM properly integrated with Offline Conversion Imports (GCLID), the account optimizes blindly.
3. Locksmiths, Plumbers, and Emergency Services
Historically, one of the niches with the highest incidence of fraud and impersonation.
- The Big Issue: Hyper-strict Advertiser Verification and phone fraud.
- Account Effects:
- Google Local Services / Advertiser Verification: If you do not pass the license and actual document verification process, Google immediately suspends the account under the Misrepresentation policy.
- Invalid Clicks and Fierce Competition: A sector flooded with accidental clicks (people calling in a hurry) and click attacks from competitors aimed at draining daily budgets in minutes.
4. Finance, Loans, Cryptocurrencies, and Investments (Fintech & Credit)
Framed under strict financial product policies (YMYL – Your Money or Your Life).
- The Big Issue: Google protects users from financial scams and predatory lending.
- Account Effects:
- Mandatory Certifications: If you sell cryptocurrencies, personal loans, mortgages, or trading services, you need official country-level financial certifications before launching a single ad.
- Restricted Audience Targeting: Hyper-specific or discriminatory targeting based on demographic or income data is not permitted for certain credit products.
5. Age-Restricted or Special Policy Products (Sex/Adult, Tobacco/Vaping, Fire/Weapons)
Sectors where the line of what can or cannot be published constantly shifts.
- The Big Issue: Google policies explicitly prohibit or strictly limit the promotion of these items.
- Account Effects:
- "Approved (Limited)" Status: Ads get approved but with severely reduced reach (they do not show in certain countries, to minors, or across Display/YouTube).
- Constant Merchant Center Disapprovals: In e-commerce for vapes, cutlery, hunting gear, or replica collectibles, algorithms automatically disapprove feeds as soon as prohibited keywords are detected.
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