You've written your ad, hit publish… and Google flags it as "disapproved". It's frustrating, especially when you don't understand why. The good news: most rejections come down to a handful of very specific, easy-to-avoid mistakes. Let's go through them in plain English.
Google reviews every ad (sometimes automatically, sometimes with a person) to make sure it follows the rules and offers a good experience to whoever clicks. It's not that Google has something against your business: it applies the same rules to everyone. And those rules, once you know them, are just common sense.
The most common reasons for disapproval
If your ad didn't pass, it's most likely one of these:
- Too many capitals. Writing "THE BEST HARDWARE STORE" in caps is seen as "shouting" and Google penalizes it.
- Repeated symbols. Using "!!!" or "???" to grab attention isn't allowed.
- Over-the-top promises. "The cheapest price guaranteed" or "results in 24 hours" without being able to prove it.
- Phone numbers or emails in the ad text. They belong in their own place (extensions), not in the headline or description.
- The landing page. If the link leads to a broken site, one with no clear information, or one unrelated to the ad, Google rejects it.
- Repeated headlines. Using the same headline twice (or almost identical) throws an error.
Write the way you'd talk to a customer in person: clear, honest and without shouting. If a phrase would sound over-the-top said out loud in your shop, Google will probably reject it too.
How to write headlines that pass
Headlines are the blue lines of your ad, and you have a limit of 30 characters each. The key is that each headline makes sense on its own, because Google combines them in different orders. See the difference:
The first is specific — it says what you are and where. The second shouts and promises something that can't be proven: two reasons for rejection.
And the descriptions
Descriptions are the text that expands on your offer (up to 90 characters). Here it's best to explain what you offer and end with a simple call to action, without adding contact details.
What to do if it's already been rejected
Don't worry: a rejection doesn't penalize your account. Check the reason Google gives you, fix the text following the tips above, and resubmit it. It usually gets re-approved within a few hours. If you think it's a mistake, you can request a manual review.
How Ventosum helps with this
Precisely because these mistakes are so common, at Ventosum we check your ad before sending it to Google. As you type, we flag it in the moment if there are too many capitals, repeated symbols, identical headlines or a landing page that doesn't comply. The idea is simple: to save you the disappointment of a rejection, and get you published first time.
All the power of Google Ads, but without needing to know its rules by heart. We take care of that.