A historical analysis of Google Ads policy violations and the account suspension system. Safe and professional campaign management requires strict adherence to Google requirements, correct landing pages, and transparent business identity. Learn more about our Google Ads campaign management.
Google has updated its policy on violations for Google Ads accounts. A new three-strike system came into effect in June 2022.
The Google Ads 3-strike system imposes progressive sanctions for policy violations: from an initial warning to temporary campaign pauses and, ultimately, permanent account suspension. To protect your business ad account, you must regularly verify ad compliance, eliminate misleading claims, and ensure accurate information on your landing pages.
Every Google Ads specialist has likely received a notification from Google about a rejected ad at least once.
The ad rejection process is becoming increasingly automated and harder to appeal without support from Google representatives. Google announced updates regarding the handling of rejected ads, which took effect in June 2022.
What is changing
If a Google Ads specialist repeatedly violates specific Google advertising policies, Google will implement specific punitive actions against the ad account.
It should be clarified that warnings will not be issued for every single violation. The Google Ads policy violations subject to the strike system are as follows:
- Sexually explicit content
- Mail-order bride services
- Clickbait ads
- Misleading ad presentation or design
- Bail bond services
- Call directory and forwarding services
- Credit repair services
- Binary options
- Personal loans
A Google Ads account can receive a maximum of three strikes. Google states that the penalty will increase progressively with each subsequent strike.
How the strikes work
In the event of a first or second strike, the Google Ads account will be temporarily suspended:
- First strike: Temporary account suspension for 3 days
- Second strike: Temporary account suspension for 7 days
In the event of a third strike, the Google Ads account will be suspended. Strikes are applied at the individual account level, not at the agency account (MCC) level.
How strikes are communicated
If email notifications are enabled in Google Ads, a notification regarding the strike and/or account suspension will be sent to your email. The warning will also appear in the notifications section of your Google Ads account.
Examples of received notifications:
What to do if you receive a strike or account suspension
If your Google Ads account has been temporarily suspended, you must resolve the violations. Additionally, you will need to submit an acknowledgment form.
By submitting the acknowledgment form to Google, you agree to the following (in accordance with Google support policy):
- You are aware of the specific reason or policy that resulted in the strike on your Google Ads account. You confirm that you have reviewed the relevant policies and understand that further violations may lead to more severe consequences, including permanent account suspension.
- You have removed the assets and ads that violate the relevant policies and will ensure that future assets and ads comply with Google policies.
- Creating additional accounts and/or attempting to circumvent Google policies is strictly prohibited and may result in permanent account suspension.
If you are confident that no Google policies have been violated, you can submit an appeal form, which you can find here. If the appeal is successful, the strike will be removed from your Google Ads account, and the suspension will be lifted immediately.
Executive Summary
Accounts that do not fall into the aforementioned categories may not be subject to account strikes. However, it is recommended to regularly check account notifications and resolve issues if they arise. If account violations are visible, you must be proactive. Review, correct, or appeal potential violations to keep your Google Ads account in good standing.
Source: Google
Frequently Asked Questions about Google Ads Security
What should I do if my Google Ads account receives its first strike?
Immediately pause the problematic ads, carefully review the specified policy violation, and submit corrections along with an explanatory appeal through the Google Ads interface.
What are the most common reasons for campaign rejections and strikes?
The most common reasons include misleading claims, incomplete privacy policies on the website, trademark infringements, and broken landing page links that do not function on mobile devices.
How long does it take to unblock a suspended Google Ads account?
Reviewing an appeal with Google support typically takes between 2 to 7 business days, provided that all violations on the website and within the account have been fully resolved.
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