What does my ad's approval status mean?
Last updated: October 7, 2026
Cross-channel and Image display ads run through Google, so Google reviews them before they show. This article explains each approval status, what to do if your ad is limited or disapproved, and what Google's disapproval reasons mean.
Approval statuses
You see the approval status in the Approval status column on the campaign's page.
Status | What it means |
|---|---|
Syncing | The ad is being sent to Google. |
Under review | Google is reviewing the ad. |
Eligible | Google allows the ad to run. |
Approved | Google approved the ad, and it can run. |
Approved (limited) | Google approved the ad, but a policy limits where or when it can show. |
Approved (limited all locations) | Google approved the ad, but a policy limits it in all the locations it targets. |
Disapproved | Google won't show the ad. |
Every time you edit a Cross-channel or Image display ad, it goes through Google's review again. The Updated approval column shows when the status last changed.
If your ad is limited or disapproved
Hover over the info icon next to the status to see Google's reason. Read more opens Google's policy page.
Find the reason in the table below to understand what Google expects.
Fix the ad and save it. Saving sends the ad back to Google for review.
If you think Google's decision is wrong, contact your Solutions Engineer. They'll appeal it with Google for you.
If the reason is Destination not working, Google may not be able to reach your landing page. See How do I check if my website blocks visitors or Google's crawler?
Google's disapproval reasons
Reason | What it means |
|---|---|
Image Quality | Images must fill the whole ad space and not be sideways, blurry, strobing, flashing or otherwise distracting. Read the full description. |
Legal Requirements | Ads must follow local laws in every area they target, on top of Google's policies. Read the full description. |
Misrepresentation | Ads or landing pages that leave out relevant information or mislead people about products, services or businesses aren't allowed. Read the full description. |
Prescription Drug Sale | Ads for selling prescription drugs are restricted in some countries. Read the full description. |
Restricted Drug Terms | Prescription drug terms in ad text or landing pages (including source code) aren't allowed in most countries. Read the full description. |
Restricted Medical Content | Offline prescription drug treatments and related information are allowed only with country-specific restrictions. Read the full description. |
Legal Russia | Ads must follow local laws. In Russia, for example, product information without an age rating can't be advertised. Read the full description. |
Local legal requirements in Japan | Ads targeting Japan must follow local legal requirements. Read the full description. |
Destination Not Working | Google can't open your URL. Check the URL is correct and the page is reachable, then save the ad to resubmit it. Read the full description. |
Destination Mismatch | The domains of the display URL, final URL and the page people end up on after redirects must be the same. Read the full description. |
Destination experience | Landing pages that are hard to navigate, start a download or open an email instead of a page aren't allowed. Read the full description. |
Trademarks In Ad Text | Using someone else's trademark needs the owner's permission. Read the full description. |
Trademarks | Ads must not infringe third-party trademarks under local trademark laws. Read the full description. |
Malicious Software | Ads, content or landing pages that are malicious or try to trick Google's review aren't allowed. Read the full description. |
Malicious Or Unwanted Software | Ads, content or landing pages that are malicious or try to trick Google's review aren't allowed. Read the full description. |
Circumventing systems | Practices that get around or interfere with Google's advertising systems aren't allowed. Read the full description. |
Unclear Relevance | Ad text that isn't relevant to the landing page isn't allowed. Read the full description. |
Misleading content | False claims, manipulated media, implied endorsements or a business name that isn't your domain or recognised name aren't allowed. Read the full description. |
Misleading ad design | Ads that make it hard to see they're ads, for example ads that look like system warnings or error messages, aren't allowed. Read the full description. |
Clickbait Ads | Sensationalist text or images, or negative life events used to drive clicks, aren't allowed. Read the full description. |
Symbols | Remove non-standard or repeated punctuation or symbols, like multiple exclamation marks. Remove exclamation marks from headlines. Read the full description. |
Capitalization | Capital letters that aren't used correctly or for their intended purpose aren't allowed. Read the full description. |
Style and spelling | Ads must use commonly accepted spelling and grammar and make sense. Read the full description. |
Phone Number In Ad Text | Remove phone numbers from the ad text. Read the full description. |
Shocking content | Violent language, gruesome or disgusting images, or graphic accounts of physical trauma aren't allowed. Read the full description. |
Adult content | Certain kinds of adult content aren't allowed in ads and landing pages. Read the full description. |
Alcohol sale | Ads that feature alcoholic drinks that can be bought on the landing page are restricted. Read the full description. |
Alcohol information | Branding and informational ads about alcoholic drinks are restricted. Read the full description. |
Abortion | Ads related to abortion aren't allowed in many countries. Read the full description. |
Birth control | Ads related to birth control or fertility products aren't allowed in some countries. Read the full description. |
Prescription opioid painkillers | Ads for prescription opioid painkillers aren't allowed, with a few exceptions. Read the full description. |
Addiction services | Ads for drug and alcohol addiction services are restricted. Read the full description. |
Unapproved substances | Ads for substances on Google's list of prohibited pharmaceuticals and supplements aren't allowed. Read the full description. |
Speculative and experimental medical treatment, cell therapies, and gene therapies | Ads for speculative or experimental medical treatments, and for cell or gene therapies, aren't allowed. Read the full description. |
Free desktop software | Ads for free desktop software must name the software and lead to its official download source. Read the full description. |
Housing in personalized ads | Personalised ads for homes for sale or rent are restricted. Read the full description. |
Employment in personalized ads | Personalised ads for jobs and hiring are restricted. Read the full description. |
Negative financial status in personalized advertising | Personalised ads based on financial difficulties are restricted. Read the full description. |
Past violations | Google re-reviews ads continuously and may disapprove ads found to break its policies. Read the full description. |
What's next
Need help? Reach out to your Solutions Engineer via the chat in the bottom-left corner of the N.Rich platform, by email or Slack.