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What to Do When Ads Are Disapproved

Common reasons and how to appeal disapprovals.

How to Navigate Ad Rejections: Understanding Policies, Editing, and Winning Appeals on Google and Meta

Ad rejections can stall your digital marketing campaigns, but understanding platform policies and the right way to respond gets you back on track. Here’s how to deal with rejected ads, from the root cause to successful appeals—no matter if you use Google or Meta (Facebook/Instagram) Ads.

1. Know the Ad Policies

  • Google Ads:
    Strict rules govern prohibited content (e.g., misleading claims, adult content, illegal products), restricted content (like alcohol or healthcare), and requirements for accuracy, appropriate landing pages, and user safety.
    Google Ads Policies
  • Meta (Facebook & Instagram) Ads:
    Bans prohibited content (adult, weapons, discrimination, misinformation), restricts certain industries (financial, health, gambling), and scrutinizes ad copy, creative, and targeting settings for compliance.
    Meta Ad Policies

Tip:
Always review official policies before launching campaigns to prevent avoidable issues.

2. How to Edit or Fix a Rejected Ad

  • Review the Reason:
    Platforms email you (and usually highlight in their dashboard) the specific policy your ad violated.
  • Edit the Problem:
    • Adjust ad copy to remove banned phrases or claims.
    • Change visuals to avoid restricted images (e.g., before-and-after photos for health).
    • Update landing pages if destination URL doesn’t meet requirements.
  • Resubmit for Review:
    After making changes, save and resubmit the ad in your platform’s dashboard.
  • Pro Tip:
    Don’t just tweak wording—fully address the policy concern to avoid repeat rejections.

3. Submitting a Successful Appeal

  • When to Appeal:
    If you believe an ad was incorrectly flagged or after fixing the original issue and the ad is still not approved.
  • How to Appeal:
    • Find the rejected ad in your platform’s dashboard.
    • Click options like “Appeal,” “Request review,” or “Dispute decision.”
    • Provide a clear, concise explanation of why your ad now complies or why you believe it should be approved.
    • Reference specific policy language if appropriate.
  • Tips for Appeals:
    • Be professional and direct in your message.
    • Double-check every part of your ad—including landing page—for compliance, as reviewers will check all associated content.

4. Prevent Future Rejections

  • Stay current with policy updates (these platforms change rules frequently).
  • Use ad previews and built-in policy review tools before submitting new creatives.
  • Train your marketing team on compliance basics, especially for regulated industries.

Summary:
Understanding Google and Meta ad policies, carefully editing rejected ads, and following best practices for appeals are essential to keeping your campaigns live and compliant. Proactivity and a professional approach turn ad issues into learning opportunities—and keep your business one step ahead.