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Ad Restore Ltd is a UK Google Ads suspension recovery service registered in Scotland, with its registered office in Dumfries. The Google Ads suspension appeal form asks a small number of questions and gives you one free-text box. Most people treat the box as a place to say they have done nothing wrong. It is not. It is where you name the policy you breached, name the specific part of that policy, and show what you changed. An appeal that does not do those three things gives a reviewer nothing to act on.
Definition: the appeal form is Google’s mechanism for requesting a second review of an enforcement decision. It is short, it is not a conversation, and in our experience you get roughly four to five formal submissions before Google stops accepting them and tells you to add information without filing a new appeal.
The fields vary slightly by suspension type, but a Google Ads account suspension appeal typically asks for:
None of these are throwaway. The short-answer fields establish whether the facts of the account hang together. The free-text box is where the appeal is won or lost.
This field asks how your business operates, and a generic answer will sink you. “We sell kitchen equipment” is not an answer. It tells a reviewer nothing they cannot already see.
What a reviewer is trying to establish is whether your business is real, whether it does what your ads say it does, and whether money moves through it the way a legitimate business’s money moves.
So answer the questions underneath the question:
A reviewer who finishes that paragraph understands your business. A reviewer who finishes “we sell X products” understands nothing, and has no reason to overturn a decision.
This is the single most common failure we see on accounts that have already appealed unsuccessfully.
The suspension notice names a policy — Circumventing Systems, Unacceptable Business Practices, Suspicious Payment Activity. It does not name the section of that policy you breached. Most people appeal against the policy title, which is like answering a charge without reading it.
You have to be precise about which policy and what factor under that policy you have infringed. Then you have to show you know exactly what was wrong, why it was wrong, and that you have made alterations.
And one suspension can carry more than one violation. If the account has several, the appeal has to work through each of them separately. An appeal that answers one violation and ignores two is an incomplete appeal, and it will be treated as one. There is more on this in our guide to why Google Ads appeals get rejected.
Write it as a professional letter directed at a goal, because that is what it is. It is not a complaint and it is not an apology.
The order that works:
Every claim in that box should be something a reviewer can verify by looking. “We have updated our site” is unverifiable. “The pricing and returns policy is now published at /returns and the trading name matches the payments profile” is verifiable in thirty seconds.
You can attach documents to the appeal form itself. That is the primary route and for most advertisers it is the only one.
Ad Restore Ltd also sends documentation to Google directly through its agency channels, so an appeal filed on a client’s behalf is bolstered by material submitted alongside it rather than relying on the form alone. That is additional to what the form carries, not a replacement for it.
On what documents are wanted — government-issued photo identification for an authorised representative, business registration records, evidence tying the company to its trading address, domain ownership — see what documents Google wants for a suspension appeal.
Google confirms it has received the submission and states that it is investigating. Its stated response window is five business days, and in our experience a decision does arrive inside that.
The reply comes by email to the account’s contact address and states the outcome plainly. If the appeal succeeded, ads should resume serving within about 24 hours, provided nothing else on the account is in violation. On timelines end to end, including the parts before the appeal is even filed, see how long a reinstatement takes.
You do not get unlimited attempts, and this is where people damage their own position.
In our experience you have roughly four to five formal appeals. After that, Google will stop accepting new formal appeals and tell you to add information to the existing case instead of filing again. At that point the standard route is closed and recovery depends on alternative methods, which is a different conversation entirely.
Which means each submission is expensive. Filing again without changing anything does not reset the clock — it spends one of a small number of chances on a case Google has already refused.
Some answers do not weaken an appeal, they finish it. All of them are about identity rather than argument:
These are small, simple things and they are fatal. A perfectly argued appeal attached to a name that does not match the payments profile fails on the name.
Ad Restore Ltd files these appeals for clients, for a fixed price paid up front. If your account isn’t reinstated after up to 3 appeals, you get a 50% refund — see prices and refunds. We never ask for your password; the only identifier needed is your Google Ads customer ID.
We also decline roughly 20 to 30% of the enquiries we receive, because some cases cannot be fixed and you should hear that before you pay anyone. If you want a view on your own case, book a free consultation.
It typically asks for your business model, the domain you advertise, whether you are engaged in affiliate marketing, whether an agency manages the account, who owns the payment instrument, the date of the last payment, and a free-text box for your case.
In our experience you get roughly four to five formal appeals. After that Google stops accepting new formal appeals and tells you to add information to the existing case instead, at which point the standard route is closed.
Google confirms receipt and states it is investigating. Its stated response window is five business days, and in our experience a decision arrives inside that.
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