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Guide · Google Ads Policy

“Your appeal was approved”: our own Google Business Profile, suspended and reinstated

Gianluca Catinella, Director, Ad Restore Ltd3 min read
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Google’s email

Ad Restore Ltd, your appeal has been approved. Your recent appeal for a restricted listing has been approved.

Google Business Profile’s email to us, October 2024, quoted word for word. Its subject line: “Your appeal was approved”.

This one is ours. In October 2024, the month Ad Restore Ltd was incorporated, Google suspended our own Business Profile. We appealed with a genuine utility bill in Ad Restore Ltd’s name and the company’s documents, and Google approved the appeal.

We help businesses with suspended Business Profiles, so it’s fair to show we’ve been through Google’s process ourselves. The documents aren’t shown here: a utility bill and company papers carry an address and personal details, so we describe them instead.

Written from our own files: Google’s approval email and our appeal notes. The Google pages linked here were checked on 4 October 2026.

At a glance

  • Our own profile

    Ad Restore Ltd’s Business Profile, suspended in October 2024.

  • Evidence: documents

    A genuine utility bill in the company’s name, and the company’s documents.

  • Approved

    Google: “Your recent appeal for a restricted listing has been approved.”

  • Within the month

    We saved Google’s approval email on 27 October 2024.

On this page6 sections

What happened

Google may suspend or disable Business Profiles that don’t follow its guidelines. Ours was suspended in October 2024, the month the company was incorporated. The notice simply told us the profile was suspended.

When Google later approved our appeal, its email called it an appeal for “a restricted listing”.

What we sent

Google lists official business registration, a business licence, tax certificates and utility bills for the business as evidence, asks you to check that the business name and address match the profile, and highly recommends sending evidence.

Ours was two kinds of document: a genuine utility bill in Ad Restore Ltd’s name, and Ad Restore Ltd’s company documents as a limited company. We describe them rather than show them, because they carry the company’s address and personal details.

Google’s answer

Google said it would send an email with a decision, and it did: “Ad Restore Ltd, your appeal has been approved. Your recent appeal for a restricted listing has been approved.” It added that changes could take up to 24 hours.

Google Business Profile email “Your appeal was approved”: “Ad Restore Ltd, your appeal has been approved. Your recent appeal for a restricted listing has been approved.”
Google Business Profile’s email, October 2024. Routing ID hidden.

What we’d tell another business

  • Fix the profile before you appeal. Google’s first instruction is “Make sure that your profile follows all the guidelines.”
  • Make the documents and the profile agree. Google asks you to check that the business name and address on the evidence match the profile.
  • Send real documents only. Genuine, current documents in the business’s own name. Never edit one to make it fit.

Don’t create a new Business Profile to get round this.

Google says: “Do not create a new Business Profile for the same business while your appeal is under review.” Its guidelines say there should only be one profile per business, and a restricted account won’t be able to create or claim other profiles.

Questions people ask

What evidence does Google accept for a Business Profile appeal?

Google lists official business registration, a business licence, tax certificates and utility bills for the business, and asks you to check that the business name and address match the profile. Ours was a genuine utility bill in the company’s name and the company’s documents.

How long did our appeal take?

The profile was suspended in October 2024, and we saved Google’s approval email on 27 October 2024, in the same month. That’s one case, not a promise.

Do you help with suspended Google Business Profiles?

Yes. Our Google Business Profile reinstatement is £300, with up to 2 reinstatement requests and 14 days of support after reinstatement. If your profile isn’t reinstated after those requests, you get a 50% refund, and we start within 24 hours of payment (48 at weekends). You can also call us on 07777 148453 or book a free consultation first. Only Google decides whether a profile is reinstated.

Gianluca Catinella, director of Ad Restore
Written by

Gianluca Catinella

Director, Ad Restore Ltd

Gianluca Catinella is the Director of Ad Restore Ltd. He has worked with businesses across a wide range of industries, managing high-spend Google Ads accounts and handling complex account suspensions — including some of the most challenging policy and reinstatement cases. His work covers Circumventing Systems Policy, Suspicious Payment Activity and Unacceptable Business Practices, along with advertiser verification, Merchant Center and Google Business Profile suspensions. He came to this work from the receiving end. Running Google Ads for his own first business, he had an account suspended and found almost no support available to explain what had actually been flagged or how to put it right. He spent the months that followed reading the policies properly — every suspension type, what reviewers look for, and what a successful appeal has to contain — and he now tracks Google’s policy changes as they ship. Automated enforcement has to cast a wide net to keep scammers and bad actors out, and legitimate businesses get caught in it. Gianluca’s job is the bridge from confusion to clarity: working out exactly which policy was triggered, fixing the underlying issue, and putting a clear, evidenced appeal in front of Google so the business can get back to trading.

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