What the Google Ads Suspension Appeal Form Actually Asks

In your Google Ads account, select the Contact us link in the notification at the top of your screen.

Google’s instruction for appealing a suspended account, from its account suspensions overview. The link opens the appeal form on the right of the screen; Google also publishes the form as a help page, the Appeal Form for Google Ads Account Suspension.

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 doesn’t do those three things gives a reviewer nothing to act on.

The form is Google’s mechanism for requesting a second review of an enforcement decision. It is short, and it is not a conversation. In our experience you get roughly four to five formal submissions before Google stops accepting them and tells you to add information to the existing case instead.

Google’s wording quoted here was checked against its help pages in late September and early October 2026. Google changes them without notice, so check the linked page before relying on a detail.

At a glance

• Opened from the notice

  The Contact us link in the notification at the top of your account opens the form.

• One free-text box

  That’s where the appeal is won or lost: the policy, the part of it, and what you changed.

• Six months to use it

  For older decisions, Google says to contact Google Ads Support instead.

• 3–5 working days

  Google’s appeal form page gives that response time. Other Google messages give other figures.

• Limited submissions

  In our experience, roughly four to five formal appeals before the route closes.

On this page13 sections

Where to find Google’s appeal form

Sign in to Google Ads first. Google’s instruction is to “select the Contact us link in the notification at the top of your screen”. That link opens the appeal form on the right of the screen. Google also publishes the form as a help page, the Appeal Form for Google Ads Account Suspension.

There is a time limit. Google says all advertisers have at least six months from the date of account suspension to submit an appeal. And since 21 July 2026, the option to appeal directly from your Google Ads account isn’t available for policy decisions made more than six months earlier. For those older decisions, Google says to contact Google Ads Support.

What the form actually asks

The fields vary by suspension type, but in our experience a Google Ads account suspension appeal typically asks for:

• your business model: how the business operates;
• the domain you advertise;
• whether you are engaged in affiliate marketing;
• whether the account is managed by an agency;
• who owns the payment instrument on the account;
• the date of the last payment;
• a free-text box for your case.

None of these are throwaway. The short-answer fields establish whether the facts of the account hang together; Google’s form page says all information that you provide must be correct for it to review the suspension. The free-text box is where the appeal is won or lost.

The business model question is the one people fail

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 can’t 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:

• How does the business actually make revenue? Not what you sell: how the money arrives.
• What happens when someone lands on the page? Is the desired result a purchase, a booking, an enquiry, an email address?
• If you collect an email, what happens next? Does it go to a back end that sells something else? Does it feed a sales call? Does it inform people? What is the point of collecting it?
• What is your return policy? A business that takes money and has no stated returns process reads differently from one that has.
• Why Google Ads specifically, and what audience are you trying to reach?

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.

Name the policy, then name the part of it

In our experience, this is the most common failure on accounts that have already appealed unsuccessfully. The suspension notice names a policy: Circumventing Systems, Unacceptable Business Practices, Suspicious Payment Activity. It doesn’t 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 show you know exactly what was wrong, why it was wrong, and that you have made alterations.

One suspension can carry more than one violation. Google says the suspension email will identify all policies the account was suspended for. If there are several, the appeal has to work through each of them. An appeal that answers one violation and ignores two is incomplete. More in our guide to why Google Ads appeals get rejected.

How to structure the free-text box

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:

1. State the violation you are addressing.

   The policy and the specific section.

2. Explain what caused it, factually.

   Not motive: cause.

3. State what has been changed.

   Concretely, and in a way that can be checked.

4. Point to the evidence that the change is live.

5. Repeat for every other violation on the account.

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. Google’s own advice is to take the time to be thorough, accurate and honest, because accounts are only reinstated in compelling circumstances.

How to attach documents and evidence

Whether the appeal form takes documents depends on which version Google shows you. In our experience, the formal appeal forms for Circumventing Systems and Unacceptable Business Practices come in two kinds:

• A text box only. There’s nowhere on the form to attach a file, so the box has to carry the case on its own, and the structure above matters even more.
• The full form. The questions come first, and the documents attach at the end, next to the summary box. Have the files ready before you start.

When Ad Restore Ltd files an appeal on a client’s behalf, we also send Google supporting documentation alongside it, so the case doesn’t rely on the form alone. That is additional to what the form carries, not a replacement for it.

On which documents are wanted (photo ID 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.

Ad-level appeals: Google’s 60-minute evidence form

Everything above is about a suspended account. A single disapproved ad is appealed from Policy manager instead, where Google’s steps are to select Appeal on the affected ad and choose “Dispute decision” or “Made changes to comply with policy”.

For those appeals, Google has also shown a separate evidence form, titled “Content appeals – Opportunity to attach evidence”. As we saw it on 10 February 2025, it opens with “Please upload and submit evidence to attach to your submitted appeal”, and then: “Reminder: If you wish to attach evidence to this form, you must do so within 60 minutes of your appeal submission in the previous tool.”

The line that matters most: “Evidence submitted more than 60 minutes after your appeal was submitted in the previous tool will not be attached to your appeal and will not be considered during review.” The form asks for the account and the business name, and its confirmation screen reads: “Evidence submitted. You will be notified of the result of your appeal by email. Thank you!”

So if you’re offered this form, have the evidence ready before you submit the ad appeal: by the form’s own wording, the 60 minutes run from the appeal. Google’s help page on appealing ad decisions doesn’t describe this form, and we can’t confirm it still appears in the same way today, so go by the wording on the form you’re given.

What happens after you submit

Google confirms it has received the submission and that it is investigating. Google gives different response times in different places:

• The appeal form page: “you will receive a response within 3-5 working days”.
• The message in your account: the Quick help panel has said it usually takes 1–3 business days but may take longer; in early October 2026, the message in accounts we saw said 1 to 5 days.
• The email confirming your appeal: typically within 5 business days.

In our experience a decision usually arrives inside five business days. The outcome comes by email: Google says “when your appeal is reviewed, you’ll receive an email with the outcome”, and if it is rejected, you can re-appeal following the same process. Our guide to an appeal that’s in review covers the wait, and how long a reinstatement takes covers the timeline end to end.

How many times you can appeal

You don’t 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 stops accepting new formal appeals and tells you to add information to the existing case instead of filing again. At that point the standard route is closed.

Google’s own wording points the same way: “if you file too many appeals for the same account suspension, we may not process them”, and if it sees signs of misuse it will suspend processing of certain appeals for seven days. So each submission is expensive. Filing again without changing anything doesn’t reset the clock; it spends one of a small number of chances on a case Google has already refused.

Answers that end an appeal outright

Some answers don’t weaken an appeal, they finish it. In our experience all of them are about identity rather than argument:

• Inaccurate information about the business. Wrong legal name, wrong trading name, details that don’t match the payments profile.
• Inaccurate information about who owns the account. Naming the wrong person as the account holder.
• No evidence that you own the domain. Google needs to verify who you are, what the business is, and that the site you advertise is yours.
• No access to the technical back end of your own website. If changes are required and you can’t make them, there is nothing to evidence.

These are small, simple things and they are fatal. A perfectly argued appeal attached to a name that doesn’t match the payments profile fails on the name.

If you would rather not do it yourself

Ad Restore Ltd is a UK company, registered in Scotland, that files these appeals for clients for a fixed price paid up front, from £300 depending on the suspension and the option you choose. The Google Ads appeal services include from 1 appeal up to 5, and if your account isn’t reinstated after them, you get a 50% refund, or 100% on the Professional and Premium options; see prices and refunds. We check your case and start work within 24 hours of payment (up to 48 hours at weekends). We never ask for your password: we connect through a manager-account link that an admin on your account approves.

We also turn down some cases, because some can’t be fixed and you should hear that before you pay anyone.

Frequently asked questions

What does the Google Ads suspension appeal form ask?

In our experience 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. The fields vary by suspension type.

Where is the Google Ads appeal form?

In your Google Ads account: Google says to select the Contact us link in the notification at the top of your screen, which opens the form on the right. Google also publishes it as a help page, the Appeal Form for Google Ads Account Suspension.

How many times can you appeal a Google Ads suspension?

Google doesn’t publish a number for account suspensions; it says it may not process too many appeals for the same suspension. In our experience you get roughly four to five formal appeals before Google stops accepting new ones and tells you to add information to the existing case instead.

How long does Google take to respond to an appeal?

Google gives different figures: its appeal form page says 3-5 working days, the panel in your account has said 1–3 business days and, more recently, 1 to 5 days, and the confirmation email says typically within 5 business days. In our experience a decision usually arrives inside five business days.

Is there a deadline to appeal?

Yes. Google says all advertisers have at least six months from the date of suspension to appeal, and since 21 July 2026 the in-account appeal option isn’t available for policy decisions made more than six months earlier. For those, Google says to contact Google Ads Support.

Can I attach documents to the appeal form?

It depends on the version of the form. In our experience, the formal Circumventing Systems and Unacceptable Business Practices appeal forms come in two kinds: one with only a text box, and a full form where the documents attach at the end, next to the summary box. Make sure every document matches the details on the account and the payments profile; see what documents Google wants.

Is there a time limit for adding evidence to an ad appeal?

Google’s “Content appeals – Opportunity to attach evidence” form, as we saw it in February 2025, said evidence had to be attached within 60 minutes of the appeal submission, and that evidence sent later “will not be considered during review”. Have it ready before you appeal the ad.