Why did my Google Ads appeal get rejected?

Accounts are only reinstated in compelling circumstances, such as in the case of a mistake, so it’s important that you take the time to be thorough, accurate and honest.

From Google’s account suspensions overview, checked on 2 October 2026. It’s the standard every appeal is read against.

Your Google Ads appeal was most likely rejected because it was filled in rather than built. Most self-filed appeals we see treat the form as an admin step: a short statement of innocence, no changes to the account, no evidence, and nothing about the specific policy. An appeal that says you’ve done nothing wrong gives a reviewer no fact to check. Google asks you to include any relevant information and an explanation of why you believe the suspension is incorrect.

Three things make it worse. The rejection names the policy but not the part of it you broke, so many people appeal against the wrong thing. Nothing on the account changes between attempts, so the next appeal is the same case Google has already refused. And repeated failures narrow your options: in our experience a repeat submission risks automated rejection rather than consideration, and Google says that if you file too many appeals for the same account suspension, it may not process them.

Checked against Google’s help pages between 28 September and 2 October 2026. Google changes them without notice, so check the linked page before relying on a detail.

At a glance

• The email names the policy

  Google says the suspension email identifies all policies you were suspended for. It doesn’t say which part of the policy.

• You can re-appeal

  Google says you can re-appeal following the same process. Send one appeal at a time.

• Evidence, not innocence

  In our experience, an appeal without changes or evidence gives a reviewer nothing to check.

• Fix before you file

  Google asks you to make sure every linked, previously linked and related account complies first.

• No new account

  Google says new accounts a suspended advertiser tries to create may also be suspended.

On this page11 sections

What an appeal actually is

An appeal is a request for Google to review an enforcement decision again. For a suspended account, Google tells you to select the Contact us link in the notification at the top of your account, which opens the appeal form. For a disapproved ad, the appeal in Policy manager asks you to choose a reason: Dispute decision or Made changes to comply with policy. If nothing on the account has changed since the decision, the second reason isn’t open to you.

As our director Gianluca Catinella puts it: you can’t stand in front of a judge, say “I’m innocent” and be believed straight away. You need evidence, a plan, and an understanding of which part of the policy you’ve fallen foul of. If Google has already replied that you can file a re-appeal if you have new information, that reply has a guide of its own.

What the rejection tells you, and what it hides

The notice tells you which policy you broke, which is useful. What it doesn’t tell you is which part of that policy. Policies such as Circumventing Systems and Unacceptable Business Practices each cover very different conduct. Appealing against the heading rather than the clause produces a generic appeal, which is easy to dismiss.

In our experience, Google resolves doubt against the advertiser: faced with a case it can’t quickly verify, it removes rather than investigates. The burden of proof sits with you. Google says it uses a combination of Google’s AI and human evaluation to find violations, and reviews information from a variety of sources, including your ads, accounts and website, user complaints and other third-party sources. If your rejection came back within hours, see what a fast rejection usually means.

What makes an appeal worse

Two separate rules govern the paperwork. In our experience, a scan that can’t be read is ignored. And a document that doesn’t match your account settings isn’t accepted: Google’s verification rules ask for details that exactly match your payments profile. That includes a company address that doesn’t match your landing page. Our guide to appeal documents goes through what works.

Why a second rejection is harder to recover from

Repeat failures compound. In our experience, the more appeals that have already failed, the more likely it is that an automated system rejects the next one outright rather than taking it into consideration. In our own casework a case tends to resolve on the first or second appeal; it’s rarely, if ever, the third. So the appeal you send next is the one that has to carry the argument.

Google’s own rules point the same way. It says submitting one appeal at a time ensures a timely review, and that if it sees signs you’re misusing its appeals function, it will suspend processing of certain appeals for seven days.

Where the decision is a disapproved ad rather than a suspended account, there’s also a published limit: “Each ad is limited to three appeals.” After three unsuccessful appeals, you can’t appeal that ad again until you contact customer support. The same page asks you to wait at least 24 hours between appeals for the same ads, so they aren’t marked as duplicates.

Our own casework fits that. A decision returning within about ten minutes is almost certainly automated; one inside 24 hours may well have been seen by a person; and most appeals we handle reach a human within roughly five days. That’s our experience, not documented Google process, but the lesson holds: you want a human reading it, and a thin repeated appeal invites a quick refusal.

What to do before you appeal again

1. Stop filing, and settle any balance.

   Another identical attempt puts the same refused case back in front of the same system. Pay anything outstanding on the account before you appeal, rather than arguing about it.

2. Identify the exact breach.

   Read the named policy in full and find the clause your account genuinely meets. If you can’t point to it, you’re not ready to file.

3. Sweep the account, not just the ad.

   The landing page, the content, the business model, the keywords, the disapproved ads still on the account, and what changed shortly before the suspension. Google asks you to make sure all linked (or previously linked) and all related accounts comply before appealing.

4. Fix the landing page and business details.

   The company address needs to match the address on your landing page, and both need to match your account settings.

5. Check what Google can cross-reference.

   Your company register entry (Companies House in the UK), the domain registration and any privacy protection on it, and the payment method and where else it has been used. In our experience these must agree before the appeal is written.

6. Collect the documents.

   ID, proof of the business at its address, company records, evidence you own the domain, and, if you advertise another company’s services, the contract that allows it.

7. File once.

   State the breach, what you changed and the evidence, in that order, without argument. Then wait for Google’s email.

What not to do

• Don’t argue, and don’t phone repeatedly. Disputing the decision without evidence is the fastest route to a closed case. In our experience, the support team you reach by phone isn’t the one deciding your appeal.
• Don’t send the same appeal again. Google may not process too many appeals for one suspension. Change something material first.
• Don’t leave it. Google says advertisers have at least six months from the date of account suspension to appeal, but also that you may not be able to access a suspended account after an extended period. A suspension stays on the record whether or not anything surfaces it now.

When an appeal can’t be rescued

Some cases can’t be won, and we’d rather tell you that than take the case. In our experience, these tend to be unrecoverable:

• No access to the domain being advertised. If you no longer own it and can’t prove you did, there’s no explaining why it’s still in the account.
• Advertising a business that isn’t yours, with no agreement from that business to show for it.
• Financial services advertised without the verification Google requires for that sector. See Google’s financial services verification page.
• No access to your own website, hosting or tracking. If nobody can reach them, nothing can be corrected or evidenced.
• A tracking URL Google has classed as phishing.
• Gambling, pornography and sexual content, which we don’t work in.

Separately, some situations make a case harder without making it impossible. Agencies running separate client accounts is normal, but one account advertising many unrelated domains isn’t typical of a Google Ads account, and it takes considerably more work to get the suspension lifted. Multiple suspensions, Circumventing Systems, Unacceptable Business Practices and many disapproved ads are harder, not impossible. Our guide to when a suspension can’t be fixed goes through them.

How we approach it

Our appeals are longer, more specific and written in Google’s own policy language, covering the identified issue fully and without filler. While you gather documents, we assess the whole account and the landing page, including changes made shortly before the suspension, the disapproved ads, the policy detail and where trust broke.

The difference is in the case, not the channel. We submit the appeal through a manager-account link you approve, so we never need your password. That changes where a submission comes from, not what it’s worth: it carries no extra weight with Google. Ad Restore Ltd is independent of Google, has no special channel into it, and nobody can guarantee reinstatement.

Our terms are set out on their own pages: prices and refunds, help without account access where you’ve lost it, and 14 days of post-reinstatement support, included in every service. The refund is a payment term, not a promise of reinstatement.

The appeal route

• Account suspended? Appeal from the Contact us link in the notification in your account. Google’s appeal form says a specialist will be assigned to your case. When it’s reviewed, you get an email with the outcome.
• Ad disapproved? Appeal from Policy manager, choosing “Dispute decision” or “Made changes to comply with policy”, within Google’s limit of three appeals per ad.
• Asked to verify first? Google says certain advertisers must complete advertiser verification successfully before they can appeal, and Google limits failed verification attempts.

Before you write it, read what the appeal form asks. If you’ve already had a rejection, see what to do after a rejected appeal.

Frequently asked questions

Why was my Google Ads appeal rejected?

Google’s rejection doesn’t give a detailed reason. In our experience, most rejected appeals assert innocence without evidence, answer the wrong part of the policy, or were sent before anything on the account changed. Google only reinstates accounts in compelling circumstances, such as a mistake, and asks you to be thorough, accurate and honest.

Can I appeal again after a rejection?

Yes. Google says you can re-appeal following the same process, from the notification in your account. It also says it may not process too many appeals for the same suspension, so send one at a time and fix what you find first.

Does Google tell you which part of the policy you broke?

Google says the suspension email identifies all the policies you were suspended for. It doesn’t say which clause. Reading the whole policy and finding the clause your account meets is the first job before any appeal.

How many times can I appeal a disapproved ad?

Google says each ad is limited to three appeals. After three unsuccessful appeals you can’t appeal that ad again until you contact customer support. It also asks you to wait at least 24 hours between appeals for the same ads.

How long do I have to appeal a suspension?

Google says all advertisers have at least six months from the date of account suspension to submit an appeal. It also warns that you may not be able to access a suspended account after an extended period, so don’t leave it.

Should I open a new account instead?

No. Google says any new accounts a suspended advertiser creates will be automatically suspended, and its Circumventing Systems policy names creating new accounts to re-enter the system as a violation.