Google Ads Disapproved, Ad Violates Policy And Can’t Run–How To Fix Punctuation And Symbol Policy Errors

Justin Babcock • Nov 08, 2021

Google Ads is constantly updating its algorithms to better align with its advertising policies.


While the updates make for better compliance among all advertisers, they also create havoc for small businesses that manage a DIY Google ads account.


This might sound familiar.

You are creating a new ad. You complete the ads forms–just like you always do. You make it to the review screen, and you see the dreaded “disapproved” notification. You click on fix it, and you get a generic response. Ad violates policy and can’t run: punctuation and symbols. Read the policy.


You click on read the policy, and you get a support page with more generic responses. You can’t figure out why the Google Ad was rejected. 


This scenario is typical for many business owners getting started with Google Ads. Here are 5 things to look for that can help you take your ad from disapproved to approved.


The ! and other punctuation Google Ads Policy violations.


Does Google allow for the ! in their ads? Sometimes. But if you have a disapproved ad, go through your headlines, long headline, descriptions, and remove every ! in the ad. I know you want to add excitement to the text, but Google isn’t a fan.


Other style issues include fun variations that make your product stand out (DIY M@RK$TING), styling like old school emojis ¯\_(ツ)_/¯, abbreviations like 5* instead of 5-star, and anything else identified gimmicky. Google won’t tell you what specifically violated the ad. You just need to go through and revise any characters and/or style that is considered grammatically incorrect.


CAPITALIZATION ViOlAtIONs that will get your Google Ad disapproved.


This one is pretty easy to spot. You can’t yell or highlight specific words by capitalizing them. If your ad has FREE, FrEE, or F.R.E.E., chances are it got rejected. Remove any capitalization variations from your headlines, long headline, and descriptions.


Phone numbers in ad text are not allowed and will get your ad disapproved.


Again, this one is pretty straightforward. Remove your phone number from your headlines, long headline, and descriptions. Why? You might be asking yourself. Well, typically, Google gets paid per click. If you have a phone number to call, there might not be a click. Google want’s you to use call ads.


Repetition of text can trigger ad disapproval. 


Free program that is free, free, and free–this type of repetition can result in a disapproved ad. If you are using repetitive words, try mixing up the text like this. Check out or free, no cost, no charge program. 


Spacing and other grammatical errors will trigger a Google Ads policy violation and disapproval.


Spacing and grammar are the most common and frustrating errors. You type a description but you accidentally hit the space bar twice, or not at all. 


→ Check out or free,  no cost, no charge program. (extra space after the comma)

→ Check out or free,no cost, no charge program. (no space after the comma)


That extra space or missing space can be hard to find in your headlines, long headline, and descriptions, but the spacing issue will trigger a policy violation.

If you have an ad that is disapproved or need some help with your Google Ads. Schedule a half-hour Zoom call with one of our experts. There is no obligation and no cost for the first session.

For more helpful tips, subscribe to our blog and receive weekly emails about DIY marketing.

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