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What To Do If Your Google Ads Account Is Suspended?

Google Ads or more commonly known as Search Engine Marketing (SEM) / Pay-Per-Click (PPC) Advertising is another way you can appear on Google's SERP. This method works great if you're in a rush and do not have the time or patience to rank on Google organically. However, instead of investing to optimise your website, Google Ads is essentially bidding for every click that Google drives to your website by paying more than your competitors.



What To Do If Your Google Ads Account Is Suspended?
by Absolute Digital


Google provides translated versions of our Help Center as a convenience, though they are not meant to change the content of our policies. To help ensure a safe and positive experience for users, Google requires that advertisers comply with Google Ads policies.


Google Ads will take repeat violations of their policies seriously and takes action against advertisers for non-compliance.


Strikes are issued to your Google Ads account when you repeatedly violate certain Google Ads policies. Note that no strikes are issued for the first policy violation. You will be able to receive a maximum of three strikes, and the penalties applied with each strike will progressively increase. Temporary account holds will be applied for the first and second strikes (for 3 and 7 days respectively), while the third strike will result in an account suspension.



What to do if your Google Ads account gets a strike?

A strike is issued to your Google Ads account via an email and an in-account notification when your assets or ads violate a Google Ads policy multiple times. An account can receive a maximum of one warning and three strikes per policy violation.


What is a warning?

Mistakes can happen and you don’t mean to violate Google Ad's policies — that’s why the first violation is only a warning. Note that you’ll only be warned once through an email notification. The next time your ads violate a Google Ads policy, you'll get a strike. If you think they have made a mistake, you can appeal to the disapproved ads.


What is a first strike?

You will earn your first strike when Google Ads detects that you have continued to violate a specific Google Ads policy, even after receiving an initial warning.


Your account will be in a temporary hold state for 3 days when you receive the first strike. If you take no action to either acknowledge or appeal the strike, your account will continue to remain on hold.


Accounts in a temporary hold state cannot run any ads. Advertisers can, however, still access their accounts and all associated reports. Learn more about temporary account hold.


What is a second strike?

You will receive a second strike if you violate the same policy again within 90 days of the first strike. It will serve as the last and final notice for you to remove all policy-violating assets or ads in your Google Ads account to avoid being suspended.


Your account will be in a temporary hold state for 7 days upon receiving the second strike. If you take no action to either acknowledge or appeal the strike, your account will continue to remain on hold.


Accounts in a temporary hold state cannot run any ads. Advertisers can, however, still access their accounts and all associated reports. Learn more about temporary account hold.


Google Ads will send you an email notification when your account is released from temporary hold.


What is a third strike?

You will receive a third and final strike if you violate the same policy within 90 days of the second strike. Your account will then be suspended for repeat violations of their policies.




What to do if you get a strike?

Your account may be in a temporary hold state or suspended. The temporary hold state or suspension is determined by the number of strikes accumulated in your account for a given policy.



If your account is on a temporary hold state

To resume serving ads, you will be required to correct the violations and submit an acknowledgment form. If you believe there has been an error and that you haven’t violated their policies, you will need to appeal the strike. Note that your account will continue to remain on hold until you take action to either acknowledge or appeal the strike.


If you choose to appeal the strike and it is unsuccessful, you’d still be required to remove or fix the policy violations and acknowledge the strike to release your account from a temporary hold state.



Acknowledgment of the strike

To acknowledge the strike, you must remove or fix all policy violations in your account and complete the acknowledgment form.


By completing the acknowledgment form, you affirm that:


  • You are aware of the specific policy or policies that led to a strike being issued on the account, that you have reviewed the policies in question, and that you understand that additional violations of these policies can lead to more severe action, up to and including account suspension.

  • You have removed the assets and ads that violate the policies in question and you will ensure that future assets and ads will comply with our policies.

  • Creating additional accounts and/or attempting to circumvent Google’s policy enforcement is strictly prohibited and can lead to account suspension

Once the acknowledgment form is submitted, your account will resume serving ads within a specific period of time, depending on the number of strikes accumulated.


  • For the first strike, your account will resume serving ads 3 days after the temporary hold was initiated

  • For the second strike, your account will resume serving ads 7 days after the temporary hold was initiated

If you are modifying existing ads or uploading new ads, please ensure that they comply with the relevant policy. If you create a new policy-violating ad while your account is in a temporary hold state, you will be issued an additional strike.


Google will continue to monitor your account for repeat violations of our Ads policies.


Appeal

If you successfully appeal the strike, it will be removed from your account and the compliant ads will be approved. Your account will be released from temporary hold immediately.


If your appeal is unsuccessful, your account will continue to remain in a hold state until you fix all policy violations in your account and complete the acknowledgment form.



If your Google Ads account is suspended

If you believe there's been an error, and that you haven’t violated their policy, please submit an appeal to explain why. Google Ads will only reinstate accounts under compelling circumstances, so it's important that you take the time to be thorough, accurate, and honest. Learn more about suspended accounts.

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