Disapproved Google Ads: The Mistakes to Stop Making

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Quick summary

Getting a disapproved ad on Google Ads is a frustrating experience for a lot of businesses in Quebec. Yet most of these disapprovals can be avoided once you understand the most common mistakes. Among them: the use of prohibited or sensitive keywords, content that does not comply with Google's advertising policies, a Quality Score that is far too low, or the technical problems that so often get overlooked, such as a landing page that does not work or a phone number that was never verified.

Poor campaign settings, such as imprecise geographic targeting, a daily budget that is too low, or an ill-advised mix of the Search and Display networks, can also trigger disapprovals or drag down ad performance.

To solve these problems, you need to pinpoint the exact reason for the disapproval, edit the ad or the campaign, then submit a request for review to Google. Putting an internal validation process in place, along with ongoing training on Google Ads policies, are the recommended practices for preventing future disapprovals.

CyberPerformance, an agency specialized in Google Ads management in Quebec (notably in Montreal, Trois-Rivières and Lévis), offers a free diagnostic, turnkey management packages and local expertise tuned to the realities of Quebec businesses. With this approach, clients enjoy a better approval rate, an optimized return on investment and real peace of mind about the compliance of their ad campaigns.

Quick links, click by section

1. The most common mistakes that get a Google Ads ad disapproved
   
   
2. Technical problems that often get overlooked
   
   
3. Campaign setup mistakes to avoid
   
   
4. How to fix a disapproved ad on Google Ads
   
   
5. Preventing future disapprovals with solid Google Ads management
   
   
6. Why work with CyberPerformance on your Google Ads campaigns
   
   
7. Stop letting your Google Ads get disapproved
   
   
8. FAQ
   
   
9. References

Getting a disapproved ad on Google Ads is a frustrating experience for a lot of businesses in Quebec. Yet most of these disapprovals can be avoided once you understand the most common mistakes. Among them: the use of prohibited or sensitive keywords, content that does not comply with Google's advertising policies, a Quality Score that is far too low, or the technical problems that so often get overlooked, such as a landing page that does not work or a phone number that was never verified.

Poor campaign settings, such as imprecise geographic targeting, a daily budget that is too low, or an ill-advised mix of the Search and Display networks, can also trigger disapprovals or drag down ad performance.

To solve these problems, you need to pinpoint the exact reason for the disapproval, edit the ad or the campaign, then submit a request for review to Google. Putting an internal validation process in place, along with ongoing training on Google Ads policies, are the recommended practices for preventing future disapprovals.

CyberPerformance, an agency specialized in Google Ads management in Quebec (notably in Montreal, Trois-Rivières and Lévis), offers a free diagnostic, turnkey management packages and local expertise tuned to the realities of Quebec businesses. With this approach, clients enjoy a better approval rate, an optimized return on investment and real peace of mind about the compliance of their ad campaigns.

1. The most common mistakes that get a Google Ads ad disapproved
   
   
2. Technical problems that often get overlooked
   
   
3. Campaign setup mistakes to avoid
   
   
4. How to fix a disapproved ad on Google Ads
   
   
5. Preventing future disapprovals with solid Google Ads management
   
   
6. Why work with CyberPerformance on your Google Ads campaigns
   
   
7. Stop letting your Google Ads get disapproved
   
   
8. FAQ
   
   
9. References

Did a disapproved ad notification just land in your Google Ads account? Frustrating, isn't it? Every single day in Quebec, businesses watch their ads get rejected for reasons they do not always understand.

Google can disapprove your ads on several grounds: the use of prohibited keywords, a Quality Score that is too low (an ad scored 1/10 simply will not be shown), or a budget too small to cover all the impressions available to you. A phone number that has not been verified in the international format [+][country code][number], for instance, can trigger an immediate rejection on its own. 

That is exactly why our team at CyberPerformance, the number 1 Google Ads management agency in Montreal, Trois-Rivières and Lévis, offers personalized diagnostics to figure out why your ads are being disapproved.

In this article, we walk through the mistakes you should never make again with your Google Ads campaigns. We will look at the common reasons for disapproval, the technical problems that get overlooked, and above all how to solve them efficiently so you can maximize your return on investment with our turnkey management packages.

The most common mistakes that get a Google Ads ad disapproved

In digital marketing in Quebec, understanding why Google rejects your ads is essential if you want your advertising dollars to work. Every day, hundreds of advertisers see their ads disapproved without ever really knowing why. Those disapprovals stall your campaigns and hit your return on investment directly. Let us walk through the three big mistakes that lead to a Google Ads disapproval.

Using prohibited or sensitive keywords

One of the leading causes of a rejected ad is the use of keywords Google considers problematic. The platform applies strict restrictions to a number of sensitive categories.

Strictly prohibited keywords cover things like adult content, firearms, certain unapproved pharmaceutical products, and counterfeit goods. If you run a pharmacy in Montreal and want to promote prescription drugs, for example, your ad will be rejected on the spot.

Restricted keywords are watched much more closely. They include financial services, health and wellness products, and alcoholic beverages. You can advertise in these categories, but only under strict conditions. A craft brewery in Lévis promoting its beers, for instance, has to respect precise rules about age targeting and ad content.

On top of that, some terms are treated as sensitive depending on the current geopolitical or social context. These restrictions shift constantly, which is why staying on top of Google policy updates matters so much.

At CyberPerformance, we regularly see Quebec advertisers blocked simply because they use a term with a double meaning, or one that automatically trips Google's filters, even though their business is perfectly legitimate.

Content that does not comply with the advertising policies

Beyond keywords, the content of your ads themselves can get you disapproved. Google Ads enforces strict policies about what can and cannot appear in an ad.

Misleading content is rejected every time. That includes unrealistic promises, fake promotions and dishonest product descriptions. Advertising "Lose 10 kg in one week" will almost certainly be refused as exaggeration.

Improper use of trademarks is another frequent cause of rejection. If you name competing brands in your ads without authorization, you are risking a disapproval. Note, though, that using third-party trademarks is allowed in certain cases, notably for comparison sites and authorized resellers.

Bad formatting can also cause trouble. Excessive capitalization (as in "EXCEPTIONAL PROMOTION"), repeated punctuation ("!!!") and deliberately altered spelling ("Pr0motion") are all practices Google penalizes.

We also see businesses in Trois-Rivières get disapproved for privacy policy issues. Any site that collects personal information must have a privacy policy clearly accessible from the landing page.

A Quality Score that is too low

The third major cause of disapproval comes down to the quality of your ads and the user experience attached to them.

Quality Score is a rating Google assigns to each of your keywords, from 1 to 10. When that score is too low (generally under 3), Google may refuse to show your ads because it judges that they do not deliver enough value to users.

The score rests on three main components:

• How relevant the ad is to the keyword
• The landing page experience
• The expected click-through rate

An irrelevant landing page is a frequent cause of a poor Quality Score. If your ad promises emergency plumbing in Montreal but sends people to a general page about renovation work, Google will penalize the mismatch.

An excessive load time on your site can also sink that score. We regularly find with our Quebec clients that technical optimization is the difference between disapproved ads and campaigns that actually perform.

So before you even submit your ads, make sure your landing page is fast, relevant and delivers a solid experience on mobile. If you keep running into quality-related disapprovals, our team at CyberPerformance, the number 1 Google Ads management agency in Quebec, can run a full diagnostic to identify the friction points and propose effective fixes.

Technical problems that often get overlooked

Beyond the mistakes tied to advertising policies, certain technical problems can block your campaigns without you ever understanding why. Quebec advertisers tend to overlook these technical details, even though they are a frequent cause of Google Ads disapprovals.

An unverified phone number

One of the most common technical problems involves phone number verification. Under Google's requirements, any number used in an ad or an asset has to be verified first 1. The rule applies in particular to "Call only" ads, call assets and location assets.

There are two ways to get your number verified:

1. Display it on your website. The number has to be visible on at least one page of the site named in the ad, and it has to appear as text, not as an image 2. Keep in mind that the Google Ads verification system only works if the number respects the international format: [+][country code][phone number] 2. For a business in Montreal, for example, that would be +1XXXXXXXXXX.
2. Confirm ownership of the domain. Alternatively, you can prove that you own the domain by linking your Google Search Console and Google Ads accounts, or by adding your conversion tracking tag to your site 2.

If you notice your ads being disapproved for this reason, first check that you entered your number correctly, then make sure it has been verified through one of the two methods above.

A landing page that does not work

A broken landing page is the single most common reason for a disapproval on Google Ads 3. When Google tells you "your destination doesn't work", it means its crawlers cannot properly reach your page.

Typical problems include:

• Internal server errors
• Pages returning HTTP error codes (404, 403, 500 and so on)
• Sites under construction or showing a maintenance message
• Pages that load too slowly
• Excessive redirects (more than 10 redirects) 4

To sort this out, start by checking that the URL you entered is correct and free of typos. Then test your landing page on both desktop and mobile 3. At CyberPerformance we find that plenty of businesses in Trois-Rivières and Lévis forget to verify that their site works across every device.

Also make sure your landing page works for every geographic region, including the ones you are not specifically targeting 5. A site that loads perfectly in Montreal can run into access problems from other regions.

And if your site uses a robots.txt file to control crawler access, verify that you have not accidentally blocked the Google Ads crawlers (Google AdsBot) 3.

Badly configured ad assets

Ad assets add a great deal of visibility and performance to your campaigns. Configure them badly, though, and they can get your ads disapproved.

Common mistakes include:

• Sitelink assets that have nothing to do with the main ad 6
• Dropping phone numbers straight into the ad copy instead of using the call asset built for that purpose 3
• Information in the asset that contradicts what is on your website

Badly configured location assets are frequently rejected too. If you are using an address pulled from a business listing, the edits have to be made directly in Google Business Profile so they flow automatically back into Google Ads 7.

At CyberPerformance, we see many businesses in Lévis and Montreal leaving available assets switched off, which limits both the visibility of their ads and their click-through rate. Our diagnostics turn up these missed opportunities every time.

Missing ad assets is a frequent technical mistake that not only limits visibility but can also hurt your Quality Score 8. An ad with no assets is less likely to earn interactions, which can pull down its ranking in the search results.

To get the most out of your Google Ads campaigns and steer clear of these technical problems, our team at CyberPerformance offers turnkey management packages that include professional asset configuration and systematic landing page checks. We also make sure every technical detail meets the requirements Google keeps updating.

Campaign setup mistakes to avoid

Even after fixing the policy and technical issues, many Quebec advertisers still watch their ads get disapproved because of setup mistakes in the very structure of their campaigns. These mistakes are less obvious but just as costly, and they deserve close attention.

Geographic targeting that does not add up

Geographic targeting is one of the most powerful settings in Google Ads, and one of the most badly used. By default, your ads are shown to people located in the regions you target, people who visit them regularly, or people who are simply interested in them 9. Handy as that option is, it can water down the effectiveness of your campaigns.

Targeting that is set up poorly always ends in wasted budget. We recently worked with a Montreal business that was running its ads across all of Canada even though it only delivered within Quebec 10. The result: more than 60% of its budget was going up in smoke on regions that could never convert.

To avoid this mistake, here are a few practical tips:

• Choose the "Presence" option rather than "Presence or interest" if you only want to reach people physically located in your area 11
• Remember to specify the country along with the city to avoid mix-ups (Lévis, Quebec vs Lévis, France, for example) 12
• After a few weeks of delivery, analyze performance by region and exclude the ones generating few conversions

Careful, though: if you target an area that is too small, your ads risk being shown intermittently or not at all, because some small radiuses do not meet Google's minimum criteria 12.

A daily budget that is too low

An insufficient daily budget is one of the most frequent mistakes, especially among newer advertisers in Trois-Rivières and Montreal. At CyberPerformance we find that many clients set budgets far too low for how competitive their market really is.

In concrete terms, if you allocate a daily budget that is too small on highly competitive keywords, your ads will almost never be shown 10. A budget of $10 a day for terms like "car insurance Montreal" will not go far against the big insurers spending several hundred dollars a day.

Worth knowing as well: Google can spend up to twice your daily budget on any given day in order to capture more opportunities 13. The system does guarantee, however, that you will never pay more than 30.4 times your daily budget over a full month. So for a budget of $13.93 a day, the monthly maximum is $423.48 13.

To get the most out of your budget:

• Look at the budget recommendations Google offers, generally based on an analysis of your last 15 days of performance 13
• Target a geographic area that is realistic given what you can spend 10
• Use automated bidding, which optimizes your bids against your goals, such as maximizing conversions 14

Choosing the wrong network (Display vs Search)

The costliest mistake we see involves running the Search and Display networks together inside the same campaign. That setup, which is on by default, causes problems almost every time 15.

The two networks reach users in completely different contexts 15. The Search network reaches people actively looking for your products or services, while Display reaches people while they browse other websites, before they have even started searching 16.

In Lévis and across the province, we generally advise businesses working with a limited budget to start with the Search network, which produces direct conversions more readily 15. For brand awareness goals, on the other hand, the Display network proves more effective thanks to its far wider reach 17.

Note as well that the cost per click on the Display network runs about 30% lower than on the Search network 17, which can add up to substantial savings for your business.

Our team at CyberPerformance, a specialist in Google Ads management, therefore recommends creating separate campaigns for each network as a matter of course. That lets you tailor your strategy to each channel and measure their respective performance far more precisely.

How to fix a disapproved ad on Google Ads

Faced with an ad disapproved by Google Ads, do not panic. There is a solution in almost every case. At CyberPerformance, the number 1 Google Ads management agency in Montreal, we see Quebec businesses run into this problem daily. Fortunately, a three-step process will get your ads running again quickly.

Pinpoint the exact reason for the disapproval

Start by signing in to your Google Ads account and going to the "Ads and assets" tab. Spot the disapproved ads, easily recognizable by their "Disapproved" or "Eligible (limited)" status.

To understand the exact reason for the disapproval, hover over the "Status" column. A tooltip will appear spelling out the specific reason your ad is not running. Then click "See policy details" under the reason to get the full explanation of the policy you breached.

This step is crucial, because the reasons can be many: adult content, malware, prohibited keywords, incorrect URLs, or even a technical issue like an unverified phone number in Trois-Rivières.

Edit the content or the settings

Once you have identified the problem, you have to edit your ad to bring it into compliance. Click the pencil icon next to the ad in question to open the editor.

If the disapproval concerns Flash content (now obsolete), remove it entirely and replace it with an HTML5 version. For an ad rejected because of adult content in Lévis, strip out the problematic material before resubmitting.

If your landing page is unreachable, verify that:

• The URL contains no typos
• Your site allows Google's crawlers
• The page is live and loads quickly

For an ad disapproved because of an incorrect URL, make sure your landing page works properly, then resubmit it. If you are running into file size problems, restructure your ads by removing anything unnecessary.

Submit a request for review to Google Ads

Once your ad is corrected, you have to request a review. Here is the procedure:

1. Select the edited ads by ticking the corresponding boxes
2. Click "Edit" and then "Appeal policy decision"
3. Under "Reason for appeal", choose "I've made the necessary changes" or "I disagree with the decision"
4. Select every ad involved
5. Click "Submit"

The review turnaround generally runs from a few hours to several days. You can track the status of your request by checking the "Ads and assets" page regularly.

If your ads are still being disapproved after several attempts, our team at CyberPerformance offers a free diagnostic to identify the persistent problems. Our turnkey management packages guarantee compliant, high-performing campaigns, which in turn maximizes the return on your advertising investment in Quebec.

Preventing future disapprovals with solid Google Ads management

For Quebec businesses, avoiding Google Ads disapprovals is a constant challenge. Once you have solved one problem, you are far better off putting preventive strategies in place than continuing to fix errors one at a time.

Put an internal validation process in place

First, build a rigorous review process to run before any ad is submitted. That system should include a checklist covering:

• Compliance of the content with the current advertising policies
• A check for sensitive or prohibited keywords
• A landing page review (load time, relevance, mobile experience)
• Technical validation of the assets and components

A structured process lets you catch potential problems before Google ever flags them. Our clients in Montreal who adopted this approach saw their disapproval rate drop dramatically.

Train your team on Google Ads policies

Ongoing training is an essential investment. Google Partners provides valuable resources, including advanced training and insight reports that line up with the vision you have for your team. These tools keep your knowledge current in a digital environment that changes fast.

Make sure everyone involved in creating and managing campaigns understands:

• The fundamental Google Ads rules
• The restrictions specific to your industry
• Why advertiser verification processes matter

Stay informed about advertising policy updates as well. Google revises its requirements regularly, and not knowing about those changes is a frequent cause of disapprovals.

Bring in professional Google Ads support

If the disapprovals persist despite your best efforts, professional support becomes essential. At CyberPerformance, the number 1 Google Ads management agency in Quebec, we offer:

• A free diagnostic to understand precisely why your ads are being disapproved
• Turnkey management packages suited to businesses across Quebec, notably in Trois-Rivières, Lévis and Montreal
• A rigorous internal validation process before anything is submitted

Our local expertise lets us anticipate the problems specific to Quebec markets and optimize your campaigns accordingly. As a result, our clients enjoy an approval rate well above average.

Why work with CyberPerformance on your Google Ads campaigns

When your Google Ads keep getting disapproved, it is time to look for a lasting solution. At that point, the expertise of a specialized agency often becomes essential. Here is why CyberPerformance, the number 1 Google Ads management agency in Quebec, is the right partner for you.

A free diagnostic to understand the disapprovals

Did you know that 81% of consumers research online before ever contacting a business? That is why we offer a free diagnostic of your Google Ads campaigns to pin down exactly what is causing the disapprovals. We take a deep look at:

• Your campaign history and the reasons behind each disapproval
• Whether your ads comply with the current advertising policies
• The fit between your keywords and your content
• The technical quality of your site and your landing pages

This first assessment, with no strings attached, already gives you concrete ways to improve your performance. We then present several action plans matched to where you are today and to your specific needs.

Turnkey management packages

Once the problems are identified, our Google Ads management packages take over your entire advertising strategy. In practice, our team:

• Fixes the technical and setup errors causing the disapprovals
• Optimizes your campaigns to maximize your return on investment
• Sets up an audience analytics system on your website
• Deploys targeted strategies to reach your most relevant prospects

Our turnkey approach frees you completely from day-to-day management while guaranteeing tangible results: more calls, more online purchases and more information requests.

Local expertise in Montreal, Trois-Rivières and Lévis

Our deep knowledge of the Quebec market is a decisive advantage. Unlike international agencies, we understand what makes consumers in Montreal, Trois-Rivières and Lévis different.

That local expertise lets us:

• Write ads that resonate with what Quebecers actually care about
• Adapt your campaigns to the province's seasonal patterns
• Target the neighbourhoods and areas with the most potential for your business

Throughout our mandate, we also bring you new ideas and concepts to promote your business and help grow your revenue.

Stop letting your Google Ads get disapproved

Disapproved ads on Google Ads are a frustrating obstacle for Quebec businesses, but a surmountable one. As we have seen throughout this article, several factors can get your ads rejected, notably the use of prohibited keywords, content that breaks the policies, an insufficient Quality Score, or the technical problems that so often go unnoticed.

Beyond the reasons themselves, the thing to remember is that every mistake is a chance to learn. Understanding why your ads are being rejected lets you steadily sharpen your advertising strategy and get more out of what you invest.

The process can certainly feel complex, especially for businesses in Montreal, Trois-Rivières or Lévis that are just getting started with Google Ads. The corrective steps, however, are usually straightforward:

• Pinpoint exactly why the ad was disapproved
• Edit the problematic content or settings
• Submit a request for review

On top of that, putting an internal validation process in place and training your team continuously on Google's advertising policies are essential to preventing future disapprovals.

That said, if you lack the time or the expertise to manage your Google Ads campaigns effectively, our team at CyberPerformance is ready to help. Our free diagnostic will show you exactly why your ads are being disapproved, while our turnkey management packages guarantee campaigns that are both compliant and high-performing.

Ultimately, whether you choose to run your campaigns yourself or call on our expertise, the important thing is not to let ad disapprovals slow your business down. Every correction you make brings you closer to a sharper advertising strategy and a better return on investment for your business here in Quebec.

FAQs

Q1. Why are my Google Ads being disapproved? Ads can be disapproved for several reasons, notably the use of prohibited keywords, content that does not comply with the advertising policies, a Quality Score that is too low, or technical problems such as a landing page that does not work.

Q2. How do I fix a disapproved ad on Google Ads? To fix a disapproved ad, first pinpoint the exact reason for the disapproval inside your Google Ads account. Then edit the ad's content or settings to resolve the problem. Finally, submit a request for review to Google.

Q3. What impact does a daily budget that is too low have on my Google Ads campaigns? An insufficient daily budget can limit how often your ads are shown, especially on highly competitive keywords. That can cut your ad visibility significantly and reduce your conversion opportunities.

Q4. How can I prevent future Google Ads disapprovals? To prevent future disapprovals, put a rigorous internal validation process in place, train your team on the most recent Google Ads policies, and stay informed about advertising rule updates. It is also worth considering professional support.

Q5. Why should I consider help from a specialized agency for my Google Ads campaigns? A specialized agency like CyberPerformance can offer a free diagnostic to understand the causes of your disapprovals, provide turnkey management packages, and bring valuable local expertise. That can help you optimize your campaigns, avoid repeat disapprovals and maximize the return on your advertising investment.

References

[1] – https://support.google.com/adspolicy/answer/1054212?hl=fr
[2] – https://support.magnetis.fr/portal/fr/kb/articles/google-ads-resoudre-un-probleme-de-refus-d-annonce-numero-de-telephone-non-valide
[3] – https://www.pellerin-formation.com/annonces-google-ads-refusees/
[4] – https://support.google.com/google-ads/answer/9229701?hl=fr
[5] – https://support.google.com/google-ads/answer/13807603?hl=fr
[6] – https://delisoft.ca/faq/comment-resoudre-les-problemes-lies-aux-annonces-refusees-dans-google-ads/
[7] – https://support.google.com/adspolicy/answer/6368661?hl=fr
[8] – https://nomadclick.com/blog/erreurs-google-ads/
[9] – https://support.google.com/google-ads/answer/6317?hl=fr
[10] – https://www.consultantseoexpert.quebec/google-ads-5-problemes-frequents-dune-campagne/
[11] – https://support.google.com/google-ads/answer/10732484?hl=fr
[12] – https://support.google.com/google-ads/answer/10835274?hl=fr
[13] – https://support.google.com/google-ads/answer/2375454?hl=en
[14] – https://www.tanganica.com/fr/blog/5-most-common-mistakes-when-setting-up-google-ads
[15] – https://www.wordstream.com/blog/ws/2014/05/20/google-adwords-search-versus-display
[16] – https://support.google.com/google-ads/answer/2404190?hl=en
[17] – https://www.bew-web-agency.fr/reseau-display-et-reseau-search-de-google-ads-quelle-difference-entre-les-campagnes-daffichage-et-de-recherche/

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