Quick answer: Google Ads account suspended? Read the reason, fix the issue and appeal from the account. Don’t create a new account to get around it.
A Google Ads suspension stops all your ads. Some suspensions are easy to fix; others are serious. The first step is understanding which one you have.
Common reasons for suspension
Temporary or fixable
- Unpaid balance: a payment failed or an invoice wasn’t paid in time.
- Suspicious payment activity: for example, a payment method that doesn’t match the business, or many failed charges.
- Unauthorised account activity: someone gained access to your account.
- Advertiser verification not completed: Google asked you to verify your identity or business and the deadline passed.
Serious (called “egregious” by Google)
- Circumventing systems: trying to get around reviews, such as cloaking (showing Google different content than users), or creating new accounts after a suspension.
- Unacceptable business practices: for example, misleading people about who you are or what you sell.
- Malicious software or a compromised website.
Google says egregious violations can lead to suspension without warning, and accounts are reinstated only in compelling cases.
Step 1: Read the notice
Google sends an email and shows an in-account notice that names the policy. Read it carefully, along with the linked policy page. Don’t appeal until you understand what triggered it.
Step 2: Fix the cause
- Billing: pay any balance, update the payment method, and make sure the payments profile matches your business.
- Verification: complete advertiser verification with documents that match your business details exactly.
- Website: remove misleading claims, add clear contact details, an ABN, a privacy policy and accurate business information. Check the site isn’t hacked or redirecting.
- Security: remove unknown users and turn on two-step verification.
Step 3: Submit one clear appeal
Use the appeal link in the notice. Explain briefly what happened and what you’ve changed. Be factual and polite. If the appeal is rejected, Google allows you to re-appeal using the same process, but make sure you’ve genuinely fixed the issue first.
The biggest mistake: opening a new account
Google’s policy is clear that suspended advertisers can’t set up or use other accounts, and new accounts will be suspended too. Doing so can also count as circumventing systems, which makes things much worse.
Preventing suspensions
- Keep payment details and business information consistent.
- Complete verification as soon as you’re asked.
- Make your website clear and honest, with real contact details.
- Keep your site secure and up to date. See Google’s guidance on hacked sites.
Sources and further reading
Written by Gregory
20 years building websites and running lead generation, mostly with my own money on the line. Based in Sydney, working with clients worldwide. How I work →