Understanding the Difference Between Google Ads Eligible and Approved

Understanding the Difference Between Google Ads Eligible and Approved

Diving into the world of Google Ads can be like navigating a maze, especially when you’re trying to decipher what terms like “eligible” and “approved” really mean. Did you know that understanding these statuses are crucial for maximizing your ad campaigns reach? This comprehensive guide demystifies Google Ads’ terminologies, specifically the difference between “eligible” and “approved” statuses – serving as your roadmap for more seamless Ad campaign management.

Ready to unravel this mystery? Let’s get started!

Key Takeaways

  • Google Ads eligible status means that ads are active and have the potential to appear in search results, while approved status indicates they have gone through a review process and can be shown to audiences.
  • Eligible ads may not always run due to certain restrictions or limitations on their reach, such as regional requirements or manual approval for rich media types.
  • Approved ads meet all necessary requirements, comply with Google’s policies and guidelines, and can run without any restrictions or limitations.
  • Factors affecting eligibility and approval include prohibited content (e.g., illegal products, misleading claims), prohibited practices (e.g., unfair competition, privacy violations), and restricted items (e.g., alcohol, firearms). Adhering to these guidelines ensures ad compliance.

What is the Difference Between Google Ads Eligible and Approved?

Google Ads eligible status means that the ads are active and can potentially run at their full potential, while approved status indicates that the ads have gone through a review process and are fully approved to be shown to audiences.

Eligible status in Google Ads

In Google Ads, the status “Eligible” signifies that your ads are active, making them potential contenders to appear in search results. This favorable status is a green light suggesting your ads meet all necessary requirements and can operate at their full capacity.

However, there might be circumstances where eligible ads aren’t running due to certain restrictions or limitations on their reach. For instance, some rich media types may only be served in specific regions or require manual approval before they start getting impressions.

Therefore, an understanding of how and why Google assigns the ‘eligible’ status can help you address possible issues promptly and maximize your campaign’s effectiveness.

Approved status in Google Ads

The approved status in Google Ads is a crucial milestone for your ad campaign. When your ads are approved, it means they have met all the necessary requirements and are ready to be shown to your target audience.

It indicates that your ads comply with Google’s policies and guidelines, ensuring quality and relevance.

To achieve the approved status, you must adhere to specific criteria set by Google. This includes having content that respects their advertising policies, such as not promoting prohibited products or engaging in misleading practices.

By following these guidelines, you can ensure that your ads receive full approval and can reach their fullest potential.

Having an approved status allows your ads to run without any limitations or restrictions. It ensures that they have the best chance of reaching your intended audience effectively and generating positive results for your business or brand.

Factors Affecting Eligibility and Approval

Several factors impact the eligibility and approval of Google Ads, including prohibited content, prohibited practices, and restricted items.

Prohibited content

Prohibited content is one of the factors that can affect the eligibility and approval status of your ads in Google Ads. It’s important to understand what kind of content is not allowed in order to ensure that your ads comply with Google’s policies. Here are some examples of prohibited content:

  • Illegal products or services: Ads promoting illegal activities, such as drugs, weapons, counterfeit goods, or hacking tools, are strictly prohibited.
  • Misleading or dishonest content: Ads that contain false information or make deceptive claims are not allowed. This includes misleading pricing, guarantees, testimonials, or endorsements.
  • Offensive or inappropriate content: Google prohibits ads that contain explicit or adult material, hate speech, violence, or discriminatory content targeting specific individuals or groups.
  • Dangerous products: Ads for products that pose a risk to health and safety, such as tobacco or fireworks, are not permitted.
  • Copyright infringement: Using copyrighted material without permission in your ads is against Google’s policies. This includes using trademarks without authorization from the trademark owner.
  • Unacceptable business practices: Google does not allow ads for pyramid schemes, get-rich-quick schemes, predatory lending practices, or any other business practices deemed unfair or unethical.

Prohibited practices

Google Ads has strict policies regarding prohibited practices to maintain a safe and trustworthy advertising platform. Here are some prohibited practices you should be aware of:

  1. Misrepresentation: Advertising should not mislead or deceive users by making false claims or presenting inaccurate information.
  2. Counterfeit goods: Promoting counterfeit products or imitations of branded items is strictly prohibited.
  3. Inappropriate content: Ads containing explicit, adult, or offensive material are not allowed on the Google Ads platform.
  4. Unfair competition: Engaging in unfair competition practices such as bidding on competitors’ brand names or misleading comparisons is not permitted.
  5. Dangerous products or services: Ads promoting illegal substances, weapons, explosives, or harmful activities are prohibited.
  6. Privacy violations: Collecting personal information without proper consent or using it for malicious purposes is strictly forbidden.
  7. Malware and phishing: Ads that contain malware, viruses, or engage in phishing activities to deceive users are not permitted.
  8. Illegal activities: Advertising illegal services like hacking tools, fake IDs, gambling in jurisdictions where it’s illegal, etc., is strictly prohibited.
  9. Non-functional landing pages: Ads must lead users to functional landing pages with relevant content related to the ad’s message.
  10. Non-family safe content: Promoting adult-oriented content that is not suitable for all audiences is strictly against Google Ads policies.

Restricted items

Restricted items in Google Ads are products or services that have certain limitations or regulations imposed by Google. These restrictions are in place to ensure compliance with local laws, industry standards, and Google’s advertising policies. When advertising restricted items on Google Ads, it is important to follow these guidelines to avoid disapproval or potential suspension of your account:

  1. Alcohol and tobacco products: Advertising alcoholic beverages and tobacco products may be subject to specific regional regulations. Ensure compliance with applicable laws and include any necessary age restrictions in your ad copy.
  2. Prescription drugs: Ads for prescription drugs must adhere to strict guidelines. Only licensed pharmacies and healthcare providers can promote prescription medication, and the ads should not encourage self-diagnosis or self-medication.
  3. Gambling and online casinos: Advertisements for gambling-related content, including online casinos, sports betting, and lottery games, are often heavily regulated. It is crucial to comply with the laws of each jurisdiction you target.
  4. Adult content: Adult-oriented materials, such as explicit sexual content or adult entertainment services, have strict advertising limitations. Ensure that your ads comply with local laws regarding adult content.
  5. Firearms and explosives: Ads promoting firearms, ammunition, fireworks, or any explosive substances may face restrictions due to safety concerns and legal regulations. Compliance with applicable laws is essential when advertising these types of products.
  6. Counterfeit goods: Advertising counterfeit products or promoting websites selling counterfeit items is strictly prohibited on Google Ads. Ensure that your ads promote legitimate products from authorized sellers.
  7. Copyrighted materials: Avoid using copyrighted logos, trademarks, images, or any other intellectual property without proper authorization from the copyright owner.

Tips to Get Your Ads Approved Quickly

To get your ads approved quickly in Google Ads, follow the editorial guidelines and create professional and relevant ads that adhere to the platform’s policies. Ensure message match between your ad copy and landing page, and make sure that your display URL accurately reflects where users will be directed.

Follow editorial guidelines

To get your Google Ads approved quickly, it is essential to follow the editorial guidelines set by Google. These guidelines provide specific rules and requirements for creating ads that adhere to their policies.

By following these guidelines, you ensure that your ads meet the necessary standards for content, formatting, and overall quality. This includes avoiding prohibited content or practices, using appropriate language, and ensuring your ad text is relevant to what you are offering.

Adhering to these editorial guidelines increases the chances of getting your ads approved swiftly while maintaining a high level of professionalism in your advertising campaigns.

Write professional and relevant ads

Crafting professional and relevant ads is essential for successful Google Ads campaigns. Your ad copy should be concise, engaging, and tailored to your target audience. Use language that resonates with your potential customers and highlights the unique benefits of your product or service.

Keep in mind that Google Ads has editorial guidelines that must be followed, so avoid using excessive capitalization, exclamation points, or misleading claims. By writing professional and relevant ads, you increase the chances of getting them approved quickly and reaching a wider audience.

Remember to use Google Ads’ keyword targeting features effectively and ensure that your ads have a strong message match with the landing page they direct users to. With careful attention to detail and adherence to best practices, you can create compelling ads that drive conversions and maximize the performance of your Google Ads campaigns.

Ensure message match

To ensure your ads get approved quickly in Google Ads, it’s crucial to have a strong message match between your ad and the landing page it directs to. Message match refers to the alignment of the content, tone, and overall messaging between the ad copy and the landing page.

When there is a clear and seamless connection between these two elements, users are more likely to have a positive experience, resulting in higher conversion rates.

When creating your ads, make sure that the language used in both the headline and description accurately reflects what users will find on your landing page. Avoid misleading or exaggerated claims that could lead to disapproval or customer dissatisfaction.

It’s also important to maintain consistency in branding and design elements throughout both the ad and landing page.

By ensuring a strong message match, you not only improve your chances of getting ads approved but also enhance user experience by delivering exactly what they expect when clicking on an ad.

Match display URL to landing page

To ensure a smooth approval process for your Google Ads, it’s essential to match the display URL of your ad with the content on your landing page. This means that when users click on your ad, they should be directed to a relevant and seamless experience on your website.

By aligning the display URL with the landing page, you not only provide a consistent user experience but also show Google that you are delivering what you promise in your ads. This practice enhances user trust and increases the chances of getting your ads approved quickly.

Remember, maintaining consistency between ad content and landing pages is crucial for running effective campaigns and maximizing conversions.

Checking the Status of Your Ads

To check the status of your ads, navigate to the Google Ads platform and view the campaign dashboard where you can easily track and monitor the performance of your ads.

Understanding the meaning of different status

  • Ads that are eligible but not running may have some restrictions or limitations.
  • Google Local Service Ads can help businesses generate leads and reach local customers.
  • Google Ad Manager provides access to features, support, and people needed to build a sustainable ad revenue stream.
  • There are related searches for Google Ads eligible, including “google ads eligible but no impressions” and “google ads status eligible but not running.”
  • Ad Eligible Rumble is a term related to Google Ads.
  • Understanding the difference between Google Ads eligible and approved is crucial for running effective ad campaigns and maximizing reach.


Understanding the difference between Google Ads eligible and approved is essential for advertisers looking to maximize the effectiveness of their ad campaigns. While eligible ads are active and potentially running, approved ads have no limitations on reach and can fully utilize their potential.

By following editorial guidelines, writing professional and relevant ads, ensuring message match, and matching display URLs to landing pages, advertisers can increase their chances of quick approval.

Checking the status of your ads regularly will help you stay informed about any restrictions or limitations that may be affecting their performance. In conclusion, by grasping the nuances between eligibility and approval in Google Ads, advertisers can optimize their advertising strategy for greater success.


1. What does it mean for a Google Ad to be eligible?

When a Google Ad is eligible, it means that the ad campaign meets the basic requirements set by Google and is ready to enter the auction process. However, being eligible doesn’t guarantee that your ad will actually show on search results.

2. How does an ad get approved by Google?

To get approved by Google, an ad must meet additional guidelines and policies beyond eligibility. This includes following rules related to content, landing page experiences, trademarks, and other factors that ensure user safety and relevance.

3. Are there any restrictions on what can be advertised?

Yes, Google has strict policies regarding prohibited content such as illegal products or services, dangerous substances, deceptive practices, sensitive personal information gathering without permission, etc. These restrictions apply to both eligibility and approval stages.

4. What happens if my ad is not approved by Google?

If your ad is not approved by Google during their review process, you’ll receive notification explaining why it was disapproved along with steps you can take to address the issue(s). It’s important to make necessary revisions or modifications before resubmitting your ads for review again.

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