Introduction: Why Google Ads Suspensions Are Increasing
Over the past few years, Google Ads has become far stricter in enforcing its advertising policies. With the rapid advancement of Google’s automated review systems and human verification, advertisers are facing account suspensions more frequently than ever before.
A suspension isn’t just a technical problem — it can cause significant financial loss and bring campaigns to a standstill. For small and medium businesses, it can feel devastating when ongoing ads suddenly stop running due to a compliance issue.
But here’s the good news:
Most suspensions are resolvable — if you understand why they happened and take the right corrective actions.
This article walks you through a real-world case study of how we helped a client restore their Google Ads account that was suspended under the “Unacceptable Business Practices” policy.
Understanding the “Unacceptable Business Practices” Policy
Before diving into the case, let’s clarify what this policy actually means.
Google’s Unacceptable Business Practices policy is designed to protect users from deceptive, misleading, or unethical advertising behavior. Violations can include:
- Misrepresenting your identity, products, or services.
- Making unverifiable or false claims (“#1 in your city”, “guaranteed results”).
- Hiding important information like pricing, refund policies, or contact details.
- Mimicking another brand or using mismatched business information.
When Google detects any of these issues, the system automatically suspends the advertiser’s account. A manual review may later confirm the decision.
In this case, the suspension happened because of multiple compliance mismatches between the client’s brand identity, website information, and ad claims — which triggered Google’s automated filters.
Case Study Overview: The Client’s Problem
Our client ran a business specializing in kitchen and bathroom countertops. Their website offered design consultations and installations for residential clients.
However, one day their Google Ads account was suspended for “Unacceptable Business Practices.”
When they contacted us, they were:
- Losing daily leads and revenue.
- Frustrated because their appeal had already been rejected once.
- Unsure which part of their site or ad copy violated the rules.
We immediately conducted a full audit of their website and ad setup to identify the root cause.
Audit Phase: Diagnosing the Root Cause
The first step was to perform a complete compliance audit — not just of their Google Ads settings, but of their entire digital footprint.
We reviewed:
- The website structure (pages, loading speed, SSL, links).
- Ad copy for exaggerated or unverifiable claims.
- Search Console data for indexing errors or broken links.
- Policy pages such as Terms of Service, Privacy Policy, and Refund Policy.
- Business identity consistency (domain name, brand name, contact info).
- Trust signals like verified reviews, social links, and secure forms.
We discovered that while the business itself was genuine, the website and ad structure failed Google’s trust and transparency standards.
Key Website Issues We Identified
Let’s go through the main issues one by one, because each played a role in triggering the suspension.
🔹 1. Broken Links and Slow Loading Speed
Several internal links were returning 404 errors, especially on product and service pages. Google interprets this as poor maintenance or misleading navigation.
The site also had a slow loading speed, which affects user experience and policy trust signals.
“A second late is a second lost.”
That’s one principle we strongly believe in — every extra second your page takes to load can cost you a potential client.
🔹 2. Security and HTTPS Concerns
Although the site wasn’t blacklisted, security scans showed low encryption strength. Google Ads requires all advertiser websites to be secure (HTTPS). Any vulnerability can trigger compliance warnings.
🔹 3. Brand vs. Domain Name Mismatch
The brand name displayed on the homepage didn’t exactly match the domain name. This can confuse automated systems and appear as if you’re impersonating another entity — one of the biggest red flags under this policy.
🔹 4. Missing Legal and Policy Pages
The website lacked or had incomplete:
- Terms and Conditions
- Return and Refund Policy
- Cookie Policy
- Dispute Resolution Clause
- Consumer Protection Clause
Without these, Google assumes the advertiser might not be transparent about business operations or user rights.
🔹 5. Missing or Unverifiable Contact Details
There was no clickable phone number or physical business address listed clearly. This makes the site appear untrustworthy.
🔹 6. Ad Copy with Unsupported Claims
Phrases like “#1 in the city” or “Best in class” appeared in their ads and site headings — but the business had no recognized certification or award to prove such claims.
This alone can lead to suspension for misrepresentation, even if the rest of the website is genuine.
🔹 7. Lack of Trust Signals and Reviews
The site lacked visible testimonials, ratings, or social proof. Even if you have good service, not displaying reviews or real project examples makes Google doubt your authenticity.
Fixing Compliance and Optimization Errors Step-by-Step
Once we identified the issues, our team worked systematically to bring the website back into full compliance. Let’s break down the steps we took.
Step 1: Website Speed and Broken Links
We optimized image sizes, improved caching, and fixed every 404 error found through Google Search Console.
Tools used:
- Google PageSpeed Insights
- Search Console
- Broken link checker plugins
Step 2: Security and HTTPS Validation
We enabled full SSL encryption and tested using online scanners to confirm there were no vulnerabilities left.
Step 3: Legal Page Creation
We drafted and implemented complete, compliant policy pages:
- Terms of Service (with dispute and consumer protection clauses)
- Privacy Policy (with cookie consent link)
- Refund and Cancellation Policy
- Contact Us page with email, address, and operating hours
We also made sure that each policy was accessible from the footer, which Google’s crawlers expect.
Step 4: Brand-Identity Alignment
We ensured the brand name, domain, and business registration were perfectly consistent across the website, Google Business Profile, and ads.
This small change eliminated confusion and increased the site’s trust score.
Step 5: Fixing Ad Copy and Content
We rewrote all ad texts and headlines to remove unverifiable claims.
Instead of saying:
❌ “#1 Countertop Company in Your Area”
We used:
✅ “Trusted Local Experts in Kitchen and Bathroom Countertops.”
We also added action-based CTAs like:
- “Get a Free Countertop Estimate”
- “View Our Latest Kitchen Designs”
These are persuasive yet compliant.
Step 6: Adding Trust Signals
We helped the client showcase their genuine Google reviews (19 verified ratings), displayed social links, and embedded business location maps.
Each of these builds trust with both users and Google’s policy systems.
Step 7: Review of External Links and Partnerships
Some sections claimed partnerships with manufacturers that weren’t documented.
We either removed or substantiated those claims with valid proof or certificates.
Step 8: Social Media and Profile Sync
We audited all linked profiles (Facebook, Instagram, etc.).
Inactive or broken links were removed, and we reconnected verified pages.
Google expects all linked profiles to be functional and relevant — even one broken link can reduce credibility.
How We Crafted and Submitted the Successful Appeal
Once the website was compliant, we prepared a formal appeal.
Google’s appeal process requires precise, transparent communication. You need to:
- Explain the issue honestly.
- List all changes made.
- Attach documentation or screenshots for proof.
We highlighted every improvement we made:
- Fixed broken links and speed issues
- Added complete policy pages
- Updated brand and domain alignment
- Revised ad copy for compliance
- Verified contact and business information
- Added cookie policy and trust signals
We also used a clear tone — acknowledging the earlier issue, showing evidence of corrections, and requesting re-evaluation.
In this case, the first appeal had been rejected, but our custom appeal provided detailed clarity and evidence. This made all the difference.
Final Approval and Recovery of the Account
Within a few days of submitting the new appeal, we received the long-awaited notification:
“Your Google Ads account has been reactivated. You can now resume advertising.”
The account was reinstated, ads resumed automatically, and the client began receiving new leads within hours.
It was a huge relief for the business — and a validation that transparency and compliance always win.
Lessons Learned: What Every Advertiser Should Do
This case taught us some valuable lessons that every advertiser should remember:
- Never copy ad text from competitors. Even small exaggerations can violate Google’s rules.
- Keep your brand name consistent everywhere — domain, logo, and contact info.
- Always display complete business policies and terms.
- Avoid “#1”, “best”, or “guaranteed” unless you can prove it.
- Keep all social links functional and public.
- Review your Search Console regularly for technical issues.
Preventing Future Suspensions: Best Practices Checklist
If you want to ensure your Google Ads account stays safe, follow this checklist:
✅ Use HTTPS and secure hosting
✅ Ensure brand/domain alignment
✅ Add Privacy, Terms, Refund, and Cookie pages
✅ Display contact info and working phone/email
✅ Avoid unverifiable claims in ads
✅ Keep landing pages consistent with ad offers
✅ Use Google Business Profile for trust validation
✅ Check Search Console for crawl errors
✅ Update ads and website together when making changes
✅ Regularly audit your account for compliance
Following these steps will protect your campaigns and prevent unwanted suspensions.
Frequently Asked Questions (FAQs)
Q1. Why did Google suspend my account for “Unacceptable Business Practices” when my website looks fine?
Google uses both automated and human review systems. Even small mismatches, missing policies, or exaggerated claims can trigger the suspension.
Q2. Can I just create a new account instead of appealing?
No. Creating a new account after suspension is considered circumvention and can lead to a permanent advertising ban. Always fix the issue and appeal properly.
Q3. How long does Google take to review an appeal?
Typically 3–5 working days, but it can vary depending on the complexity of your case.
Q4. Can I appeal multiple times?
Yes, but each appeal must include new evidence or changes. Repeated appeals without updates will likely be rejected.
Q5. Should I hire professionals for this process?
If your account is business-critical or has high spend history, yes. Experienced professionals can identify subtle issues that trigger suspensions.
Conclusion: Compliance Is the Foundation of Trust
In the modern Google Ads ecosystem, compliance is not optional — it’s essential.
This case proves that with proper auditing, transparency, and patience, even the most serious suspensions can be reversed.
Every advertiser must treat their website and ad copy as a representation of their brand integrity. Google’s goal is to protect users, not punish businesses — so aligning with its policies benefits everyone in the long run.
If you ever face a similar suspension, take it as an opportunity to rebuild your digital foundation stronger than before.
Disclaimer:
This article is for educational purposes only. The methods discussed are based on a real case handled by a professional team. Results may vary depending on website structure, policy history, and appeal responses. Always follow Google Ads Policy Guidelines before launching or relaunching your campaigns.
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