Meet us at the IRX & eDX Expo: Learn more here

Google Ads Policy: Best Practices for Ad Compliance

words policies and update written with red maker on a graphing paper

As a leading digital marketing agency, we at Clickslice have extensive experience navigating – and succeeding in – the complex world of Google Ads policies. And as we work with clients from all around the world, we also understand just how important it is for businesses to ensure their ads comply with Google’s guidelines. And it’s not just about  avoiding potential penalties – full compliance can also help your business maximise ad performance, not only improving your ROI but also driving conversions for your business. 

So, what do you need to know about compliance with Google Ads? In this post, we’ll share our best practices for maintaining ad compliance and implementing successful campaigns. Let’s dive in!

Importance of Ad Compliance

First of all, why is it so important to follow compliance when it comes to advertising? In a nutshell, Google Ads policies are designed to create a safe and positive experience for users. This means protecting advertisers from harmful or inappropriate content, so if you fail to adhere to these policies, potential consequences can include your ads being disapproved, your account being suspended, and even permanent bans in severe cases. By prioritising compliance, you safeguard your ad investment and maintain a strong brand reputation.

Protect Your Ad Investment

Noncompliant ads also waste your advertising budget, as they’ll likely fail to reach your target audience. If you ensure compliance from the start, you’ll be able to maximise the return on your ad spend and drive better results for your business.

Maintain Brand Reputation

Ads that violate Google’s policies can also be a PR disaster, damaging your brand’s image and trustworthiness. Compliance helps you maintain a positive brand reputation and build trust with your target audience.

Key Google Ads Policies

Google Ads has a comprehensive set of policies covering various aspects of advertising. Here are some key areas to be aware of:

Prohibited Content

Google prohibits ads promoting illegal products, services, or activities, as well as content that is deceptive, misleading, or offensive. This includes ads for counterfeit goods, dangerous products, and hate speech.

Restricted Content

Some industries and products face additional restrictions, such as alcohol, gambling, healthcare, and political content. It’s essential to review the specific policies for your industry to ensure compliance.

Ad Format and Functionality

Ads must also adhere to specific formatting guidelines and provide a clear and accurate representation of the promoted product or service – this typically includes using appropriate ad extensions, avoiding misleading claims, and ensuring landing page relevance.

Industry-Specific Compliance

At Clickslice, we’ve worked with clients across various industries, from insurance and cosmetic surgery to marketing and DIY; as such, we’ve developed a deep expertise in industry-specific compliance requirements. Some industries that face unique challenges include:

Healthcare and Pharmaceuticals

Ads promoting healthcare products and services must comply with strict regulations, including proper certification, appropriate targeting, and clear disclaimers.

Financial Services

Ads for financial products and services must be transparent about terms, fees, and risks, and avoid making misleading claims or guarantees.

Gambling and Gaming

Gambling ads must comply with local laws and regulations, target appropriate age groups, and include responsible gambling messages.

Best Practices for Ad Creation

To ensure compliance and maximise the effectiveness of your ad campaigns, we’d recommend following these best practices when creating your Google Ads:

Be Clear and Accurate

Your ad copy should accurately reflect the promoted product or service and avoid misleading claims or exaggerations; always use clear and concise language that aligns with your landing page content.

Use Appropriate Targeting

Ensure your ads are targeted to appropriate audiences based on factors such as age, location, and interests, and avoid targeting sensitive categories or using discriminatory language.

Include Relevant Information

Provide essential information upfront, such as pricing, promotions, and shipping details. You can also use ad extensions to highlight key features and benefits.

Ad Review Process

Google’s ad review process is designed to catch policy violations before ads go live. However, it’s still a good idea to proactively review your ads for compliance. Here are some tips:

Review Ad Copy and Landing Pages

Carefully review your ad copy and landing pages for any potential policy violations, such as misleading claims, inappropriate content, or broken links.

Use the Policy Manager

As we mentioned above, Google Ads provides a Policy Manager tool that helps you identify and fix policy violations, so make use of this! Regularly check the Policy Manager for any issues and address them promptly.

Seek Professional Guidance

If you’re unsure about a specific policy or need help navigating compliance, consider partnering with an experienced Google ad agency like us at Clickslice. Our team can provide expert guidance and support to ensure your ads meet all necessary requirements, while also driving results for your brand.

Monitoring and Updating Ad Campaigns

It’s also worth noting that Google’s PPC advertising is an evolutive machine, and ensuring ad compliance means engaging in regular monitoring and following the platform’s updates. Here’s how to stay on top of policy changes and maintain compliance:

Stay Informed

Regularly review Google’s policy updates and announcements to stay informed about any changes that may impact your ads – you can subscribe to relevant blogs and newsletters to stay up-to-date.

Monitor Ad Performance

Keep a close eye on your ad performance metrics, such as click-through rates and conversion rates. A sudden drop in performance may indicate a policy violation or ad disapproval (although this isn’t always the case).

Make Necessary Updates

If you identify any policy violations or areas for improvement, promptly make the necessary updates to your ads and landing pages. A short-term win isn’t worth the potential consequences of non-compliance, so even if a non-compliance ad is doing well, it’s best to get rid of it.

Partner with Experts

If you’re unsure about how to ensure your Google ads remain fully compliant with the platform’s ever-evolving policies, why not consider partnering with a knowledgeable digital marketing agency like us at Clickslice? Our team can provide ongoing training, support, and strategic guidance to help you navigate the complexities of Google Ads policies, so that you can not only master the compliance side of things, but equally boost your campaigns and results.

Final Thoughts

Ultimately, maintaining compliance with Google Ads policies is non-negotiable for any serious business looking to optimise ads for Google success. By making sure that you’re following best practices, staying informed, and partnering with experts like us, you can ensure your ads remain compliant, effective, and drive meaningful results for your business.

Article by:

Joshua George is the founder of ClickSlice, an SEO Agency based in London, UK.

He has eight years of experience as an SEO Consultant and was recently hired by the UK government for SEO training. Joshua also owns the best-selling SEO course on Udemy, and has taught SEO to over 100,000 students.

His work has been featured in Forbes, Entrepreneur, AgencyAnalytics, Wix and lots more other reputable publications.