Google Ads Policies for Ecommerce Merchants

Google's advertising policies exist to protect users, maintain ad quality, and ensure transparency. Violations can lead to ad disapprovals or full account suspensions. This guide helps online store owners understand the rules and stay compliant.

Main Policy Categories

1. Prohibited Content

Google strictly prohibits advertising certain types of products and content to protect users. These include:

  • Counterfeit goods: Replicas or imitations of branded products
  • Dangerous products: Explosives, weapons, tobacco, recreational drugs
  • Dishonest behavior: Phishing, hacking software, fake documents
  • Inappropriate content: Content that promotes hatred, violence, or discrimination

Violating these policies typically results in immediate ad disapproval or account suspension.

2. Prohibited Practices

Beyond what you sell, how you advertise matters. Google prohibits:

  • Misrepresentation: Hiding or misrepresenting information about your business, products, or services
  • Data collection misuse: Collecting user data without proper disclosure or security
  • Malicious software: Ads that lead to sites with malware or unwanted software
  • Clickbait tactics: Sensationalized claims designed to trick users into clicking

Always be transparent about who you are, what you're selling, and where users will land after clicking your ad.

3. Restricted Content and Features

Some products can be advertised, but only with limitations or special certification:

  • Alcohol: Requires compliance with local laws and age-gating
  • Healthcare and medicines: Must be certified and follow strict guidelines
  • Financial services: Loans, credit cards, and investment products need proper disclosures
  • Gambling and games: Restricted by location and require certification
  • Trademarks: Cannot use trademarked terms without authorization
  • Adult content: Heavily restricted and requires age verification

If you sell in these categories, review Google's specific requirements carefully before advertising.

4. Editorial and Technical Requirements

Your ads must meet quality and formatting standards:

  • Accurate ad text: No excessive capitalization, symbols, or gimmicky formatting
  • Clear display URLs: Your display URL must accurately reflect your landing page domain
  • Functional landing pages: Pages must load quickly, work on mobile, and match ad content
  • Proper grammar and spelling: Professional, error-free copy

Ads that look spammy or unprofessional will be disapproved, even if the content is compliant.

5. Shopping Ads Requirements

For ecommerce merchants using Google Shopping, additional requirements apply:

  • Accurate product data: Titles, descriptions, images, and prices must match your website exactly
  • Clear pricing: Display final price including taxes where required; no hidden fees
  • Return and refund policy: Must be clearly stated on your website and in Merchant Center
  • Shipping information: Accurate delivery times and costs
  • Contact information: Full business name, physical address, and customer service details

Inconsistencies between your product feed and website are a common cause of disapprovals.

Ecommerce-Specific Compliance Tips

Follow these practical steps to keep your Google Ads account in good standing:

  • Keep policies consistent: Ensure your return, shipping, and refund policies match across your website, checkout, and Google Merchant Center
  • Display full contact details: Include your business name, physical address, email, and phone number on every page (especially checkout and contact pages)
  • Avoid exaggerated claims: Never use phrases like "100% guaranteed," "miracle cure," or "official store" unless you can verify them
  • Monitor Merchant Center diagnostics: Check regularly for warnings, disapprovals, or policy violations
  • Use high-quality images: Product images should be clear, accurate, and show the actual item being sold
  • Be transparent about pricing: Show the full price upfront, including any mandatory fees or taxes
  • Secure your website: Use HTTPS, display trust badges, and ensure your checkout process is secure
  • Respond to policy violations quickly: If you receive a warning, address it immediately to avoid suspension

Not Sure If You're Compliant?

Let Pulserig's experts review your Google Ads account and product feed. We'll identify any compliance issues and help you fix them before they cause problems.

Request Free Audit