What marketers need to know

Account suspension is essential to “maintain a healthy and sustainable digital advertising ecosystem, with user protection at its core,” according to Google Ads.

However, for marketers, navigating the adoption process can be a minefield. Suspensions can be sudden, limit what you can do on your account, and, in some cases, affect related accounts.

Here’s what causes an account suspension, the different types you may encounter, and what to do if your account is flagged or suspended.

Why are accounts suspended?

Accounts are suspended if Google Ads finds a violation of one of its policies. The platform uses a combination of automated systems and manual updates when it detects a violation.

The process involves reviewing the account and other aspects, including your customer reviews, business processes, and website content.

In November 2025, Google addressed concerns that a large number of accounts were being suspended unfairly by announcing that it had improved the accuracy of the system.

Google says that, by using new processes and AI, it has reduced negative suspensions by more than 80 percent and improved resolution times by 70%, with 99% of suspensions now resolved within a 24-hour window.

How Google Ads suspends accounts and what happens next

Depending on the violation, accounts may be suspended immediately upon discovery. In some cases, advertisers will be given advance warning at least seven days before the suspension takes place.

Advertisers will be notified by email, and a red banner at the top of their Google Ads account. If the account is suspended:

• Ads will not play.
• You will not be able to create new content, such as ads, ad groups, or campaigns.
• However, you can still access the account to review historical data and reports.

In some cases, accounts related to or linked to a suspended account may also be suspended, such as linked Merchant Center accounts or those linked to the account of the same manager. These will be raised if or when the original suspension is resolved.

Dive deeper: The three-strike system for Google Ads: Managing alerts, claims, and suspensions

What are the different types of account suspensions?

Not all suspensions are the same. Google Ads divides itself into several main categories, each with different causes and effects.

Violation of policy

This suspension is due to a violation of Google’s ad policy or its terms and conditions. Common examples include:

• Inappropriate or restricted content.
• Issues related to planning requirements.
• Misuse of data.

A major violation

This is a suspension that Google Ads deems illegal or dangerous. They usually show all the actions of a business, not its campaigns or accounts. Therefore, it is unlikely that the suspension will be lifted and it will likely be permanent.

Common serious violations include:

• Circulatory systems.
• Unacceptable business practices.
• Malicious software.
• It’s fake.
• Illegal activities.

Another suspension

Other reasons why an account may be suspended include:

• Suspicious payment activity.
• Unpaid balance.
• Misuse of a promotional code.
• Unauthorized account activity.
• Failure to meet age requirements.

What should you do if your account is suspended?

What you should do next depends on the type of suspension and what caused it.

Violation of policy

If your account has been suspended due to policy or terms and conditions violations, you must resolve the issue causing the suspension before submitting an appeal.

The Google Ads help guides contain detailed information about these policies, so be sure to read them carefully. Do not submit a complaint until you are sure you have made the appropriate changes.

For example, if you’ve been suspended for violating editorial requirements, review your ad copy to check for potential issues with capitalization, spacing, spelling, and punctuation.

If you are unsure about the violation that caused the suspension and how to fix it, you can use the account resolver beta to determine what steps to take.

A major violation

Dangerous violations are treated very badly. In most cases, the suspension is permanent. However, if you honestly believe that the suspension is unjustified, you can file an appeal.

Make the appropriate changes to your account or business processes before you submit your complaint. This is important because serious violations only get one chance to file a complaint. Take the time to honestly review your business processes and make sure you’ve done everything you can to be compliant.

Unauthorized account activity

In case of suspension “Unauthorized account activity”, Google Ads has detected suspicious activity, and your account has been suspended to protect it.

This may be triggered by recent changes in account access, an unusual increase in your ad spend, or if your ads are sending traffic to places you don’t recognize.

You will need to:

• Change your Google account password quickly.
• Check for any unfamiliar devices logged into your account.
• Submit a damaged account form.

Another suspension

In most of these cases, payment problems cause suspension, so check the payment section of your account. Make sure payment information is accurate, your payment method is up to date, and recent payments have not been declined.

If your account has been suspended due to a billing or payment problem, you must rectify this within 30 days. You may also be required to complete an advertiser verification process to verify your identity or business activities.

The best ways to submit a complaint

While the specific steps you need to take will depend on the type of suspension your account is subject to and what caused it, there are some best ways to submit your complaint:

• Make sure you submit your advertiser verification, as this will help the system verify your identity and business authenticity.
• If you realize that you have made a mistake, for example, opening a new business account when there was already an inactive account created before you joined, speak up and be honest about this information.
• If you believe the suspension was made in error, provide as much information, evidence, and context as possible.
• Although you will have a minimum of six months to file a complaint, try to resolve the problem and file your complaint as soon as possible. It can be very tricky to go back to an account that was suspended years ago and remember exactly the steps that led to the suspension to deal with it.

Dive deeper: Dealing with the frustrations of Google Ads: Poor support, suspension, rising costs

What happens after you submit a complaint

Unfortunately, many advertisers report long wait times to hear about their complaint. This means you will need to be patient and wait for a response via email.

For now, don’t post any more complaints. Doing so will not speed up the processing of your appeal and may result in your appeal being suspended for seven days.

If your appeal is accepted and your account is reinstated

You can resume running your campaigns with Google Ads as usual.

Beware of violating the same policy again in the future. Depending on the type of policy violation, you may face permanent suspension for repeat violations.

If your appeal is rejected

You may be eligible to submit another appeal, but you must make the necessary changes before doing so.

Although there is no limit to the number of complaints you can make, if too many complaints are made, they may not be processed.

For a serious violation

If your appeal is denied and you are permanently suspended, you are banned from using Google Ads. Creating any new accounts will also result in suspension.

If you still have money in your account, you will need to cancel your account to receive a refund.

Making sense of Google Ads account setup

Account suspension is designed to help keep advertisers and users safe. They help keep malicious and dangerous activities off the platform, improving the Google Ads experience.

While finding out that your account has been suspended is frustrating, in most cases, there are steps you can take to resolve the issues causing the violation and get your account back.