Google Ads landing page policy: destination requirements that disapprove ads
By Spear Systems · 2 min read ·
Google reviews ad and destination as one unit. A compliant ad pointing at a noncompliant page is disapproved exactly like a violating ad — and appealing the ad without fixing the page burns one of your 3 rounds.
Destination requirements
- The page must be functional, load reliably, and match what the ad promises: product, offer, pricing, availability.
- Claims made in the ad must be visible and supported on the page — especially outcome, health, and financial claims (framing guide).
- No deceptive design: cloaking, misleading navigation, unavailability of the offered item, or harvesting data under false pretenses.
- Restricted categories (healthcare, financial services) carry certification and disclosure obligations on the page itself, not just the ad.
The alignment pass (before every submission)
- Open ad and page side by side; every specific ad claim must appear and be supported on the page.
- Confirm offer specifics match exactly — price, discount, availability.
- Confirm the page works end to end on mobile.
- Then appeal once via Policy Manager — never before the page matches.
Meta’s version of the same discipline: landing mismatches. Overview: Google disapproval hub.
Sources
- Google Ads Help, “Fix a disapproved ad or appeal a policy decision” — ad, asset, and landing-page violation layers (accessed 2026-09-24)
- Google Advertising Policies Centre (accessed 2026-09-24)