Why do my URLs get disapproved in Google Ads?

What “URL disapproved” really means in Google Ads (and where to confirm it)

When people say “my URL got disapproved,” what’s usually happening is that Google Ads has flagged the ad’s destination (your Final URL and anything that happens after the click) as not meeting either destination-quality rules (like the page not loading, being blocked from crawling, or redirecting unexpectedly) or broader policy rules (like malware, compromised site behavior, or deceptive practices). The fastest way to stop guessing is to look at the exact policy label tied to the disapproval inside your account, because the fix depends on the specific “reason” Google Ads attached to that URL.

Practically, I coach teams to treat URL disapprovals as two buckets: technical accessibility (can Google AdsBot reach and understand the page reliably?) and destination trust/experience (is the page safe, transparent, and usable for the user who clicked?). Google Ads evaluates these with automated systems and (in some cases) additional review, which is why you can sometimes load the page yourself but still get “Destination not working.”

Quick diagnostic checklist (do this before you change anything)

 
• In the Ads view, hover the Status to read the detailed disapproval reason, and enable the Policy details column so you can see what’s actually being enforced.
 
• Confirm whether the issue is on the Final URL or the Expanded URL (Final URL + tracking template/parameters). A lot of “URL is fine” situations fail because the Expanded URL behaves differently than the Final URL.
 
• Fix the root cause first, then appeal or resubmit for review using Policy Manager (don’t just keep appealing without changes). Appeals have limits and repeat submissions too quickly can be marked as duplicates.

The most common reasons URLs get disapproved (and how to fix each one)

1) Destination not working (the page fails for AdsBot, not for you)

This is the #1 “but my site loads!” disapproval. Google Ads requires that your destination and content work on common browsers/devices, and it specifically flags destinations that don’t function properly or return HTTP errors to Google AdsBot (examples include 403, 404, 500). It can also flag pages that require authentication (login walls), time out, loop through redirects, or have DNS/domain issues like an expired domain or misrouted DNS.

How to fix it: Start by checking whether your server treats bots differently than normal users. If you’re using a CDN/WAF (common with modern security setups), it may be challenging AdsBot or returning 403/5xx intermittently. Make sure the exact landing page returns a clean success response consistently and doesn’t require a login to view meaningful content. If you recently migrated hosts or changed DNS, stabilize the destination first (and avoid frequent URL changes while you’re under review).

2) Destination mismatch (your display/tracking redirects don’t line up with where the click goes)

Destination mismatch is triggered when the ad doesn’t accurately reflect where users are sent. The common patterns are: the display URL domain doesn’t match the final/mobile URL domain, the final URL redirects to a different domain, or your tracking template/expanded URL leads to different content than the final URL.

How to fix it: Make sure the domain shown to the user matches the domain that actually loads after the click. Then review every redirect hop (including “www to non-www,” http to https, and any geo/device redirects). Finally, audit tracking templates: if a third-party tracker rewrites the destination or sends the user to a different page than the final URL, Google can treat that as mismatch even if both pages are on your site.

3) Destination not crawlable (robots.txt, crawl limits, or click trackers blocking access)

Google Ads requires that your destination is crawlable by Google AdsBot so it can verify what users will see. If you block crawling with robots.txt, restrict crawling too aggressively for the volume of ads you’re running, or route traffic through a click tracker that interferes with crawling, you can get “Destination not crawlable.”

How to fix it: Allow AdsBot access to the pages you advertise and confirm you’re not inadvertently throttling or blocking crawlers. If you’re launching a lot of new ads at once, keep an eye on crawl capacity—large bursts can surface crawl limitations faster. If a click tracker is in play, test whether it’s returning different behavior for crawlers and ensure it reliably resolves to the intended destination.

4) Destination not accessible (the page is blocked in the locations you target)

This comes up more than most advertisers realize, especially with geo-restrictions, compliance banners, or firewall rules. If users (or Google’s systems) in your targeted locations see messages like “This site is not accessible in your location” or “You do not have permission to access this page,” the ad can be disapproved for Destination not accessible.

How to fix it: Align your targeting with where the site can actually be reached, and remove any location-based blocks for markets you intend to advertise in. If your hosting provider blocks certain regions by default (or your security tool blocks “unknown” traffic), you’ll need to adjust those rules so the destination is accessible where you’re aiming to serve.

5) Unacceptable URL (format/syntax problems in the URL itself)

This is the “simple but painful” one: URLs that don’t follow standard syntax, using an IP address as the display URL, or display URLs containing unacceptable characters (for example, certain special characters) can trigger an Unacceptable URL disapproval.

How to fix it: Standardize URLs to clean, conventional formats. Use a proper domain in the display URL (not an IP). Remove special characters from the display URL. If you need parameters for measurement, keep them in the right place (typically tracking parameters) and avoid stuffing unusual characters into the visible URL fields.

6) Destination experience (the page works, but the experience is considered unsafe or frustrating)

Even if the page loads, it can still be disapproved if the destination experience is poor—such as being unnecessarily difficult to navigate, using misleading pop-ups, containing abusive experiences, or triggering direct downloads / leading directly to files or email addresses from the ad click path.

How to fix it: Reduce aggressive interstitials and pop-ups (especially those that obscure the content immediately after the click). Make the primary content and next step obvious and easy. If you’re collecting leads, route users to a normal landing page first rather than jumping them into file downloads or actions that feel unexpected right after an ad click.

7) Insufficient original content (thin pages, “bridge” pages, or pages built mainly to send users elsewhere)

Google expects ad destinations to provide unique value. Pages that are primarily made to show ads, that copy content without adding value, that exist mainly to send users somewhere else, or that are incoherent can be disapproved for insufficient original content.

How to fix it: Build real landing pages, not placeholders. Add clear information about the offering, business, pricing/terms where relevant, and meaningful navigation. If your page is an affiliate-style bridge, improve transparency and usefulness so the user can actually make an informed decision without feeling “pushed through.”

When it’s not “the URL” at all: policy-based disapprovals that still show up as destination problems

Malicious software, compromised sites, unwanted software (security and safety flags)

If your site hosts or links to malicious software, is compromised (hacked), or distributes unwanted software behavior, Google can restrict or disapprove ads and may treat violations as egregious. These issues aren’t fixed by tweaking ad copy; they require real remediation on the site itself (cleanup, patching, removing harmful scripts/redirects, tightening security, and ensuring the destination is safe).

How to fix it: Get a security review immediately. In my experience, the most common culprits are injected scripts from outdated plugins, tag manager containers that were edited without proper governance, compromised adtech scripts, or bad redirects triggered only for certain devices/regions. Clean the site, remove harmful code, confirm the destination behaves consistently, and only then submit for review/appeal.

Misrepresentation and unacceptable business practices (trust and transparency problems)

Some disapprovals that “feel like a URL issue” are actually about what the destination communicates: missing or misleading business information, unclear identity/affiliations, claims that obscure material details, or patterns that resemble scams. These can escalate quickly because they’re trust-related and often evaluated across the broader advertiser/destination footprint.

How to fix it: Make your business identity obvious on-site: who you are, how to contact you, what you sell, what it costs (or how pricing works), and what the user should expect after purchase/lead submission. Remove “bait-and-switch” flows, overly aggressive timers/claims, and anything that could reasonably be interpreted as deceptive design.

Circumventing systems (patterns that look like you’re trying to evade review)

If Google detects behavior intended to trick or interfere with ad review and enforcement—like repeatedly creating variations of domains/content after disapprovals or using methods that conceal policy-noncompliant content—it can trigger circumventing systems enforcement. This is one of the fastest ways to turn a simple disapproval into a bigger account problem.

How to fix it: Stop cycling domains, stop “hiding” content behind cloaked redirects, and fix the underlying destination/policy issue directly. If you’re using multiple tracking layers, simplify until you can prove the click path is consistent and compliant.

A clean, repeatable remediation process (the one I use on real accounts)

Step 1: Identify the exact disapproval label and the exact URL being evaluated

Use the Status hover and Policy details to see the exact policy label, and confirm whether Google is evaluating your Final URL or the Expanded URL (which includes tracking templates and parameters). Then fix the exact URL that Google is reviewing—not the one you think is in play.

Step 2: Fix the destination first, then appeal correctly (don’t spam appeals)

Once fixed, submit for review/appeal through Policy Manager or the Ads page. Appeals can be done in batches, but avoid appealing everything in the account at once if you can help it, because it can slow review. Also, be aware there are appeal limits (including a maximum number of appeals per ad) and guidance to wait before resubmitting appeals for the same items to avoid duplicates.

Step 3: Validate like a reviewer would (not like a brand owner would)

Test from multiple devices and locations if your business uses geo rules. Check for login walls, cookie walls that block content, redirect loops, and inconsistent behavior on mobile vs desktop. If you use heavy security tooling, make sure it doesn’t block crawlers or unfamiliar traffic patterns—especially right after you launch new campaigns when crawl demand increases.

Step 4: If you’re stuck, simplify the click path temporarily

For stubborn cases, remove nonessential layers: simplify redirects, pause third-party tracking templates, and route ads to a straightforward, stable URL on the same domain. Once you’re approved and stable, reintroduce measurement carefully—watching for mismatch or crawl issues as you go.

In Google Ads, a “URL disapproved” status usually means Google is rejecting the destination experience behind your ad (the Final URL plus any redirects, tracking templates, or parameters), most often because AdsBot can’t access or crawl the page reliably (errors, timeouts, bot blocks, geo restrictions), the click path doesn’t match what the ad shows (domain/redirect mismatches), or the destination raises quality and trust flags (poor user experience, insufficient original content, security issues, misrepresentation, or attempts to circumvent review). The fastest way to diagnose it is to look at the exact policy label in the Status hover and the Policy details column, confirm whether Google is evaluating the Expanded URL rather than just the visible Final URL, then fix the underlying destination issue before resubmitting or appealing and validating the page like a first-time visitor from your target locations. If you want a steadier way to stay on top of these kinds of destination and relevance problems, Blobr connects to your Google Ads account and continuously turns best practices into concrete, prioritized actions, with specialized AI agents that can help with things like landing page alignment and ad copy updates (for example via its Ad Copy Rewriter and Headlines Enhancer agents) while keeping you in control of what gets applied.