Google Ads Policy Suspensions: How to Appeal & Win

"Your account has been suspended." These 5 words can kill a business. The most common reason today is "Circumventing Systems" or "Unacceptable Business Practices." These are vague, catch-all bans that usually mean: "Our AI thinks you are a scammer, but we won't tell you why." Most advertisers immediately click the "Appeal" button and write: "I didn't do anything wrong! Please fix." This is a mistake. It triggers an auto-rejection. To win an appeal, you must act like a lawyer. You need evidence, a root cause analysis, and a remediation plan.

In this guide, we break down the Suspension Diagnostics, the "Clean Slate" Protocol, and the exact template for a winning appeal.

The Financial Logic of Compliance

If you are banned for life, your LTV is $0. If you rely on Google Ads for 80% of revenue, a suspension is an existential threat. The cost of a weak appeal: Permanent ban. (You cannot appeal indefinitely. After 2-3 tries, they mute you). The ROI of patience: Taking 3 days to audit your site before appealing can save your business.

Theory: The "Association" Tree

Google doesn't just look at your account. It looks at your Digital Fingerprint.

• IP Address.
• Payment Method (Credit Card Hash).
• User Emails (Who is admin?).
• Linked Accounts (MCC). If any node in this tree is linked to a previously banned account, you are "Guilty by Association." Example: You hired a freelancer who was banned on another client's account. He logs into yours. You get banned.

Framework: The 3-Step Forensic Audit

Before you appeal, you must find the smoking gun.

1. Payment Audit: Did a credit card decline recently? Is the billing address on the card identical to the account address?
2. Site Audit: Do you have malware? (Use Securi). Do you have broken links? Do you have "Guaranteed Promises" ("Lose 10lbs in 2 days")?
3. Link Audit: Check the "Change History." Did a new user join? Did you link a new GMB profile?

Execution: The Winning Appeal Template

Do not beg. State facts. Subject: Appeal for Account [CID] - Root Cause Identified & Fixed.

1. Identification of Issue: "We believe the suspension was triggered by [Specific Issue, e.g., a malware injection on our WordPress landing page]."

2. Evidence of Fix: "We have scanned the site with [Tool], removed the malicious code, and installed a firewall. See attached screenshot of the clean scan."

3. Prevention: "We have implemented 2FA for all users and restricted domain access to prevent future breaches."

4. Business Legitimacy: "We are a registered corporation ([Tax ID]). Attached is our Business License and Bank Statement."

** Attachments (Crucial):**

• Government ID of Owner.
• Business License.
• Proof of Payment Method ownership.

Advanced Strategy: The "Sandbox" Safe Mode

If you recover your account, you are on "Parole." Google's Trust Score for you is near zero.

1. Delete all disapproved ads. Do not leave them "Paused."
2. Run very safe, boring ads for 4 weeks. (Brand Search).
3. Spend consistent budget.
4. Rebuild Trust Score before launching aggressive creative.

Case Study: The "Double Serving" Ban

Client: Locksmith Suspension: "Unfair Advantage" (Double Serving). Reality: The client had an old Ad account from 5 years ago that he forgot about. It was still running ads for the same domain. The Fix:

1. Found the old CID.
2. Cancelled the old account immediately.
3. Wrote appeal: "Admitted error. Unintentional duplicate account. Old account CID [123] has been cancelled. Only CID [456] is active."
4. Result: Lifted in 48 hours.

Pitfalls to Avoid

1. Creating a New Account (The Death Sentence)

If you get banned and immediately create a new account with a new email, Google detects the device/card/domain. They will ban the new account instantly for "Circumventing Systems." Now you have two bans. You just dug your grave deeper. Rule: Never create a new account to evade a ban. Fix the old one.

2. "Chat Support"

Google Chat Support (Tier 1) cannot lift suspensions. They have no power. They will just tell you to "submit an appeal." Don't waste time arguing with them. Focus on the written appeal to the Policy Team.

3. Vague Promises

Don't say "We will be good." Say "We deleted the claim 'Best in the World' from the H1 tag and replaced it with 'Top Rated on Yelp'." Specifics win cases.

Summary

Suspensions are not the end of the world, but they are a "Court Case." Present evidence, not emotion.

Your Appeal Checklist:

1. Check Billing matches exactly.
2. Scan site for Malware.
3. Remove "Guaranteed" claims from landing pages.
4. Submit Business Documents (License, ID).
5. Admit the specific error if you found it.

Lawyer up.