Google Ads and Merchant Center are powerful platforms for driving traffic and sales, but they come with strict policies that, if violated, can lead to account suspension. A suspended account can severely affect your business’s visibility and revenue, so it’s essential to understand how to stay compliant. Here’s a detailed guide on how to avoid suspension and ensure smooth operations on both platforms.
1. Understand Google’s Policies Thoroughly
- Read and Re-read Google’s Advertising Policies: Google enforces its policies strictly, so the first step to avoid suspension is to understand their rules. Policies cover various topics such as:
- Misrepresentation: This includes misleading claims, fraudulent activities, or providing inaccurate information. Ensure that your business accurately reflects what you’re offering.
- Prohibited Content: Google restricts certain content like counterfeit goods, dangerous products, or illegal activities.
- Prohibited Practices: This includes policies like circumventing systems, abusing ad networks, or manipulating ads in ways that mislead or deceive.
- Restricted Content and Features: Some industries, like alcohol or pharmaceuticals, face additional restrictions. If your business falls into a regulated category, review the restrictions to ensure compliance.
Tip: Bookmark Google’s policies page and review it regularly, as policies may change over time.
2. Maintain Accurate and Complete Business Information
- Accurate Business Details: Ensure that your website and ads display accurate, up-to-date information about your business. Google suspends accounts that provide false contact information, business addresses, or misleading pricing details.
- Clear Contact Information: Include your business’s phone number, email address, and physical location (if applicable) on your website. This instills trust in both Google and users.
- Transparent Return and Refund Policies: If you’re running an eCommerce store, your Merchant Center account requires clear return, refund, and shipping policies to avoid penalties.

3. Ensure Landing Page and Website Quality
- Relevant and Quality Landing Pages: Ads should direct users to landing pages that reflect the ad’s content. If your ad promises free shipping or discounts, ensure this is clearly displayed on the landing page.
- Avoid Misleading Pages: Do not use tactics like hidden fees or conditions that aren’t disclosed in the ad.
- Mobile-Friendly Website: Google evaluates how well your landing page works on mobile devices. Ensure that your website is mobile-optimized for better user experience and higher Quality Scores.
- Fast Loading Speed: A slow website can lead to higher bounce rates, hurting your ad performance. Google also considers page load time as part of your landing page experience score.
4. Avoid Misrepresentation of Products and Services
- Transparency: Be completely transparent about your products and services. This applies not just to ads, but also to how you display information on your website.
- Clear Product Descriptions: Ensure that the products listed in your Merchant Center account have accurate descriptions, pricing, and availability. Misleading information such as incorrect pricing or outdated stock can result in suspension.
- Valid Payment Information: Avoid issues with billing or payment methods. If Google suspects fraudulent or invalid payment information, your account could be suspended.
5. Follow Best Practices for Google Merchant Center
- Data Feed Accuracy: Ensure that your product data feed (which you upload to Google Merchant Center) is complete, accurate, and complies with Google’s requirements. This includes:
- Proper categorization of products.
- Accurate pricing and tax information.
- Correct product availability.
- High-quality product images that represent what you’re selling.
- Regular Feed Updates: Keep your data feed updated, especially if prices, availability, or stock levels change. Inconsistent data between your feed and website can trigger account suspension.
6. Monitor Your Ads and Account Regularly
- Track Disapprovals: Ads can be disapproved for several reasons, ranging from policy violations to inappropriate content. If an ad is disapproved, address the issue immediately and rectify it. Multiple disapproved ads without correction can trigger a suspension.
- Use Google’s Policy Manager Tool: Google’s policy manager tool provides insights into policy violations, ad disapprovals, and potential reasons for suspension. Use this to proactively manage your ads.
- Ad Quality: Focus on maintaining high-quality, relevant ads that meet user intent. Low ad quality scores can hurt performance and draw scrutiny from Google.
7. Resolve Policy Violations Promptly
- Don’t Ignore Warnings: Google usually provides warnings and notifications before suspending accounts. Address these warnings immediately. Ignoring or delaying corrective action can result in suspension.
- Appeal Mechanism: If your account gets suspended, you have the option to file an appeal. Provide detailed and accurate information about the corrective steps taken to resolve the issue.
- Hire a Specialist: If you’re not sure why your account was suspended, consider consulting with a Google Ads specialist to help navigate the appeal process or prevent future suspensions.
8. Avoid “Get-Rich-Quick” Schemes and Dubious Tactics
- No Shortcuts: While you might be tempted to use shortcuts like purchasing fake reviews, buying email lists, or manipulating keywords to quickly boost performance, these tactics will eventually lead to a penalty or suspension.
- White-Hat SEO and Marketing: Always stick to ethical advertising practices that prioritize long-term business growth. It’s better to build trust and engagement organically rather than using tactics that violate Google’s policies.
9. Stay Updated on Google Ads Changes
- Keep Up with Google Announcements: Google periodically updates its ad policies. Subscribe to Google Ads updates, or check the Google Ads Help Center regularly to stay informed about any changes in policies.
- Training and Certifications: Consider becoming Google Ads certified, as it not only increases your proficiency but also helps in better understanding how to run ads without violating policies.
10. Work with Reliable Partners and Tools
- Authorized Resellers: If you work with resellers or third-party tools for managing your Google Ads or Merchant Center accounts, ensure that they comply with Google’s partner guidelines. Google holds you responsible for the actions of any third-party companies working on your behalf.
- Regular Audits: Conduct regular audits of your Google Ads and Merchant Center accounts. Audits help identify potential compliance issues early and allow you to take corrective action.
Avoiding Google Ads and Merchant Center account suspension is all about staying transparent, accurate, and up-to-date with Google’s policies. By following best practices, maintaining high-quality ads and product listings, and addressing any issues promptly, you can protect your account and continue benefiting from these powerful marketing tools. Remember, prevention is always better than cure, so proactive monitoring and compliance should be a priority in your advertising strategy.