Why Google Ads rejects a landing page (destination requirements)

What gets ads disapproved

The page doesn't work

Destinations that don't function properly or are set up incorrectly, including pages that return an error to Google's crawler.

The address doesn't match

The display URL's domain doesn't match the landing page, or the final URL redirects to a different domain.

Google can't crawl or reach it

Pages Google Ads can't crawl, or that aren't accessible in the location you target.

It's hard to use

Pages that are unnecessarily difficult or frustrating to navigate, or break the Better Ads Standards.

Instant downloads

Links that start a direct download from the ad.

Not enough original content

Pages built mainly to show ads, copied content, or pages that only send people somewhere else.

Phone number problems

For call ads and call assets: numbers that aren't verified, aren't active, or have no active voicemail.

A checklist before you launch

• Open the final URL on a phone and a computer: it loads, with no errors
• The ad's domain and the page's domain are the same
• No redirect to another domain
• No pop-ups that block the page, no surprise downloads
• The page has real content about the offer in the ad
• Any phone number in your ads answers, with voicemail set up

How our pages avoid it

Our sites are fast static pages on your own domain, with no pop-ups or plugins, written around the offer they advertise. That covers most of this policy before an ad is ever submitted.