Google Ads Destination Requirements: Avoid Ad Disapprovals in 2025
Your ad might look perfect, but if the landing page fails Google’s destination requirements, it won’t run. These rules determine whether your post-click experience is functional, transparent, and safe for users — and violating them can instantly halt your campaigns.
What Are Google Ads Destination Requirements?
They’re the standards Google uses to evaluate whether your ad’s destination (page or app) delivers a reliable, accessible, and trustworthy experience. In 2025, the policy now includes stricter rules around phone number verification, regional access, and content originality.
Common Reasons for Disapproval
Non-functional pages – Broken links, server errors, or “site under construction.”
Destination mismatch – The display URL doesn’t match the final landing page.
Blocked pages – Robots.txt prevents Google AdsBot from crawling your content.
Geo-blocking – Your page is restricted in targeted countries or devices.
Low-quality experience – Intrusive pop-ups, auto-play videos, or malware triggers.
Thin content – Duplicate or “doorway” pages with no original value.
How to Fix Destination Disapprovals
Step 1: Review the disapproval reason in your Google Ads dashboard.
Step 2: Audit your landing page for accessibility, security, and transparency.
Step 3: Correct issues — add HTTPS, fix broken URLs, or add clear business info.
Step 4: Resubmit your ad for review. If rejected unfairly, file an appeal.
Pro Tips to Stay Compliant
✅ Make sure your ad copy, display URL, and destination domain align perfectly.
✅ Include pricing, contact details, and privacy policies for transparency.
✅ Use unique, high-quality content and avoid duplicate or scraped text.
✅ Test regional and mobile accessibility before publishing.
✅ Keep your landing page secure (SSL, no malicious code).
Staying compliant isn’t just about avoiding bans — it’s about improving user trust, conversion rate, and campaign ROI.
👉 Read the full compliance checklist here:
https://agrowth.io/blogs/google-ads/google-ads-destination-requirements