Google Ads Policy Update – Destination Requirements Policy

In early September 2022, Google advertisers began receiving emails from Google with vague details on the Updated Destination Requirements Policy. This update has the potential to cause many advertisers to have their ads disapproved.

The Google Ads Destination Requirements Policy may be found here.
The Coalition for Better Ads’ Better Ads Standards may be found here.
Google Ads Ad Experience Report may be found here.

Things not to do on your Destination or Landing Pages:

Use Pop-Ups or have a landing page that is difficult to use or frustrating to navigate. Other than having a pop up on your landing page, this is pretty vague. In some cases, you may be better off waiting to see if your ads get disapproved.

Insufficient Original Content: this may impact a great deal of advertisers as many businesses use Software as a Service or SaaS websites who generate data on the web pages dynamically.

A Unverified or Unacceptable Phone Number is being used. The Call Extension number must also be published on the landing page. This number must also have a voicemail. Google says Virtual Phone Numbers may not be used, I am not sure if they are classifying Google Voice numbers as virtual or not. I often use Google Voice numbers for Google Ads…