Google Ads Policy Checker: Free Ad Text Pre-check

Findings will appear here, each linked to the Google policy it relates to.

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Short answer

A Google Ads policy checker scans ad text for problems Google's review is likely to flag, before you submit. Common ones are words in all caps, repeated punctuation, phone numbers in ad text, generic calls to action like "click here", and exclamation marks in callouts. A clean result is not an approval: Google's review decides, and some industries, such as US personal loans, have extra rules.

How to use the Google Ads Policy Pre-checker

Paste your headlines, descriptions, display paths, sitelinks, callouts and final URL.
Pick your industry so the checker adds the rules that apply to your business.
Read each flag and open the linked Google policy to see the exact rule.
Fix the text and check again. Use the optional AI review if you want a second opinion.

What does the Google Ads policy checker flag?

Google's editorial policy "only allows ads, assets, and destinations that are clear, easy to interact with, and relevant to users". The instant rule checks cover the parts of it you can see in text, plus character limits and guarantee claims:

Check	What Google does not allow	Policy
Capitalization	FLOWERS or FlOwErS. Abbreviations like ASAP, coupon codes and brand names can be exceptions	Capitalization
Punctuation and symbols	Repeats like "flowers!!", symbols in place of letters like "fl@wers", and emoji	Punctuation and symbols
Repetition	Assets that repeat text already in the ad, or words from another asset in the same ad group, campaign or account	Repetition
Spacing	Missing or extra spaces, like "buyflowershere" or "f l o w e r s"	Unacceptable spacing
Phone numbers	A phone number in ad text. Use a call asset or call-only ad instead	Phone number in ad text
Generic calls to action	"Click here" or other wording that could apply to any ad	Style and spelling
Display path characters	Characters like !, *, #, _ and @	Unacceptable URL
Exclamation marks in assets	Exclamation marks in callouts, or used only to draw attention in sitelinks	Callout and sitelink requirements
Character limits	Headlines over 30 characters, descriptions over 90, display paths over 15, and sitelink text or callouts over 25	Responsive search ads, sitelinks, callouts
Guarantee claims	Guaranteeing results without "a clear and easily accessible refund (money-back) policy"	Unreliable claims

Google's setup advice sums up the spirit: "no extra spaces, sTrAnGe CAPITALIZATION, exclamation marks!, or unclear URLs" (Set up your campaign for success).

Which industries have extra Google Ads rules in the US?

Pick an industry and the checker adds the notes that apply to it:

Industry	What Google requires
Healthcare and medicines	Prescription drug terms are restricted in ads, landing pages and keywords. US certification is needed for health insurance, addiction services and online pharmacies, among others (policy). Some certifications may need third-party accreditation first, for example from LegitScript, NABP or G2 (prescription drug services)
Personal loans	Only loans that require repayment in full in 61 days or longer, and no US ads for an APR of 36% or above (policy). The page must show your physical address and all fees (financial services)
Debt services	Only approved non-profit budget and credit counseling agencies, or a national non-profit association representing them, and they must be certified with Google (policy)
Crypto	Certification for exchanges and wallets. US exchanges must be registered with FinCEN as a Money Services Business and with a state as a money transmitter, or be a chartered bank. Ads for initial coin offerings are not allowed (policy)
Gambling	Certification for certain gambling ads. US lotteries must be state-run, and sports betting, online casinos and horse racing need a state license, with ads targeting only the states named in the certification (policy)
Alcohol	Allowed in the US, but ads must not target or mainly appeal to people under the legal purchase age, or encourage excessive drinking (policy)
Locksmiths and garage doors	Advanced verification in the US. Plumbers, HVAC, electricians and pest control are not on the US list (policy, verification)
Housing, employment and credit	In the US and Canada, housing, employment and consumer finance ads cannot use audience targeting by gender, age, parental status, marital status or ZIP code (policy)

Does passing the check mean Google will approve the ad?

No: this is a pre-check for problems you can spot in text. Google's review decides, and its policies also cover things this check cannot see, such as your landing page. Treat each flag as a warning to read, not a verdict, and open the linked policy when you are unsure.

Some rules apply to your website, not your ad. Google does not allow "Ads or destinations that don't name the product, service, or entity they are promoting" (Unidentified business), or pages that fail its destination requirements. Test the page with the Landing Page Audit Tool.

The optional AI review adds a second opinion on wording the rules cannot judge, with each finding mapped to a Google policy page. If an editorial problem slips through, Google does not suspend an account without warning first: "A warning will be issued at least 7 days prior" (editorial policy).

How to fix the most common flags

Change "FREE QUOTES" to "Free Quotes", and keep capitals for real abbreviations and brand names.
Turn "Sale!!" into "Spring Sale". A specific word does more than extra punctuation.
Move your phone number out of the description and into a call asset.
Replace "Click here" with what happens next, such as "Get a same-day quote".
Write display paths as plain words, such as Drain-Repair rather than drain_repair.
If an ad promises a guarantee, make your refund policy clear and easy to find on the site.

Check lengths with the Google Ads Character Limit Checker, or start from clean lines with the Google Ads Copy Generator.

Sources

Updated 2 October 2026 by the Paid Pilot team. Google Ads is a trademark of Google LLC; Paid Pilot is an independent agency.

Frequently asked questions

Why was my Google ad disapproved?

An ad is disapproved when its text, an asset or its landing page breaks a Google policy. Common causes for small businesses include editorial problems such as all-caps words, repeated punctuation or a phone number in the text, a landing page that does not load or redirects to another domain, and restricted topics that need certification first, such as healthcare, gambling or crypto.

Which characters are not allowed in a Google Ads display URL?

Google's unacceptable URL policy names characters like !, *, #, _ and @ as unacceptable in display URLs. The same policy does not allow URLs that don't follow standard syntax, or an IP address used as the display URL. Write each display path as plain words, such as Drain-Repair rather than drain_repair, and keep each path within its 15-character limit.

Are exclamation marks allowed in Google Ads?

Repeated marks such as "!!" are not allowed anywhere. Callouts do not allow exclamation marks at all, and sitelinks do not allow punctuation that only draws attention, with exclamation marks as Google's example. A single exclamation mark in a headline is not named on Google's current punctuation policy, but Google's own setup advice lists exclamation marks among the things to avoid, so leave them out.

Can you use all caps in Google Ads?

Not for emphasis. Google's capitalization policy does not allow capitals that are not used correctly or for their intended purpose, with examples such as FLOWERS and FlOwErS. Common abbreviations like ASAP, coupon codes, and brand, trademark or product names may be allowed. Write words normally and keep capitals for real abbreviations and your brand name.

Can you advertise personal loans on Google Ads?

Yes, within limits. Google only allows personal loans that require repayment in full in 61 days or longer, and it does not allow ads for personal loans with an APR of 36% or above in the US. Your landing page must also show the physical address of the business and all associated fees, plus links to any third-party accreditation or endorsement you claim.

Do locksmiths need advanced verification for Google Ads?

Yes. In the US, locksmith and garage door services must complete Google's advanced verification, and locksmiths in Canada need it too. Plumbers, HVAC companies, electricians and pest control are not on Google's US list for this policy. Local Services Ads have their own screening, which is a separate program, so check its requirements too if you plan to use it.

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