Google Ads can be a powerful lead-generation tool for home improvement contractors. However, the platform’s strict policies mean that even unintentional missteps can lead to costly suspensions or, in severe cases, permanent bans. In this blog, we’ll explore essential insights and tips to help contractors stay compliant with Google Ads policies, avoid suspensions, and know what to do if an account does get suspended.
Understanding Google Ads Policy Violations
Google Ads has a detailed set of rules and policies designed to maintain a safe, secure, and fair advertising environment. Violating these policies can lead to account suspensions, preventing you from advertising and impacting your business’s lead flow and revenue. While some policies are straightforward, others can be complex and may unintentionally cause violations. Below are some of the most common policy violations to watch out for.
1. Multiple Ad Accounts for the Same Business
For contractors, it may seem logical to hire multiple agencies to maximize ad visibility or to split campaigns by geographic area. However, Google Ads policies restrict advertisers from creating multiple ad accounts for the same business or website. Google treats this as a violation of fair usage, and it can lead to immediate suspension.
Instead, if you want multiple agencies involved, ensure they’re working within a single Google Ads account, with each team managing its designated campaigns. This approach allows collaboration without policy violations.
2. Billing and Payment Issues
One of the most common, yet easily avoidable, suspension triggers is billing-related issues. Expired credit cards, declined payments, or inaccurate billing details can temporarily pause your campaigns or result in suspensions if not quickly corrected.
To avoid this, ensure your payment information is current and correct. Set up alerts for credit card expiration dates, and have a backup payment method on file if possible. These small steps can help keep your ads running smoothly.
3. Misleading or Deceptive Content
Google requires that all ad content be truthful and accurate. Misleading ads or deceptive landing pages—known as cloaking—are strictly prohibited. Cloaking refers to the practice of displaying different content to search engines than to users, a tactic that is often used to manipulate search results or misrepresent information.
For legitimate contractors, this usually occurs unintentionally through the use of dynamic landing pages or location-specific content. If you use dynamic elements to personalize landing pages, make sure these are implemented correctly, as Google’s algorithm may flag certain types of content updates as cloaking. Clear, transparent messaging and compliance with Google’s Ad Transparency guidelines can prevent issues.
4. Ad Policy Violations on Restricted Content
Certain topics, such as financing offers, are considered restricted content on Google. Contractors offering payment plans or financing options should be cautious about how they phrase their ads. Misrepresenting or failing to meet specific requirements in the offer can cause ads to be flagged or rejected. For example, terms that appear discriminatory or unfair can result in an ad suspension.
5. User Safety and Privacy Concerns
User safety and privacy are major priorities for Google. If your site collects personal information from users—like names, email addresses, or phone numbers—it’s essential to handle this data in a secure and transparent manner. If Google detects that user data is not being protected or is used without permission, your account could be suspended. Always follow Google’s privacy guidelines and provide clear information about how you collect and use data.
Steps to Take if Your Google Ads Account is Suspended
Despite taking every precaution, mistakes can happen. Here’s what to do if your Google Ads account is suspended:
1. Resist the Urge to Create a New Account
A common mistake is creating a new Google Ads account to bypass a suspension. Google can detect this tactic, and doing so may result in a permanent ban from the platform. Instead, focus on resolving the existing issue through the official appeals process.
2. Understand and Follow the Appeals Process
When your account is suspended, Google provides an option to appeal the decision. Take this process seriously, as it often involves submitting documents and a detailed explanation of how you’ll correct the violation. Google’s support process can be lengthy, sometimes taking weeks or even months, so it’s crucial to be thorough and accurate.
Gather any supporting documentation, address each of the flagged violations, and outline clear steps you’ve taken to prevent similar issues in the future. This appeal will be reviewed by Google’s support team, and while it may take time, a well-prepared appeal increases your chances of reinstatement.
3. Seek Professional Guidance
If navigating Google Ads policies feels overwhelming, consider working with an experienced agency specializing in Google Ads for home improvement contractors. They can help identify potential violations, ensure your account is fully compliant, and even assist in the appeals process if needed.
Best Practices for Maintaining a Healthy Google Ads Account
Maintaining a healthy Google Ads account is essential for uninterrupted advertising. Here are some key best practices to keep your account in good standing:
- Keep Billing Information Up-to-Date: Set reminders to update payment methods regularly and keep a backup option on file.
- Regularly Review Google Ads Policies: Google frequently updates its policies, so make it a habit to check for changes. Staying informed will help you avoid unintentional violations.
- Use Google’s Policy Manager Tool: Google provides a Policy Manager tool within the Ads platform to monitor policy compliance and flag issues. Regularly checking this tool can help you stay on top of potential violations before they lead to suspensions.
- Monitor Ad Performance and Feedback: Keep an eye on ad performance metrics and any feedback from Google Ads support. If you receive a warning or notice of disapproved ads, address it promptly to prevent future issues.
- Be Transparent in Your Ads and Landing Pages: Ensure that all ad content and landing pages are transparent, accurate, and user-friendly. Avoid any language or tactics that could be seen as misleading, even if it’s unintentional.
- Avoid Unauthorized Changes to Your Ads: Unauthorized changes or the use of multiple agencies without a single, unified account can raise red flags. Make sure all changes are approved and consistent within a single ad account.
Conclusion
Google Ads can be a game-changer for home improvement contractors, but staying compliant with its policies is essential to maintain your account and avoid costly suspensions. From managing billing information to avoiding multiple ad accounts, taking these steps can help you protect your advertising investment.
If you’d like more detailed guidance, consider downloading a comprehensive guide from Fat Cat Strategies on Google Ads compliance, or contact us directly for a consultation. We’re here to help you succeed and keep your ad campaigns running smoothly.
