My Google Ads account is suspended. What does it mean and how do I appeal?

Your ads stopped overnight and the account shows a red banner. It is stressful, but rushing an appeal is the most common way to make it worse. This guide explains each suspension type, what to fix and how to appeal. It is part of our Google Ads help centre.

Step 1: Find the exact reason

1. Sign in to Google Ads and read the notification at the top of the screen. It names the policy or reason.
2. Check the email address on the account. Google says the suspension email lists every policy involved and includes an appeal link.
3. Write the reason down word for word. The fix and the evidence you need depend on it.

A suspended account is read-only. Google says you can still make payments, appeal, update security settings, view reports and cancel the account. Source: Google Ads account suspensions overview.

Suspension types and what each means

Google groups suspensions into billing and payment, policy, unauthorised account activity, age requirements and Ad Grants. These are the ones Australian small businesses most often meet.

What you see	What it means	How to fix it	How long it takes
Suspicious payment activity	Google could not trust the payment details, often after a new card, a name mismatch or a declined charge.	Use a card in the business or account holder's name, match the billing address and be ready to verify the payment method.	Often days, depending on verification
Unpaid balance	A charge failed and the balance is overdue.	Pay the balance in Billing. Fix the card so it does not happen again.	Usually quick once paid
Unauthorised account activity	Google detected someone using the account without permission.	Follow the hacked account steps below.	Varies; billing checks can take 10 to 15 business days
Circumventing systems	Google believes you tried to get around its reviews or enforcement. Its policy names cloaking (showing reviewers different content from users), multiple account abuse and false information in advertiser verification.	Remove anything that could look like cloaking or duplicate accounts, then appeal with an honest explanation.	Unpredictable
Unacceptable business practices	Google suspects the business misleads customers, for example hidden fees, unclear identity or copying another brand.	Make your business identity, address, ABN, pricing and terms clear on the website before appealing.	Unpredictable
Repeat policy violations	You collected strikes for the same policy. Google says the third strike leads to suspension.	Fix every ad that breaks the policy, not just the latest one.	Depends on the policy

Google treats circumventing systems and unacceptable business practices as egregious violations. These lead to immediate suspension without warning and are permanent unless an appeal succeeds. Some appeals also need advertiser verification first, and Google says if identity verification fails three times you cannot appeal.

Before you appeal: fix the cause

• Payment issues: Make sure the card name, billing address and business name agree. Remove any shared or personal cards you do not control.
• Policy issues: Remove or fix every ad and landing page linked to the policy. Check that the website shows who you are: business name, ABN, physical address or service area, phone number, privacy policy and refund or cancellation terms.
• Related accounts: Google says accounts related to a suspended account can also be suspended. Check every linked current and past account, including ones an old agency set up.
• Regulated industries: Financial services advertisers targeting Australia must complete Google's financial services verification, which references ASIC. Source: Financial services verification: relevant regulators.

How to appeal

1. In Google Ads, click Contact Us in the suspension notification. This opens the appeal form.
2. Explain plainly what happened and what you changed. Keep it factual and short.
3. Attach evidence that matches the reason. Useful items include your ABN record, business registration, a recent invoice from a supplier, a utility bill at the business address, a photo of your signage, and links to the specific website pages you fixed.
4. Submit one appeal per suspended account, and only one at a time.
5. Wait for the email. While it is being reviewed, the account shows "Appeal pending".

Google says repeated appeals for the same suspension may not be processed, and detected appeal misuse can pause processing for 7 days. If an appeal is rejected, you can re-appeal through the same process, but only once you have something new to show. You have at least 6 months from the suspension date to appeal.

If your account was hacked

Signs include users or manager accounts you do not recognise, budget increases, automated rules you did not create and campaigns you did not make. Google's steps are on What to do if your account is compromised.

Hacked account checklist

1. Secure the Google Account you sign in with: change the password and turn on 2-Step Verification.
2. Note timestamps from Change history showing unknown users, linked manager accounts, budget increases or new rules.
3. Report it using Google's compromised account form and follow the recovery steps.
4. Check Admin, then Access and security, for unknown users once you have access back.
5. Check Billing for new payment methods or charges.
6. When Google emails the change log, choose "Clean up this account" if all the listed changes were malicious. Choosing "Restore this account as is" makes you ineligible for reimbursement.
7. Request reimbursement through Google Ads support once the account is reactivated and 2-Step Verification is on. Google says billing investigations can take 10 to 15 business days.

Why opening a new account makes it worse

It is tempting to start fresh with a new email. Google says new accounts created by a suspended advertiser may also be suspended, and recommends reinstating the existing account first. Google's circumventing systems policy also names multiple account abuse as a violation. The same applies to asking an agency to "run it from their account".

How long appeals take

Google does not publish a set timeframe for suspension appeals. You get an email with the outcome, and the account shows "Appeal pending" until then. Use the waiting time to fix your website and records, so a second appeal, if needed, is stronger.

Australian detail

• Make sure the ABN on your website matches your trading name on the ABN Lookup register.
• Billing country and currency should be Australia and AUD if you are an Australian business. Mismatches can look suspicious.
• If you dispute a card charge with your bank, be aware Google lists requesting a chargeback as a suspension reason. Contact Google support about billing first.

When to get help

If your first appeal failed or the reason is circumventing systems or unacceptable business practices, a specialist will review linked accounts, landing pages and business details before anything else is sent. We cannot promise reinstatement, but we can make sure the appeal is complete.

Book a Google Ads account review

Related: disapproved ads, billing in Australia and Facebook ad account disabled.

About this guide

Written by Amann Jhamb, Director of AR Digital Solutions, 17 years in web design, SEO and paid ads. Last checked: 3 November 2026 against Google Ads Help: Google Ads account suspensions overview. Change note: first published 3 November 2026. Part of our Google Ads help centre.