google ads strike system MBM

MUST READ: Google Ads New Strike Policy

Author: Myk Baxter

In Google’s July announcement the global powerhouse announced that it is upping the ante when it comes to repeat Google ads policy violations.

Beginning in September, advertisers who continually violate ad policies will suffer consequences such as account pauses and indefinite suspensions. Google has long deleted ads that breach its rules, but apart from that the repercussions were otherwise mild or nonexistent. 

Until now…

Google’s New Ad Strike System

To get straight to the point, the system will use “strikes” to penalise repeat offenders – warranted or not. Quoting the recent Google announcement: 



  • Trigger. First instance of ad content violating our Enabling Dishonest Behavior, Unapproved Substances, and dangerous Products or Services policies.
  • Penalty. No penalties beyond the removal of the relevant ads.


First strike

  • Trigger. Violation of the same policy for which you’ve received a warning within 90 days.
  • Penalty. The account will be placed on a temporary hold for three days, during which ads will not be eligible to run.


Second strike

  • Trigger. Violation of the same policy … within 90 days of the first strike.
  • Penalty. The account will be placed on a temporary hold for seven days, during which ads will not be eligible to run. This will serve as the last and final notice for the advertiser to avoid account suspension.


Third strike

  • Trigger. Violation of the same policy … within 90 days of the second strike.
  • Penalty. Account suspension for repeat violation of our policies.


Google Ads Violations

The system has stated that the most ‘hunted’ of ad violations include ones that enable dishonest behaviour, advertise unapproved substances or promote dangerous products or services.

Needless to say, Google has full right over what they deem to be ‘dishonest’ or ‘dangerous’ so be aware that local laws or cultures may have no relevance to how Google perceives your message. Luckily, advertisers can appeal violations, to remove a warning or strike. 

Additionally, Google clarified that the new system applies only to prohibited content – so if you violate their terms with things like excessive punctuation or nonfunctional destination URLs, you’re safe from such measures. 

Still, that’s not to say you won’t be in the future, and these practices only damage your SEO anyway. 

In our experience at Myk Baxter Marketing, most ad disapprovals are due to honest mistakes. Google also has a habit of wrongly flagging material, it’s not a perfect system.

But to protect your brand and online business and ensure you’re not breaking any new rules with your upcoming ad strategy, reach out to digital marketing experts like Myk Baxter Marketing who can provide the insight you need. 

After all, with this new strike system. The longer you leave it, the more likely you’re blocked for good.


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