Google Ads Appeal Rejected: What to Do Next

Why Appeals Get Rejected

Most rejected appeals fail for predictable reasons. Understanding these patterns helps you avoid repeating the same mistakes.

• The violation wasn't actually fixed — The appeal addressed symptoms, not the root cause
• Generic or copied template — Google's reviewers see thousands of identical appeals
• Submitted too quickly — No meaningful changes were made between suspension and appeal
• Wrong issue addressed — The appeal focused on a different problem than what triggered the suspension
• Lack of specifics — Vague promises to "do better" without concrete changes
• Multiple rapid appeals — Submitting repeatedly signals desperation, not resolution

After a Rejection: What NOT to Do

• Don't submit another appeal immediately — The same approach will yield the same result
• Don't create a new account — This triggers circumventing systems and makes everything worse
• Don't contact support repeatedly — Multiple contacts don't help and may hurt
• Don't make random website changes — Unfocused changes show you don't understand the problem
• Don't dispute charges with your bank — Chargebacks often result in permanent bans

The Timing Problem

After a rejection, two instincts compete: the urge to appeal again immediately, and the fear that waiting too long will hurt your chances. Both instincts can lead to mistakes.

There's no official guidance on timing. Google doesn't publish waiting periods or appeal limits. What matters is whether your next appeal addresses something genuinely different—not how quickly you submit it.

The pattern that fails: rejection → same appeal with minor changes → another rejection → frustration → emotional appeal → permanent ban. Each cycle makes recovery less likely because it reinforces a pattern of non-compliance in Google's systems.

The question isn't "when should I appeal again?" The question is "do I have something meaningfully different to present?" If the answer is no, the timing is irrelevant.

The Fundamental Challenge

When your appeal is rejected, you receive almost no feedback about why. The rejection email is typically as vague as the original suspension notice. This creates a guessing game that most people lose.

The instinct is to try different approaches: be more apologetic, provide more detail, explain your business more thoroughly, emphasize how long you've been a customer. None of these strategies work because none of them address the underlying problem.

Google isn't evaluating your sincerity or your business history. It's evaluating whether the specific violation has been resolved. An appeal that doesn't clearly demonstrate resolution will be rejected—regardless of tone, length, or emotional content.

See our appeal framework guide for more on what appeals should contain.

Frequently Asked Questions

What This Page Does NOT Cover

This guide intentionally does not provide:

• Specific decision frameworks for when to appeal again vs. wait
• Exact wording adjustments for rejected appeals
• Escalation strategies or alternative contact methods
• Timing guidance for spacing between appeal attempts

After a rejection, the margin for error narrows significantly. Each subsequent attempt carries more risk. This is not the stage for improvisation or generic advice.

Why Most People Fail at This Stage

A rejected appeal creates urgency. The business is suffering. The account needs to be restored. This urgency leads to rapid, poorly-considered follow-up appeals that make the situation worse.

The failure pattern: people focus on what they want (account restoration) rather than what Google needs (demonstrated compliance). They write longer appeals, more emotional appeals, more frequent appeals—all of which signal the wrong things to Google's review systems.

Recovery after rejection requires a complete reset: understanding why the first appeal failed, making meaningful changes, and presenting a fundamentally different case. This requires structure, not desperation.