Google provides translated versions of the Advertising Policies Help Center, though they're not meant to change the content of the policies. The English version is the official language used to enforce Google Ads policies. To view this article in a different language, use the language dropdown at the bottom of the page.
Google prioritizes user experience across all its products, and a key part of this is fostering a safe and trustworthy environment within the Google ad network. The Destination Requirements policy strives to ensure that when users click on an ad and are sent to a landing page, that website is functional, useful, and easy to navigate. This also creates an ads ecosystem thatโs supportive to advertisers and the people who interact with their ads.
Learn more about the Destination requirements policy.
In this article
Google requires ad destinations to be easy to navigate and safe for users clicking on an ad on the Google Ad network.
Make sure ad destinations or content, including pop-ups, arenโt difficult to navigate and donโt contain abusive experiences where sites are designed to be misleading. Make sure the ad destination doesnโt directly initiate a direct download or lead to an email address or file.
Any window that opens in addition to the original landing page is considered pop-up.
Examples of pop-ups (non-exhaustive):
- Timed pop-ups
- Self-closing pop-ups
- Intermittent pop-ups
- Pop-ups generated from the ad itself
- Download pop-ups
- Pop-unders
Interstitials are a type of graphic that appears full-screen within the landing page instead of opening in a new browser window like a pop-up. Google Ads allows interstitials if they don't make it difficult for a user to leave a site.
The following would lead to disapproval for Destination experience:
Destinations or content that are unnecessarily difficult or frustrating to navigate
Examples (non-exhaustive):
- Websites with pop-ups or interstitials that interfere with the user's ability to see the content requested
- Sites that disable or interfere with the browser's back button
- Websites that don't load quickly on most popular browsers and devices, or require download of an additional application to view the landing page (aside from common browser plug-ins)
Examples (non-exhaustive): Images, video, audio, documents
Note: Pharmaceutical advertisers are allowed to use PDF landing pages.
Examples (non-exhaustive):
- Websites that auto-redirect the page with no action from the user without user action;
- Websites that contain ads that resemble system or site warnings or error messages.
- Fake messages: Ads or other elements that resemble chat apps, warnings, system dialogs, or other notifications that lead to an ad or landing page when clicked.
- Unexpected click areas: Transparent backgrounds, non-visible page elements, or other typically non-clickable areas that lead to an ad or landing page when clicked.
- Misleading site behavior: Page features such as scroll bars, play buttons, โnextโ arrows, close buttons, or navigation links that lead to an ad or landing page when clicked.
- Browser history manipulation: Prevents the normal function of the โBackโ button by keeping the user from returning to the previous destination. For example, the site adds a page to the browser history.
- Social engineering, Phishing, and Deceptive Sites: Ads or content elements that attempt to steal personal information or trick users into sharing personal information.
- Auto redirect: Ads or content elements that auto-redirect the page without user action.
- Mouse pointer: Ads or content elements that resemble a moving or clicking mouse pointer that attempt to trick a user into interacting with it.
Examples (non-exhaustive):
- Prestitial โcountdownโ ads that appear before the content of the page has loaded and force the user to wait before they can dismiss the ad or the ad closes on its own
- Large sticky ads
- Flashing animated ads
Options to fix
If this policy is affecting your ad, make sure that your ad destination is functional, useful, and easy for users to navigate.
Fix destinations that donโt meet Better Ads Standards
The Ad Experience Report lists ad experiences on your site that are identified as violating the Better Ads Standards. Review this list of standards for content relevant to your destination, then submit your site for re-review.
Choose a different destination
If you can't make changes to the ad destination or choose not to, consider using youโll need to choose a different destination. Edit your ad's final URL to point to another part of your app or website that does comply with the policy.
Steps to update your ad
- Go to Ads within the Campaigns
menu.
- Hover over the ad or asset and select Edit.
- Edit the ad or asset so that it complies with the policy.
- Select Save.
Submit your destination for review
After youโve identified the issue with your destination, fix the issues and submit your site for re-review. Learn more about the Abusive experience review cycle.
- Visit the Abusive Experience Report.
- In the โRequest reviewโ field, describe how you addressed each issue with as much detail as possible.
- Select I fixed this.
- Select the I have fixed all the issues checkbox.
- Click Submit.
Verified owners or users in the Google Search Console property for the site will receive a copy of the issue resolution description you provided in step 2 after submission. If the review shows that the website no longer contains abusive experiences, your ads can resume serving.