Review & Eligibility Status in Google Ads
Review and eligibility statuses in Google Ads determine whether ads can serve, how often they are shown, and under what conditions they remain active. These statuses are applied during automated or manual reviews and can change based on policy compliance, account history, or system checks.
Understanding review timelines and eligibility signals is important for advertisers to avoid unnecessary delays and unexpected ad interruptions.
This section is part of our Google Ads documentation, which explains account issues, policy enforcement, ad disapprovals, billing problems, and fix guides related to ad performance and eligibility.
What review and eligibility statuses mean
Google Ads assigns review and eligibility statuses to ads, assets, and campaigns to indicate their current serving condition. These statuses reflect whether content has been reviewed, approved, restricted, or temporarily limited.
Common review and eligibility states include:
- under review
- approved
- eligible
- eligible (limited)
- disapproved
- paused due to review or verification
Each status provides insight into how Google Ads is currently handling the ad or asset.
Why ads enter review or eligibility checks
Ads may enter review or eligibility checks for various reasons, including:
- new ads or assets being submitted
- changes made to ad copy or landing pages
- updates to account, billing, or business information
- automated systems detecting potential policy risk
- periodic re-evaluations of existing ads
Review processes are designed to ensure ads comply with policies before and during delivery.
How review timelines work
Most Google Ads reviews are completed automatically within a short timeframe, but some cases require manual evaluation. Review duration may vary depending on:
- account history and trust signals
- content complexity
- policy sensitivity
- verification requirements
During review, ads may not serve or may serve with limitations until a final decision is made.
How eligibility impacts ad delivery
Eligibility statuses directly affect how ads perform. Depending on the status, advertisers may experience:
- normal ad serving
- limited reach or impressions
- delayed campaign launches
- ads not serving at all
An “eligible” status does not always guarantee full delivery, especially if other restrictions or signals are present.
How advertisers should approach review and eligibility issues
When ads remain under review or show limited eligibility, advertisers should:
- avoid making repeated changes during the review process
- verify that ads and landing pages comply with policies
- confirm billing and business information is complete
- allow sufficient time for review completion
- investigate related policy or account alerts
Making unnecessary edits during review can restart the process and extend delays.
How this section is organized
This section includes guides that explain specific review statuses and eligibility conditions, why they occur, and how advertisers should respond. Each guide focuses on a single status or review scenario to help advertisers understand what actions are appropriate.
Next steps
Use the guides in this section to understand the review or eligibility status affecting your ads and what steps, if any, are required before ads can serve normally.