Editorial: Business name requirements

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In order to provide a quality user experience, Google requires that all ads, assets, and destinations meet high professional and editorial standards. We only allow ads that are clear, professional in appearance, and that lead users to content that is relevant, useful, and easy to interact with.

Learn more about the Editorial policy.

This policy is applicable to the ads formats that require a business name field.

An illustration depicting an example of a business name requirement policy violation.

The following is not allowed:

red x mark Providing a business name that is anything other than the domain, the recognized name of the advertiser, or the promoted downloadable app

Examples (non-exhaustive): Using generic or location-based business names such as Mountain View Plumber, New York Taxi.

red x mark Using promotional language in the business name field

Example (non-exhaustive): "Buy Acme Shoes" or "Sale at Acme Home Services"

Given the wide variety of business names, there are special considerations for the following:

Domain-based business names: You can use your domain name as your business name, using appropriate spacing between words. For example, acmesolutions.com could be identified as "Acme Solutions" in the ad.

Resellers and authorized dealers: If you are an authorized reseller or dealer for a product or service, use appropriate qualifying language. For example, a car dealer of Acme vehicles in San Antonio could use the business name "Acme of San Antonio."

Note: If you have completed Advertiser Verification, the business name must strictly match the domain name or the name submitted during verification.

Violations of this policy will not lead to immediate account suspension without prior warning. A warning will be issued at least 7 days prior to any suspension of your account. Learn more about suspended accounts.

Options to fix ad violations

In your Google Ads account, click the Campaigns icon .
Click the Campaigns drop down in the section menu.
Click Ads.
Hover over the ad or asset and click Edit.
Edit the ad or asset so that it complies with the policy.
Click Save. Your ad will be automatically reviewed again. Check the ad’s status in the “Ads & assets” page for updates.

Learn more about how to Fix an ad with policy violations.

Appeal policy decision

If you've fixed your destination or believe that we've made an error, appeal the policy decision directly from your Google Ads account to request for a review. After we confirm that the destination is compliant, we can approve your ads. If you aren't able to fix these violations or choose not to, remove your ad to help prevent your account from becoming suspended in the future for repeated policy violations.

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