Google Ads Caps Appeals at 6 Months

Publication date: 22.07.2026

Google has tightened the rules for appealing violations in Google Ads. Per Search Engine Roundtable, starting July 21, 2026 you can appeal a policy decision directly from your Google Ads account only within six months of that decision.

The company updated its appeals help and documentation. Google's wording is clear: starting July 21, 2026, the option to appeal a policy decision directly from your Google Ads account will not be available for policy decisions made more than six months prior.

What this changes in practice:

  • a hard statute of limitations appears — old bans and ad disapprovals get «frozen»;
  • decisions older than six months can no longer be challenged with an in-account button;
  • you must react to blocks right away instead of putting them off;
  • the rule covers policy decisions — disapproved ads, limitations and suspensions.

Previously advertisers could revisit a disputed decision long after the fact; now the window to defend your position is capped at six months. It fits Google's broader push to automate moderation and cut manual reviews.

What it means for business. Keep account moderation under control: set up alerts on ad and campaign status, log disapproval dates and file appeals immediately. Six months of inaction and the right to challenge is gone. This matters most for accounts with a violation history and for agencies juggling many clients at once.

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