Google Ads statuses, explained. What each one means, and how to clear it.
Below first page bid, Eligible (limited), Misconfigured, No recent conversions: each status page says what Google means, why it shows, and the steps to fix it. Looking for an outage? Google shows it live on its Ads Status Dashboard.
Ad statuses.
- Disapproved adDisapproved means Google has refused to show the ad because it breaks one of its advertising policies.
- Eligible (limited)Eligible (limited) means the ad is approved but may not show in every country, on every device or to every audience, because of a policy restriction on its content.
- Under reviewUnder review means Google is checking a new or edited ad against its advertising policies.
- Destination not workingDestination not working is a policy disapproval: Google tried to open the ad's landing page and could not.
- Destination mismatchDestination mismatch is a policy disapproval for an ad whose display address does not match the page people actually reach.
Policy reasons.
- EditorialAn editorial disapproval means the ad's wording or formatting breaks Google's style rules.
- TrademarksTrademarks is the policy Google names when an ad's text uses a brand name whose owner restricted it in your country.
- Healthcare and medicinesGoogle restricts ads for prescription drugs, online pharmacies, unapproved substances and some health services.
- MisrepresentationMisrepresentation is a policy that bans ads and sites that mislead people about the business, the product or the offer.
- Circumventing systemsCircumventing systems is a policy against actions that try to get around Google's review or enforcement.
Keywords.
- Low search volumeLow search volume is a keyword status Google uses when a keyword has very little search history.
- Below first page bidBelow first page bid means the keyword's maximum bid is lower than Google's estimate of what it takes to show on the first page of results.
- Rarely shown (low Quality Score)Rarely shown (low Quality Score) means the keyword is active but almost never enters the auction, because its Quality Score is very low.
- Disapproved keywordA disapproved keyword is one Google will not let trigger ads, because the keyword itself breaks an advertising policy.
Bid strategies.
- Limited (bid limits)Limited (bid limits) means the bid strategy wants to bid outside the maximum or minimum you set, and the limit stops it.
- MisconfiguredMisconfigured means the bid strategy cannot work the way it is set up.
- Limited (inventory)Limited (inventory) means the strategy cannot find enough auctions to meet its goal.
- LearningLearning means a Smart Bidding strategy is adjusting to something new: a new strategy, a new target, or a large change to the campaign.
Campaigns.
- EndedEnded means the campaign has passed the end date set in its settings, so it no longer shows ads.
- PendingPending means the campaign's start date is in the future.
- RemovedRemoved means the campaign was deleted.
- Limited by budgetLimited by budget means the campaign could show more often, but its daily budget runs out first.
- Not eligibleNot eligible means the item cannot serve at all.
- PausedPaused means a person, a rule or a script stopped the item.
Conversion tracking.
- No recent conversionsNo recent conversions means the tag has fired before, but no conversion has come from an ad click in the last 7 to 14 days.
- InactiveInactive means Google is not getting anything from this action's tag: the tag is often missing from the site or set up wrong.
- UnverifiedUnverified means Google has never seen the tag of this conversion action fire on your site.
- Needs attentionNeeds attention means Google found a problem with how a conversion action is set up or sends data, even though it may still be recording.
Merchant Center and Shopping.
- Merchant Center suspendedA Merchant Center suspension stops all your products from showing in Shopping ads and Performance Max.
- Not approved productA product marked Not approved, often called disapproved, cannot appear in any Shopping ad or Performance Max placement.
- LimitedA limited product is approved but shows in fewer places or for fewer searches than it could.
- Mismatched value (page crawl) [price]A price mismatch means Google found a different price on the product page than the one in your feed.
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