Eligible (limited): what it means for your ad.

Where it shows: in the Status column of the ads table.

• Restricted categories such as alcohol, gambling, healthcare or financial services, which are allowed only in some countries or with certification.
• Trademarks used in the ad text in countries where the owner restricts it.
• Adult-oriented or sensitive content that cannot show to some users or in some placements.
• Age or location rules for the product being advertised.

1. Hover over the status in the Ads table to see which policy limits the ad.
2. Decide whether the limit matters: if the ad is limited in countries you do not target, there is nothing to do.
3. If it limits where you need to show, change the text or apply for the certification or authorisation Google asks for.
4. Check impressions by location and device to see the real effect.

Often nothing changes for your results, because the restriction applies where you do not advertise. When it does bite, it shows as fewer impressions than the budget would allow.

After an edit, the ad goes back under review before the new status applies.

Note which of your products sit in a restricted category, and keep the certifications for them up to date.

When you add a country to your targeting, check the policy for that country first. A product allowed at home can be limited or banned next door.

Optizads checks ads every hour. When a large share of the ads that serve run limited by a policy, it raises an alert that names the policies. A few limited ads alone do not trigger it.

• Responsive search ad
• Location targeting
• Impression