| Today the Google Ads team announced that in October 2022, the Destination requirements policy will be updated to include a new policy requiring ad experiences on destinations to conform to the Coalition for Better Ads’ Better Ads Standards. Destinations containing ad experiences that do not conform to the Better Ads Standards will be informed via the Ad Experience Report, and any ads that lead to such destinations will be disapproved. |
| Google wants people to have a good experience when they click on an ad, so ad destinations must offer unique value to users and be functional, useful, and easy to navigate. Below are some examples of what to avoid in your ads. Learn about what happens if you violate our policies here.  Destinations or content that are unnecessarily difficult or frustrating to navigate e.g. websites with too many pop ups Not enough ORIGINAL content A destination mismatch Destinations that don’t function properly or have been incorrectly set up Destinations that are not crawlable by Google Ads Extensions that violate Chrome Developer Program Policies or apps that violate Google Play Policies Phone numbers that haven’t been verified by Google Phone numbers that do not have an active voicemail service |
| For more information about the types of disallowed ad experiences, check out the Coalition for Better Ads website. For more information on the Ad Experience Report, you should visit the Web Tools Help Center or Ad Experience Report Forum. |
| We will begin enforcing the policy update in October 2022. |
