Performance Max campaign limited by policy
Performance Max Campaign Limited by Policy: Troubleshooting Guide
If your Performance Max campaign in Google Ads is showing the status "Limited by policy," your ads are being restricted or not serving due to policy violations. This can impact your reach, sales, and overall campaign effectiveness. This guide explains why this happens, common causes, and practical steps to resolve the issue for Shopify and ecommerce store owners.
Why This Issue Happens
"Limited by policy" means Google has detected content or practices in your campaign, ads, or linked Merchant Center account that violate one or more of its advertising policies. As a result, your ads may not show at all, or only show in limited placements, until the issue is fixed.
Common Causes
- Product data violations in Google Merchant Center (e.g., missing required attributes, inaccurate pricing, or prohibited products)
- Website policy issues (e.g., missing contact information, insufficient refund policy, non-functional checkout)
- Use of restricted or prohibited content (e.g., counterfeit goods, unapproved supplements, adult content)
- Misleading or inaccurate ad copy or images
- Destination not working (site down, broken links, or blocked by robots.txt)
- Account-level policy issues (e.g., account suspension, repeated violations)
Step-by-Step Checklist to Fix It
- Check Policy Details: In Google Ads, click on the "Limited by policy" status for more details. Review notifications in Google Merchant Center for product or feed issues.
- Review Product Feed: In Merchant Center, go to Diagnostics. Fix any errors or warnings, such as missing GTINs, incorrect prices, or policy violations.
- Audit Your Website: Ensure your site meets Google’s standards: clear contact info, functional checkout, accurate product info, privacy and refund policies, and no broken links.
- Check Ad Content: Review headlines, descriptions, and images for prohibited or restricted content. Make sure all claims are accurate and verifiable.
- Fix Destination Issues: Make sure your landing pages load quickly, are accessible in all target countries, and are not blocked by robots.txt or password protection.
- Resubmit for Review: After making changes, request a review in Google Merchant Center or Google Ads. This can be done from the Diagnostics or Policy Manager sections.
- Monitor Status: Check back in 24–72 hours for updates. If issues persist, review the specific error messages and repeat the process.
What Does NOT Work
- Repeatedly resubmitting unchanged products or ads without addressing the underlying policy issue
- Trying to "trick" the system by making superficial changes (e.g., changing product titles without fixing actual violations)
- Ignoring Merchant Center or Google Ads warnings and hoping the restriction will be lifted automatically
- Contacting support without clear documentation of the fixes you have made
How Reviews or Checks Work
After you resolve the issues and request a review, Google’s automated systems—and sometimes human reviewers—will re-examine your ads, products, and website. Reviews typically take 24–72 hours. If the issue is fixed, the "Limited by policy" status will be removed. If not, you will receive updated notifications with further details.
FAQ
- How do I know which policy my campaign violated?
Check the "Policy details" section in Google Ads or Diagnostics in Merchant Center for specific violation messages.
- Can I appeal a policy decision?
Yes. After fixing the issue, you can request a review. If you believe there’s a mistake, you can also appeal directly from the policy notification.
- How long does it take for my campaign to be re-approved?
Most reviews are completed within 24–72 hours, but complex cases may take longer.
- Will fixing one product resolve the issue for my whole campaign?
Not always. You must fix all affected products, ads, or site issues as indicated in the policy notifications.
- Does "Limited by policy" mean my account is suspended?
No. It means specific ads or products are restricted. However, repeated violations can lead to account suspension.
Related performance-max issues
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