Why it happens
Interstitials that block the page
Interstitials that block the page
A full-screen pop-up, newsletter wall or exit intent overlay that hides the content on mobile.
Navigation hijacks
Scripts that disable the back button, open new windows or redirect on scroll.
Auto-downloads or misleading buttons
Files that start downloading without a click, or fake system warnings and play buttons.
Too many ads on the page
A page where ads outweigh the content, or ad network scripts that bring their own pop-ups.
How to fix it, step by step
Confirm the policy
Go to Campaigns, then Ads, hover over Disapproved, and note the destination experience reason. Policy manager shows the same under Policy issues.
Walk the page on a phone
Open the final URL on a mobile device in a private window. Try the back button, scroll, and wait for any delayed overlay.
Remove the abusive elements
Turn off blocking pop-ups, back-button scripts, auto-downloads and third-party ad units on landing pages you advertise.
Appeal
Go to Tools, then Troubleshooting, then Policy manager, select Appeal and choose Made changes to comply with policy.
Steps checked against Google Ads Advertising Policies Help: Destination requirements; Google Ads Advertising Policies Help: Fix a disapproved ad or appeal a policy decision.
Sprites diagnoses this
Sprites diagnoses it
Sprites lists every ad and URL hit by the destination experience flag, so you know which pages to clean.
What Sprites does
- Reads the approval status and policy topics on every ad and lists each one with this topic.
- Lists the final URLs behind them and how much spend each one carried.
- Moves the ads to a clean landing page by cloning them with the new final URL, once you approve.
What it doesn't do
- It does not edit your landing pages, pop-up tools or ad network settings.
- It does not file the appeal.
Questions
Are all pop-ups banned on Google Ads landing pages?
No. Pop-ups that block the content, are hard to close or hijack navigation are the problem. A small, easy to dismiss banner is usually fine.
Is abusive experience the same as destination experience?
Abusive experiences are part of the destination experience policy, which also covers pages that are hard to navigate or unsafe.
Can this suspend my account?
Repeated or egregious abusive experiences can. A one-off pop-up usually means disapprovals until you change the page.
How fast are ads re-approved after I change the page?
After an appeal, most reviews finish within a day or two.
See where it breaks
Connect your accounts. Sprites reads them side by side and shows you exactly where the numbers split.