Why it happens
Whole words in capitals for emphasis
Whole words in capitals for emphasis
"FREE", "SALE" or "NOW" in caps is the most common trigger by far.
Alternating or gimmicky capitals
Mixed casing used to make text stand out, like "bUy NoW".
A brand or acronym the reviewer did not recognize
A legitimate all-caps brand, product name or acronym can be flagged by mistake. It passes when it is used the same way on your site.
How to fix it, step by step
Find the exact policy topic
Go to Campaigns, then Ads, and hover the Disapproved or Eligible (limited) label in the Status column. It names the policy and the part of the ad it applies to. Tools, then Troubleshooting, then Policy manager lists every affected ad in one place.
Rewrite in sentence or title case
Edit the flagged headline or description. Keep capitals for the start of words, brand names and acronyms like USA or SaaS, and nothing else.
Fix the same text everywhere it runs
Search your ads and assets for the string. A caps headline reused in other ad groups is disapproved in each of them.
Resubmit or appeal
Saving an edited ad resubmits it for review. If you think the call was wrong, or the change was made outside the ad, open Policy manager, choose Appeal and pick Dispute decision or Made changes to comply with policy. Each ad gets 3 appeals, and only decisions from the last 6 months can be appealed from the account.
Steps checked against Google Ads policy help: Editorial; Google Ads Help: Fix a disapproved ad or appeal a policy decision; Google Ads Help: About the ad review process.
Sprites fixes this
Or let Sprites fix it
Sprites finds every ad flagged for capitalization and rewrites the text in proper case.
What Sprites does
- Reads the policy status of your ads and names the policy topic on each disapproved one.
- Rewrites the flagged headlines and descriptions in place, keeping your brand names and acronyms as they are.
- Reads each ad back after the edit so you see exactly which text landed.
- You approve every change before it goes live.
What it doesn't do
- It does not file appeals for a brand name flagged by mistake. That is Dispute decision in Policy manager.
Questions
Can I write FREE in capitals in a Google ad?
No. Capitals used for emphasis are disapproved. Write Free or free instead.
Is title case allowed in Google Ads headlines?
Yes. Capitalizing the first letter of each word is fine. Only capitals used for emphasis or gimmicks are disapproved.
My brand name is all caps. Will it be disapproved?
It can pass if it matches how the brand is written on your site. If it is flagged, appeal with Dispute decision.
Is an acronym like USA or CRM allowed?
Yes. Standard acronyms are allowed in capitals.
Let Sprites fix it
Connect the account. Sprites finds the cause, stages the change and waits for your approval.