Why it happens
Capitalization
Capitalization
Whole words in capitals (FREE, SALE) or random capital letters. Brand names and common acronyms are the exception.
Punctuation and symbols
Repeated marks like "!!" or "??", an exclamation point in a headline, decorative symbols, or punctuation used to grab attention.
Contact details in the copy
A phone number or email in a headline or description. Microsoft wants phone numbers in a call extension, not the ad text.
Spelling, grammar and vague calls to action
Typos, missing words, gimmicky spacing, or a call to action like "click here" that says nothing about the offer.
How to fix it, step by step
Find the flagged asset
Hover over Campaigns and select Ads & extensions, then Ads. Below the ad, select View asset details and read the Policy status column. Add Filter, then Policy Status, then Disapproved to list only the bad assets.
Rewrite it in plain case
Use sentence or title case, one punctuation mark at most, no symbols, and move any phone number to a call extension.
Save the asset
Edit the asset in the ad or the asset grid, or add a new asset and delete the disapproved one. A saved asset goes back to editorial review.
Ask for an exception for brand names
If the capitals are your trademark or an acronym, select the asset, then Edit, then Request exception, and say so. Most reviews finish within 48 hours.
Steps checked against Microsoft Advertising Help: Fix a Disapproved or Approved Limited status; Microsoft Advertising Help: How do I challenge a disapproval?; Microsoft Advertising Help: Delivery status.
Sprites fixes this
Or let Sprites fix it
Sprites rewrites the flagged headlines and descriptions to Microsoft style and resubmits the ad.
What Sprites does
- Reads the editorial status of every ad in the account and lists the disapproved and limited ones together.
- Rewrites headlines and descriptions in clean case without the symbols and repeated punctuation, and you approve every change before it goes live.
- Reports any asset Microsoft did not keep after the edit, instead of dropping it silently.
What it doesn't do
- It does not read which asset or which rule Microsoft flagged. Point it at the asset from the Policy status column, or let it rewrite the whole ad.
- It does not file an exception request for a brand name in capitals.
Questions
Can I use capital letters in Microsoft ads?
Yes, in sentence or title case. Whole words in capitals are flagged, except brand names and common acronyms, which you can defend with an exception request.
Is one exclamation point allowed?
In descriptions, usually yes. Repeated punctuation like "!!" is flagged, and so are symbols used only to draw attention.
Why is only part of my ad disapproved?
Microsoft reviews each asset on its own since late 2025. Statuses like Some assets disapproved mean the ad can still serve on its approved assets while you replace the bad one.
Can I put my phone number in the ad text?
No. Use a call extension. A phone number in a headline or description is a common editorial disapproval.
Let Sprites fix it
Connect the account. Sprites finds the cause, stages the change and waits for your approval.