If your Google Ads are disapproved for Destination Not Accessible, Google’s crawlers and/or users in your targeted locations can’t reach your landing page in a policy-compliant way. The fix usually involves clearing geo-blocks/firewalls, correcting URLs/redirects/SSL/DNS, removing robots.txt or plugin blocks against crawlers, resolving server errors, and ensuring the first page load isn’t blocked by logins, age-gates, or malware warnings. Below is a structured diagnostic + repair plan you can follow today.
1) What “Destination Not Accessible” Actually Means
Google requires that the destination (your final URL) is reachable to both users and Google’s systems in the regions you target. If access fails—because of a country block, security rule, bad redirect, server error, or gate—your ads can be disapproved under this policy. In short, Google or users can’t access your page in the way your ad promises.
2) The 10 Most Common Root Causes
- Geo-blocking / IP blocking
- Firewalls, CDNs, host WAFs, or country restrictions deny traffic from the very countries you’re targeting.
- Security plugins blocking crawlers
- WordPress/host security plugins sometimes block AdsBot-Google or unknown user agents by mistake.
- robots.txt rules
- Over-broad
Disallowrules blocking crawlers from the root or important directories.
- Over-broad
- Wrong URL or mixed-case path
example.com/Order-Nowvsexample.com/order-now— servers can treat these as different URLs; one may 404.
- Excessive or broken redirects
- Long 301/302 chains, loops, or hop to a blocked domain/subdomain.
- Server errors & downtime
- 4xx/5xx responses, slow TTFB, rate-limits, or host throttling under bot load.
- SSL/TLS & DNS issues
- Invalid certificate, SNI mismatch, old TLS versions, DNS misconfig, or region-specific DNS propagation gaps.
- Login walls, age gates, paywalls, interstitials
- Anything that blocks the first page load (policy-unsafe for ad destinations).
- Malware / hacked site flags
- Hacked files, injected JS, or Safe Browsing warnings cause disapprovals.
- Location-based content blocks
- Server or CDN rules that return different status codes or blank pages by country.
3) Fast Diagnosis: Prove What’s Broken
Use this workflow to isolate the cause quickly:
- Ad Preview & Diagnosis (from your Google Ads account): confirms what Google is seeing for specific locations/devices.
- VPN checks from target countries (+ mobile vs desktop): confirm if users can load the page normally.
- Server logs / WAF logs: look for 403/429/5xx responses, blocked IPs, or bot challenges.
- robots.txt: ensure no accidental
Disallow: /or path blocks for landing pages. - HTTP status & redirect check: confirm 200 status at the final URL; keep redirect hops to ≤2.
- SSL/DNS: run an SSL test; verify DNS records; check CDN edge behavior in target regions.
- Site integrity: scan for malware; check Search Console (Security Issues, Coverage).
- Speed & reliability: verify TTFB and that the host isn’t rate-limiting bots/regions.
Pro tip: Keep a screencast of the failed load from a target region and screenshots of your fixes—handy when you request a review.
4) Fixes by Root Cause
A) Geo-blocking / IP blocking
- Remove country blocks for your target regions.
- Allowlist Google’s crawler user agents (e.g., AdsBot-Google) and avoid bot challenges (JS challenges/captchas) on first load.
- In CDNs/WAFs, disable rules that block unknown bots for the landing page path.
B) Security plugins
- Temporarily disable overly strict features (e.g., “block unknown bots,” “rate limit”).
- Add exceptions for AdsBot-Google and your ad account’s verification pings.
- Update plugin to the latest version; clear caches.
C) robots.txt mistakes
- Remove blanket disallows; keep it minimal and never block your landing page paths.
- If you can’t edit fast, host a temporary, permissive robots.txt during review.
D) Wrong URL / mixed-case / redirects
- Use lowercase, canonical final URLs in ads.
- Fix 301/302 chains to a single hop (http→https or non-www→www, not both).
- Validate 200 OK at the final URL.
E) Server errors & downtime
- Raise host resources; fix 4xx/5xx.
- Remove rate-limits that block crawlers; ensure edge nodes aren’t throttling.
- Monitor with uptime tools; aim for ≥99.9%.
F) SSL/TLS & DNS
- Install a valid certificate; enable modern TLS.
- Fix SNI/hostname mismatches; verify intermediate certs.
- Confirm DNS is correct and propagated globally.
G) Gates & interstitials
- The landing page must render core content immediately. Move age verifications or logins after the initial content or to post-click flows where policy allows.
H) Malware
- Clean the site; update CMS, themes, plugins; rotate credentials.
- Request a review in Search Console if flagged, then request a review in Google Ads.
5) How to Request a Review (Properly)
- Fix the cause and retest from a target country + Ad Preview.
- In Google Ads → Policy Manager, select the affected ads and request Review.
- Attach a brief note (if available) summarizing what was fixed (e.g., “Removed geo-block, allowlisted AdsBot-Google, corrected robots.txt”).
- Avoid mass edits while the review is in progress.
If disapproved again, re-check logs/robots/firewall and consider a temporary clean landing page on the same domain to regain delivery while you harden the main site.
6) Pre-Launch Checklist (Use Every Time)
- Final URL returns 200 OK in all target countries
- No login/age/paywall on first load
- robots.txt does not block landing paths
- SSL valid; redirects ≤1 hop; lowercase URL paths
- Firewall/CDN allows AdsBot-Google; no geo-blocks on targets
- No malware or browser warnings
- Server stable (no 4xx/5xx spikes); fast first byte
- Verified in Ad Preview for target location + device
7) Need Help?
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