Rebrands are exciting… until your brand-new Google Ads account gets suspended, and your appeals get rejected — repeatedly. If this is you, take a breath. Most first appeals are automated denials, and the fix isn’t inside your locked account. It’s on your website and business signals. Below is the exact process we use to get clients restored — with minimal back-and-forth.
For the complete suspension playbook (including the main policy triggers and restoration flows), see my dedicated 2026 guide.
Why your early appeals fail (even with documents)
Documents like tax registration, trademark applications, and ID matter — but they don’t overwrite policy-triggering signals on your website or the broader risk profile Google sees. If your site looks risky, unclear, or non-compliant, an automated appeal reviewer will bounce it.
What to fix first (off-site):
- Security & integrity
- Site-wide HTTPS, no mixed content
- Multiple malware scans, remove suspicious code/redirects
- Lock admin URLs, remove index listings, harden CMS/plugins
- Transparency & trust
- Publish legal entity name + full address (exactly matching your documents)
- Add Privacy Policy, Terms, Refund/Shipping as footer links
- Show real contact methods (email + phone)
- Marketing claims
- Remove or substantiate aggressive promises; avoid “guaranteed results” wording
- Align ads/landing pages with verifiable benefits
“Uneditable assets” during suspension — do this instead
You can’t change ads/extensions now. That’s okay. Focus on risk removal on the website. Document your changes with timestamped screenshots and URLs. When you re-appeal, include those as evidence. After restoration, rebuild fresh campaigns (don’t resurrect questionable assets).
Google Business Profile changes won’t unsuspend Ads
GBPs are valuable, but changing your GBP address to match documents won’t directly restore Google Ads. Treat GBP alignment as supporting hygiene, not a trigger for reinstatement.
New Gmail with “0 history” isn’t the root cause
Brand-new emails don’t cause suspension on their own. What matters is site quality, payment profile cleanliness, and identity consistency.
Is your domain “poisoned” now?
Not usually. “Poisoned” implies a permanent ban. In practice, Google re-evaluates your current domain state. Clean security issues, publish transparent policies, align identity data — and you’re typically fine. Still, if you prefer caution, you can close the suspended account and continue marketing from your old, good-standing account, taking care to avoid double-serving conflicts.
Rebrand guidelines (so it doesn’t look like “circumventing”)
- Publish a Rebrand Notice page (date, old → new name, legal continuity).
- Keep legal name and address consistent across the site, invoices, and public listings.
- Don’t run two accounts for the same domain to the same audiences at the same time.
- Update trademark and brand assets consistently; avoid rapid, repeated identity changes.
For more background on how we approach policy compliance and restorations, see my longer suspension resource.
Your evidence-driven re-appeal (template)
Subject: Manual review request — [Policy Name] — [CID x-xxx-xxx-xxxx]
Opening:
We’ve completed corrective actions to address [policy]. Please find the summary and evidence below.
Corrections completed:
- Security hardening (HTTPS, scans, plugin cleanup) — evidence: [links + screenshots]
- Transparency pages added/updated (Privacy/Terms/Refund) — evidence: [links]
- Claims revised for accuracy — before/after screenshots linked
- Identity alignment — footer and invoices now match legal registration exactly
Rebrand clarity:
- Previous brand: [Name] → New brand: [Name] (effective [Date])
- Public notice: [URL]
- No intention to circumvent policy; a single Ads account will be used moving forward
Request:
Kindly conduct a manual review of the account and lift the suspension.
Attach screenshots as PDFs and keep the tone factual and concise.
What if you still get denied?
At that point, you likely have either:
- A missed risk (hidden redirect, third-party script, affiliate/Cloaking element), or
- A mismatch in identity signals (legal name/address inconsistencies), or
- A payment/risk profile issue requiring deeper review.
That’s when expert remediation saves time (and ad revenue). You can learn more about my background and how we engage on these cases here.
Quick FAQ
Q: Can I keep using my old account?
A: Yes, if it’s in good standing, and you’re not creating double-serving by advertising the same domain with both. Close the suspended account if you’ll use the old one.
Q: Do I need a brand-new domain?
A: Rarely. Clean the current domain (security + policy pages + identity alignment). Only consider a new domain if the site is fundamentally non-compliant and can’t be fixed quickly.
Q: How long should I wait between appeals?
A: Only re-appeal after you’ve completed substantive changes and prepared evidence. Re-appealing without changes reduces your chances.
Final thought
Suspensions feel personal, but they’re mostly signals and systems. Fix the signals, show the evidence, and you’ll give reviewers a clear path to say yes.
Need help restoring your account or want us to manage Google Ads end-to-end (campaigns, tracking, and policy-safe growth)? Get in touch — we handle suspensions/disapprovals and site compliance alongside Google Ads PPC management.
