Why “We Did Everything the Same” Still Fails
Two advertisers can run near-identical pre-workout campaigns and get opposite outcomes. The difference isn’t only policy text — it’s account trust, site compliance depth, and domain-level risk signals. If your first account died in 11 days and a second in 8, you’re colliding with those hidden levers.
The 3 Layers Google Weighs (Beyond Your Ad Copy)
1) Account-Level Trust & History
- Age & clean spend: Older accounts with consistent billing, no chargebacks, and stable payment profiles trigger fewer automated blocks.
- Provenance: Accounts set up under a Google Partner MCC sometimes reach manual review faster and can benefit from cleaner provisioning, correct tax/billing setups, and better support routes. (If you need that route, we provide it.) See my agency creds.
- Behavior & structure: Aggressive budget ramps, rapid asset swaps, multiple failed payment attempts, or “copy-paste” duplication patterns can look like circumventing behaviors — even when intentions are good.
2) Sitewide Compliance (Not Just the Offer Page)
Advertisers obsess over ad text but miss site frameworks Google checks to reduce risk in sensitive categories like supplements:
- Refund/Returns & T&Cs: Clear, accessible policies in header/footer; no dark patterns; realistic timeframes; physical address and support channels.
- Medical/Claims Disclaimers: Avoid exaggerated promises. Include proper FDA/medical disclaimers where relevant and reference typical results vs. outliers.
- Contact & Business Identity: Real company name, VAT/GST if applicable, phone, email, and location.
- Consistent Brand Footprint: Matching entity details across the footer, privacy policy, billing profile, and domain WHOIS (where public).
If you’re already suspended, my full suspension recovery guide walks through how to shore this up and appeal effectively.
3) Domain, Hosting, & Technical Trust
Even “nice-looking” pages can fail technical trust:
- Google Search Console: Verify the domain, fix coverage errors, submit sitemaps, and clean up Manual Actions or security issues.
- Security & Malware: Scan for malware, mixed content, outdated plugins, or shady redirects. Harden SSL and ensure clean HTTP→HTTPS redirects.
- Performance & Stability: Consistent uptime, no server-side throttling, and normal page-experience signals help automated reviewers.
- New Domain Cold-Start: Fresh domains with thin history can trigger more conservative enforcement. That’s not favoritism — it’s risk modeling.
“Is Enforcement Inconsistent — or Is There a Two-Tier System?”
It can feel inconsistent when your competitor runs “the same thing.” In reality:
- Older, stable accounts with documented compliance and clean technical signals accumulate trust.
- Partner-managed accounts often have clean setup hygiene and faster escalation paths. If you need an account provisioned correctly under a Partner MCC, we can help. See suspension & recovery options here.
The Fix: A Practical, Ethical Warm-Up Plan (No Evasion)
Step 1 — Audit & patch compliance (48–72 hrs):
- Footer: Refund/Returns, Privacy, Terms, Disclaimer, Contact — all live and consistent.
- Product pages: Remove absolutist claims; add typical results context; cite sources where appropriate.
- Identity: Company name, address, and support channels match billing.
Step 2 — Technical trust checklist (same window):
- Verify in Search Console; resolve security/coverage issues.
- Perform malware & plugin audits; update themes; ensure SSL & redirects.
- Stabilize hosting; reduce 5xx errors; normalize Core Web Vitals.
Step 3 — Account hygiene:
- Use one clean billing profile; avoid multiple failed cards.
- Start with modest budgets; ramp gradually; avoid heavy structural cloning across accounts.
- Keep location/targeting realistic; no sudden global expansions day one.
Step 4 — Request human eyes, not just bots:
- Where possible, funnel through an MCC with access to support to nudge manual review.
- Submit a calm, factual appeal documenting fixes and attaching screenshots (policies in footer, updated disclaimers, Search Console verification).
Full appeal sequence: see my suspension recovery resource.
Step 5 — Scale responsibly after the first green days:
- Expand keywords and assets incrementally.
- Keep CTR/CVR healthy without bait claims.
- Log every change; if flags return, you can prove good-faith compliance.
When to Bring in a Partner MCC or External Team
If you’ve had multiple terminations in <2 weeks, you may have reputation debt attached to your setup. An experienced team can:
- Rebuild under a clean structure, provisioned properly under Google Partner MCC,
- Prepare a compliance dossier for manual reviewers,
- And manage risk while you scale.
See how structured setups correlate with reliable scaling in my PPC case study.
Final Word
You’re not cursed — you’re missing trust layers. Fix compliance, shore up technical signals, clean your account hygiene, and invite manual eyes. That’s how your supplements brand runs long term without living in appeal hell. If you want help with suspension, disapprovals, or a fresh account setup via Partner MCC, reach out — my step-by-step recovery playbook is here.