Google Ads “Unacceptable Business Practices” Suspension — What It Means, Why It Happens, and Exactly How We Fixed It (Real Case Study) [2026]

If your Google Ads account is suspended for “Unacceptable business practices,” it’s almost always a trust problem. You fix trust by proving you are who you say you are, and by making your website and operations transparent. That means real company identity on the site, original policy pages, consistent branding, closing duplicates, and completing verification before you appeal.

What “Unacceptable Business Practices” actually means

In Google’s policy framework, “Unacceptable business practices” sits under the broader Misrepresentation policy. Practically, this label appears when your ads, landing pages, or public business information could mislead users—whether intentionally or simply because they’re incomplete or confusing. Typical triggers include concealing your legal identity, using inconsistent brand names, copying policies from another site, or making over-aggressive or unrealistic claims.

Google’s response is severe: account suspension until you resolve the issues and complete any required verification. In many cases you will need to pass Advertiser Verification and, for some categories, Business Operations Verification (BOV) to resume serving ads.

The client: COD ecommerce in Morocco (7 months live; $22k spend)

Our client ran a cash-on-delivery ecommerce operation in Morocco selling traditional apparel and accessories. Orders were confirmed by phone and fulfilled via local delivery partners; customers paid cash upon delivery.

Why COD can raise risk flags: from an ad-platform perspective, COD reduces provable transaction signals (no immediate online payment). That doesn’t mean COD is non-compliant—many legitimate merchants use it—but it does mean you must over-communicate trust (identity, policies, service standards) to avoid being lumped in with bad actors.

Our initial audit: what was wrong

1. Business identity unclear
   • The site displayed a brand logo (“Lumina”) that didn’t match the legal entity name used in the account.
   • There was no visible registered company name, physical address, or landline/verified phone number on the site.
   • About/Contact pages were thin or absent.
     These are textbook misrepresentation signals.
2. Policy pages looked copied or incomplete
   • Returns, Shipping, Terms of Service, and Privacy were generic and not customized to the country.
   • “Governing law” referenced the UK with no UK entity or address on the site (inconsistent jurisdiction).
     Google explicitly expects transparency about who you are, how you operate, and how users can exercise rights (returns, refunds, data). Thin/boilerplate pages can trigger or sustain a suspension.
3. Aggressive urgency + single-product page pattern
   • Stacked “BUY NOW” CTAs, countdowns, and high-pressure copy.
     While urgency isn’t banned, when combined with weak identity signals it can look deceptive.
4. Multiple legacy ad accounts
   • The business had a few old or unused accounts still open.
     Duplicate or tangled account histories complicate reviews and, in some scenarios, can contribute to escalations. Cleaning this up avoids confusion during verification and appeals. (Best practice inferred; Google’s public guidance stresses identity/operations clarity and verification.)

The fix plan (what we changed before appealing)

A) Make the business real to users (and to Google) on every page

• Display the legal business name, physical address, and working phone number in the footer and Contact page.
• Build a proper About page with owners/leadership, short origin story, and links to active social profiles.
• Ensure the domain’s WHOIS/registrant, Google Ads billing profile, invoicing entity, and on-site company details match or are clearly related.
  This aligns with the spirit of Advertiser Verification and ad disclosures.

B) Brand consistency

• Replace the mismatched logo; unify brand name across homepage, product pages, checkout, emails, and ad assets.
• Remove any reference to other brand names unless you have authorized reseller status (and then state it clearly).
  Inconsistency reads as deception in automated and manual reviews.

C) Country-appropriate policies (original, not copy/paste)

• Returns/Refunds: timelines, condition rules, and how to initiate returns (phone/WhatsApp + address).
• Shipping: COD process, delivery windows, fees, courier names, and coverage areas.
• Terms of Service: the correct governing law (Morocco), dispute resolution, and business contact details.
• Privacy: data controller identity, what’s collected (including call confirmation), purpose, and user rights.
  Clarity here directly reduces misrepresentation risk.

D) Remove “pressure patterns”

• Tone down countdowns and repetitive “Buy Now” spam.
• Keep one primary CTA and add helpful micro-copy (sizing, materials, delivery ETA).
  Better UX + transparency = lower policy risk.

E) Close duplicates

• We cancelled redundant Google Ads accounts so the client had one clean, active profile attached to the correct legal entity.
  This avoids confusion during compliance checks (good hygiene while you verify). (Best-practice inference supported by verification program goals.)

Verification and appeal

After fixes, we prepared for Advertiser Verification (and BOV if requested). Verification can include legal registration papers and a government-issued ID for an authorized representative; requirements vary by country, and Google may limit appeals if verification fails repeatedly.

Evidence bundle we submitted with the appeal:

• Before/after screenshots of the site (identity sections, policies, and brand assets)
• PDF copies of Registration/Tax documents matching the on-site details
• Explanation of COD workflow (order confirmation by phone, local couriers, cash on delivery)
• Confirmation that legacy accounts were closed
• A concise narrative mapping each fix to the relevant policy principle

Outcome: The account passed verification and served ads again. The client left a positive review on process and communication (as in your transcript).

A reusable 15-point checklist (use before you appeal)

1. Legal business name on site (footer + Contact)
2. Physical address and working phone number
3. About page with company/owner context + social links
4. Contact page with official email (domain-based)
5. Consistent brand name/logo across site, creatives, billing
6. Original Returns policy (country-specific)
7. Original Shipping policy (COD mechanics explained)
8. Original Terms of Service (correct governing law)
9. Original Privacy policy (data, rights, contact)
10. Remove spammy countdowns / excessive urgency
11. Add helpful product info (materials, sizes, delivery ETA)
12. Close duplicate/legacy ad accounts
13. Prepare verification docs (registration, ID)
14. Complete Advertiser Verification (and BOV if requested)
15. Submit appeal with a clean narrative + evidence

FAQs

Is COD allowed on Google Ads?
Yes, but you must be extra transparent about who you are and how COD works for users (fees, timelines, returns). Lack of clarity often triggers misrepresentation suspensions.

What if my appeal keeps getting rejected?
Double-check that your on-site legal identity matches your billing/verification info exactly. If you’ve failed verification multiple times, your ability to appeal can be limited—fix documents first.

What is Business Operations Verification (BOV)?
A deeper review some advertisers are asked to complete (distinct from identity verification) to prove the business operates as advertised. Be ready to show supply chain, fulfillment, or service proof.

Final word

“Unacceptable business practices” sounds ominous—but it’s solvable. Treat it as a trust restoration project: unify your brand identity, publish real policies, clarify operations (especially for COD), clean up accounts, and complete verification before you appeal. That’s how we got this merchant back online—and it’s the fastest path for you, too.

Need help? If you want my team to perform the same audit, implement the policy pages, and package your verification/appeal, reach me via Aarswebs.com Google Ads Disapproval Service

Sources & references

• Google Ads Help — “Unacceptable business practices” (Misrepresentation) and enforcement notes.
• Advertiser Verification program — identity/business operations, ad disclosures, and documents by country.