💡 What Is the Spelling & Grammar Policy?
Google requires that all ads meet a basic standard of written quality. This means no spelling mistakes, no grammatical errors, no random capitalisation, no excessive punctuation, and no confusing or unclear language. This policy exists because poorly written ads damage the user experience and make Google's search results look unprofessional. Even a single typo in a headline can cause an ad to be disapproved. This checklist covers every specific requirement so you can fix your ads correctly the first time.
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Read every headline and description word by word and fix all spelling mistakes
Google's automated systems scan ads for spelling errors and will disapprove ads that contain misspelled words. Open each ad and read it slowly, word by word — do not skim. It is very easy to miss typos when reading quickly because our brains auto-correct what we expect to see.
✗ Wrong: "Profesional cleaning servces at unbeliveable prices"
✓ Correct: "Professional cleaning services at unbelievable prices"
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Run your ad text through a spell-checker tool before saving any changes
Do not rely on your eyes alone. Copy your full ad text — all headlines and all descriptions — into a free spell-checking tool such as Google Docs, Microsoft Word, or Grammarly, and fix every red underline it shows you. These tools catch errors the human eye misses, especially with commonly confused words.
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Check that your spell-checker is set to the correct language for your target audience
If your ads are in British English but your spell-checker is set to American English, it will flag correct British spellings as errors — and vice versa. Make sure your spell-checking tool is set to the same English variant (or language) as the country you are advertising in.
✗ US checker flags: "optimise," "colour," "centre" as errors
✓ Set spell-checker to British English if targeting UK audiences
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Check for commonly confused words that spell-checkers sometimes miss
Some words are spelled correctly but used in the wrong context — and automated tools often miss these. Pay special attention to: "your" vs "you're," "there/their/they're," "its/it's," "affect/effect," "then/than," "to/too/two," and "lead/led." These errors slip through spell-checkers and are still considered grammar violations by Google.
✗ Wrong: "Your going to love are products — there the best"
✓ Correct: "You're going to love our products — they're the best"
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Check the spelling in your ad extensions too — not just your main headlines and descriptions
Ad extensions — including sitelink text, callout extensions, structured snippets, and promotion extensions — are also subject to the Spelling & Grammar policy. Go through every extension in your account and spell-check the text in each one. A misspelled sitelink label is enough to trigger a disapproval.
✗ Wrong sitelink: "Speical Offers" | "Conact Us" | "Abuot Us"
✓ Correct: "Special Offers" | "Contact Us" | "About Us"
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Make sure every sentence or phrase in your ad makes grammatical sense when read aloud
The quickest way to catch grammar errors is to read your ad out loud. If a phrase sounds awkward, choppy, or confusing when spoken, it probably has a grammar issue. Fix it until it reads naturally and clearly. Google's policy requires that ads be easily understandable to the average reader.
✗ Wrong: "Fast delivery. We ships same day. Order now products."
✓ Correct: "Fast delivery. We ship same day. Order now."
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Fix subject-verb agreement errors — the subject and verb must match in number
A singular subject needs a singular verb; a plural subject needs a plural verb. This is one of the most common grammar errors in Google Ads.
✗ Wrong: "Our team are happy to helps" | "The prices is low"
✓ Correct: "Our team is happy to help" | "The prices are low"
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Fix incorrect verb tense — keep tense consistent throughout the ad
Mixing past, present, and future tense within a single ad makes it confusing and unprofessional. Choose the appropriate tense for your message and keep it consistent from start to finish.
✗ Wrong: "We offered great deals. Shop now and saved money."
✓ Correct: "We offer great deals. Shop now and save money."
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Use articles ("a," "an," "the") correctly — do not omit them where needed
Missing articles are a very common issue in ads written by non-native English speakers. While short ad copy does allow some flexibility, leaving out a necessary article can make your ad sound unnatural or unclear.
✗ Wrong: "Get quote today" | "We are best company"
✓ Correct: "Get a quote today" | "We are the best company"
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Run your ad text through a grammar-checking tool such as Grammarly or LanguageTool
Beyond spell-checking, use a dedicated grammar tool to catch structural errors. Paste your full ad text into Grammarly (grammarly.com) or LanguageTool (languagetool.org) — both have free versions — and fix every issue flagged. These tools catch subject-verb errors, tense inconsistencies, and article omissions that basic spell-checkers miss.
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Do not write entire words or phrases in ALL CAPITALS to shout or emphasise
Using all-capital letters for emphasis — such as "BEST PRICE GUARANTEED" or "BUY NOW TODAY ONLY" — is not allowed by Google. All-caps text is considered aggressive, spammy, and difficult to read. Write in standard sentence case or title case instead.
✗ Wrong: "THE BEST DEALS ON SHOES — BUY NOW!"
✓ Correct: "The Best Deals on Shoes — Buy Now!"
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Do not capitalise random words in the middle of a sentence for emphasis
Capitalising individual non-proper-noun words for emphasis — like "Get Unbeatable Service Today" where "Unbeatable" and "Service" are not proper nouns — is flagged as random capitalisation. In sentence-style headlines, only capitalise the first word and proper nouns.
✗ Wrong: "Amazing Deals on all our Quality Products Today"
✓ Correct: "Amazing deals on all our quality products today"
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Use title case consistently if that is your chosen capitalisation style — capitalise all main words
Google allows title case (capitalising the first letter of most words) in headlines. If you use title case, apply it consistently — do not randomly switch between title case and sentence case within the same ad.
✗ Wrong: "Best Plumber in london — Call us today For A quote"
✓ Correct: "Best Plumber in London — Call Us Today for a Quote"
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Always capitalise proper nouns — brand names, place names, and personal names
Proper nouns — your brand name, city names, country names, product names, and personal names — must always be capitalised regardless of which capitalisation style you use. Failing to capitalise proper nouns is both a grammar error and looks unprofessional.
✗ Wrong: "based in london, serving all of england"
✓ Correct: "Based in London, serving all of England"
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Do not write your brand name or URL in unusual capitalisation to stand out
Some advertisers write their brand name in stylised caps like "ACME," "AcMe," or "aCmE" to try to stand out. Unless the unusual capitalisation is your officially registered trademark format, Google may flag this as non-standard capitalisation. Use your brand name in its standard, recognised format.
✗ Wrong: "Visit us at SHoeShopUK.com for GREAT prices"
✓ Correct: "Visit us at ShoeshopUK.com for great prices"
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Do not use multiple exclamation marks or question marks in a row
Using "!!!" or "???" is considered spammy and unprofessional by Google. You may use a single exclamation mark for emphasis, but only once per ad — and only in the description, not in the headline.
✗ Wrong: "Lowest prices EVER!!! Shop now!!! Don't miss out!!!"
✓ Correct: "Lowest prices ever. Shop now. Don't miss out!"
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Do not use exclamation marks in your ad headlines
Google's policy specifically prohibits exclamation marks in the headline of a text ad. Exclamation marks are only permitted in the description lines — and even there, only one per ad. Move any exclamation marks from your headlines to descriptions, or remove them entirely.
✗ Wrong headline: "Best Pizza in Town!"
✓ Correct headline: "Best Pizza in Town" (save ! for description)
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Do not use excessive or random punctuation to try to stand out
Using punctuation marks for decoration or to attract attention — like "***Amazing Deals***" or "=== Best Price ===" or "~~Fast Delivery~~" — is not allowed. Only use punctuation marks for their grammatical purpose. Decorative punctuation is flagged as a quality violation.
✗ Wrong: "*** SALE *** Best Deals >> Click Here <<"
✓ Correct: "Sale: Best Deals Available — Click Here"
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Use apostrophes correctly — only where grammatically required
Apostrophe misuse is one of the most common punctuation errors in ads. Apostrophes are used for contractions ("don't," "we're," "it's") and for possession ("the company's services"). They are NOT used to make a word plural.
✗ Wrong: "Great deal's on sofa's and chair's"
✓ Correct: "Great deals on sofas and chairs"
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Use commas, full stops, and dashes in their correct grammatical positions
Misplaced commas, missing full stops at the end of descriptions, or dashes used in the wrong place can all contribute to a grammar quality flag. If you are unsure whether a punctuation mark belongs somewhere, read the sentence without it — if it still makes sense and reads naturally, leave it out rather than risking an error.
✗ Wrong: "Fast delivery,quality products,great service"
✓ Correct: "Fast delivery, quality products, great service."
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Make sure your ad makes clear what you are offering — a stranger should understand it instantly
Ask someone who has never heard of your business to read your ad. If they cannot tell what you sell, who it is for, or what you want them to do — your ad is not clear enough. Rewrite it so the product or service, the benefit, and the call to action are all immediately obvious.
✗ Unclear: "Solutions for your everyday needs. We do it all."
✓ Clear: "Professional home cleaning service. Book online today."
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Avoid unnecessary filler words and meaningless phrases that add no value
Words and phrases that sound impressive but mean nothing — such as "cutting-edge synergies," "holistic solutions," "revolutionary paradigm shift," or "next-level experiences" — make ads harder to understand. Use plain, specific language that tells the reader exactly what you offer and why it benefits them.
✗ Wrong: "Innovative solutions leveraging next-gen capabilities"
✓ Correct: "Fast, affordable website design for small businesses"
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Do not use symbols (e.g. @, #, $, &, %) as substitutes for words
Writing "& save $$$" instead of "and save money," or using "@" instead of "at," or "#1" when the sentence reads oddly, reduces ad readability. While some symbols are permitted in appropriate contexts (such as £ or $ before a price), using symbols as lazy word replacements is flagged as a readability violation.
✗ Wrong: "Get 2 4 1 deals @ our store & save $$$"
✓ Correct: "Get 2-for-1 deals at our store and save money"
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Avoid excessive repetition of words or phrases within a single ad
Repeating the same word multiple times in one ad — particularly in the headlines — makes it look spammy and reduces quality. Example: having all three headlines include the word "best" suggests keyword stuffing rather than genuine advertising copy. Use a variety of descriptive words to convey your message.
✗ Wrong: "Best Plumber | Best Price | Best Service | Best Reviews"
✓ Correct: "Expert Plumbers | Affordable Rates | 5-Star Reviews"
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Make sure your call to action is clear and uses standard English phrases
Your call to action (the phrase that tells people what to do, like "Buy Now," "Get a Quote," or "Book Today") must be in clear, standard English. Unusual or invented CTAs that don't make grammatical sense will be flagged.
✗ Wrong: "Clickings here for order!" | "Now visiting our shop!"
✓ Correct: "Click here to order!" | "Visit our shop today!"
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If your ads are in a language other than English, ensure they are grammatically correct in that language
The Spelling & Grammar policy applies to ads in every language — not just English. If you are running ads in French, Spanish, German, Arabic, or any other language, have them reviewed by a native speaker or use a professional translation tool. Machine-translated ads frequently contain grammar and spelling errors that native speakers would immediately notice.
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Read your entire landing page carefully and fix all spelling errors
Google reviews the quality of your landing page as part of the ad approval process. A landing page full of spelling errors can contribute to a low Quality Score and may cause your ad to be disapproved, even if the ad text itself is perfect. Read every section of your landing page — headlines, body text, button labels, and footer — and correct all errors.
✗ Landing page: "Welcom to our websit. We offer profesional servces."
✓ Fixed: "Welcome to our website. We offer professional services."
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Check the grammar of all the main text sections on your landing page
Grammar errors on your landing page undermine trust with potential customers and signal low quality to Google. Pay particular attention to: your headline, your main value proposition paragraph, any bullet-point lists, and your calls to action. These are the sections Google's systems analyse most closely.
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Check that button labels, form labels, and navigation menu text are correctly spelled
Small text elements like button labels ("Sbumit," "Clikc Here," "Conatct Us") and navigation links are easy to overlook but are still part of your page's overall text quality. Check every interactive element on your page for spelling errors.
✗ Wrong buttons: "Sbumit Form" | "Dowload Now" | "Clikc Here"
✓ Correct: "Submit Form" | "Download Now" | "Click Here"
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Ensure your landing page text is written in the same language as your ad
Google expects consistency between your ad language and your landing page language. If your ad is in English, your landing page must primarily be in English. A mismatch — such as an English ad that sends users to a page written entirely in another language without translation — is flagged as a quality and policy issue.
✗ Wrong: English ad → landing page entirely in French
✓ Correct: English ad → English landing page (or bilingual)
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Run your full landing page text through Grammarly or a similar tool
Paste your landing page text into Grammarly (grammarly.com), LanguageTool (languagetool.org), or the equivalent tool and work through every suggestion. Even a single "free" plan check will catch the most important spelling and grammar issues on your page. Address every red or yellow underline before re-submitting your ad for review.
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Print or copy your full ad text and do a final, slow read-through from start to finish
Before submitting for review, do one final read of your entire ad — all headlines, all descriptions, all extensions. Reading on paper or in a different format (like copying the text into an email to yourself) helps you see the text with fresh eyes and catches errors you missed on-screen. This is the step most people skip — and then wonder why their ad is disapproved again.
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Ask a colleague, friend, or family member to read your ad and tell you if anything sounds odd
A second pair of eyes almost always catches something the writer missed. You have been looking at the same ad for a while — your brain starts to fill in what it expects rather than what is actually written. Ask someone who has not seen the ad to read it and flag anything that sounds wrong or confusing.
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Check all other ads in your account — not just the disapproved one
If one ad was disapproved for spelling or grammar, other ads in your account may have similar issues. Before submitting your appeal, review every active and paused ad across all campaigns. Fix all spelling and grammar errors account-wide. A partially fixed account can result in multiple disapprovals in quick succession.
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After fixing all errors, save the updated ad and request a review from Google
In Google Ads: go to your campaign → find the disapproved ad → click "Edit" → make your corrections → save the ad. Google will automatically trigger a new review when you save edits to a disapproved ad. In most cases you do not need to manually submit a separate appeal for spelling and grammar violations — saving the corrected ad is enough to start the review process.
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If your ad keeps being disapproved for spelling or grammar despite your fixes, ask a professional to review it
If you have genuinely fixed all the errors you can find and the ad is still being disapproved, there may be a subtle grammar or clarity issue that is difficult to spot without a trained eye. A professional copywriter or Google Ads specialist can review your ad copy and identify the exact issue. This is often faster and cheaper than continuing to guess and resubmit.
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