Many businesses and companies that receive penalties on their Meta Ads or Google Ads accounts (whether suspended or disabled) make the mistake of filing an appeal “immediately” in hopes of a “quick” fix to continue running their ad campaigns; however, this type of action can end up being counterproductive for the business. Below, I explain why appealing immediately is a serious mistake that can further complicate recovery for a business trying to regain its Google Ads or Meta Ads account.
Appealing without substantiation
When an ad account receives a penalty, and we appeal without substantiating our version or point of view, the appeal is immediately dismissed. This is because we show that we took no action to back up our claim (we aren’t attaching evidence or explaining what actually happened). When a business is penalized, it is the business itself—not Meta or Google—that must provide an explanation.
Timing of the appeal
Appealing immediately (within a few hours, the same day, or the next day) suggests we haven’t taken time to investigate the case, read the policies, or prepare to substantiate our argument. We must remember that the shorter the time to appeal, the lower the quality and depth of that appeal will be. It may take a few days just to read the guidelines and thoroughly review our ad account. Based on my professional experience in this area, I recommend waiting at least 72 hours after receiving the penalty before filing a claim (whether with Meta or Google).
Negative History
When Meta or Google receives an appeal immediately or without supporting evidence, their staff (responsible for reviewing the case) will assign us a negative rating as a business or advertiser, as they will perceive that we are not taking the matter seriously. We must consider that every “poorly presented” appeal creates a negative track record and reduces our chances of a successful claim.
Persistence Does Not Win the Case
Some businesses believe they can reactivate an ad account or win a case simply through persistence (by submitting multiple appeals); however, this is far from reality, as such behavior only worsens the situation. Submitting multiple appeals often results in future appeals receiving less scrutiny or being dismissed outright. For instance, a business that has appealed three times without success is highly likely to lose a fourth appeal—even if it is well-supported—simply because it has already established a negative history of appeals in the eyes of Meta or Google staff. To understand this, consider the perspective of a manual reviewer at Meta or Google: after seeing three poorly substantiated appeals from a penalized company, they can easily assume the fourth appeal will be no different. So treat every appeal seriously, and prepare with the mindset that you may have only one chance to explain your position.
Trying to fix things or negotiate with a known contact
Many companies and businesses believe that when their ad account is penalized, they can “negotiate” or “speak” with an influential person at Meta or Google (to have them intercede or do them a favor by overlooking certain rules or procedures). While this practice may be common in many institutions and governments across Latin America—where corruption and bureaucracy are widespread—we must recognize that Meta Ads and Google Ads enforce rules and penalties very differently. These systems rely on well-defined parameters managed by both AI programs (which intervene at the initial stages) and human reviewers (who step in later or for special cases requiring in-depth review). A policy violation can only be “remedied” when specific criteria are met, such as adhering to specific procedures. Consequently, attempting to “fix” matters or “negotiate” with someone is simply a waste of time and could further worsen our standing with Meta or Google.
How should I appeal?
As discussed in our previous article, you can file an appeal in several ways; however, you should consider certain factors to improve your chances of success. Below are some tips for appealing a penalty on Meta Ads or Google Ads:
Avoid worsening the situation
First, avoid making the situation worse. Do this by avoiding errors that could further jeopardize your standing—such as filing hasty claims, submitting unsubstantiated appeals, or using arrogant or disrespectful language.
Read or get educated on the policies
We must read the advertising platform’s policies or educate ourselves on them. It is recommended to use the platform’s official sources (e.g., official Meta Ads or Google Ads policies). If we rely on third-party content (such as unofficial videos, articles, or audio), we risk misinterpretation by that third party; therefore, we should research the source and ensure the individual has extensive industry experience.
In my personal experience, many businesses make the mistake of using artificial intelligence programs (like ChatGPT) to ask questions about specific policies. However, these AI programs carry clear disclaimers regarding medical and legal matters (the AI itself advises against using it for such topics). Furthermore, these programs can “hallucinate” (fabricate information), provide imprecise details, or simply rely on sources of questionable credibility.
Investigate the violations
After reading the policies, the next step is to investigate the actions taken within the advertising account and determine which of those actions violated Meta Ads or Google Ads policies. We must conduct this investigation ourselves (rather than relying on Meta or Google). If we prefer not to do the research ourselves, we can hire an external professional to handle it for us.
Assume we made a mistake
When filing a claim, present it from the perspective of Meta Ads or Google Ads. Filing an appeal is not simply about claiming that “Meta or Google made a mistake”; instead, we should adopt a “mea culpa” approach. Assuming we might have made an error allows for greater analytical depth and objectivity when drafting our claim.
Appeal seriously and provide supporting evidence
After identifying the violated policies (there may be several), we must submit an appeal that cites the specific rules and attaches the relevant evidence. Precision is key, as the character limit for claims usually ranges from 1,000 to 1,200 characters (roughly 150 to 200 words). Because it’s so brief, we must organize our ideas, tighten the text, and present our case efficiently and directly. In addition to the text field, we can attach screenshots (3 to 5) to provide evidence or support our version of events.
Cite policies and describe potential violations
In the appeal text, cite the policies and mention any potential violations. I recommend being as critical of ourselves as possible, listing every potential infraction. Although this may seem counterintuitive, remember that Meta Ads and Google Ads already have full records of our actions; they will view it positively when the advertiser understands the rules and makes an effort to identify their own mistakes. After outlining the actions taken and the potential policy violations, the next step is to address how the situation might be interpreted. For instance, you could say: “On [date], I submitted an ad containing the following text… that text might have violated [rule], as it could have been interpreted in [this] way… but in reality, it referred to [this] topic…”
What are your thoughts on this? Have you ever run into issues with Meta Ads or Google Ads policies?
If you would like guidance on Meta Ads or Google Ads policies, feel free to contact me via the following link.
Image by Sasun Bughdaryan via Unsplash.com under a Creative Commons license.