The Tool Desk
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How do I make sure my Google Ads promotion is valid?
Start by writing down the offer exactly as a customer should understand it, then compare that record with every ad field and the destination page. Google’s promotion asset requirements say products and services should be priced accurately, easy to find at the destination, and consistent with headers and descriptions.
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Define the offer and its conditions
- Identify the product or service eligible for the promotion.
- State the discount, price, credit, or other benefit without implying a larger or more certain value than the terms support. Preserve qualifiers such as “up to.”
- Record the start and end dates, qualifying purchase or spend, exclusions, redemption steps, and who may use the offer.
- Check that the offer is still available to the audience and in the locations targeted by the campaign.
For Google Ads promotional credits, distinguish advertising credit from cash back or a refund. Eligibility, deadlines, account requirements, and redemption timing depend on the specific offer. Consult its terms and Google’s pages on promotional offers policy and Google Ads promotional offers; do not present a credit as universal or available after its terms have expired.
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Read the headline, descriptions, promotion asset, page title or headings, and the price or offer shown on the landing page as one connected claim. They should describe the same advertiser, product, and promotion. If a promotion asset uses a promo-code field, enter an actual code—not a product description, phone number, or generic statement such as “special offer.” Use a supported language for both the ad and destination.
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Does my landing page need to show the discount?
Yes: the offer should be easy to find on the destination page, and the displayed price or discount should match the ad. Do not rely on a visitor inferring the promotion from the headline or discovering it only after following an unrelated link. Confirm that the page’s headings and descriptions do not contradict the promotion asset.
Check the whole page, not just the offer line
- Make the advertiser’s identity and relationship to any referenced brand clear.
- Show material eligibility rules, exclusions, charges, and redemption conditions where users can understand them.
- Provide useful, original content relevant to the advertised offer. A destination should not exist only to send visitors elsewhere or display ads.
- Check that the page is navigable and does not conceal material business or offer information.
Google’s Destination requirements and Unacceptable business practices policies concern the destination and broader business context, not just a single promotion headline. Google says its assessment of unacceptable business practices can draw on the ad, website, account, and third-party sources. These checks reduce avoidable inconsistencies; they are not a guarantee against every review issue.
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How do I test the final URL and redirects?
Test the destination a customer will actually reach, including tracking parameters, redirects, and any mobile-specific URL. Google’s Destination mismatch guidance identifies domain mismatch and redirects or tracking paths that lead to different content as potential problems.
- Record the URLs. Write down the display URL domain, final URL, mobile URL if used, and tracking template or tracking parameters.
- Open the expanded destination. Follow the same redirect and tracking path used by the ad. Confirm that it lands on the intended site and the relevant promotion page.
- Compare the landing destinations. Check that display, final, and mobile URL domains are consistent with where the user lands and that tracking does not send visitors to different content.
- Check ordinary failure points. Look for mistyped or expired URLs, broken links, login walls, server errors, and location restrictions.
- Test more than one environment. Check common browsers and devices, and consider the campaign’s targeted locations. A page loading for one employee in one browser does not prove it is accessible everywhere or crawlable by AdsBot.
Google’s destination requirements require destinations to work, be accessible in targeted locations, and be crawlable by AdsBot. Its Destination not working guidance calls out HTTP errors including 403, 404, and 500 and recommends checking URLs and behavior on common browsers and devices. Use the diagnostic information in Google Ads as well as your own checks; a successful local visit alone is not conclusive.
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What should I compare when auditing two offers or pages?
Compare like with like rather than judging a promotion by its headline alone. This checklist is a practical synthesis of Google’s requirements, not a Google-issued score or pass/fail rubric.
| Audit dimension | What to verify |
|---|---|
| Eligibility and expiration | Who can use the offer, when it is valid, and any account, location, or purchase conditions. |
| Value and exclusions | The actual discount or credit, qualifying spend, excluded items, and whether wording such as “up to” is preserved. |
| Visibility on the page | Whether a visitor can readily find the offer and its material terms at the destination. |
| Consistency | Whether the asset, ad text, page headings, and displayed price tell the same story. |
| URL behavior | Whether the displayed, final, mobile, and tracked paths lead to the intended content without a mismatch. |
| Access and crawlability | Whether the page works on common devices and browsers, is accessible in targeted locations, and can be crawled by AdsBot. |
| Identity and charges | Whether the advertiser’s identity, brand relationship, material charges, and offer limits are clear. |
How should I keep an audit record?
Keep a dated record for each promotion so you can compare what the ad claimed with what visitors could reach at the time. This is a practical recordkeeping recommendation, not a template Google prescribes.
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- Save the offer terms and a copy or screenshot of the landing page as displayed on the audit date.
- Keep the ad text and promotion asset fields that were checked.
- Record the final, mobile, and expanded URLs tested, including tracking parameters and redirect behavior.
- Note the browser, device, and location conditions you checked, and any error or AdsBot diagnostic information.
How do I capture a dated landing-page screenshot?
For a manual record, open the expanded destination in a browser, follow the redirects, and capture the page showing the offer and material terms. Keep the capture with the URL and date so it is clear which page state you reviewed. A screenshot documents what appeared in that capture; it does not prove that AdsBot can crawl the page or that users in every targeted location can reach it.
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ScreenshotNeo can capture a page through one API request. Cookie banners are accepted and removed, along with known newsletter popups and chat widgets, before the shot; you can turn those steps off. Bot checks, blank pages, failed loads, and cache hits are not billed, with the result indicated in response headers. ScreenshotNeo also has an MCP server for AI agents, and includes 1,000 screenshots per month free with no card; paid plans start at $5 for 3,000 shots.
For example, save a capture of the promotion page as WebP (replace the URL with the expanded landing-page URL you want to document):
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Why was my promotion asset disapproved, and what should I do?
Use the specific disapproval reason shown in Google Ads to decide what to investigate. A promotion asset may need correction if the offer is not accurately represented, the price is hard to find or conflicts with the page, or a promo-code field contains something other than a code. Destination issues can include broken or inaccessible pages, URL or redirect mismatches, and a page that does not provide a clear, useful experience.
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Match the symptom to a fix
- Offer or price inconsistency: Reconcile the ad fields with the page and the offer’s current terms; update the inaccurate part.
- Promo-code field issue: Enter the actual code, if the asset uses that field, rather than descriptive or generic text.
- Destination error: Check the URL for typos and expiration, then ask the webmaster to resolve server, access, or redirect problems. Investigate 403, 404, and 500 responses.
- Mismatch after tracking or redirect: Test the expanded path and correct tracking or mobile URL behavior so the visitor reaches the intended content on the expected domain.
- Possible policy decision error: Once the destination and offer comply—or the issue is fixed—use the in-account appeal process.
Google explains how to fix a disapproved ad or appeal a policy decision. Do not assume an appeal will be approved or promise a review time; neither outcome follows automatically from making a correction.
What this audit can and cannot establish
The audit checks whether the offer, landing page, and destination path agree and whether common accessibility or trust problems are present. Google Ads policies can change, and offer-specific terms vary. Review the linked policy pages and the actual promotion terms when preparing a campaign. Google’s policy documentation describes requirements and examples, not a universal pass/fail simulator, so no checklist can assure approval.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
