Getting your Google Ads account suspended for “circumventing systems” is a nightmare for any business relying on paid search advertising. It means sudden disruption to your marketing efforts and potential loss of revenue. But what does “circumventing systems” really mean, and how do you get your account reinstated? This guide will provide a deep dive into this challenging issue.

Understanding how to Fix Circumventing Suspensions

Google’s suspension policy aims to protect users, advertisers, and the integrity of its ad platform. “Circumventing systems” essentially means trying to trick or bypass Google’s detection mechanisms. Here are the most common practices that can trigger this suspension:

• Cloaking: Showing Google’s reviewers one version of your landing page (often a clean, policy-compliant one), while real users see a different, often misleading, page.
• Manipulative Redirects: Redirecting users to unintended destinations or using a series of redirects to mask the true final landing page.
• Multiple Accounts: Having multiple Google Ads accounts to work around restrictions or gain an unfair advantage.
• Hidden Content/Functionality: Concealing content or site functions to avoid Google’s policies.
• Malicious Software or Code: Including harmful elements on your site, such as malware, deceptive pop-ups, or unexpected downloads.
• Affiliate Marketing (If Done Incorrectly): Using affiliate links in ways that violate Google Ads policies, such as not fully disclosing the affiliate relationship or misrepresenting offers.

Step-by-Step Guide to Fixing the Suspension

Fixing a circumvention suspension requires honesty, meticulousness, and a systematic approach:

1. Dig Deep: Thoroughly Investigate

• Carefully Read Google’s Notice: It might include a general hint, but don’t rely on this only.
• Website Audit: Review every aspect of your landing pages, website, and ad campaigns. Use tools to check redirects, website code, pop-ups, and any affiliated websites.
• Account Structure Check: Examine if you, your business, or anyone associated with it has any other paused or active Google Ads accounts.
• Browser Testing: View your site through different browsers, devices, and with/without a VPN to see what different users might experience.

2. Take Immediate Action: Remove the Root Cause

• Delete Cloaked Pages/Redirects: Get rid of any elements involved in the violation. Implement transparent redirects if necessary.
• Remove Malicious Code: Clean your site of malware, harmful scripts, or misleading functionality using reliable security tools.
• Fix Affiliate Marketing Issues: Make sure your affiliate marketing practices are fully compliant by prominently disclosing relationships and not deceptively promoting offers.
• Shut Down Extra Accounts: If found, immediately work to consolidate them properly under a single business entity.

3. Document Your Findings and Process

• Record Changes Thoroughly: Note down what you find, what changes you make, and when. Include screenshots, code revisions, and the reasoning behind each decision.
• Document Preventive Measures: Outline steps you’ll take to prevent the same issue in the future (e.g., regular website audits, clear affiliate policies, etc.).

4. Submit a Detailed Appeal

• Appeal Link: Find the appeal form linked within your account’s suspension notice.
• Explain Honestly: Own up to the violation (even if unintentional) and provide a clear account of what happened.
• Attach Supporting Documentation The documentation you gathered in step 3 is crucial here.
• Show Preventive Measures: Explain how you’ll avoid repeating the same mistake.

Important Notes on the Appeal Process:

• Time Sensitivity: Start the cleaning and fixing process immediately upon suspension. Appeals have a greater chance if you act fast.
• Patience: The review process can take time. Expect it to last days or even a few weeks.
• Persistence: If unsuccessful initially, don’t give up. Submit another appeal with additional information or changes you’ve made.
• No Guarantees: Google emphasizes that they only reinstate accounts in compelling circumstances. Honesty and thorough change are your best bet.

Tips for Preventing Future Circumventing Suspensions

• Familiarize Yourself with Google Ads Policies: Stay informed about Google’s advertiser policies, and check for updates regularly.
• Website Transparency: Always prioritize clear and honest communication on your website. Avoid deceptive or hidden elements.
• Affiliate Marketing Best Practices: Ensure your affiliate marketing strategies strictly adhere to Google’s policies.
• Regular Website Audits: Perform regular scans of your site to detect potential issues. Tools for checking redirects and site code will be helpful.
• Single, Compliant Account: If you do need multiple accounts, make sure there’s a legitimate reason and your setup follows Google’s guidelines.
• Proactive Approach: Don’t wait for violations to happen. Prevention is always the best route.