Google Ads 'Trademarks' Disapproval: How Resellers Fix It

What this means

Google's Trademarks policy lets trademark owners ask Google to restrict use of their marks in ad text. Once a complaint is on file, ads that use the term in the headline or description may show as Disapproved or Eligible (limited) with the policy name "Trademarks". The restriction applies in the countries where the owner has demonstrated rights, so the same ad can be fine in one market and limited in another.

Key points that confuse many advertisers:

• The restriction is about ad text. Google's policy states that trademarks used as keywords are not restricted. Bidding on a brand name is a different matter from writing it in your ad.
• Resellers are often allowed. Google permits trademark use by resellers whose landing page is primarily dedicated to selling the trademarked product (or its parts or compatible items), with clear commercial info such as prices and a way to buy. Informational sites can also qualify.
• Competitors are restricted. Direct competitors using a rival's brand name in ad text are the main target.

Why it happens

Common e-commerce triggers:

• Your landing page isn't clearly a reseller page. The ad mentions "Nike running shoes" but links to your homepage or a broad collection where the brand isn't the focus.
• No prices or buy option. The page talks about the brand but doesn't clearly sell its products.
• Unclear relationship. The ad or page implies you are the official brand store rather than an independent retailer.
• Brand mentioned for comparison. "Better than [Brand]" or "[Brand] alternative" in ad text.
• Compatible products. Accessories or refills that mention the brand without making clear they are compatible items, not made by the brand.
• Automatically generated assets. Responsive search ads with dynamic keyword insertion or auto-created assets that insert a trademarked term into ad text.

How to fix it

1. Confirm it's a trademark issue. Hover the status in the ads table. If it says "Trademarks", note the countries where the ad is limited. Use Google's Trademark troubleshooter in the Google Ads Help Center if you're unsure which term is the problem.
2. Point the ad to a dedicated product or brand page. The final URL should be a product page or brand collection where the trademarked products are the main focus, with prices and an add-to-cart button.
   • Shopify: Use a brand-specific collection (for example, filtered by vendor) rather than the homepage.
   • WooCommerce: Use a brand or category archive page dedicated to that brand.
3. Make your role obvious. Add wording such as "Authorized retailer" (only if true) or "Independent retailer" to the page. In ad copy, phrases like "Shop [Brand] at [Your Store]" make it clear who you are.
4. Fix compatible-product wording. Use "compatible with [Brand]" and make sure the page shows these items are your own products.
5. Remove the term where you don't qualify. For competitor comparisons or general brand mentions, rewrite the ad without the trademark. You can keep bidding on the term as a keyword.
6. Check dynamic keyword insertion. If DKI inserts trademarked keywords into ad text, remove DKI from those ad groups or move trademark keywords to their own ad group with static copy.
7. Request authorization from the brand. If you're an authorized dealer or the brand allows you, ask them to submit Google's trademark authorization form with your Google Ads customer ID. Only the trademark owner or their authorized agent can do this, and Google only accepts unconditional authorizations, not ones limited by date or territory.

How to request a review

After you've changed the landing page or obtained authorization, appeal the affected ads from their policy status, or use Google's trademark appeal form if you qualify as a reseller or informational site. Note that authorization doesn't automatically re-approve existing ads; you may still need to appeal or edit them. If you removed the term from the ad, the edit resubmits the ad on its own.

How to prevent it

• Keep brand terms in dedicated ad groups linked to brand-specific landing pages.
• Avoid DKI in ad groups with trademarked keywords.
• Ask suppliers about authorization when you onboard a brand; many will file the form for authorized retailers.
• Never imply you are the brand unless you are.
• Write compliant brand ads from the start, using our ad copy checker to review copy before publishing.

If your store sells dozens of brands and trademark limits are throttling your best ads, Mercantads can restructure your brand campaigns and landing pages. Contact us or see our Google Search Ads management.