Google is currently addressing a widespread issue affecting the review process for Demand Generation ads, leading to substantial delays that have raised concerns among advertisers. Reports indicate that the approval time for these ads now exceeds a week, considerably longer than typical timelines.
Current Situation
Advertisers have noticed that Demand Gen campaigns are lingering in the ‘in review’ phase for extended periods, with no apparent policy breaches causing the delay. This issue is prevalent across numerous accounts and industries, but notably, does not affect other ad types, such as Search and Performance Max, which continue to process normally.
Impact on Advertisers
The delays are causing significant disruptions for those using Demand Gen ads to test creative strategies and enhance upper-funnel performance. Quick ad approvals are crucial for timely campaign launches and seasonal adjustments. Extended review times can hinder the ability to optimize campaigns swiftly, affecting overall effectiveness and pacing.
Google’s Response
Ginny Marvin, serving as Google’s Ads Liaison, has publicly acknowledged the delay issues, stating that they are actively working on resolving the situation. However, no specific timeline for the fix has been provided.
Community Observations
This delay was first identified by Matthew Skelton, a prominent PPC expert, who shared his experiences on social media, drawing attention to the problem faced by many advertisers.
