Google uses continuous reviews and feedback from users, regulators, and consumer protection authorities to help identify products and services that are prone to abuse and user exploitation. Google Ads may limit or stop ads from businesses that pose an unreasonable risk to user safety or experience, even if they comply with other policies.
On this page
Only authoritative distribution sites that have completed an application
are allowed to advertise free desktop software. All of your ads must contain the name of the software.
Examples (non-exhaustive):
- Executable files like .exe, .dmg, zipped files, extensions, plug-ins, add-ons, desktop applications that can run on desktop computers, laptops, or notebooks and don’t require payment information to download
- Free trials
- Freeware
- Shareware
- Freemium software
- Demos that offer downloadable content
Cloud service is not in scope of this policy. If you’re promoting cloud service and your ad has been incorrectly disapproved for this policy, submit an appeal. Registration isn’t required and won’t be provided for cloud service ads.
Apply to advertise free desktop software as an authoritative distribution site
If you’re the publisher of the specific software you want to advertise, complete the Application to advertise free desktop software as an authoritative distribution site . If your application is approved, your disapproved ads can start to run.
The authoritative online distribution site must not have a history or reputation of policy violations.
Change the ad’s destination
If a different site is already registered as the authoritative online distribution source for your software, edit your ad so that the final URL points to the approved destination.
Edit your ads to comply with this policy
- Go to Ads
within the Campaignsmenu
.
- Hover over the ad or asset and select Edit.
- Edit the ad or asset so that it complies with the policy.
- Select Save. Your ad or asset will be automatically re-reviewed, which typically takes 24-48 hours. Check the ad’s status in the “Ads & assets” page for updates.
Your ad will be automatically reviewed again. To check the ad or asset status, review the “Status” column. If you hover over each status, you’ll notice a more detailed explanation of what the status means.
Learn more about how to Fix a disapproved ad or appeal a policy decision .
Appeal policy decision
If you believe there’s been an error and that you haven’t violated Google Ads' policies, appeal the policy decision directly from your Google Ads account to request a review. If the review determines that your ads are compliant, they can run again. If you aren't able to fix these violations or choose not to, remove your ad to help prevent your account from becoming suspended in the future for repeated policy violations.
