I’ve recently experienced frustrations with Google Ads as there’s a known issue causing Demand Gen ads to face review delays of over a week. Google acknowledges this problem and assures us that they’re working on a solution.
Some of us advertising on Google have noticed our ads are lingering in review, taking more than seven days—something that deviates from normal review timelines.
What’s happening. Matthew Skelton, a senior PPC specialist I follow, has pointed out a trending issue: Demand Gen campaigns stuck in review for an unexpectedly long time. This delay is noticeable across various accounts and industries, seemingly without any policy breaches causing it.
Interestingly, other campaign types, like Search and Performance Max, aren’t affected and continue processing as usual, which suggests the problem is isolated to Demand Gen ads.
Why we care. For those of us using Demand Gen to test creatives and drive top-of-funnel results, speed is crucial. Long review times hinder our ability to iterate swiftly, delay launches, and make it challenging to respond to seasonal trends or time-sensitive opportunities.
A delay lasting a week can disrupt our pacing and diminish the effectiveness of campaigns relying on rapid optimization.
The response. Ginny Marvin, a Google Ads Liaison, acknowledged this issue specifically impacting Demand Gen image ads, admitting reviews are taking longer than anticipated. She assured us that Google’s team is actively seeking a solution, but no clear timeline has been provided yet.
Bottom line. If you’re experiencing delays with your Demand Gen ads, know that it’s a widespread issue acknowledged by Google rather than something you can directly address.
First seen. This situation was first reported by Matthew Skelton, who shared his insights on LinkedIn.
Inspired by this post on Search Engine Land.
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