How to Write a Google Ads / Merchant Center Appeal (Peptide Businesses)

Key takeaways

There are four different appeal channels — Google Ads ad disapprovals, Google Ads account suspensions, Merchant Center product issues and Merchant Center account issues — each with its own limits. Know which one you are in before writing a word.
Choose “made changes” or “I fixed the issue” when you changed something. Choose “dispute” or “I disagree” only when you can show the decision was wrong; Merchant Center warns you may get one chance to disagree.
A strong appeal has five parts: identification, position, what changed, evidence, and the controls that stop it happening again.
Arguing that competitors do the same thing, that the product is legal, or that a research-use disclaimer covers you does not answer the question a reviewer is asking.
Attempts are limited: three appeals per ad, one account-suspension appeal at a time, and a Merchant Center cool-down after the second unsuccessful review that support cannot shorten.

What makes a Google appeal get read?

An appeal gets read when it answers the one question the reviewer has: does this account or site now comply with the policy named, or was the original finding a mistake? The appeals that work name the exact policy, choose the correct path (fixed versus disagree), state specifically what changed with evidence, and are submitted once, after the fixes are live. No appeal guarantees reinstatement — Google says it reinstates suspended Google Ads accounts only “in compelling circumstances, such as in the case of a mistake.”

Google’s own instruction for suspension appeals is to be “thorough, accurate, and honest.” That is a useful editorial brief. Thorough means covering every policy named and every surface affected. Accurate means nothing in the appeal can be contradicted by a crawl of your site. Honest means not describing a partial fix as a complete one.

This guide covers writing the appeal. For what to fix on a peptide website before you write it, use the remediation checklist.

Which appeal channel are you actually in?

Situation	Where you appeal	Options	Published limits
Google Ads: ad or asset disapproved	Policy manager (Tools > Troubleshooting) or the Ads page	“Dispute decision” or “Made changes to comply with policy”	3 appeals per ad; wait 24 hours between appeals for the same ads; from 21 July 2026, decisions older than 6 months go through support
Google Ads: account suspended	“Contact Us” link in the account notification, which opens the appeal form	Explain why the suspension is incorrect or what has been resolved	One appeal at a time; suspected misuse pauses processing for 7 days; some advertisers must pass advertiser verification (3 attempts); at least 6 months to appeal
Merchant Center: product issue	Product detail page, “What needs attention”	“Request website check” or “I disagree with the issue”	Up to 7 business days
Merchant Center: account issue	Account banner or “View setup and policy issues”	“I fixed the issue” or “I disagree with the issue”	Identity verification may be required first; up to 7 business days; one courtesy review during a warning; cool-down after the second unsuccessful attempt

Account appeals are per account

Google asks for a separate appeal for each suspended Google Ads account. If an account was suspended only because other accounts verified with the same identity documents were suspended, Google says it is reinstated automatically once those accounts are successfully appealed. Appeal the root account first.

Should you say you fixed it, or that Google got it wrong?

This is the most consequential click in the process, and it is often made in a hurry.

Choose “fixed” / “made changes” when…	Choose “disagree” / “dispute” when…
You changed pages, products, ads, feed data or business information in response to the finding	You changed nothing and can show the finding was factually wrong
Some of Google’s examples were fair, even if others were not	The policy cited does not apply to what you sell or how you present it, and you can explain why with evidence
The notice named a policy you had not read before the suspension	Google appears to have reviewed the wrong page, a stale cached version, or a hacked page you have since removed

Merchant Center is explicit: “You may only have one chance to disagree with the issue,” and afterwards you may be required to fix the issue anyway. For most peptide stores that were suspended for claims or misrepresentation, “I fixed the issue” is the honest choice, because some part of the site did contradict the policy.

What should the appeal actually say?

Use five parts, in this order. Keep each short. The reviewer should understand your appeal from the first two lines.

Identification. Account ID, domain, the exact policy name as it appears in the notice, the country, and the date of the notice.
Position. One sentence: either “We have made changes to comply with [policy]” or “We believe [policy] was applied in error because [specific reason].”
What changed. Grouped and counted: business information, policy pages, product pages, catalogue scope, blog and FAQ content, feed data, ads and keywords. Dates the changes went live.
Evidence. Before-and-after examples for the pages most likely to have triggered the finding; documents requested in the flow; for a dispute, the specific facts that contradict the finding.
Controls. What now stops recurrence: who reviews copy before publishing, account-level negative keyword lists, how feed data is generated, a dated change log.

An example skeleton (fill in, do not copy)

Account [ID] / [domain] — [policy name], [country], notice dated [date].
We have made changes to comply with [policy]. Between [date] and [date] we: [removed X product lines that could not be presented compliantly]; [rewrote N product pages to remove outcome and dosing language]; [removed N blog posts]; [aligned business name, address and phone across the site, Merchant Center and payments profile]; [regenerated the product feed from the revised pages]. Before-and-after examples for [3–5 URLs] are attached. All content is now reviewed by [role] before publication, and changes are logged with dates.

Replace every bracket with a real, checkable fact. If you cannot fill a bracket truthfully, the work is not finished and the appeal is premature.

What gets appeals ignored or rejected?

Arguing about competitors. What another store gets away with today is not evidence about your store.
Arguing legality. Google’s policies are stricter than the law in places, and a reviewer is applying the policy, not ruling on legality.
Leaning on disclaimers. In the FDA’s August 2026 warning letters to online peptide sellers, research-use disclaimers were noted and then overridden by the rest of the site’s content. A reviewer reading your site is likely to weigh the whole page the same way.
Business-impact pleas. Revenue loss and staff numbers explain urgency; they do not show compliance or error.
Appealing before fixes are live. Cached pages, CDN copies and app-generated pages often still show old content. Crawl your own site first.
Appealing too often. Google may stop processing repeated appeals, marks same-ad appeals within 24 hours as duplicates, and pauses processing for 7 days when it sees misuse.
Mismatched documents. Google warns that differences between uploaded documents and the legal names and addresses entered can trigger automatic rejection of verification.
Opening another account while you wait. Creating new accounts after a suspension is listed under Circumventing systems, an egregious policy.

What should a peptide business say about research-use positioning?

Describe what you changed, not what you are. A sentence like “we are a research supplier and our products are not for human consumption” asks the reviewer to take your label on trust. A sentence like “we removed dosing calculators, reconstitution guides and all outcome language from 61 pages” gives them something to verify.

If your business model depends on content Google’s policies do not allow, an appeal cannot change that. Our Unapproved Substances guide explains how the policy reaches beyond the published example list, and it is worth reading before deciding whether to appeal at all.

What happens after you submit?

Channel	Statuses you will see	What to do
Google Ads ads	In progress (check back in 24 hours), Review complete, Not reviewed	If a fixed ad still fails or is marked duplicate, Google advises a minor edit to the ad text or final URL to force a new crawl instead of re-appealing
Google Ads account	“Appeal pending”, then an email with the outcome	Do not submit again while pending. If rejected, you can re-appeal — with new information, not the same text
Merchant Center	Review requested, Under review, Review not approved	Wait up to 7 business days. If not approved, re-audit before the next attempt, because a cool-down may follow

Recovery rarely ends with one appeal; see account recovery after a Google suspension for how to sequence appeals across linked accounts. If you want a second pair of eyes before spending an attempt, use the Google Ads Readiness Score or book a strategy call. We do not promise reinstatement, and we will tell you if we think an appeal is premature.

Sources

Google Ads Help — Fix a disapproved ad or appeal a policy decision (appeal limits, 21 July 2026 change)
Google Advertising Policies Help — Google Ads account suspensions overview
Google Advertising Policies Help — Circumventing systems
Google Merchant Center Help — Request a review of your issues
Google Merchant Center Help — Verify your business details to restore full visibility
U.S. FDA — Warning letters (August 2026 letters to online peptide sellers)

Checked 23 September 2026. Appeal flows and limits change; follow the flow shown in your account.

Founder Question

“Can you write us an appeal that gets us reinstated?”

Our Perspective

No one can honestly promise that, and we will not. What a good appeal does is let a reviewer confirm quickly that the site now complies with the policy named. The writing takes an hour. The work it describes — the site fixes, the catalogue decisions, the consistent business details — is what decides the outcome.

Practical Recommendation

Confirm which of the four appeal channels you are in, and read its limits, before writing anything.
Write the appeal as an inventory: policy named, position, grouped and dated changes, before-and-after evidence, and ongoing controls.
Crawl your own live site before submitting. If any page still contradicts your appeal, you are not ready to spend the attempt.

What we learned

The appeals that go nowhere are usually arguments; the ones that get read are inventories. A reviewer has a policy in one hand and your site in the other, and an appeal that lists exactly what changed, with dates and examples, lets them check your work in minutes. When a business cannot write that inventory truthfully, that is the clearest signal the site is not ready to be reviewed.

Frequently asked

How many times can I appeal a disapproved Google ad?

Google limits each ad to 3 appeals. After 3 unsuccessful appeals you need to contact support. Wait at least 24 hours between appeals for the same ads.

How long do I have to appeal a Google Ads suspension?

Google says all advertisers have at least 6 months from the date of suspension to submit an appeal.

Should I choose ‘I fixed the issue’ or ‘I disagree’ in Merchant Center?

Choose fixed if you changed anything in response to the finding. Choose disagree only if you can show the finding was wrong; Google notes you may only have one chance to disagree.

Can I write a new appeal every day until it works?

No. Google may stop processing repeated appeals and pauses processing for 7 days if it sees misuse. Merchant Center applies a cool-down that support cannot shorten.

Does a research-use disclaimer help an appeal?

Rarely on its own. Reviewers assess the whole site. Describe the specific content you removed or changed, which a reviewer can verify.

Next step

If you want this applied to your account and your site rather than read in the abstract, book a 30-minute strategy session. We will look at the domain before the call.

Book a Strategy Call

How to Write a Google Ads or Merchant Center Appeal That Gets Read