Why does Google say my landing page is not accessible?
Direct answerGoogle disapproves the ad when the destination is not available in the location you target, or when AdsBot cannot crawl the landing page. The destination not accessible examples include “This site is not accessible in your location,” a permission message, HTTP 404 or 403, a robots.txt block, and a server configuration that stops AdsBot. A warning is issued at least 7 days before suspension. The page tells you to save after the fix and says the ad is reviewed again. It does not state a 24–48 hour window.
Read the message on the page
Google requires the ad to be accessible in the location you are targeting, and says that means AdsBot must be able to crawl the landing page. The examples are non-exhaustive:
- An access-limitation message in the targeted location, such as “This site is not accessible in your location.”
- Any related permission message, such as “You do not have permission to access this page.”
- HTTP 404 or 403 when AdsBot crawls the URL.
- A robots.txt block on AdsBot.
- Server-side settings that prevent AdsBot from reaching the page.
Start with the words the visitor sees. A geo message is this label’s clearest case. A dead URL and a robots rule are also listed here, and they have their own destination labels. Fix the cause the account named, then confirm the other causes are gone so the next review does not trade one label for another.
Where the other labels take over
HTTP errors, DNS failures, redirect loops, and login walls are written up as destination not working. A robots.txt disallow, a robots.txt timeout, or a crawl rate that cannot keep up with the ads is destination not crawlable. Destination not accessible is the page that also names the country wall, the US crawl, and the firewall allowlist.
What Google tells you to check
- Ask the site owner to confirm the landing page is not returning 404 or 403.
- Confirm the URL is correct and the page is live.
- Make the page accessible globally, especially in the targeted locations and in the United States. Google says AdsBot often crawls from the United States.
- Confirm robots.txt is not blocking user-agent GoogleAdsBot.
- If the site works in your browser and fails in review, have a developer allowlist AdsBot-Google and AdsBot-Google-Mobile. Google names security settings, firewalls, and CMS plugins as the usual blockers, and says the site should be accessible globally.
- Test with Chrome DevTools (Network tab) or Search Console’s URL Inspection tool. Google names both.
Policy: those user-agent strings are the ones on the page. Best practice from the same steps: test from the country you target, not only from the office network that already has access.
After the page is fixed, edit the ad. Google’s example is to update a wrong URL, or to resubmit if the landing-page issue is already fixed, then save. Check Ads & assets for the new status. Do not invent a 24–48 hour clock for this label. That clock is printed on other destination policies and is absent here.
When an appeal is the next step
Appeal from the account only after the landing page loads consistently, server problems are not intermittent, and server-side settings give AdsBot full access. Google says compliant ads can run again, and that status is also visible in Policy Manager. It mentions Self Service Appeal Options for later issues. Removing an ad you cannot fix is the step Google gives for avoiding repeated violations.
Sources
Reviewed October 9, 2026. Policies change. This is not legal advice.
Frequently asked questions
Does Google promise a 24–48 hour re-review for this label?
No. The destination-not-accessible page says to save the ad and that it will be reviewed again. It does not state 24–48 hours. Other destination labels do state that window. Use the timing on the label you were given.
The site works for me. Why would AdsBot fail?
Google says landing pages should be accessible globally, especially in the targeted locations and in the United States, where AdsBot often crawls from. A firewall, security setting, or CMS plugin can block AdsBot while a normal browser still loads the page. The published fix is to allowlist AdsBot-Google and AdsBot-Google-Mobile.
When should I appeal?
After the page loads consistently, there are no intermittent server problems, and server-side settings give Google AdsBot full access. Google also says you can check status in Policy Manager.
Check the page from outside your own network
LaunchGuarding can scan the landing page for access and policy problems before AdsBot is the first visitor who cannot get in.