Google Ads ad rules for plumbing companies: the claims that get flagged

Unsubstantiated superlative 'best' requires verifiable third-party proof (awards, published rankings); otherwise it risks disapproval under misleading-claims rules. HIGH

Fix: Replace 'best' with a checkable fact: award name and year, published ranking, or a review count with its source.

'#1 / No.1 / number one' is a ranking claim. Without a named source and date it is treated as an unsubstantiated superlative. HIGH

Fix: Name the source and date of the ranking (e.g. 'Rated #1 by [publication], 2026'), or drop the claim.

'Top-rated' is a superlative claim that needs a verifiable source (review platform, award body, year). HIGH

Fix: Name the review platform and date (e.g. 'Top-rated on Google, 4.8 stars, Sept 2026'), or soften to a specific fact.

'Finest' is an unsubstantiated superlative under misleading-claims rules. HIGH

Fix: Replace with a specific, provable claim about the work (e.g. years in business, jobs completed).

'Greatest' is an unsubstantiated superlative under misleading-claims rules. HIGH

Fix: Replace with a specific, provable claim about the work (e.g. years in business, jobs completed).

'Nobody beats our prices' is an absolute price-superiority claim that cannot be substantiated across all competitors. HIGH

Fix: Replace with a specific, checkable price or offer, such as '[service] from $[price], terms below.'

'Unbeatable' is an absolute superiority claim that cannot be proven. HIGH

Fix: Replace with a specific, checkable price or offer you can prove.

'Lowest prices' / 'guaranteed lowest prices' requires comprehensive, current proof across competitors. HIGH

Fix: Show the price comparison you base it on (competitor, date, item), or quote your actual price.

'Fastest' is a superlative that needs substantiation; borderline puffery — human review recommended. MEDIUM

Fix: State a response time you can show, such as 'Typical arrival within [x] hours.'

'Cheapest' / 'lowest rates' / 'best deal' are absolute price superlatives — unprovable without a defined comparison set. HIGH

Fix: Name what you're cheaper than and show the comparison, or soften to a checkable fact.

Unsubstantiated superlative 'leading' implies market leadership without verifiable proof (rankings, market-share data); it risks disapproval under misleading-claims rules. HIGH

Fix: Replace 'leading' with a checkable fact: a named ranking and year, or a specific metric such as homes sold or years in business.

Unsubstantiated superlative 'premier' claims top-tier status without verifiable proof; it risks disapproval under misleading-claims rules. HIGH

Fix: Replace 'premier' with a specific, provable claim about the business (e.g. years in business, jobs completed, awards with name and year).

Unsubstantiated superlative 'ultimate' is puffery that cannot be proven; it risks disapproval under misleading-claims rules. HIGH

Fix: Replace 'ultimate' with a concrete, checkable benefit or fact about the service.

Unsubstantiated superlative 'world-class' claims global top-tier status without verifiable proof; it risks disapproval under misleading-claims rules. HIGH

Fix: Replace 'world-class' with a checkable fact: credentials, training, awards with name and year, or published outcomes.

'Award-winning' without naming the award, awarding body, and year is an unsubstantiated superiority claim under misleading-claims rules (including ASA/CAP in the UK). HIGH

Fix: Name the award, the awarding body, and the year (e.g. 'Winner, Best Local Agent, Springfield Realtors Association, 2026'), or drop the claim.

Unsubstantiated superlative 'most trusted' requires verifiable third-party proof (survey, published ranking); otherwise it risks disapproval under misleading-claims rules. HIGH

Fix: Replace 'most trusted' with a checkable fact: review count and platform, survey name and date, or years in business.

Unsubstantiated superlative 'massive' requires verifiable third-party proof; otherwise it risks disapproval under misleading-claims rules. HIGH

Fix: Replace 'massive' with a checkable fact: a specific number or comparison (e.g. 'Save up to $1,200' or '40% larger capacity').

'Money back' promises are absolute financial guarantees. They need clear, visible terms and conditions or they are treated as exaggerated guarantees. MEDIUM

Fix: State the refund terms next to the promise: timeframe, conditions, and how the customer claims it.

'100% guaranteed' is an absolute guarantee with no possible qualification. HIGH

Fix: Remove the absolute wording, or spell out exactly what is guaranteed and its limits.

'Iron-clad guarantee' or 'iron-clad promise' is an absolute guarantee claim requiring visible terms. HIGH

Fix: Replace with the actual terms: what is covered, for how long, and how to claim.

'That's a promise' attached to a price or outcome claim makes it an absolute guarantee. HIGH

Fix: Spell out the promise in concrete terms, or remove it.

'On the house' is an absolute free-service promise; free offers need clear limits and conditions. HIGH

Fix: State what is free, who qualifies, and any limits — free offers need clear conditions.

'Satisfaction guaranteed' is a broad guarantee — human review recommended to check that terms are stated. MEDIUM

Fix: State the terms: timeframe, conditions, and how a customer claims it.

'Guaranteed X' (satisfaction, results, service, or a guaranteed outcome like leak free or waterproof) is an absolute promise. Without stated terms, it's unverifiable. HIGH

Fix: State the guarantee terms (what, how long, how to claim), or soften to a service commitment.

'Save you up to $[price]' is a projected-savings claim that needs a disclosed basis (typical customer, study, or timeframe). HIGH

Fix: State the basis (typical customer, timeframe, conditions) or remove the figure.

A specific savings amount ('save $500') presented as fact needs substantiation of how the figure was calculated. HIGH

Fix: Show how the figure was calculated, or remove the specific amount.

'Money back in your pocket' implies a guaranteed financial return, which needs proof. HIGH

Fix: Remove the guaranteed-return wording, or show the calculation it is based on.

'Pays for itself' is a return-on-investment promise that needs a disclosed calculation basis. HIGH

Fix: Show the payback calculation (cost, savings per year, timeframe), or remove the claim.

'Cut your bills by X%' is a projected-savings claim requiring substantiation. HIGH

Fix: State the basis for the percentage (typical customer, timeframe), or remove the figure.

'Starting at [price]' / 'as low as [price]' is bait pricing if most jobs cost far more. The headline price must be genuinely available. HIGH

Fix: Ensure the advertised price is real and typical — or state what it covers and what costs extra.

Bare 'save big/today' with no amount or basis is a vague savings claim. Readers can't tell what's actually saved. NEEDS REVIEW

Fix: Name the amount or percentage saved and vs. what, or drop the claim.

'100% safe' is an absolute safety claim. Absolute safety or risk-free claims need a proper substantiation basis. HIGH

Fix: Remove the absolute safety claim. Say what the product does and how to use it safely.

Absolute safety qualifiers ('completely safe') are prohibited for treatments and health-adjacent claims. HIGH

Fix: Remove the absolute wording. Describe proper use and precautions instead.

'Harmless to children/pets' is an absolute safety claim about a treatment product. HIGH

Fix: Remove 'harmless'. State the safety directions and keep label warnings visible.

'Chemical-free' is a regulated claim — everything is made of chemicals; absolute versions mislead. HIGH

Fix: Remove 'chemical-free'. Name what the product does not contain, if you can prove it.

'All-natural' implies safety without proof; natural substances can still be hazardous. HIGH

Fix: Remove the safety implication. Describe the ingredients factually.

'Non-toxic' is a regulated safety claim that needs a proper basis. HIGH

Fix: Remove 'non-toxic' unless you hold the proper test basis; describe safe use instead.

'Zero risk / risk-free' is an absolute safety claim that needs a proper substantiation basis. HIGH

Fix: Remove the absolute claim. State the actual terms or warranty instead.

'Kills ... on contact' is an absolute efficacy claim. Soften to what you can prove. HIGH

Fix: Soften to what you can prove (e.g. 'designed to kill listed pests on contact when used as directed').

'Wipes out ... on contact' is an absolute efficacy claim for a treatment product. HIGH

Fix: Soften to what you can prove, and keep the label directions visible.

'Kills every pest' is an absolute efficacy claim that cannot be proven as stated. HIGH

Fix: Remove the absolute claim. Name the pests it targets, with label directions.

Excessive capitalization ('FREE QUOTE NOW') violates Google's Editorial policy: "Capitalization that isn't used correctly or for its intended purpose." Use normal sentence case. MEDIUM

Fix: Use normal sentence case. Keep all-caps only for real acronyms (HVAC, LLC).

Repeated punctuation ('!!') violates Google's Editorial policy: "Punctuation or symbols repeated consecutively, like 'flowers!!'." Use a single mark. MEDIUM

Fix: Use a single punctuation mark.

Emoji and gimmicky symbols ('*free*') violate Google's Editorial policy: symbols "that don't adhere to their true meaning or purpose." Remove them. MEDIUM

Fix: Remove the emoji or gimmicky symbols.

Repeated words violate Google's Editorial policy: "Non-standard, gimmicky, or unnecessary repetition of names, words, or phrases." Remove the duplicate. MEDIUM

Fix: Remove the repeated word.

Phone numbers in ad text violate Google's Editorial policy: "Entering a phone number in ad text". Use call assets or call-only ads instead. MEDIUM

Fix: Remove the phone number from the ad text; use call assets or call-only ads instead.

An all-capitals word draws the eye like shouting and risks a Google Editorial flag for capitalization "not used correctly or for its intended purpose". Human review recommended — genuine acronyms (HVAC, LLC) are fine. NEEDS REVIEW

Fix: Use normal sentence case for this word, unless it is a genuine acronym such as HVAC.

A 'free' item with a purchase is allowed only if "he is paying nothing for that article and no more than the regular price for the other" (16 CFR §251.1(b)(1)). Do not inflate the qualifying purchase price. MEDIUM

Fix: Make sure the qualifying purchase is at its regular price, or drop the 'free' offer.

When making 'Free' offers, "all the terms, conditions and obligations... should be set forth clearly and conspicuously at the outset of the offer" (16 CFR §251.1(c)). State conditions next to the offer, not 'ask for details.' MEDIUM

Fix: Put all conditions of the free offer right next to it, clearly and conspicuously.

"Regular" price means the price "at which the seller... has openly and actively sold the product... for a reasonably substantial period of time, i.e., a 30-day period" (16 CFR §251.1(b)(2)). Don't invent a regular price. MEDIUM

Fix: Only call it the 'regular' price if you sold at that price openly for a substantial recent period (about 30 days).

A 'free' offer with no stated conditions next to it. Readers can't tell who qualifies or what is included. NEEDS REVIEW

Fix: State who qualifies and what is included, next to the offer.

'Only X left/spots' is a scarcity claim. If the limit isn't real, it's deceptive under FTC and CAP misleading-advertising rules. NEEDS REVIEW

Fix: Only use scarcity claims for genuine limits. Remove the number if you can't prove the cap.

A deadline ('offer ends tonight') is a factual claim. If the offer doesn't actually end, it's a false urgency claim. NEEDS REVIEW

Fix: Use a real deadline you will honor, or remove the time pressure.

'Limited time' implies a deadline that may not exist. Vague urgency without a real end date risks misleading. NEEDS REVIEW

Fix: Name the actual end date, or drop the urgency framing.

High-pressure urgency phrasing ('act now', "don't miss out") pushes immediate action. Fine if the pressure is real; misleading if manufactured. NEEDS REVIEW

Fix: Keep it only if tied to a genuine limit or deadline. Otherwise use a plain call to action.

'Licensed and insured' with no credential shown is an unverifiable trust claim. Readers can't check it. NEEDS REVIEW

Fix: Print the actual license number (and insurer if you claim it) next to the phrase, or drop the claim until you can.

'Bonded' with no bond details is unverifiable. A bare bond claim can't be checked. NEEDS REVIEW

Fix: Name the bond type/amount or the surety, or remove the claim.