Google Ads disallows most symbols in ad text. Here is what its editorial policy actually permits and what gets disapproved.
The short version
Start here if you only have one minute. The full guide below explains each point.
Decoration is disallowed
Stars, arrows, checks and emoji all fail review.
Linguistic use is fine
Currency, percentage and trademark marks pass.
Extensions follow the same rules
There is no permissive field.
01
The policy is restrictive by design
Google's editorial policy prohibits gimmicky use of symbols, numbers and punctuation in ad text. Attention-grabbing characters are the explicit target.
This is not a technical limit. The characters would render fine; the ad simply gets disapproved.
- No repeated or unnecessary punctuation
- No symbols used for visual attention
- No non-standard characters in place of letters
02
What is allowed
Standard punctuation used normally. Currency symbols with prices. The percentage sign with a number. Registered and trademark marks where legally appropriate.
The test is whether the character is doing linguistic work. If it is decoration, it will not pass review.
03
What gets disapproved
Stars, arrows, check marks, hearts and any emoji. Also styled letters, which are treated as non-standard characters.
Repeated punctuation such as multiple exclamation marks is a separate and equally reliable trigger.
✦Emoji do not display in Google Ads text. Even where the ad is approved, the characters are stripped or the ad is rejected outright.
04
The extensions are not different
Sitelinks, callouts and structured snippets follow the same editorial policy. There is no field where decoration is permitted.
Display URLs are stricter again, since they must be a valid representation of the landing page domain.
05
What to do instead
The levers that actually move performance are the extensions themselves, sitelinks, and specificity in the headline. All are available without any policy risk.
A number in a headline draws the eye as effectively as a symbol and passes review cleanly.
06
If an ad is disapproved
Remove the symbol and resubmit. Appeals on editorial policy for symbol use rarely succeed, because the policy is unambiguous.
Repeated disapprovals on the same account can slow future reviews, so it is not worth testing the boundary.
Google Ads editorial policy on characters
Checked against Google's published editorial and professional requirements on August 3, 2026. Policy changes without notice.
| Character use | Permitted |
|---|---|
| $ or £ with a price | Yes |
| % with a number | Yes |
| ® or ™ where legally appropriate | Yes |
| ★ ✔ → as attention marks | No |
| Emoji of any kind | No |
| Styled or fancy letters | No |
| Repeated punctuation | No |
Every permitted row is a character doing linguistic work inside the sentence. Every prohibited row is a character added for visual attention.
07
Copy the symbols discussed in this guide
This guide explains the topic. Use punctuation symbols for the main copyable set, compare it with currency symbols, and browse technical symbols for another useful angle. Each collection includes searchable Unicode names and HTML references.
08
Questions, answered
Can I use emoji in Google Ads?+
No. Emoji do not display in ad text and their use leads to disapproval under the editorial policy.
Are check marks allowed in ad headlines?+
No. Check marks fall under the prohibition on symbols used to attract attention, alongside stars and arrows.
What symbols are allowed in Google Ads?+
Standard punctuation used normally, currency symbols with prices, the percentage sign with a number, and legally appropriate trademark marks.
09
Sources and review notes
Recommendations were checked against published platform, Unicode and accessibility guidance. This is a standards review, not a claim of testing every screen reader, app or device combination.