Google AdSense is one of the most common ways for bloggers and publishers to earn from display advertising. Before ads can run, your site goes through a review. Many site owners are rejected at first, often for reasons that can be fixed.
This guide covers how to prepare a site for AdSense review. It is based on Google’s publicly available program policies and general best practices. Google does not guarantee approval and does not publish a precise checklist, so treat this as preparation, not a guarantee. Always read the current AdSense Program Policies and Google Publisher Policies directly.
Understand the Policies First
AdSense has program policies covering content, traffic and ad placement. Content that violates policies, such as copyrighted material you do not have rights to, dangerous or deceptive content or adult content, can prevent approval. Read the current policies before applying and review your site against them.
Publish Original, Helpful Content
Content quality is one of the most important factors. Aim for:
- Original content written for your site, not copied or lightly rewritten
- Helpful, in-depth posts that answer reader questions
- Clear structure with headings, lists and images
- A consistent topic so the site has a clear purpose
There is no official minimum number of posts, but sites with a meaningful amount of useful content generally present better. See how to write blog posts that rank.
Avoid Thin or Auto-Generated Content
Pages with little value, scraped content or mass-produced text without original contribution can lead to rejection. Each post should add something useful.
Use Only Images You Have Rights To
Use your own photos, images you create, properly licensed stock images or images with clear permissions. Avoid copying images from other sites.
Create Essential Pages
Many publishers include:
- About page explaining who runs the site and why
- Contact page with a working way to reach you
- Privacy policy that explains data collection, cookies and advertising, including third-party ad cookies
- Terms of use or disclaimer
- Affiliate disclosure if relevant
AdSense requires that publishers have a privacy policy disclosing certain information about cookies and data use when ads are shown. Check the current requirements.
Make Navigation Clear
Visitors and reviewers should easily find content. Use:
- A clear menu with categories and key pages
- Category pages that organize posts
- Internal links between related posts
- A functioning search feature
Ensure the Site Works Properly
- No broken links or empty pages
- No “coming soon” or under-construction pages
- Mobile-friendly design
- Reasonable load times. See site speed basics.
- HTTPS enabled
Own and Control the Site
You need access to your site’s HTML to add the AdSense code. Self-hosted WordPress makes this straightforward. You add the AdSense code to the site’s head section, often through a plugin, theme settings or a code snippet.
Set Up the ads.txt File
The ads.txt file declares which companies are authorized to sell ads on your site. AdSense provides the line to include. Place the file at the root of your domain. WordPress users can use plugins or snippets to serve it. Check that the file is accessible in a browser.
Traffic Considerations
Google does not publish a minimum traffic requirement, but traffic must be genuine. Never buy traffic, use click exchanges or click your own ads. Invalid traffic can lead to account problems.
Domain Considerations
Some regions have specific requirements for how long a site has been active. Check current eligibility requirements for your country.
The Application Process
- Sign up for AdSense with a Google account
- Add your site
- Place the AdSense code on your site
- Add ads.txt
- Submit for review
- Wait for a decision
Review times vary. Keep publishing during the review.
If You Are Rejected
Rejection emails usually include a reason. Common reasons include low-value content, policy violations, site navigation problems or the site being unavailable. Fix the issues, continue improving content and reapply. Avoid reapplying repeatedly without making changes.
After Approval
- Place ads in ways that do not mislead users or interfere with content
- Do not encourage clicks
- Monitor policy center notices
- Keep improving content
See blog monetization options for other ways to earn.
Common Mistakes
- Applying with too little content
- Copying content or images
- Missing a privacy policy
- Broken navigation
- Buying traffic
Reviewing Your Site Before Applying
Before submitting, walk through your site as a first-time visitor:
- Does the homepage clearly show what the site is about?
- Can you reach every category and key page from the menu?
- Do all posts load correctly on a phone?
- Are there any broken links, missing images or empty categories?
- Do the About and Contact pages clearly explain who runs the site?
- Is the privacy policy linked from every page, often in the footer?
Ask a friend to browse the site and report anything confusing.
Content Quality Self-Check
For each post, ask whether it answers a real question clearly and thoroughly, whether it is original and whether a reader would find it worth bookmarking. Improve or remove posts that fall short.
While You Wait for a Decision
Keep publishing helpful content and improving existing posts while your application is reviewed. Avoid major structural changes such as switching domains or deleting many pages during review. If you receive a decision, read any explanation carefully before making changes, and give yourself time to address issues properly before applying again.
Final Pre-Application Check
- Every post is original and complete
- Navigation works on desktop and mobile
- About, Contact and Privacy pages are published and linked
- No placeholder text, sample content or empty categories remain
- The site loads over HTTPS without warnings
- You have read the current program policies in full
Once each item is confirmed, submit the application and keep publishing while you wait.
Frequently Asked Questions
How many posts do I need for AdSense?
Google does not specify a number. Focus on a meaningful amount of helpful content.
How long does approval take?
Review times vary.
Do I need traffic before applying?
There is no published minimum, but traffic must be genuine.
What is ads.txt?
A file declaring authorized ad sellers for your site.
Can I reapply after rejection?
Yes, after fixing the issues.
The Bottom Line
Prepare for AdSense by publishing original, helpful content, creating essential pages, ensuring clear navigation and a working site, adding the AdSense code and ads.txt and following policies. Read the current policies and keep improving if rejected.
Editorial note: Blog Builderly is independent and reader-supported. This guide is based on research into manufacturer documentation, published specifications and widely accepted best practices; we have not been paid to mention any product. If we add affiliate links in the future, they will be clearly disclosed per our Affiliate Disclosure.