In 2025, Google Ads still represents one of the most important ways for eCommerce companies to get their products in front of customers who are ready to buy.
Last year, the vast majority of Alphabet’s global revenue – some $240 billion – came from this extremely popular advertising platform.
In fact, their Search Ads generate more revenue than any other digital channel out there.
And yet, if you sell firearms, Google Ads is largely off limits.
If you’d like immediate help
Can You Use Google Ads to Sell Firearms?
Let’s cut to the chase: in short, no.
Google has a very clear policy when it comes to this question.
Under its “Dangerous products or services” policy, Google has a section called, “Guns, gun parts, & related products”, which clearly states:
“The following is not allowed: Ads for functional devices that appear to discharge a projectile at high velocity, whether for sport, self-defense, or combat.”
So, Google’s ban doesn’t just apply to traditional firearms.
Here’s a fairly exhaustive list of all firearm and firearm-related products that Google will not let you sell on their Ads Platform, as well as other “weapons” categories that are a no-go:
Firearms & Related Devices
- Pistols
- Rifles
- Shotguns
- Hunting rifles
- Antique firearms
- Air guns
- BB guns
- Paintball guns
- Pellet guns
- Replica firearms (including non-functional)
- Homemade or 3D-printed guns
Firearm Parts & Components
- Scopes
- Sights
- Laser guides
- Stocks
- Grips
- Barrels
- Threaded barrels
- Muzzle brakes
- Compensators
- Suppressors
- Magazines
- Speed loaders
- Conversion kits
- Triggers
- Trigger assemblies
- Bolt carriers
- Flash hiders
- Upper receivers
- Lower receivers
Ammunition & Accessories
- Bullets
- Shells
- Reloading equipment
- Reloading components
- Holsters
- Slings
- Firearm mounts
Explosives & Launch Devices
- Fireworks
- Grenades (real or replica)
- Smoke bombs
- Flash bangs
- Rocket launchers
- Explosive materials
Archery & Projectile Weapons
- Crossbows
- Compound bows
- Longbows
- Slingshots
Self-Defense Weapons
- Tasers
- Stun guns
- Pepper spray
Restricted Knives
- Switchblades
- Gravity knives
- Combat knives
- Disguised knives
In a moment, we’ll talk about what firearm-related products Google will approve,
However, before we do, let’s take a moment to cover what Google means when it says you can’t advertise for those aforementioned products.
What Counts as Advertising Firearms on Google Ads
First, let’s get the easy one out of the way: don’t try to trick Google.
Google doesn’t actually have a formal list of words you can’t target with your ads. So, if you think of some kind of workaround (i.e., “bullet thrower”), rest assured Google will eventually catch on and suspend you.
Other than that, here are some very simple tips to follow:
It’s Not Just the Keywords
It’s not just that you can’t use firearm-related keywords and ad text in Google Ads.
You also can’t use firearm-related images.
This goes for the actual assets you choose for specific campaigns.
BUT it also applies to whatever landing pages you choose, too.
It’s not that you can’t show guns on these pages. It’s that you can’t do so in a way that Google interprets as you trying to use the landing page to sell guns.
This kind of gray area can be frustrating for 2A advertisers, which is why our recommendation is just to leave firearms off of your landing pages altogether. The cost of getting suspended just isn’t worth whatever upside you imagine enjoying in the meantime, especially when all it would take is one of your competitors deciding to report you.
…It’s Also the Landing Pages
This is another important distinction that really gets at the heart of the matter when it comes to advertising firearms with Google Ads: it’s not really the terms you target; it’s the landing pages you choose.
For example, if you target the term “hunting gear”, you can select landing pages for backpacks, animal calls, clothing, boots, etc. That keyword is totally fine under Google’s policies.
However, what you can’t do is use that term to bring customers to a page that sells your line of hunting rifles. That’s an obvious violation of Google’s policy, even though you used an “approved” term.
This is why it’s so important that you use “Final URLs” in your campaigns.
Always Choose Final URLs for Your Keywords
Generally speaking, it’s usually a good idea to choose a “Final URL” for each keyword you’re targeting in a Google Search Campaign.
However, it’s vital you do this if your site sells firearms.
There are two reasons.
The first applies to every eCommerce website.
If you don’t choose a Final URL for a keyword, Google has full discretion to choose its own. While this is often touted as a good idea – let the big, giant genius choose which page makes the most sense for each user – the problem is that Google doesn’t always make the best decisions.
For example, you’d hope Google would choose your “Hunting Gear” category page or one of your specific hunting gear products for that query. Unfortunately, if you have a blog about hunting gear, Google may decide that’s a great choice instead.
The second reason is extremely important for 2A companies hoping to avoid suspension.
If you don’t tell Google exactly what page to present someone, it might decide to use a page that sells firearms or simply features a prominent image of one. Even though it’s literally Google that’s choosing this page, you may still be the one it holds accountable for this policy violation.
Forget About Performance Max Campaigns Altogether for Firearms
Finally, it probably goes without saying, but if you try to run ads through Performance Max or Shopping Campaigns that require a product feed and that feed includes firearms, you’re going to get suspended.
So, unless you’re using a firearm-friendly ad platform, there’s really no reason to add any of your firearms or other prohibited products to your feeds.
What Firearm-Related Products Can You Sell on Google Ads?
Alright, so that’s the bad news.
Now, let’s talk about what you can advertise with Google Ads.
Firearms-Related Ads Google Will Allow
Ads for gun parts and associated items that increase the safety of a gun are allowed. Common examples of these products include:
- Gun Locks
- Trigger Locks
- Chamber Blocks
- Gun Safes
- Gun Cabinets
- Lockable Gun Cases
- Cable Locks for Firearms
- Wall-Mounted Firearm Locking Devices
- Biometric Gun Storage Boxes
- Gun Safety Signs & Decals
- Firearm Safety Glasses
- Ear Protection / Ear Muffs
- Cleaning Mats
Of course, you could argue that an accessory like a gun grip actually makes the weapon safer by improving your control and should therefore be on the list above.
Unfortunately, Google disagrees.
A good rule of thumb is that If it attaches to the gun and doesn’t work to stop the weapon from firing (like a tricker lock or chamber block does), assume it’s banned.
Accessories that don’t touch the gun are usually fine, though “gun holsters” are an obvious exception to the rule.
“But My Competitors Do It”
This is a refrain we’ve heard many times before.
We explain the above information to a client and they respond that they’ve seen competitors of theirs get away with advertising guns with Google Ads.
And sure, sometimes Google doesn’t catch these ads and suspend their accounts right away. That may be what you’re seeing if you think a competitor of yours is getting away with using Google Ads to advertise firearms.
It’s probably a safe bet that Google will catch them, but if you really want, you can always speed up the process by reporting the ad to them yourself.
Of course, your competitor may not even know they’re doing it.
In the example below, Cabela’s may simply be running your typical “branded” Search Campaign. The problem is that they’re directing Google to show their site for any search term that includes the word “Cabela’s.”
Then, to make matters worse, they didn’t select a “Final URL” like I mentioned above, so Google is tracking down the most fitting page and showing it. In this scenario, it means violating Google’s policy regarding firearms.
A Surefire Way for Using Google Ads if Your Site Also Sells Firearms
At Crimson Agility, we recommend companies that sell both 2A and non-2A products to create “duplicate” subdomains to run Google Ads on. This gives them an easy way to run Google Ads on their non-2A products without worrying that Google is going to find those 2A products mentioned above and suspend their accounts.
This is definitely not something you want to try on your own, though.
So, feel free to contact us to speak with one of our 2A e-commerce experts about how we can create this powerful setup for your business.
