Ag deposited nitrogen doped TiO2 (Ag-TiO2-xNx) was prepared using sol gel titania by grinding it with stoichiometric amount of Urea as nitrogen source followed by the photoreduction of Ag+ to Ag-0. These samples were characterized by powder X-ray diffraction (PXRD), UV-visible absorption spectroscopy. Fourier transformed infrared spectroscopy (FTIR), photoluminescence (PL) and scanning electron microscope (SEM). PL analysis of the samples indicated that the electron-hole recombination has been effectively inhibited after the Ag deposition on TiO2 and TiO2-xNx. Ag-TiO2-xNx exhibits much higher visible-light photocatalytic activity when compared with N-doped or pristine TiO2. The catalysts along with the oxidants can accelerate electron transfer process and inhibit the fast electron-hole recombination. The observed high process efficiency (Phi(lambda)) of Ag-TiO2-xNx particles compared to TiO2-xNx and pure TiO2 photocatalyst can be accounted to the synergistic effect of Ag loading along with N doping. Strongly interacting electron accepting species such as hydrogen peroxide and ammonium persulphate chemisorbed at the photocatalyst surface are said to act like surface states enabling inelastic transfer of electrons from the conduction band to the oxidizing species. The electronic states of different energies within the band gap have a major role in enhancing the efficiency. (C) 2011 Elsevier B.V. All rights reserved.