Advertiser Verification in Google Ads

Advertiser verification in Google Ads is a process introduced by the platform to enhance transparency and protect users within the Google advertising ecosystem. It involves confirming the identity and legitimacy of advertisers who want to use Google Ads services. Successfully completing this verification process increases the advertiser’s credibility, thereby boosting potential customers’ trust by providing more insight into the business. The primary goal of the Advertiser Verification Program is to help users better understand who is behind the ads they see and to prevent potential fraud or harmful content.

Google will disclose information about advertisers, such as their name, location, and the ads they have displayed during a specified period on Google platforms (including Search and YouTube). This data will be available in the Ads Transparency Center and in the disclosures shown in ads.

Ad accounts selected by Google for verification will be notified in advance through a special notification on the account, as well as an email message.

A full list of verification process variants and detailed information about them can be found at this link.

For organizations, advertiser verification will require submitting two different types of documents: organization registration documents and a government-issued photo ID of an authorized representative.

For example, in the United States, the following documents will be accepted:

• Any document, notice, or letter either issued by the IRS or stamped by the IRS that states your Organization name. For example they may be CP575, 147C, CP299, 988, 937, 1050, 5822 etc.
• Forms submitted to the IRS (they will only be accepted if a copy of the form is available on the IRS website), for example Forms 8871 and 990. You can see here (political organizations) and here (tax exempt organizations) for ways to search for your organization on the IRS website.
• Certificate of Business Incorporation issued by the state where you conduct business activities that states your Organization name
• Your most recent SEC filing (e.g., 10-K, 10-Q or 8-K forms) that state the Organization name
• Business credit reports that state your Organization name from Experian, Equifax, or TransUnion
• Official letter including full name, address and date (only for government departments and agencies)

For the authorized representative’s identification document, the following will be accepted:

• Passport
• State identification
• Driving license
• Permanent resident card or Green card

Individuals undergoing verification must submit a government-issued photo ID. The accepted documents are:

• Passport
• State identification
• Driving license
• Permanent resident card or Green card

Note that required documents may vary by country. Detailed information, including country-specific details, can be found in this article.

Selected accounts will be informed about the need for verification through both a special email message and a notification in the Google Ads interface. Until an account receives a verification request, it is not mandatory, though you can also initiate the process independently to avoid potential future stress. After successful advertiser verification, Google Ads unlocks access to additional features, such as using the company logo and name in campaigns.

Remember, the identity verification process must be completed by the administrator of the Google Ads account or the payment profile used for paying for ads.

If an account is selected for verification, the process can be started by clicking the “Start verifying” button in the email message or the “Get started” button in the verification-related notification in the Google Ads panel.

source: Google Ads Panel

The “Advertiser Verification” section can also be found in the “Billing” panel, where the process can be initiated at any time, even before being prompted by the platform.

source: Google Ads Panel

Next, you will need to fill out a special form consisting of several parts.

1. The first part, About the advertiser, will require details such as the customer ID, website address, and how Google Ads is used.
2. The second part, About you, will require details about the business, such as the owner’s name and the company’s name and address.
3. The third part, About the advertiser’s business model and partnerships, will ask for responses to several open-ended questions describing the nature of the business, business model, and target customers/audience, as well as some closed questions.
4. The fourth part contains Body Questions.
5. At the end, there is an option to add other information or comments that may be considered important.

While filling out the form, there will also be an option to upload files – this is when you should attach the previously mentioned documents directly from your computer.

The entire form in a preview template is available at this link. We recommend reviewing it and preparing to answer the questions it contains.

The advertiser verification process can take a few days, and you will be informed about its progress via email.

If the verification is successful, your account can fully utilize the platform’s potential – Google will publicly share information about your account and ad campaigns in disclosures shown in ads. If there is an issue, you will also receive an appropriate message with further steps or additional information about your business.

If a specific deadline is set for advertiser verification, those wishing to continue advertising on Google Ads have 30 days to respond to the questions in the “About you” section. If the verification process is not completed within 30 days of receiving the notification, Google will suspend the ad account.

Therefore, once you receive a verification request, it’s advisable not to delay – we recommend taking the time to fill out the forms and submit the necessary documents to ensure your ad account operates smoothly.

Google Ads advertiser verification is a process that confirms the identity and legitimacy of advertisers, aiming to increase safety and transparency on the platform. It will require advertisers to prepare necessary personal and business documents, as well as answer questions about their business. Completing the verification promptly is crucial to avoid unpleasant consequences, such as account suspension. Additionally, a verified advertiser significantly gains in the eyes of potential customers, who, thanks to confirmed credibility, may be more inclined to make a purchase.