Advertiser verification is a Google program in which the advertiser confirms their identity or company details. Google is gradually requiring it from everyone. An individual uploads a photo ID, a company submits registration documents, and an agency fills in details about itself and the client or sends the client a link. The verified name and country are shown in ads and in the Ads Transparency Center. If verification isn’t completed in time, Google may restrict ads or pause the account.
What the verification is
Advertiser verification is a Google program that shows users who is behind an ad. The advertiser confirms their identity or company details, and after verification their name and country appear in the ad disclosure, in My Ad Center and in the Ads Transparency Center.
Google is rolling verification out gradually and says that over time all advertisers will complete it. An account can be selected earlier — for example due to suspicious activity, an industry like financial services, frequent brand-related queries or use of features that are often misused.
Which tasks you need to complete
The tasks depend on the account type and payment settings. Only an account admin can complete them.
| Who you are | What’s needed |
|---|---|
| Any account | Answer questions about the organization, say whether you’ll run EU political ads, complete billing tasks: confirm a payment method, make a payment, state who pays for the ads |
| Individual | Personal details, a photo ID, phone confirmation; sometimes a video selfie |
| Company | Dun & Bradstreet details (D-U-N-S number optional), organization documents, confirmation of affiliation with the organization |
| Agency | Agency details, organization or individual tasks, plus the client’s details |
Some industries have additional tasks.
How it works in an agency account
Agencies have their own path in the program:
- to the question “Is your organization an agency?” you need to answer “Yes”, otherwise the account may be paused or suspended;
- the agency fills in the client’s details itself or sends the client a link, and the client completes verification;
- ads show the verified advertiser name, and for verified agency accounts the client’s payment profile is used in the “Ads funded by” line.
For you as an agency client this means one thing: be ready to provide company documents if Google asks for them. An agency account doesn’t exempt you from verification.
What appears in ads
After verification the ad disclosure shows the advertiser’s name and country. If the verified name differs from the payment profile name, an “Ads funded by” line with the payer’s name may appear. The payment profile name is used by default; you can change it by answering the question about who pays for the ads.
Deadlines and consequences
- Google sets a deadline and tells you about it with an in-account notification or an email.
- Until verification is complete, some ads may be restricted.
- In some cases Google pauses the account until verification is complete.
- If the account is suspended, it stays suspended until an appeal is approved.
- False information leads to loss of verified status and suspension.
Changing the legal name on the payment profile immediately triggers a new verification. Changes to the payment profile and address may also require re-verification.
How to prepare
- Decide who in the company is the account admin and will complete verification.
- Prepare the company’s registration documents and the representative’s photo ID.
- Make sure the company name in the documents matches what you’ll enter.
- If you work through an agency, agree on who fills in the client details — the agency or you via the link.
- Keep an eye on in-account notifications so you don’t miss the deadline.
What to do if the account still gets suspended is in “Google Ads account restricted”.
Sources
- Advertising Policies Help: advertiser verification
- Advertising Policies Help: tasks required for advertiser verification
- Advertising Policies Help: circumventing systems