Guide to Google Ads Verification Process

Are you running Google Ads for your products or services?  Chances are that you’ve been asked by Google to verify your business. If so, do not ignore or delay this process because Google can and will pause your Google Ads account! 

Verifying your account ensures your compliance and integrity when using Google Ads. If you're looking for an overview of how to go about the process, look no further - this guide will provide everything you need to know!

What is the Google Advertiser Verification Program?

The Google Advertising Verification Program is a program designed to verify the identities and qualifications of advertisers who want to place ads on Google platforms. The program aims to ensure that only legitimate advertisers can run ads on Google and protect users from fraudulent or harmful ads.

To participate in the program, advertisers must submit certain documentation and complete a verification process. This process may include submitting identification documents, business registration details, and other information. Once verified, advertisers can run Google Ads campaigns on Google Search, YouTube, and the Google Display Network.

The Google Advertiser Verification Program is part of Google's broader effort to promote transparency and accountability in digital advertising. It helps protect users and maintain the integrity of the advertising ecosystem by preventing bad actors from advertising on Google.

How Does the Google Ads Advertiser Verification Process Work?

The Google Ads Advertiser Verification Process is a series of steps that advertisers must complete to verify their identity and eligibility to run ads on Google's advertising platforms. The process typically includes the following steps:

1. Submitting Information: The first step in the verification process involves submitting certain information about the advertiser's business, such as their legal name, contact information, and website URL. Advertisers may also be required to provide additional information, such as tax ID numbers or other documentation, depending on their location and the type of business they run.
2. Reviewing the Information: Once the advertiser submits the necessary information, Google's verification team will review it to ensure that it is accurate and complete. They may also perform additional checks to confirm the advertiser's identity and eligibility to run ads on Google.
3. Verifying the Identity: To verify the advertiser's identity, Google may require them to submit additional documentation, such as a government-issued ID or a business license. This helps ensure that only legitimate businesses can advertise on Google.
4. Verifying the Eligibility: Google may also verify the advertiser's eligibility to run ads on its platform. This may include reviewing the advertiser's website to ensure that it complies with Google's advertising policies and guidelines.
5. Notification: Once the verification process is complete, Google will notify the advertiser of their verification status. If the advertiser is approved, they can start running ads on Google's advertising platforms. If they are not approved, they may be given a chance to correct any issues and reapply for verification.

How Do I Know If I Need to Complete the Google Advertiser Verification Process?

When you login into your Google Ads, you see a notification in the top right corner.  You can also click on the Tools and Settings icon to go directly to the Advertiser verification. 

Here are a few scenarios where you may need to complete the Google Advertiser Verification Process:

• You are a new advertiser: If you are a new advertiser and have never run ads on Google before, you will need to complete the verification process before your ads can go live.
• You are advertising in a sensitive category: Certain categories of advertising, such as gambling, political ads, or health care, may require additional verification steps to ensure that the advertiser is eligible to run ads in those categories.
• You are targeting certain countries: If you are targeting countries where Google requires advertiser verification, you will need to complete the verification process before your ads can be shown in those countries.
• Your ads have been flagged for policy violations: If Google has flagged your ads for policy violations, you may need to complete the verification process to demonstrate that you are a legitimate advertiser and that your ads comply with Google's policies.

What We Have Noticed with the Verification Process?

One experience was the ads verification process for a dental practice in Berks County. For this client, the process was simple.  We were able to find the business D-U-N-S Number via Dun & Bradstreet D-U-N-S® Number Lookup and used the same address that we associated with their DUNS number.  The verification process was completed in moments. 

On the other hand, we have a financial services client in the Lehigh Valley that didn’t complete the verification process before their deadline.  They completed half of the process but needed to verify the organization. So, we submitted a ticket to have the deadline extended.  To my surprise, we received a call from a Google representative, and in less than 2 days Google was able to extend the deadline for our client. 

The extended deadline seems to come at a cost. The easier verification process was no longer an option.  For example, an acceptable document included “any document, notice, or letter either issued by the IRS or stamped by the IRS that states your organization name. Some examples are CP575, 147C, CP299, 988, 937, 1050, 5822, etc.”

Recommendations & Actions

1. Gather the required documents for the advertiser identity verification before starting the process. 
2. Complete the Verification process within the deadlines
3. Use the D-U-N-S Number verification approach when possible.