It can be hard to keep up with all of the changes Google announces, but if you have an active Google Ads account, pay attention: This one comes with action items!
Google recently dropped the news that all advertisers using the Google Ads platform will soon be required to complete a two-step identity verification process—and its phased plan starting in the U.S. is already underway.
If an agency like Uptick is managing your Google ads, you’re in luck: Most will have no problem completing this process for you. If your Google ads are managed internally, here’s what to make sure your team is prepared for.
What Is Google Ads Advertiser Verification?
If you run ads on Google, you’ve probably noticed things getting a bit stricter lately. That’s no accident. The Google Ads advertiser verification process is Google’s way of making sure real businesses, not shady operators, are behind every ad.
So what’s it about? Advertiser verification is a program designed to increase trust and transparency for everyone using the Google Ads platform. Google wants users to know who’s behind every ad, whether it’s a local plumber, a nonprofit, or a global retailer. This helps weed out scammers, supports regulatory compliance, and keeps advertising campaigns running in a more trustworthy ecosystem.
Bottom line: If you want to keep your Google Ads account healthy and avoid sudden suspensions, you need to complete advertiser verification on time. We’ll walk you through every step.
Who Must Verify—and Who Is Exempt
Let’s clear up who actually needs to go through the Google Ads verification process. Not every advertiser is treated the same. Some categories face extra scrutiny. We know a few things about how Google will prioritize accounts for advertiser verification, but the criteria are pretty broad. The first accounts to be flagged for verification will be U.S.-based and related to the following business categories:
- Retail, B2B services, Technology, Travel — any promotion of products or services
- Charities, resources — informational, advisory, educational content
- Regulated industries — gambling/games, healthcare, and financial services
There aren’t a lot of industries that can’t be encompassed by this list. So we recommend getting ready to respond to Google’s request as soon as you can.
Most “regular” advertisers (like e-commerce or local retail) still need to provide business registration and personal identification documents if Google flags your account.
Here’s a quick cheat sheet:
| Category | Deadline | Required Docs |
| Finance (Debt Service) | June 3, 2025 | Government-issued photo ID, business registration documents |
| Local Services Ads (US) | July 25, 2025 | Photo ID, proof of service license |
| Political Ads | Ongoing | Organization registration documents, authorized representative’s photo ID |
| Healthcare | As requested | Medical licenses, business incorporation papers |
| Gambling | As requested | Government-issued photo ID, business credit reports |
| E-commerce | Ongoing | Business license, proof of business legitimacy |
If you’re in a low-risk category and are only running simple search ads, you might not need additional verification (yet). But don’t get comfy. Google’s requirements can change fast.
Why Verification Matters
Here’s the reality: Skipping or missing the advertiser verification Google Ads process is risky business.
- It’s how Google keeps a trustworthy advertising ecosystem for everyone—users, businesses, and the platform itself.
- It protects your account from account suspension and wasted ad spend.
Real talk: Acme Mortgage (not their real name) missed the June 3, 2025, deadline for debt service verification. Google paused their ads overnight. They lost over $10,000 in ad spend before anyone on their team realized why. That’s a rough way to learn about verification status.
Don’t let it happen to you.
Step-by-Step: How to Verify Your Google Ads Account
Ready to complete advertiser verification and keep those campaigns rolling? Here’s the play-by-play:
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1. Access the Verification Center
Head to My Ad Center and click “Advertiser Verification.” If you get a verification request, don’t ignore it—Google won’t let it go.
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2. Gather Your Documents
Once you’ve been asked to provide verification to Google, you’ll need to get some documents together to verify the identity of your organization. A W-9 is acceptable here, or any IRS document that includes your organization’s legal name, legal address, and EIN.
When you get ready to send the form, be sure to enter your company name to match the exact legal name—no DBA names or abbreviations. Google will check this against your document, and it will be important later for ad transparency disclosures.
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3. Authorized Representative Identity Verification
If everything submitted looks good, you should hear back from a Google representative within three to five days to start the next and final step of the process: authorized representative identity verification. This will be the person you have authorized to manage your Google Ads account, whether that’s an internal team member, an agency, or another third-party you trust.
Advertisers who are authorized representatives will need to submit personal identification documents to Google, such as a driver’s license or passport, and they will also need to go through a series of questions in the account with a Google representative to become verified.
Part of this will involve a review of your account’s authorized payments administrators, so it may be helpful to check your settings ahead of time to be sure you don’t want to make any changes. If any updates are made to the payment profile access settings after you’ve completed verification, you may have to go through an additional round of verification later.
Wait. Additional Verifications?
That’s right, you caught it—from this moment forward, advertiser verification will be required on any new Google Ads accounts, and any major changes to who manages your accounts will likely trigger a new verification process. It may sound like a hassle, but it’s the latest in a string of preventative measures Google’s been implementing to dissuade bad-actor advertisers with misleading ads, and we should expect more updates and details to emerge as Google continues to refine the process.
What Else Do We Know About the Verification Process?
This new process is more than just extra paperwork. It’s an ambitious plan that grew out of a limited advertiser verification program that started in 2018, just for accounts running political ads. Since then, Google has been under increasing pressure to verify that advertisers are who they say they are and that the platform is not being used to spread false information. (Tip: don’t do that! Advertise with integrity.) For most accounts, this shouldn’t be a problem.
Starting in the summer of 2025, you may also see a new small arrow appear at the top of ads in search results and on the Display Network. If you right-click that arrow, an information box will appear with an option to see more about the ad. If a user clicks “About the advertiser” on one of your ads, it will then show your legal business name and the country where you’re doing business for advertiser transparency.
These new changes are not the first that Google has implemented to curb abuses of its platform, and we don’t expect it to be the last. Google reportedly took down more than 3.2 billion ads that violated its advertising policies in 2019 alone, or more than 100 per second. More intense scrutiny, along with high-profile bad actors, has driven Google to further refine its policies, AI, and internal infrastructure for compliance checks.
And Google’s not the only tech giant feeling the pressure. This year, Facebook announced it would be requiring verification from all advertisers who plan to run political or social issue ads. They’ve also instituted a “Page Transparency” tab for all businesses where users can see basic information about the business and their ads. Twitter launched its own ads transparency center in 2018, and this year even Reddit will be requiring political advertisers to submit proof of identity. In not-so-many words, this stuff is here to stay, so we need to get comfortable with it.
Common Pitfalls and How to Dodge Them
Let’s be real: Most headaches with Google Ads verification don’t come from complex policy, but everyday slip-ups. One of the biggest? Uploading blurry or low-quality scans. If Google can’t read your documents, you’re back to square one (and they’re not shy about rejecting even slightly fuzzy images).
Another classic gotcha: Names that don’t match. If the business name on your documents isn’t an exact match for your Google Ads account or payment profile, the process will stall. Now’s the time to double-check those details, down to commas and abbreviations.
And don’t let emails slip through the cracks. Google sends updates and requests by email and through your account dashboard, but if those notifications land in an abandoned inbox, you could miss your verification window altogether. Make sure someone on your team is actually getting—and acting on—those emails.
Finally, keep in mind: verification isn’t a one-and-done deal. Most advertisers will need to re-verify every year. It’s easy to let this deadline sneak up on you, especially if you’re busy with day-to-day campaign management. Pro tip: Set a calendar reminder now for your next renewal, so you’re not scrambling if Google pings you at the worst possible moment.
Regional & Industry Deep-Dive
If you’re thinking, “Will my verification be different from everyone else’s?”—the answer is, maybe. Google doesn’t treat every advertiser or region the same. For 2025, some big changes are rolling out:
- In finance, debt service providers in Australia, Brazil, Germany, Ireland, South Korea, and Spain have new requirements and must complete advertiser verification by June 3, 2025.
- If you run Local Services Ads in the U.S.—think lawyers, plumbers, electricians—Google now relies on Evident, a third-party service, to handle ID checks. The deadline for these is July 25, 2025.
But it’s not just about geography. Different industries face different rules. For example, you might be asked for extra proof like a business credit report, medical license, or service license, especially in regulated fields like healthcare or gambling.
If you’re ever in doubt about what’s required for your industry or country, your best move is to check the Ads Transparency Center. It’s updated often, and you can always reach out to us for a quick reality check.
Google’s Help Center Updates
Google’s Help Center got a facelift in April and May 2025, so don’t be surprised if things look a little different next time you’re searching for answers. The good news? The policies themselves haven’t changed—just the layout and navigation, which are much more user-friendly.
To get straight to the details, here are the latest resources:
- Advertiser verification overview
- Identity verification requirements
- Policy center
If you see a “Verification Pending” notice in your Google Ads account, take it seriously. It’s Google’s way of giving you a heads up, not a suggestion. Get your documents in order and respond before your campaigns get interrupted.
Monitoring & Troubleshooting
Wondering if you’re in the clear? There’s no need to guess. Google gives you a couple of dashboards to stay on top of your verification status.
First, the Ads Transparency Center is your go-to for seeing what’s public about your business—ad disclosures, legal business name, registration documents, and more. Next, your My Ad Center dashboard keeps tabs on your account’s verification journey, alerts you to any issues, and shows whether you’re “Verification Pending” or officially “Verified.”“Verification Pending” just means Google is reviewing your documents. If you’re “Verified,” you’re good to go and can keep your ads running. But if you’re stuck or something seems off, check Google’s policy escalation path—or, honestly, reach out to our team. We’ve walked dozens of businesses through this and can usually spot what’s missing or holding things up.
Frequently Asked Questions
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Q: Do I need to verify if I only run display ads?
A: If you receive a verification request, yes, you’ll need to complete the process regardless of ad type. Google is rolling this out to more accounts.
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Q: How long does verification take?
A: Most advertisers get verified in three to five business days, but it can take longer if Google requests additional verification or more documentation.
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Q: Can I update my documents mid-campaign?
A: Yes. If your business operations or ownership change, or you need to update personal identification documents, you can resubmit at any time from the Verification Center.
Ready to Keep Your Ads Running Smoothly?
The digital ads space is going through a sea of transparency change that won’t be over anytime soon—even Google admits as much, acknowledging that its new verification process could take years to fully implement worldwide. But for advertisers, the time to get your accounts in order is right now.Not sure how to put a plan in place for your company’s Google Ads verification process? Get in touch.
