What is the Google Ads Verification Process?

July 28, 2023
Google Ads logo and the Google verification Process

Google Ads Verification is Google’s response to increase security, transparency, and the user experience on the Google Ads platform. The intention is to require a strict audit process of some business information to ensure the authenticity of the business and the adherence to Google Ads’ advertising process. By doing so, Google aims to create a safer and more trustworthy advertising environment for users while reducing the potential for fraudulent or misleading ads. You can find how Google Ads explains the verification process here.

The Importance of Advertiser Verification:

  1. Enhancing Credibility: Advertiser Verification plays a significant role in building credibility and trust among users. When consumers see ads from verified advertisers, they are more likely to engage with them, knowing that they come from reputable sources.
  2. Mitigating Fraud: Fraudulent advertising activities, such as click fraud or false claims, can harm both users and advertisers. Advertiser Verification helps reduce the prevalence of such practices by establishing a higher barrier for entry and deterring malicious actors from participating in Google Ads.
  3. Protecting Users: Verifying advertisers ensures that users are exposed to relevant and accurate information. This protection is particularly important in industries where misinformation can lead to serious consequences.

The Advertiser Verification Process:

Google Ads’ Advertiser Verification process typically involves the following steps:

  1. Account Information: Advertisers are required to provide accurate and up-to-date information about their business, including their legal business name, physical address, and contact details.
  2. Documentation: Advertisers may need to submit various documents to prove their identity and legitimacy. These could include government-issued IDs, business licenses, and tax identification numbers.

What Account Information is Required?

The required information can all be found broken down by location here. Typically, you will need to provide the following for information:

  • Business legal name
  • Business address
  • Corporation number (optional)
  • Authorized representative legal name
  • Authorized representative address

What Documentation is Required?

The following documentation is also required for Google Ads Verification:

  • Proof of organization document (certificate of incorporation, certificate of continuance, existence, or compliance, certificate of good standing/status)
  • Authorized representative proof of identity (driver’s license front and back, national identity card, passport)

Do I Need to Complete Google’s Advertiser Verification?

In short – yes. The process may not be required immediately, but eventually, Advertiser Verification becomes mandatory for all Google Ads accounts. You can complete the process early to avoid any disruptions to your marketing efforts and enhance your account’s access to features. If you choose to wait until you are notified of the deadline, you will have 30 days to complete the process – including any errors and subsequent resubmissions.

What’s in it for You?

There is a carrot at the end of this stick for completing Google Advertiser Verification. Google will allow you access to some features that are restricted for those who have not been verified. For example, displaying your business logo next to text ads, or adding your business name as an extension in the Google Ads platform. Additionally, Google Ads will allow access to more advanced ad formats like HTML5 ads and Local Service ads.

Need Some Help?

Ontario SEO has a team of professionals who have completed advertiser verification for many partners in the past and continue to do so as the process becomes mandatory for all accounts. Ontario SEO lives and breathes digital advertising and we are here to help.