Imagine your carefully planned advertising campaign, poised to reach its traffic peak, suddenly suspended by Google due to failed advertiser verification. This scenario is not hypothetical but a reality many cross-border sellers currently face. Google has implemented the Advertiser Verification Program to enhance advertising transparency and combat misleading practices.
Understanding Google's Advertiser Verification Program
The Advertiser Verification Program is Google's mechanism to confirm advertisers' authentic identities and business operations. This unified process combines previous identity verification and business operation validation requirements. Successful verification leads to the display of advertiser information, including name, location, and active advertisements, in Google's Ad Transparency Center.
Initially launched in April 2020 for political advertisers, the program now encompasses all advertisers across Google's platforms. Both newly registered Google Ads accounts and established accounts must complete this verification.
Verification Program Components
The verification process consists of two primary components:
- Identity Verification: Confirms the advertiser's name and location to authenticate their identity.
- Business Operations Verification: Validates business details including operational model, registration information, service offerings, commercial practices, and relationships with promoted brands or third parties where applicable.
Upon successful verification, Google may disclose additional advertiser information such as:
- Targeting parameters
- Total ad impressions
- Ad thematic tags
- Advertiser name change history
- Creative assets
- Ad scheduling and placement data
- Removed ads or suspended accounts due to policy violations
- Business contact information
Purpose of Advertiser Verification
Google's verification initiative serves multiple objectives:
- Enhancing advertising transparency for consumer decision-making
- Combating fraudulent advertising practices
- Building consumer trust in verified advertisers
- Complying with applicable legal requirements for advertising disclosures
Documentation Requirements for Chinese Businesses
Google requires different documentation based on account type ("Organization" or "Individual"), visible in the Google Ads payment settings.
Business Accounts (Organization Type)
Required documents include:
-
Business Registration:
- Business license
- Organization code certificate (if still present on license)
-
Authorized Representative Identification:
- Passport
- National ID card
- Driver's license
- Permanent residence card
Personal Accounts (Individual Type)
Required documents include government-issued photo identification:
- Passport
- National ID card
- Driver's license
- Residence permit
Completing the Verification Process
Google implements verification in phases, notifying selected accounts via email or in-account notifications with completion deadlines. Advertisers may also initiate verification proactively.
Active Verification Steps
- Log into Google Ads account
- Navigate to "Advertiser Verification" page
- Check eligibility and click "Start Verification" if qualified
Completing the Business Questionnaire
This initial step includes questions about:
- Advertising agency status
- Payment responsibility
- Promoted products/services ownership
- Industry classification
- Billing country/region
Submitting Verification Documents
Based on questionnaire responses, the system will specify required verification steps:
- Identity Verification: Requires personal legal name, supporting documents, address information, and potentially phone verification.
- Business Operations Verification: Requires detailed business information including operational model, registration details, and service offerings.
Review Process
Google typically reviews submissions within 5-7 business days, notifying applicants via email about verification status or additional information requirements. Verification status can also be checked under "Tools & Settings" → "Billing" → "Advertiser Verification."
Important Considerations
- Advertisers have 30 days to complete the business questionnaire after initiating verification.
- After questionnaire completion, an additional 30 days are provided to fulfill all verification requirements.
- Accounts failing to complete verification within stipulated timelines will have advertising suspended until successful verification.
Utilizing Google's Ad Transparency Center
This public repository allows users to research advertisers and their campaigns during specific periods, providing competitive insights including:
- Advertiser search by name or website
- Filtering by geographic and temporal parameters
Verified advertisers display their authenticated name/address with a "Verified" badge, while unverified accounts show payment profile information with an "Unverified" designation.