Google Ads Advertiser Verification – 101 Guide

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The Google Advertiser verification process can be frustrating at times. You may be rejected by Google and not provided reasoning that will assist you with being more successful on the next attempt.

The most common reasons for being rejected are that the details you provide during the process do not match the documentation you provide to Google, you should also ensure that you provide the correct documents that relate to your business during the process.

Here are the most important things to remember when completing advertiser verification for Google Ads:

1. Be prepared to provide documentation:

Google may request various documents to verify your identity and business. These documents may include:

• Government-issued photo ID for an authorized representative:
  • Passport
  • Driver’s license
  • National ID card
  • Permanent residence card
    
• Organization registration documents:
  • Business license
  • Articles of incorporation
  • Tax registration certificate
  • Trademarks
  • Business website or social media pages

It is vital that the details of the documents you upload. Your business name should match exactly the documents that you upload as proof of registration. This document should be the applicable document based on your country. See below examples of documents that can be used.

1. Business License

• UK: Companies House registration certificate
• US: Varies by state, but could include a seller’s permit, DBA (Doing Business As) certificate, or professional license
• Europe: Trade license or business registration certificate, often issued by the local chamber of commerce
• Australia: Australian Business Number (ABN) – not just the ABN, the business registration document with your ACN or ABN.

2. Articles of Incorporation/Formation

• UK: Memorandum and Articles of Association
• US: Articles of Incorporation (for corporations) or Articles of Organization (for LLCs)
• Europe: Similar to the US, varies by country (e.g., Satzung in Germany, Statuts in France)
• Australia: Company Constitution or Replaceable Rules

3. Tax Registration Certificate

• UK: VAT registration certificate (if applicable)
• US: EIN (Employer Identification Number) confirmation letter from the IRS
• Europe: VAT registration certificate or tax identification number
• Australia: Business Activity Statement (BAS) or GST registration

4. Trademarks

• All regions: Registration certificate from the relevant intellectual property office (e.g., UKIPO, USPTO, EUIPO, IP Australia)

5. Business Website or Social Media Pages

• All regions: Links to your official website and/or active social media profiles (Facebook, Twitter, LinkedIn, etc.)

2. Provide accurate and complete information:

Make sure that all the information you provide to Google is accurate and complete. This includes your business name, address, contact information, and website URL. These details should match the documents you upload exactly.

3. Respond to Google’s requests promptly:

Google will send you notifications throughout the verification process. Respond to these notifications promptly to keep the process moving forward. Google support is limited with the assistance they can provide as they cannot provide suggestions on resolving the matter, verification is completed by a third party.

4. Allow enough time for verification:

The verification process can take several days or weeks to complete. Make sure to start the process early to avoid any delays with your Google Ads campaigns. Once an account is paused or suspended it may take 2 weeks to resolve the matter, so look to verify the account as soon as you create it.

Here are some additional tips for completing advertiser verification:

• Make sure you are logging into the correct Google Ads account.
• Review the verification requirements for your specific country or region.
• Upload clear and legible copies of your documents.
• If you have any questions, contact Google Ads support.

Here are some resources that you may find helpful:

• About verification: https://support.google.com/adspolicy/answer/9703665?hl=en
• How to complete identity verification: https://support.google.com/adspolicy/answer/9870201?hl=en
• Document requirements for advertiser verification: https://support.google.com/adspolicy/answer/9870201?hl=en
• Google Ads Help Center: https://support.google.com/ads/?hl=en

By following these tips, you can help to ensure that your Google Ads account is verified quickly and smoothly.

Need help with your Google Ads? Contact us here

It should be worth noting that Google isn’t great at explaining what you’ve done wrong if you’re rejected, so follow the steps to the T and ensure that you provide all correct documentation.
It’s imperative that you begin this process as soon as you receive the notification or shortly following the creation of a new Google Ads account. If you do not complete it within the allotted timeframe, your account/ campaigns can be paused for a considerable time.

The following is a list of the most common problems people have with Advertiser Verification;

Verification process taking too long:

This is a very common complaint, with many users reporting wait times of several weeks or even months. The reasons for the delays can vary, but they often include:

• High volume of verification requests: Google has been rolling out advertiser verification to more accounts, which has led to a backlog of requests.
• Understaffed verification team: Many users report difficulty contacting Google Ads support and getting help with the verification process.
• Missing or incomplete documentation: Make sure you have uploaded all the required documents and that they are clear and legible.

Technical issues with the verification form:

Some users have reported technical issues with the verification form, such as errors when submitting the form or difficulties uploading documents.

Unhelpful Google Ads support:

Many users report frustration with Google Ads support, feeling that they are not getting the help they need to resolve their verification issues.

Concerns about the new verification requirements:

Some users are concerned about the new verification requirements, particularly the need to provide personal information.

Lack of clarity on the verification process:

Some users find the verification process to be confusing and unclear, with conflicting information provided in different places.