If you run Google Ads for your business, you may have heard of Google Advertiser Verification. Between 2023 and 2024, Google required all businesses running ads to verify their identity.
For most childcare businesses, this is a positive change. That extra verification step is worth it — let us tell you why.
How Does Google Advertiser Verification Enhance Google’s Integrity?
Google Advertiser Verification prevents unsavory businesses from gaming the system and spammy sites from serving too many ads.
This verification prevents shady websites from competing for ad space and stops their ads from appearing beside yours. It increases your opportunities for views and boosts your ads’ integrity.
Before Google Advertiser Verification, spammy and unfair ads threatened legitimate businesses. Why would you want to compete against those who don’t play fair?
Now, everyone must verify their business’s identity through the Google Ads system — but this is a small price to pay for a level playing field.
Benefits of Google Advertiser Verification: Ad Credibility, Display, and Google Support
So, what happens if you don’t verify your business?
At some point, Google will send you a requirement to verify your account within 30 days. If you don’t, your ads won’t run — even if you’ve been running them for years.
It’s a rollout-style change, so not every preexisting account will receive the requirement simultaneously. Any new accounts made since the change require verification to run ads.
Once you verify, your business logo and name will appear in your ads alongside a label that shows you’re verified by Google. You’ll also receive access to brand assets, which will help you build better brand recognition.
Some sites claim that Google-verified businesses will receive exclusive features, improved account performance, and better Google support. We’ve found no official documentation to support those claims, but it’s worth keeping an eye out for them.
You’ll have to complete this verification sooner or later. Starting the process early may help you avoid rushing through it later, which could prevent costly mistakes that could disrupt your ad campaigns.
The Google Advertiser Verification Process
The Google Advertiser Verification process can be a pain in the neck. While the benefits outweigh that pain, it’s not a straightforward or simple process.
According to Google, the verification process starts with filling out several “about your business” questions. Your answers to those questions will determine any further requirements. You’ll have 30 days to answer the initial questions, then 30 additional days to follow up with Google’s next steps.
Google may ask for one or more forms of verification. That may include, but is not limited to, business registration documents, your government ID, or proof of address. It’s a real verification process, almost like a TSA PreCheck.
Here at RMS, we handle our clients’ Google Advertiser Verification process. Our marketing experts are already familiar with the platform and its requirements.
Challenges and Eligibility Criteria
Often, the documents business owners want to provide don’t fulfill Google’s Advertiser Verification requirements. The documents must be from a verified legal entity that Google recognizes and must be clear and readable. Fuzzy, pixelated, or improper documents slow the process down.
Missing documents can also delay the verification process. If you can’t find them, you may need to reapply for extra copies, which often take weeks to receive. Note that you must be a legal business entity to be eligible in the first place.
Next Steps
Once you’re verified, how do you maintain that verified status? Currently, the answer seems to be up to Google’s discretion. Your verification is good until Google deems it isn’t.
Maintaining consistency with your billing documents helps prevent re-verification. A significant change in your business information, such as changing your payment method on file, may trigger one. Violating Google’s policies may also result in a re-verification.
So, stay prepared. Keep your documents safe, and don’t forget where they are. If you work with a marketing team like RMS, your team will inform you about any changes or updates to Google’s policies. They’ll also handle re-verification requests.
If you’d like help with these new changes, schedule a no-strings-attached Power Hour. We’re happy to assist you!