- If you have a deadline, your account is paused when it passes and stays paused until you're verified. Google says deadlines can't be extended.
- Google says reviews can take up to 5 business days, and in rare cases up to 30, so start early.
- The name and location on your payments profile must exactly match your documents.
- Only an account admin can complete the tasks, and there are limits on failed attempts.
What Google asks you to do
The tasks depend on whether you're an individual, an organisation or an agency. Google lists them in Tasks required for Advertiser verification.
| Who | What Google may ask for |
|---|---|
| Everyone | Questions about your organisation and who pays for the ads. Some advertisers also get questions about their business operations. |
| Individuals | Personal details and a government photo ID, phone confirmation by code, and sometimes a video selfie with your ID. |
| Organisations | Organisation details (a D-U-N-S number is optional) and documents showing your legal name and location. |
| Agencies | Your agency's details and your client's. Answer 'Yes' to the agency question if you run ads for clients. |
| Billing | Questions about payments, sometimes a small test charge (no more than $1.95) with a 6-digit code to confirm your payment method. |
Why verification fails
Names or addresses that don't match
Google says the name and location on your payments profile must exactly match your documents. A trading name has to match its registration document.
Extra details in the name
Google warns against special characters, emojis, service information or phone numbers in names.
The wrong agency answer
Saying you're not an agency when you run ads for clients can get the account paused or suspended.
Too many failed attempts
Google limits attempts: for example 5 tries to match your ID and video selfie, after which you have to contact Google.
Leaving it too late
Reviews can take up to 5 business days, rarely 30, and a missed deadline pauses the account.
How to get verified first time
- 1
Start as soon as you see the notice
Don't wait for the deadline. Google says reviews can take up to 5 business days, and the deadline can't be extended.
- 2
Line up your details
Make the name and address on your payments profile match your ID or company documents exactly, before you submit anything.
- 3
Use clear documents
Current, readable, not cropped, and showing the same legal name and location. Google lists accepted documents by country in its document requirements.
- 4
Make your website agree
Show the same business name and address in your website's footer and Contact page. It doesn't replace your documents, but a site that matches them makes your business easier to recognise.
Certanza's free scan shows the business name, email, phone and address a Google reviewer would find on your site, and flags names or emails that differ between pages.
Common questions
- Google Ads: Tasks required for Advertiser verification
- Google Ads: Timelines for Advertiser verification
- Google Ads: Advertiser verification
Certanza is independent and not affiliated with Google. This guide is general information, not legal advice, and Google's policies can change.