Google Ads advertiser verification

Recently, Google has begun to randomly ask advertisers to provide detailed information about their advertised businesses.

Advertisers receive an email instructing them to undergo advertiser verification by completing a questionnaire in Google Ads. Until the verification is passed, all ads in the account are suspended. The account has 30 days to pass this verification. 10 days before the deadline, you will receive a second reminder email. If you don't pass the check in time, your account will eventually be blocked.

Here’s a guide from Ave Ads on how to pass this check correctly and successfully.

General provisions

The verification is carried out by the client themselves, as the questionnaire requires data related to the advertised site/application or to the white page that the ad leads to.
When going through the verification process, use an anti-detection browser, with a location appropriate to the location of the company on whose behalf the business on the white page is working, in a language appropriate to the location of the company, and from the Google Ads account that manages the adverts.
You fill out the form as a representative of the business you are advertising for. If a white page is used, you enter the data according to it.
The white page must be functional, free of contradictions and consistent in terms of subject matter and content with the targeting, keywords and adverts in the Google Ads account. If there are clickable elements on the landing page, they should also function as intended (see the product, read more, etc.)
You should only mention Ave Ads (legal entity: Simple Ads Ltd) in question 25 - "Who pays for your ads?".
The answers in the questionnaire must not contradict the information provided in your Google Ads account. Check the data specified in the login from which you are checked and which is linked to your Google Ads account.
It’s vital to understand that questionnaires are checked by humans, not SEO algorithms. A Google specialist will go to your landing page, check the data and test its work in relation to the functionality stated in the questionnaire, and compare your ad with the content of the landing page. If your website does not contain information about the seller, user agreement and data processing policy, does not allow you to make an application for a product/service, or if there are obvious contradictions in the content of your website, it is very likely that you will not pass the verification.

Part 1: Advertiser Information

Enter the customer ID if it is not listed below.

Enter the 10-digit Google account ID of the account being verified, if it is not automatically substituted.
Enter the website address if it is not listed below.

Enter the final website or the white page url to which the ad in the account relates.

It is important that the specified website appears as the destination page in the Google Ads account. The advertising format is not important, but the site must directly appear as a landing page in the account being reviewed.
Is the site listed in the answer to question 2 still used in this Google Ads account?

If a site was automatically substituted in question 2, answer if it is still current at the time of passing the verification.
1. If yes - select "Yes, the site is still in use".
2. If no - select the reason for irrelevance from the list of options that will appear if you select "No, the site is no longer in use" and specify an up-to-date website or white page.
Which of the following best describes how you work with Google Ads?

Select "I advertise on behalf of the organization I work for".

In the drop down menu, enter the company name as per the documents and the country where the company is registered.

Make sure that the company name and country of incorporation exactly match the documents you attach in question 28.
Is there another company that manages or creates campaigns?

Select "no".

Part 2. Information about you

Your name:

The name must match the name on the Google Ads account that you are getting verified.
Company Name:

Specify according to the website/white page.
Company Address:

Specify according to the website/white page.
City where the company is located:

Specify according to the website/white page.
Postcode of the company:

Add 5 or 6 digits of the postcode given in the documents.

Make sure that the data in questions 6-10 exactly match the data in the documents you attach in question 28.
The email address you use to sign in to Google Ads:

Copy the address from your Google Ads login address.

Part 3. Information about the advertiser's business model and partners

Describe the company's line of business:

Briefly describe what the advertised company does according to the website/white page.
Describe the company's business model:

Describe how the company according to the site/white page obtains its products, through what channels it distributes and to whom.
Describe your customers or target audience (if there are more than one, add two descriptions):

Describe the target audience of the product according to the site/white page.

We recommend keeping the answers in questions 12, 13 and 14 consistent with the settings (keywords, geotargeting) and content of the adverts in the account.
Describe how your company interacts with the target audience.

Specify according to the website/white page how the audience can contact the company.
Given the answers above, choose the most appropriate type for your company.

Choose the option that best suits the site/white page.
Do you need to have any other business relationship, such as a parent company or supplier, to provide the goods or services advertised on Google or shown on the site?

Recommended to choose "no", unless otherwise dictated by the specifics of the product.
Does the company provide paid marketing or advertising services or lead generation services? In other words, can your company be considered an advertising agency or partner?

Recommended to choose "no" unless otherwise dictated by the specifics of the product.

Part 4. Key Questions

Describe how the target audience obtains the goods or services advertised.

Describe according to the website/white page.
Who creates the ad content for this Google Ads account, including targeting and keywords?

Select "My company".
Who creates the content on your website?

Select "My company".
Who will the client hold responsible for non-delivery of goods or non-performance of services that are advertised through Google?

Select "My company".
Are other parties included in this Google Ads account?

Select "No".
Is it necessary to be in any other business relationship to provide branding for the adverts or website? Branding includes, but is not limited to, logos or product names, franchise rights or a relationship with an authorized dealer.

Select "No".
Who pays for your ads?

Select “No, an agency pays and invoices us” and specify "Simple Ads Ltd"
Does your company have to hold any of the types of certificates or licenses described below to sell the goods or provide the services you are advertising?

Specify according to the website/white page. The verification will go smoother if no additional certificates are needed.
How does your company protect the personal information of existing or potential customers?

There should be a Privacy Policy section on your website or white page - provide a link to it in the second field.
Attach additional documents that support the information you have provided above.

Please attach:
1. Certificate of incorporation of the company according to the website or white page.
2. Licenses and certificates for the products/activities of the website or white page if it is subject to licensing.
3. Terms of Use from Ave Ads website.
4. Preferably ID card for the name you provide in question 6.
To be more specific, Google may ask you for:
1. A letter or notice issued or stamped by IRS, such as CP 575 that confirms your Employer Identification Number,
2. A copy of the organization’s Form 8871, 8872, or 990 from the IRS website,
3. A state-issued certificate of business registration or incorporation,
4. Your organization’s most recent SEC filing, including Form 10-K,10-Q, or 8-K,
5. A business credit report from Experian, Equifax, TransUnion, or Dun & Bradstreet.
Double check that the information in the documents matches the information above on the questionnaire and website/white page.
Do you have any comments or important information?

Leave this field blank.

Once you have filled in all the items, click the "Submit" button.

It usually takes up to 7 working days for a response. The result of the check comes by email and is also displayed in the Ave Ads interface, in your Google Ads account status.