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Google Ads Financial Services Verification: Who Needs It and How to Get Through

Last checked against Google's documentation. By Muhammed Abdul Kalam. Blocks some ads

Quick fix

Google Ads financial services verification is required in some countries, including India, before you can run financial services ads or target people seeking them. In India, most advertisers first get verified by Google's vendor G2RS, then apply to Google with the code G2RS gives them. Each targeted country needs its own verification.

  • Check whether each country you target requires verification.
  • Make sure an admin of the Google Ads account or payments profile applies.
  • Have your licence and registration number ready.

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What this error means

In some countries Google requires advertisers to prove they're licensed (or exempt) before running financial services ads, and even businesses that don't sell financial services must verify if they target people seeking them. Where required, it covers every ad format and asset.

Google requires financial and non-financial advertisers to be verified in some locations when running ads to people who appear to be seeking certain financial services.

Why it happens

1You target a country that requires verification

Some locations require verification, separately for each location. In India, advertisers must be verified to show financial services ads to Indian users.

How to tell if this is you: Your financial ads target India or another listed country.

2You don't sell financial services but target people who want them

Non-financial advertisers with a reason to target people seeking financial services also need verification through G2RS.

How to tell if this is you: You are a marketplace, search engine or e-commerce site advertising near financial searches.

3Verification lapsed or needs renewal

Verification may need periodic renewal or reverification after significant account changes such as payments profile updates.

How to tell if this is you: An in-account notification asks you to renew or reverify.

How to fix it

Get verified (India)

For: You target a country that requires verification, You don't sell financial services but target people who want them

  1. Get third-party verification from G2RS first, unless you are an approved third party or a government entity.
  2. Apply to Google for financial services verification using the unique code from G2RS.
  3. Make sure the application comes from an admin of the Google Ads account or the payments profile.
  4. Provide your services, licences and registration number.

Keep it current

For: Verification lapsed or needs renewal

  1. Watch for in-account notifications about renewal or reverification.
  2. If you manage several accounts, apply for Manager Account Certification.

How long it takes

Google doesn't publish a timeline for this.

How to stop it happening again

  • Verify for each new country before targeting it.
  • Keep licences current and details accurate; false information revokes verification immediately.
  • Expect reverification after changing your payments profile.

From my desk

Clients with anything that touches loans, credit, investing or other money-related offers can be surprised, including lead generators and comparison sites. I ask them to read Google's financial services policy for their country before building campaigns. Verification itself goes through Google's own process with genuine business documents.

Muhammed Abdul Kalam

When to get help

  • You aren't sure which advertiser category your business falls under.
  • Your ads target several countries with different verification rules.

Stuck on this? Send me the details.Tell me what the platform shows and what you've tried so far.

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FAQs

Who needs financial services verification on Google Ads?

Financial services providers, and some non-financial advertisers, in locations where Google requires it, including India.

What is G2RS?

Google's third-party verification vendor for India. Most advertisers verify with G2RS first, then apply to Google with the code G2RS gives them.

Do affiliates and resellers need G2RS verification?

Approved third parties whose ads are approved by an authorised advertiser, such as resellers, affiliates and lead generation agencies, don't need G2RS verification.

Who can submit the application?

An authorised representative: an admin of the Google Ads account or of the payments profile paying for the ads.

What happens if I give false information?

Your verification is revoked immediately and the account may be suspended.

Related fixes

Glossary

Sources

Google