About Advanced Verification

Google wants to make sure that local business ads are relevant, useful and lead to a positive customer experience. In order to prevent fraudulent businesses from advertising on Google using false identities, AdWords and Local Services advertisers in certain verticals will be required to complete Advanced Verification. 

This article describes how Advanced Verification works, who is required to complete Advanced Verification, and how to verify your business.

Frequently asked questions about Advanced Verification

Where is Advanced Verification required?

You can see where Advanced Verification is required in the Advanced Verification policies.

How will Google use my information? 

The information you provide to Google on your application is strictly confidential and solely for the purposes of Advanced Verification. When handling all verification-related information, Google is subject to its Privacy Policy.

What if I don’t complete Advanced Verification?

AdWords and Local Services advertisers who are required to complete Advanced Verification will be not be eligible to have their ads appear on searches related to these services until the verification process is successfully completed. You can see where Advanced Verification is required in the Advanced Verification policies

How long does the process take?

Typically, verification takes around two weeks to complete. You can expedite the process by providing quick responses to any communications from the verification team.

I already went through a similar process for Google My Business. Do I have to complete Advanced Verification too?

Yes. The verification process and policies for Google My Business are different from Advanced Verification. Therefore, you must complete the Advanced Verification process in order to advertise on Google (if it is required for your business type in your area). You can see where Advanced Verification is required in the Advanced Verification policies

My business did not pass Advanced Verification. What can I do now?

If you have received notice that your business did not pass Advanced Verification, you can submit an appeal by filling out the appeal form included in the email update from the team. Upon receiving your appeal, Google will thoroughly review your business again. Please make sure that you include any information about your business that has changed since your initial application. The appeal process typically takes about 2 weeks.

 Video Verification

What type of device do I need?

The video call is done through Google Hangouts, which has mobile apps for iOS and Android smartphones. You may also use a laptop or tablet with a Wi-Fi connection if you do not have access to a smartphone.

What information do I need to have ready?

Please be at your business location during the call. If you operate your business out of a vehicle, have the vehicle nearby during the call. Be sure to have with you any official documentation related to your business(for example, a copy of your business license), as it may help you during the call.

What can I expect during the video call?

During the call you will meet with one of the agents on the Advanced Verification team. They will ask you your name, your relationship to the business, and other straightforward questions. The questions asked will vary from business to business depending on your application and the information that needs to be verified.

What is the purpose of the video call?

The purpose of the video call is to visually confirm the existence of the business as well as its location and other details. Any information gathered during the video call will only be used for the purpose of reviewing your application for Advanced Verification.

Advanced Verification questions specific to AdWords

How can I verify my business with AdWords?

Confirm your business info for Advanced Verification:
  1. Navigate to the Advanced Verification form.
  2. Enter your name, email, phone number, and the associated AdWords Customer ID. Select the type of business and enter the business name, business owner name, full business address, business phone number, and website.
  3. Enter your professional license details if you have a license. If not, leave those fields blank.
  4. Click Submit.

Fill out all of the required fields accurately to ensure we’re able to review your application in a timely manner. You’ll be notified by email once your application has been processed, typically within two weeks. Contact advancedverification@google.com for support if you have any questions or issues with  Advanced Verification.

Best practices when filling out the application

  • Your Name, Your Email, Your Phone Number: These fields should include the information of the person who is filling out the application.
  • Primary AdWords Customer ID: This is the Customer ID for the AdWords account that requires verification.
  • Business owner name, Business owner's email address, Business name, Business street address: These fields should include accurate information about the business that is seeking verification.
  • Business website: The website for the business that’s seeking verification should be functional when you submit the application so our team can review it.
  • AdWords account: If you’re a new advertiser, please create at least one campaign in your AdWords account before requesting verification.  Otherwise the verification will take longer than necessary since we’ll need to ask you to create a campaign before Google can complete our review.

What is my AdWords Customer ID? Where can I find it?

Your customer ID is a unique number used to identify your AdWords account. Learn how to locate your customer ID. If you manage multiple accounts, please do not include your MCC ID in the application. Only the Customer IDs used to advertise the specific business you are applying for should be included in the application.

I own more than one business (or one business with multiple locations). How should I apply for Advanced Verification?

If you operate more than one business, it is recommended that you have a separate AdWords account for each one and submit one application for each account. If you are applying for Advanced Verification for multiple locations or branches of the same business, please note that if they share the same AdWords account Google will need to review all of the locations before any of them can be approved.

I advertise on behalf of other businesses. What should I do?

Please submit an application on behalf of the business, or ask the business owner to submit an application. The application form has a space to indicate who is filling out the application, as well as the business owner’s details.

My business operates under more than one name. Which name should I use in the application?

If your business has multiple names, it is recommended that you provide the legal name of the business. If your business operates under a name that’s different from the one provided in your application, Google may ask to verify each additional name’s association with the business.

Does my business have to be licensed in order to get verified?

If your business operates in a location where licenses are required by law, then you must hold all required licenses in order for your business to get verified. Licensing requirements vary between cities, counties, and states, so be sure to check with your local authorities. If a license is required in your area and you do not provide one in the application, Google will contact you to confirm your licensing status.

My business is mobile only. What address should I put on the application?

If you are applying as a mobile-only business, please indicate the street address you use for other communications related to this business. This is typically the business owner’s home or office address.

I accidentally put the wrong information on my application. What can I do?

If your application is incorrect or needs to be updated, please send an email to advancedverification@google.com stating what needs to be changed.

My business was successfully verified. How can I remain in good standing and maintain my verification status?

In order to remain in good standing you must continue to comply with the Advanced Verification policies. Google may contact you for clarification if there are any inconsistencies among your account or advertising activity and the business that was approved. This doesn’t happen frequently, but if you do receive an inquiry about a change to your business, respond promptly and accurately.  If any of your business information changes (for example, your business name, address, or license number) please let the team know immediately by emailing advancedverification@google.com with your Customer ID and a description of the changes.

Advanced Verification questions specific to Local Services 

My business already passed Advanced Verification to advertise on AdWords. Do I need to complete the verification process again for Local Services ads? 

If you are asked to complete Advanced Verification again, Google can apply the same verification status to your Local Services ads under the same business name, website, and address in most cases. You can contact verificationupdate@google.com to provide the original Customer ID used in your AdWords Advanced Verification. 

I already passed Local Services background and license checks. Is Advanced Verification still required?

Yes, all locksmith, garage door service, and moving businesses advertising in the United States must pass Advanced Verification in order to serve in the Local Services unit.

I missed my Video Verification appointment. How can I reschedule? 

You can contact verificationupdate@google.com to reschedule your appointment. 

My business was successfully verified. How can I remain in good standing and maintain my verification status?

In order to remain in good standing you must continue to comply with the Advanced Verification policies. Google may contact you for clarification if there are any inconsistencies among your account or advertising activity and the business that was approved. This doesn’t happen frequently, but if you do receive an inquiry about a change to your business, respond promptly and accurately.  If any of your business information changes (for example, your business name, address, or license number) please let the team know immediately by emailing verificationupdate@google.com with your Customer ID and a description of the changes.
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