Google is expanding its Financial Services Verification programme. Ireland and the UK already have location-specific requirements, while Google has announced that verification will come to the United States in early 2027.

The programme goes beyond checking ad copy. Google may examine the advertiser’s identity, regulatory status, advertising domains, Google Ads account and relationship with any agency or third party. A campaign can therefore comply with ordinary advertising rules and still be restricted because this verification chain is incomplete.

What is Financial Services Verification?

Google uses Financial Services Verification to establish whether an advertiser is authorised to promote financial products or qualifies for an exemption.

It is separate from Google’s standard Advertiser Verification programme. Depending on the target country, an advertiser may need to complete both processes. Verification for one country does not automatically cover another; Google says separate verification may be required for every location targeted.

The rules can affect banks, lenders, insurers, investment businesses, fintech companies and other regulated providers. They can also affect lead-generation businesses, affiliates and marketing agencies advertising on behalf of an authorised company.

What applies in Ireland?

Advertisers wishing to show relevant financial-services advertising in Ireland may need to complete three stages:

1. Obtain verification through Google’s external compliance partner, G2 Risk Solutions.
2. Complete or confirm Google Advertiser Verification.
3. Submit the G2 verification code through Google’s Financial Services Verification form.

Google requires the submitted business information to match the appropriate regulatory records. Relevant details may include the company’s legal name, address, registration information, Google Ads customer ID and every domain used by its advertising.

An approved third-party advertiser, such as an agency, affiliate or reseller, does not apply independently through G2. The authorised advertiser must submit the third party’s domains and Google Ads account details to Google.

Failure to complete the process does not necessarily suspend the whole account. However, Google states that it can restrict ads covering in-scope financial services or targeting users who appear to be seeking them. Read Google’s Ireland requirements. Advertising Policies Help

How are the UK requirements different?

For UK financial-services advertising, an eligible business generally needs to demonstrate authorisation by the Financial Conduct Authority or qualify for a stated exemption.

The legal name and Financial Services Register number must match the FCA’s records. Google also requires the advertiser to identify registered and additional advertising domains.

Google’s process requires an appropriate FCA-registered contact to be associated with the Google Ads account. If a public email address is used, Google says it must exactly match the email recorded with the FCA.

Agencies, affiliates and other approved third parties must be verified through an FCA-authorised advertiser that approves their financial promotions. Review Google’s UK requirements. Advertising Policies Help

What should US advertisers prepare for 2027?

Google has announced that Financial Services Verification will reach the United States and Canada in early 2027. Google says the programme will validate credentials against relevant regulators or recognised registries. It is also working with the American Bankers Association to use its registry when verifying authorised banks.

Google has not yet published every operational detail or enforcement date for every category. US advertisers should therefore prepare their records now while monitoring Google’s official policy notices. Read Google’s announcement. blog.google

A practical preparation checklist

Before applying, confirm that these details agree across the regulator, website, payment profile and Google Ads account:

• Registered legal name, trading name and address
• Regulatory authorisation or exemption
• Registration or licence number
• Google Ads customer ID
• Domains and landing-page domains used by campaigns
• Authorised representative’s name and business email
• Agency, affiliate or lead-generation relationships
• Google Ads billing and payments-profile information

Domain alignment deserves particular attention. If an authorised company owns one website while an agency runs ads through another lead-generation domain, both parties should document that relationship before applying.

Agencies should also identify who legally approves the promotions. Account access alone does not establish authorisation. The advertiser may need to submit the agency’s customer ID and domains and confirm that it approves the advertising.

What to do when ads are restricted

Start with the exact policy notice inside Google Ads. Determine whether it requests standard Advertiser Verification, Financial Services Verification or a product-specific certification.

Then compare every submitted field against the relevant registry. Correct mismatched names, missing domains and outdated account information before appealing. Keep confirmation emails and verification codes, because they establish which account and country were approved.

Businesses planning financial-services campaigns should treat verification as part of campaign setup rather than an administrative task after launch. That reduces the risk of building campaigns that cannot serve when they are needed.

Written by Ajesh Unnithan

For help reviewing your advertising setup, contact Ajesh Unnithan or email mail@ajeshunnithan.com.