When managing Google Ads accounts, Google often requires businesses to complete Business Operations Verification. This process ensures transparency and trust in the advertising ecosystem. If you’re an agency managing Google Ads campaigns for a client, here’s a comprehensive guide to completing verification with a sample scenario involving ABC LLC as the agency and MNO LLC as the advertiser.
What is Google Ads Verification?
Google requires advertisers and agencies to verify their business operations to confirm their legitimacy. This involves submitting key information about the company managing the ads and the company funding and fulfilling the services or products advertised.
Sample Scenario
- ABC LLC: The agency managing Google Ads campaigns.
- MNO LLC: The advertiser funding the campaigns and responsible for fulfilling the services promoted.
Steps to Complete Verification
Step 1: Understanding Roles
- ABC LLC (Agency):
- Handles campaign management, ad content creation, and optimization.
- Manages performance tracking and reporting.
- MNO LLC (Advertiser):
- Funds the Google Ads campaigns (linked bank account).
- Provides products/services advertised and interacts directly with customers.
Step 2: Collect Required Information
Google Ads requires both the agency and advertiser to provide details about their roles and operations.
- For ABC LLC (Agency):
- Business Registration Certificate: Proof of legal registration.
- Contract with MNO LLC: A signed agreement outlining the scope of work.
- Contact Information: Full name, address, and email used to manage the account.
- For MNO LLC (Advertiser):
- Business Registration Certificate: Proof of advertiser’s legitimacy.
- Linked Bank Account: A bank statement (redacted as necessary) showing the account used to pay Google Ads charges.
- Licenses and Certifications: Any required licenses to provide the advertised products/services.
- Privacy Policy: URL or document outlining how customer data is protected.
Step 3: Complete the Verification Form
The verification process involves answering detailed questions about the agency, advertiser, and the nature of the business relationship.
Sample Responses for ABC LLC and MNO LLC
- Who manages the ads?
ABC LLC manages all aspects of Google Ads campaigns, including setup, targeting, and optimization. - Who funds the ads?
MNO LLC directly funds the campaigns through their linked bank account. - Who owns the services advertised?
MNO LLC owns and fulfills the services advertised. - What is the business relationship between the two parties?
ABC LLC is a marketing agency contracted by MNO LLC to manage Google Ads campaigns.
Step 4: Submit Supporting Documents
Upload all required documents during the verification process. Ensure that:
- Sensitive information, such as account numbers, is redacted.
- Documents are in PDF, JPG, JPEG, or PNG format.
Sample Verification Agreement
Here’s an example of a simple agreement that can be used as a supporting document during verification:
AGREEMENT FOR GOOGLE ADS MANAGEMENT SERVICES
This Agreement is made on [Date], by and between:
ABC LLC (Agency)
Address: [Insert Address]
Hereinafter referred to as the “Agency.”
MNO LLC (Advertiser)
Address: [Insert Address]
Hereinafter referred to as the “Advertiser.”
Scope of Work:
- ABC LLC will manage Google Ads campaigns for MNO LLC, including setup, optimization, and reporting.
- MNO LLC will fund all campaign expenses directly.
Payment Terms:
- MNO LLC agrees to pay a service fee of $[Insert Fee] per month to ABC LLC.
Signatures:
[Signatures of both parties]
Common Challenges in Verification
- Missing Documentation:
Ensure all documents, such as business registration certificates and contracts, are available and up-to-date. - Incorrect Responses:
Clearly define roles in the verification form to avoid delays. - Compliance Issues:
Verify that all campaigns comply with Google’s advertising policies.
Conclusion
Google Ads verification is a straightforward process when agencies and advertisers clearly define their roles and responsibilities. Using the sample scenario of ABC LLC and MNO LLC, ensure you provide accurate information and submit required documents promptly. By doing so, you can maintain a seamless advertising experience and continue running effective campaigns.
If you have questions about completing Google Ads verification, feel free to reach out for assistance!