Overview of the Move
Google has decided to relocate the Advertiser Verification page to a new section in the Google Ads console, specifically under Admin > Policy > Account. This transition consolidates various verification tasks, compliance statuses, and business information into a singular hub. The rollout happens in phases, with some accounts already migrated and others still in the process.
Rationale Behind the Change
The primary objective behind this interface adjustment seems to be the streamlining of account management. By centralizing all policy-related functions, Google aims to reduce navigation time for advertisers handling verification and compliance alerts. This aligns with Google’s broader strategy to enhance usability amidst a global push for stricter verification requirements, ostensibly to reduce fraud and maintain advertiser accountability.
Verification Program Background
Launched in 2020 and expanding globally by 2025, the Google Ads verification program mandates identity verification through government-issued documents and proof of domain ownership. Non-compliance results in ad pauses or account suspensions. The recent page relocation integrates these requirements with broader policy tools, but without altering existing verification mandates.
Implications for Advertisers
Advertisers must now navigate to Admin > Policy > Account to access verification updates. Verified accounts will experience no disruption, but unverified accounts must complete necessary steps to avoid ad pauses. This move anticipates stricter 2025-2026 policies, emphasizing compliance as essential for maintaining ad serving. Larger agencies and advertisers may find centralized access beneficial, potentially lowering support ticket volumes.
Future Predictions
In the next 6-12 months, expect Google to further tighten verification requirements as part of their ongoing strategy to combat advertising fraud. Continuing changes may complicate workflows for advertisers who fail to keep pace with compliance demands. The centralization of verification tasks might also serve as a precursor to more aggressive policy enforcement, increasing operational risks for those not adhering to new standards.
