It might surprise you, but Google Ads for financial services is not like that for ordinary services and products like tours and travel, entertainment, fashion, etc. Google updates its financial products and services policy from time to time. The latest update to Google Ads’ advertising policies for financial products and services was done in late 2024. The updates, however, vary from region to region and do not always apply globally.
Google ad copies for financial services have to pass through a lot of regulations and restrictions from Google. If you want to promote your ads, you need to get verification.
In this blog, you’ll learn about Google Ads’ financial services verification and how you can get verified for ads for your financial services.
What does Google Ads financial services and product verification mean?
To advertise financial services on Google, you need to go through their financial services verification process. This is required for any ads related to financial services that Google’s policies cover.
But first, you’ll need to complete the ‘advertiser verification program.’ So, to run these ads, you actually need to pass two verifications.
- Advertiser verification
Google’s ‘advertiser verification’ program applies to ads in sensitive areas like financial services, healthcare, and gaming. This step checks that your business, services, and products are legitimate.
Google uses this to protect users from ad fraud or scams. To pass, you’ll need to provide details about your business and the type of services you’re offering. This way Google can confirm that your ads meet their standards.
- Financial services verification
For financial services, Google has an extra layer of verification- similar to the LegitScript certification for healthcare content. This process started in the UK in 2021 and is now required in more regions. It’s necessarily required for ads that promote financial services like mortgages, investments, or pensions.
Google Ads policies for financial services
If you want to advertise financial products and services on Google, you need to follow specific policies. These rules are so designed that your ads comply with local laws and regulations in the areas where they are displayed. Here’s a summary of Google Ads’ key policies for financial services.
1. Clear disclosures about your business
Google requires financial service advertisers to clearly present information about their business, including location and any costs associated with their services. Specifically, you must-
- Provide accurate contact information and a physical business address.
- List all fees or charges for the product or service being advertised. Important details shouldn’t be hidden behind links or pop-ups and must be visible upfront.
- Include links to third-party endorsements or organizations when claiming affiliations, especially if it could improve your website’s credibility.
Image source: Screenshot from Google Support
2. Compliance with loan advertising rules
If your ad involves loans, there are more requirements:
Personal loans– Google defines personal loans as one-time loans for personal use, not intended for buying assets or educational purposes. For personal loan ads, you must:
- State the shortest and longest repayment terms.
- Disclose the maximum Annual Percentage Rate (APR).
- Provide an example of the total loan cost, including all fees.
- Advertise only repayable loans no earlier than 60 days from the issue date. This applies to direct loan providers, lead generators, and intermediaries.
High-interest loans– Google doesn’t allow ads for loans with an APR above 36%, which is considered a high interest rate by most consumer standards. Such loans, typically marketed for fast approval or minimal credit checks, are prohibited on Google Ads.
Loan modifications– Ads related to mortgage or foreclosure assistance must not:
- Promise loan modifications or foreclosure prevention.
- Charge upfront fees (unless offered by a law firm).
- Request property title transfers or suggest buying properties below market value.
- Advise users to bypass lenders and make payments directly to a company or third party.
- Discourage users from consulting their lender, attorney, or housing counselor.
3. Prohibited Financial Services Ads
Google Ads for certain financial products, such as:
- Binary options and similar products– Ads for binary options, digital options, and fixed return options are banned. This also includes sites focused solely on binary options or offering information and training on these products.
- Speculative trading tips– Ads leading to sites that provide trading signals, tips, or speculative trading info for complex products, including affiliate sites and broker reviews, are not allowed.
- Credit repair services– Ads promoting credit repair services are strictly prohibited.
These policies are designed to keep users informed and safe if they engage with financial services on Google. To comply with the regulations one has to go through the rules and regulations and updates from time to time. This is why hiring a certified Google Ads specialist becomes important for businesses.
Google Ads policies for financial services’ latest update
Google has announced a new update to its ad policies. These updates impact ads for financial products Here are the main points:
- Clearer language– The new policy will be reorganized and simplified. This should make it easier for advertisers to understand the rules.
- No change in enforcement– Although the policy will look different, Google’s approach to enforcing it will stay the same.
- Warnings for violations– Google will continue to give warnings for violations. If an ad breaks the rules, advertisers will get at least a 7-day warning before any potential account suspension.
This update is meant to make the policy easier to follow without changing the main requirements.
How to apply for Google Ads financial services verification?
If you want to advertise financial services on Google, you’ll need to complete the Financial Services Verification process. Here’s a step-by-step guide to help you get through it.
Step 1: Access your Google Ads account
First, log into your Google Ads account. If you don’t have one yet, you’ll need to create it by following the steps on Google Ads. This account is necessary to manage your ads and start the verification process.
Step 2: Determine who’s applying
If you’re applying as an individual, you’re good to proceed. However, if you work for a company or network that’s applying on your behalf, they’ll need to verify their business before they can verify you. This means the main organization must complete its own verification before moving on to individual accounts.
Step 3: Complete Google Ads financial services verification
The exact requirements depend on your region.
- For advertisers in the UK
In the UK, you’ll need to be authorized by the Financial Conduct Authority (FCA). Google requires proof of this FCA authorization before they allow your ads to run.
- For advertisers in India, Singapore, Indonesia, and other countries
In these regions, Google uses a third-party verification service called G2. Here’s how it works-
- Start by filling out G2’s form– Access G2’s form and fill in your business details. Make sure all the information matches what’s in your local financial registries.
- Look out for an email from Google– After you submit your details to G2, you’ll get an email from Google with instructions on their Advertiser Verification Program. If you’ve already completed this advertiser verification before, you can skip this step.
- Submit your unique G2 code to Google– Once G2 verifies your information, they’ll give you a unique code. You’ll need to send this code to Google through their form. When everything is approved, you’ll receive a certificate allowing you to run financial services ads. Google will notify you by email once you’re fully verified, and you’ll be ready to advertise in countries like India, Singapore, and Indonesia.
Once you’re verified, your account will be certified to advertise financial services, so you can reach your audience on Google.
Conclusion
By now, you must be confident about your knowledge of Google Ads financial services and product policies. If you still have doubts or trouble applying for Google Ads financial services verification, we can help you out.
Our PPC experts at McElligott Digital Marketing take care of your advertising needs so that you can focus on your business.
Book a FREE consultation today at (833) 772-4897.
FAQs about Google Ads policies for financial services
1. Do we have to pay for Google Ads?
Yes, you need to pay for running Google ads for financial services and products based on the budget you set, either per click or impression.
2. Does Google Ad’s new Financial Services Policy affect your business?
If your business advertises financial services, you’ll need to comply with the new verification requirements to keep running ads.
3. Who will be affected by the new Google Financial Services update?
Financial service providers, including those offering loans, investments, and credit-related services, are impacted and must complete verification.
4. Why is Google changing its Financial Products and Services Policy?
Google is updating its policy to protect users from misleading ads and reduce risks related to financial scams.
