Disclaimer: This article is intended to specifically help UK advertisers and there may be some differences in the rules if you live in other countries.
If you advertise on Google Ads the chances are you will have received an email informing you that you have to verify your business by a specific date. This verification must be completed by an authorised representative, who is an admin of the Google Ads account and/or the payments profile paying for the ads.
This is just another of a seemingly endless raft of changes being applied by Google in 2023. This blog post will attempt to help you navigate the process. Let’s begin.
Verification Isn’t Straightforward
When you log into your ads account you’re most likely going to see a banner that looks like this. Don’t ignore it. As much as we all hate these things, it’s best to deal with them ASAP, lest it cause you a heap of problems later.
It’s at this point I should point out that there are essentially 2 types of companies in the UK, Limited companies and Sole Traders.
- Limited companies pay corporation tax and their founders are company employees.
- Sole traders are just skilled people who keep all the profit their business makes. the verification process for both types of business is slightly different so I’ve split them into two sections.
Verification For Limited Companies
Once you click the “Get started” button. You’ll see an info panel, it doesn’t ask you what type of business you are. In my opinion, this is the first failure.
Google ads should be asking, “Are you a Limited company or a Sole Trader?“, then it should direct you to the correct set of questions. It doesn’t do this, however, hence this explainer as several of our clients have fallen victim to this format, when in fact it should be a simple process.
You’re going to see this screen.
The first part is easy enough. Tell us about your business:
Tell Google about your company. It’s your name, your company name, Email, Phone number, and business address.
* Just make sure that your information is consistent with your payment details. EG: Name, business name and address. If you’ve changed address, changed company name, or have a different name on your bank card, you could hit a problem.
Check by looking at your payment details and your account preferences and making a note of what’s in there. Here’s how.
Step1:
Click Tools and Settings, then choose Preferences.
Step 2:
Check that your details are fully filled out. *This isn’t mandatory when launching an account, so many accounts never filled out these form fields. You will need to make a note of what details are here because you’ll need to refer to it when verifying your business.
Check your Billings Settings
Here’s how:
Click Tools and Settings/In the Billing column choose settings
**IMPORTANT – This is the information you will need to match when you’re filling out the verification form. It must match it exactly otherwise your application for verification will keep being rejected.
Back To The Verification for Limited Companies
Okay, now you’ve done part one, click the second section. This part is simply going to ask a few simple questions and ask you to upload your scanned documents. Click the Get Started link.
You’ll see the following screen:
The info in the red box lists the documentation you will need to verify your business. Before you Click Start Verification…
I advise that you gather the files you will need beforehand.
Scan your Certificate of Incorporation and save it as a JPEG or PDF
If you don’t have a certificate, or can’t find it, the section on the Companies House website is useful. I’ll provide the full URL below, correct at the time of writing:
https://companieshouse.blog.gov.uk/2021/10/27/certificates-and-certified-document-copies-from-companies-house/
Scan Your Drivers Licence or Passport
I advise using a scanner if possible. It will create a high-resolution image that isn’t prone to external light sources or shaky hands.
*If you can’t do that a smartphone image will suffice:
-
- Place the driver’s licence/passport on a neutral-coloured surface, a matte texture is best, so as not to reflect light.
- Ensure that you show the entire card. Don’t hold the card or cut the edges off. Google will reject the image if you do this, so it’s best to get it right the first time.
- Don’t forget, if you’re uploading the driver’s license you need up upload the FRONT and the BACK.
OK, now you are ready.
The bits I have highlighted in the green box are the EASIEST pieces of information to provide, in my opinion, if you don’t drive, the passport might be a better option.
Then you’ll see this screen:
Fill out everything you can taking care to double-check everything for mistakes and consistency with the details mentioned above.
upload your documents.
Adding the organisation’s registration number is not mandatory but I advise you to do it anyway. Google will likely ask for this information in a few months, so you may as well get it over with. Your company number is public domain information anyway.
Your address: Just do it. The most important thing here is keeping your ad account operational. you cannot proceed without giving this information.
Keep clicking the NEXT button until you come to the end.
OK, If you have followed all my instructions, you are home free. Verification usually takes about 1 -3 working days.
If you continue to have issues. You may be able to open a dialogue by email here
https://support.google.com/google-ads/gethelp
Phil’s Ranty bit: I’m personally NOT happy with Google (about a lot of things atm) but here it’s about having to upload my driving licence or passport, and home address to Google. What do they do with this info? What is happening to the data being extracted from that information? Why does Google really need this information? By making us upload it, I think we’re exposing our personal data, and it’s an infringement on our privacy and potentially civil liberties.
If you’re uncomfortable with it, then take it up with Google later. I’d urge everyone to do that.
Anyway, I hope you found this guide useful, and perhaps in return, you might share the link or even share the article on Social media.
Follow here:
https://www.instagram.com/peakdistrictseo @peakdistrictseo
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I’m Phil Gregory, the MD and founder of Peak District SEO.
I’m an SEO & Google Ads Consultant with 28+ years of experience in I.T and helping UK Businesses improve website performance.
I built my first website in 1998, then I discovered the joys of website optimisation and never looked back.
If you want a no-nonsense, no-hard-sell approach and to actually get your website fixed with a solid, affordable, long-term approach, hit the contact button today.
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