When a company wants to run financial services–related ads on Google Ads (e.g., loans, credit cards, banking products, trading apps, insurance, fintech apps), Google requires them to go through a mandatory verification process.
- It’s done in partnership with independent third-party verification agencies (like G2 Web Services / GDC, IDology, EY, Experian, depending on the country).
- The verification ensures that:
- The advertiser is a legitimate financial services provider.
- The company is registered with the appropriate regulatory authority (RBI, SEBI, IRDAI in India, FCA in the UK, etc.).
- The website/app clearly discloses fees, risks, terms & conditions.
- There is no misleading or predatory financial activity (high-risk loans, crypto scams, unlicensed trading platforms).
Only after clearing this, the advertiser gets Financial Services certification from Google, without which ads are restricted or banned.
⚠️ Why are so many companies failing at it?
Most failures happen due to compliance, documentation, and trust issues. Common reasons:
- Regulatory Gaps
- Many fintech startups operate in “grey zones” (e.g., loan aggregator apps, BNPL, unregulated forex/crypto platforms).
- If they’re not directly licensed by RBI/SEBI/IRDAI, they fail verification.
- Misleading or Incomplete Disclosures
- Websites/apps not clearly showing loan APR, processing fees, repayment terms, or risk disclaimers.
- Hidden conditions or small-font T&Cs → leads to rejection.
- Mismatch in Business Identity
- The legal entity name on government/regulatory registration doesn’t match the Google Ads account or website domain.
- Example: Ads account registered as “ABC Loans Pvt Ltd” but domain is “QuickMoneyNow.com” → gets flagged.
- High-Risk Business Models
- Payday loans, high-interest lending, binary options, unlicensed forex trading, crypto exchanges → almost always rejected.
- Weak Website/App Transparency
- No “About Us”, missing customer care contact details, no physical address, or vague company ownership details.
- Third-party Partnerships Not Declared
- Many NBFCs work via intermediaries or white-label apps. If not declared, verification fails.
Why does Google do this?
- To protect consumers from scams (fake loan apps, fraud brokers, Ponzi crypto ads).
- To comply with local financial regulators in each country.
- To protect Google’s own liability and reputation.
In short:
Google’s Third-Party Financial Verification is a compliance gate for running financial ads. Companies fail mostly because they’re either not fully regulated, not transparent, or don’t align their documentation with ad/account details.
THE WHOLE PROCESS FROM START TO END, WE HAD SUCCESSFULLY APPLIED FOR MANY COMPANIES, HAD FACED ERRORS IN THE BEGINNING, HERE WE ARE NOTING DOWN THE WHOLE PROCESS FROM BEGINNING TO END, WHAT HAPPENS IMMEDIATELY AFTER YOU FILL THE FORM, TYPES OF ERRORS WE ENCOUNTERED AND THE MAILS WE GOT FROM SUPPORT.
Acknowledgement mail when you submit the form
Hi,
Thank you for submitting the verification request for an Approved Third Party. We will begin the review of your application and we will notify you via email on the status of your request within 5 business days. We will notify you via email on the status of your request.
As next steps, the Third Party may be asked to submit Advertiser verification documentation if they have not completed this process before. They will receive an email and an in-account notification that will guide them through the identity verification process in Google Ads.
Thanks for advertising with Google,
gTech Customer Experience
error in mail id (for e.g. parent company not using the mail id associated with the google ads for verification)
Hi Zendria,
Thank you for contacting Google Ads support regarding your concern in the Google Ads account. I will be glad to assist you.
Upon our preliminary checks, we have noticed that the given email ID is not associated with the Google Ads account. Therefore, we are unable to move ahead with the account investigation.
Before we get started, I request you to please share the email linked with the child account which you have provided, so that we can help you further regarding the issue.
Your prompt attention to this matter would be greatly appreciated. Please send us the correct details at your earliest convenience.
Meanwhile, if you have further questions, feel free to contact us and we will be happy to assist you.
Thank you for choosing Google Ads, we at Google appreciate your business with us.
Sincerely,
Sakshi
gTech Customer Experience
NB: If you need to reference this support ticket in the future, the ID number is 3-45XXXXXXXXXXX
ACCOUNT MISMATCH ERROR -1
Hi Zendria,
Thank you for contacting Google Ads support regarding your concern in the Google Ads account.
Before we proceed further, I need you to verify your identity so we can discuss your Google Ads account. I have sent you a prompt to accept and authenticate your service request.
You can directly navigate to g.co/verifyaccount
and sign in before clicking “Yes”.
Awaiting your confirmation on verification.
Meanwhile, if you have further queries, please feel free to contact us and we will be happy to assist you.
Thank you for choosing Google Ads.
Sincerely,
Ayush
gTech Customer Experience
NB: If you need to reference this support ticket in the future, the ID number is 4-34XXXXXXXXXXX
ACCOUNT MISMATCH ERROR – 2
Hi Zendria,
Thank you for your pateince I hope you are doing well.
I am sorry, we were not able to verify your account ownership today. As we discussed, verification is for your security.
Since we cannot confirm your identity, you can:
Email support: Initiate an email response through this form (please ensure the email address you are using matches the one connected to Google Ads).
If you are having trouble accessing your Google Ads account, please follow the steps below to resolve the issue:
Login issues: For help logging into your Google account, please refer to the following troubleshooter.
Access issues: Please reach out to the Google Ads account admin to have your email address added to the Google Ads account. Learn about access levels here.
Thank you for your understanding.
Sincerely,
Ayush
gTech Customer Experience
NB: If you need to reference this support ticket in the future, the ID number is 4-34XXXXXXXXXXX
THIRD PARTY VERIFICATION SUCCESSFUL MESSAGE
Hi,
Thank you for applying for Approved Third Party verification to run financial services ads approved by you. We’re pleased to inform you that your application was successful.
As next steps, your approved advertiser may be asked to complete advertiser verification if they have not completed this process before. They will receive an email and an in-account notification that will guide them through the verification process in Google Ads.
Please note that any time you want to add or remove an Approved Third Party or expand the domains list for an Approved Third Party, you will need to submit this form again. You must notify us immediately if you cease to approve the promotions of any third party.
Please note that your Approved Third Party ads must still comply with all Google Ads policies. Learn more about the financial services policy requirements.
You’ll need to renew your Approved Third Party verification periodically. You’ll receive a notification when this renewal is required. We thank you for your cooperation in this process.
Thanks for advertising with Google,
The Google Ads Team
PROCEDURE TO APPLY FOR 3RD PARTY FINANCIAL VERIFICATION
Let’s take it as 1st Party (Parent Company) and 3rd Party (Child Company)
| 1st Party (Parent Company) | 3rd Party (Child Company) | |
| Google Ads Account | Ad Account 1st Party | Ad Account 3rd Party |
| Registered Name (Private Limited) | Private Limited 1st Party | Private Limited 3rd Party |
| Company Address | Company Address 1st Party | Company Address 3rd Party |
| Phone number | Mobile 1st Party | Mobile 3rd Party |
| Email Id | Email Id 1st Party (Admin mail id of Google Ads) | Email Id 3rd Party (Admin mail id of Google Ads) |
| Authorized Representative | AR – 1st Party | AR – 3rd Party |
| Links (Domain/Appstore/ Playstore/Youtube) | Domain 1st Party | Domain 3rd Party/ Appstore 3rd Party / Playstore 3rd Party /Youtube 3rd Party |
Select your respective country, in this case its India
