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If you want to run financial services advertising via Google Ads in the UK, Google requires your business to complete its financial services verification process. This applies to all ad formats and assets.
Whether you’re a lender, broker, insurer, fintech platform, or affiliate partner, you’ll need to demonstrate that you’re authorised by the UK Financial Conduct Authority (FCA) or qualify for one of Google’s listed exemptions.
Why it matters: Google’s goal is to protect users from misleading or harmful financial content.
This step-by-step guide walks you through what to expect, so you can get verified quickly and launch your campaigns with confidence.
Step 1: Understand the Requirements
Google requires financial institutions to be verified to ensure compliance with its advertising policies and to protect users from potentially harmful financial advertisements. This process confirms your legitimacy as a business in the financial space.
Tip: If you’re unsure whether your business qualifies, check out Google’s Financial Services Policy for detailed criteria.
Example:
A pensions advisory firm or mortgage broker offering comparison tools would both require verification, even if they don’t offer the final product themselves.
Step 2: Add an FCA-Linked Contact to Your Google Ads Account
From 26 September 2024, you must add a contact to your Google Ads account whose email domain matches the one registered with the FCA.
Important:
If your FCA registration uses a public email (e.g., @gmail.com, @yahoo.com, @outlook.com), the address added to your Google Ads account must be an exact match. If no email is currently listed on your FCA record, it must be updated first.
Save Time Before You Start:
Make sure you’ve got access to an FCA-registered email address and that it’s either:
• Already listed on your FCA record, or
• Updated in the FCA database before starting verification.
How to Add the FCA Contact:
- Sign in to your Google Ads account.
- Go to Tools & Settings > Access & Security.
- Click the Users tab.
- Hit the plus (+) icon to add a user.
- Assign at least email access level.
- Send the invite to the FCA-registered email.
- Ask the contact to accept the invite.
- Once accepted, their name will appear under Users in your account.
Example:
If your FCA listing uses [email protected], you must add that exact address to your Ads account, even if your marketing team normally uses something like [email protected]
Step 3: Apply for UK Financial Services Verification
To apply, complete this form with the following details:
• Your Google Ads customer ID
• The name of the Authorised Representative
• Your business information (name, address, email)
• The domain(s) listed on the FCA register plus any others you advertise with
• Your UK FCA registration number (FRN)
• A declaration confirming compliance with legal and regulatory obligations
Important:
Ensure your business info matches the FCA record exactly.
Mismatches in name, domain, or FRN can lead to rejection.
Tip:
Prepare your documents in advance to speed up the process.
Step 4: Submit Required Documentation
Gather and upload supporting documents, including:
• Business registration with authorities like the FCA
• Recent financial statements (e.g. audited accounts)
• Licences/certifications for regulated services
• Advertising permissions, if applicable
These documents prove your financial legitimacy and regulatory compliance.
Tip:
Submit clear, up-to-date scans. Low-quality or outdated docs may cause delays.
Example:
• A bank might upload a certified banking licence and a recent audit.
• An insurer may provide an FCA certificate and regulatory approval notice.
Step 5: Review and Confirm Your Information
Before submitting, double-check:
• All information is accurate and up-to-date
• Any extra documents requested by Google are included
Step 6: Submit for Google Review
Submit the form and documents for review.
Google will assess your submission to confirm the legitimacy of your business.
Note:
Reviews can take several days to a few weeks, depending on volume and complexity.
Tip:
While waiting, you may need to pause or limit any campaigns that require verification to avoid issues.
Step 7: Wait for Approval
You’ll receive an email confirming whether your financial verification has been approved.
• ✅ If approved: You’ll gain full access to run financial ads
• ❌ If rejected: Google will give feedback on what to fix and how to reapply
Example:
A broker was rejected due to a mismatch between the domain in their Ads account and the one listed on the FCA register. After correcting the domain and reapplying, approval was granted within 4 working days.
Step 8: Maintain Compliance
Once verified, you must continue to:
• Comply with Google’s financial advertising policies
• Ensure ads are transparent, accurate, and not misleading
• Disclose risks appropriately
Google may request updated documents periodically, especially after changes like mergers or regulatory updates.
Tip:
Keep your paperwork current and review policies regularly.
Verification for Approved Third Parties
If you’re not directly FCA-authorised but operate under an FCA-authorised firm, the verification must be completed by the authorised firm on your behalf.
Process:
- The authorised firm submits a list of your domains to Google.
- Google may ask you to complete Advertiser Verification.
- You’ll receive instructions via email and in your Ads account.
If you’re the FCA-authorised firm:
• Submit this form
• You must already be verified for your own business
• You may only verify third parties whose financial promotions you actively approve
Important:
• To add or remove third parties, resubmit the form
• Notify Google immediately if you stop approving someone’s promotions
You’ll need to provide:
• Your Google Ads customer ID
• Contact details of the Authorised Representative
• Your business details
• Website/domain list of third parties
• A signed declaration confirming your approval of their promotions
Example:
A compliance consultancy runs ads for several clients under one FCA authorisation. They must submit each domain they manage and confirm that they pre-approve all ads that mention financial services.
Verification for Exempt Non-Financial Services Advertisers
If your ads target finance-related terms but you’re not promoting financial services, you can apply using this exemption form.
What you’ll need:
• Your Google Ads customer ID
• Contact details of the Authorised Representative
• Your business name, address, and email
• The domains you plan to advertise
• A brief explanation of your business and keyword strategy
• A declaration confirming that you will not promote financial services
Tip:
You may also need to complete the Advertiser Verification Programme.
Example:
An accounting software provider running ads around “small business finance” may qualify for exemption if they do not offer loans or investment products.
Download our handy one-sheeter here
Need a Hand with Google Ads Financial Verification?
At Optimyzd, we specialise in helping financial businesses navigate Google’s complex ad policies. Let us take care of the verification process for you, so you can focus on growing your business.
Get in touch today to ensure your ads are compliant and ready to go.
