G2 Financial Services Verification

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Step 1: To show financial services ads of any kind in the countries listed below, most advertisers must – as a first step – be verified by G2. To obtain G2 Financial Services Verification, advertisers must demonstrate that they: (1) are authorized by a relevant regulatory body; or (2) qualify for an exemption. Important: Certain types of advertisers are not eligible for G2 verification. For example, if you are not a licensed entity but you act as an approved reseller, broker, or affiliate for a licensed entity, you are not eligible for G2 verification. In such cases, the licensed entity will need to obtain a Google Ads account and apply for G2 verification. After the licensed entity is G2-verified and has completed verification with Google as a country-authorized financial services advertiser, the licensed entity must initiate verification for you with Google by submitting a list of domains or websites that you use to promote their services, via this form. Prior to applying for G2 Financial Services Verification, please refer to Google’s Financial Products and Services ad policies.

Step 2: Financial services advertisers that have obtained G2 Financial Services Verification must also have their identity verified via Google’s Advertiser verification program. Please check your email inbox for an Advertiser verification email from Google. Note: If advertisers have previously completed Google’s Advertiser identity verification program, they will not be required to complete step 2.

Step 3: After completing steps 1 and 2, advertisers may apply to show financial services ads in the chosen country. When you apply to show ads, you will be asked for your G2 code. In addition, all financial services advertisers must comply with Google’s Financial Products and Services ad policies. The Google Ads application can be found here:

Verification Process

If your business is authorized by an applicable regulatory body to provide financial services in a specific country, apply for verification by clicking on the “Apply” button, below.

EXTREMELY IMPORTANT: The business information you provide during this verification process must exactly match the business details available in the relevant registry. For example, your verification may fail if your organization name or registration number is different or not available in the relevant registry.

If you have successfully submitted your application, you will receive a confirmation email from G2 acknowledging receipt of the application. The confirmation email will include a code specific to your application (your “G2 code”).

Within 5 calendar days, G2 will email you regarding the status of your application (e.g., approved, denied). If approved, you will be required to share your G2 code with Google when you apply to show ads to users who appear to be seeking financial services in your chosen country.

Exemption Process
If your business is not authorized by a financial services regulatory agency, you may still be eligible to advertise financial services keywords with Google Ads. G2 issues exemptions to two different types of advertisers: (1) Exempt Non-Financial Services Advertisers; and (2) Exempt Financial Services Advertisers.

To determine whether you should apply for one of these exemptions, please review the definitions below.

Exempt Non-Financial Services Advertisers: Advertisers that do not promote financial services but have a compelling reason to target users who appear to be seeking financial services. Examples (non-exhaustive): Search engines, eCommerce platforms, law firms.
Exempt Financial Services Advertisers: Financial services advertisers that are exempt from registration requirements under applicable law.

If you have successfully submitted your application, you will receive a confirmation email from G2 acknowledging receipt of the application. The confirmation email will include a code specific to your application (your “G2 code”).

Within 5 calendar days, G2 will email you regarding the status of your application (e.g., approved, denied). If approved, you will be required to share your G2 code with Google when you apply to show ads to users who appear to be seeking financial services in your chosen country.

Ready to Apply?

Please select the country where you wish to advertise.

Before you apply:

Make sure you are eligible to obtain a G2 verification. Please read Step 1 above for details.
If you are an authorized representative (such as a marketing agency or subsidiary) that holds the Google Ads ID on behalf of your licensed client or parent company, please do not provide your own information, and instead, provide the information of your client or parent company when applying.

For additional information, please refer to our FAQs below or contact financialservicesverification@g2llc.com

Frequently Asked Questions (FAQs)

1. Who can apply for G2 Financial Services Verification?
To obtain G2 Financial Services Verification, applicants must demonstrate that: (1) they are authorized by an applicable regulatory body in the country where they wish to advertise; or (2) they qualify for an exemption.

The exemption process is available to two different types of advertisers: (1) Exempt Non-Financial Services Advertisers (e.g., search engines, eCommerce platforms, law firms); and (2) Exempt Financial Services Advertisers. This second category includes financial services providers who are exempt from licensure/registration requirements under applicable law.

2. How much does verification cost?
G2 Financial Services Verification does not cost the advertiser anything.

3. What information will I need to apply?
You will need information related to your Google Ads account (e.g., Google Ads account Customer ID and the Authorized Representative applying for verification). You will also need information about your business. Please note: Your business information must exactly match that found in the relevant regulatory database.

4. Does my G2 Financial Services Verification allow me to advertise financial services globally?
No. G2 Financial Services Verification is country-specific. Currently, G2 verification is required in Australia, Singapore, and Taiwan. If you wish to advertise in all three countries, you must submit three applications.

5. What is the expected verification turnaround time, from application submission to decision?
The turnaround time is 5 calendar days or fewer.

6. Can I reapply if my application was denied?
Yes. If your application is denied, you will receive an explanation and (if applicable) suggested remediation steps.

7. My application has already been approved by G2, but I would like to update the list of domain names to which my ads will direct users. What should I do?
Please re-apply and choose the option that states: “My application was previously evaluated. I would like to re-apply and update the data fields in my application with new information.” When you re-apply, you must submit the G2 code that is associated with your original application. Important: The domains you provide in this subsequent application will replace all domains you previously submitted.

8. What do I do if my advertisements are disapproved by Google even though I am G2 verified?
G2 verification does not guarantee your ability to advertise with Google. Please contact Google regarding all advertising inquiries.

9. Do I need to reapply annually for verification?
No. You only need to apply once (per country) for G2 Financial Services Verification. Please note: G2 will be auditing all verified entities on a regular basis to determine that they continue to meet the verification or exemption criteria.

10. Are there any circumstances where G2 would revoke my verification?
Yes. If G2 determines that an advertiser provided false information during the verification process, G2 will revoke the verification. We may also revoke a verification under certain other circumstances. For example, we may revoke a verification in response to an adverse regulatory action or if we confirm that a business is no longer appropriately licensed/registered, as required by law.

Verification Process

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