Step 1: To show financial services ads of any kind in the countries listed below, 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. Please note: Certain types of advertisers are not required to obtain G2 verification. 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.