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Google to verify US and Canada financial advertisers
Google is bringing its Financial Services Verification program to the US and Canada, with a planned rollout in early 2027. Advertisers will have to show they're authorized by regulators or recognized registries before running certain financial ads.
Jerry Quin2 min read2 sources
Illustration: The Keywordless.
The short answer
What changed
Financial Services Verification is a Google Ads check that sits on top of identity verification. Under it, advertisers "must demonstrate they are authorized by relevant regulators or recognized registries before running certain financial ads." On Oct 20, Google said it is bringing the program to the US and Canada, with a planned rollout in early 2027.
Who has it
Advertisers running certain financial ads in the US and Canada, once verification opens. Google says advertisers "will be notified if and when they need to complete the process." The post doesn't say which financial ads are covered or give an enforcement date.
What I'd do this week
Advice, not from Google: if you run financial services ads that target either country, start preparing now instead of waiting for the notice. The steps I'd take are below.
How it will work in each country
In the US, Google is working with the American Bankers Association "to use their dedicated registry to verify authorized banks before ads can run." In Canada, it is "engaging closely with the Canadian Bankers Association" as it prepares. Google calls the rollout a phased implementation, adapted for each country because regulations differ.
Before the rollout, Google says it will provide country-specific information for advertisers, including accepted registries, required credentials and onboarding instructions.
The program already runs in 42 countries. It started in the United Kingdom in 2021 and most recently expanded across the European Union. The policy page's list of locations doesn't include the US or Canada yet.
What the current process looks like
The US and Canada details aren't out, but the existing policy page shows what verification involves elsewhere:
- Information about the type of financial services you provide, the licenses you hold, your registration number and other details about your business.
- An application from an authorized representative: an admin of the Google Ads account or of the payments profile paying for the ads. That includes agencies that manage the account.
- Verification for every ad format and asset, where it's required.
- Manager Account Certification, which advertisers already certified can apply for to have that certification applied to more accounts under the same manager account. Eligibility may vary by advertiser and certification type.
The page also lists approved third parties, such as brokers, resellers and affiliates, as a separate advertiser type that needs an authorized advertiser's approval.
What I'd do with it
This is my advice, not Google's.
If you manage financial services accounts that target the US or Canada, check that advertiser identity verification is complete on each one. It's the base layer this program builds on.
Start a short list per client: the regulator or registry they're licensed with, license and registration numbers, and who is an admin on the account and the payments profile. That's what the current process asks for, and it's slow to chase down later.
If you run affiliate or lead gen campaigns for a financial brand, keep an eye on how the US and Canada rules treat approved third parties.
Sources
Expanding our defenses against financial scam adsblog.google/products/ads-commerce/financial-services-verification-united-states-canadaGoogle, The Keyword. Published Oct 20, 2026. Checked Oct 20, 2026.Financial Services Verificationsupport.google.com/adspolicy/answer/15332527Google Advertising Policies Help. Checked Oct 20, 2026.Jerry Quin
Jerry Quin is the pen name of a paid media practitioner who has managed Google Ads accounts at an agency for 10 years. He writes about Google Ads, Microsoft Ads, ChatGPT Ads, and the rest of paid media and digital marketing, from what's rolling out to what he'd actually do about it.