For a company that encourages advertising because it brings them revenue, Google has certainly made it tougher for some businesses to take out ads. In a case of a few bad apples spoiling the bunch, Google has “identified a number of fraudulent advertisers who use false identities on Google.” To keep the paid advertising system (AdWords and Local Services) as relevant and safe as possible, the solution is Advanced Verification, which is an important yet potentially frustrating process for a small number of service-based industries.

Who must go through Advanced Verification

US-based advertisers in these industries must comply with Advanced Verification in order to advertise on AdWords, Local Services, or both:

  • Garage door services (either ad platform)
  • Locksmith services (either ad platform)
  • Moving services (Local Services)
  • Air duct cleaning (Local Services)

It seems like an odd selection, but with the security risk of letting an unlicensed, uninsured, and even fraudulent individual posing as a service contractor into your home or business, an extra check from a major corporation is valuable for the consumer. But if the business is caught off guard, sales and reach could plummet (at least for a time, if not permanently).

Advanced Verification impacts the above industries seeking to advertise on AdWords in any region of the United States. Local Services advertising, however, hasn’t rolled out nationwide, so local businesses can only make use of the advertising format if they are in one of the select cities now supported.

How Advanced Verification works

Local businesses in the affected industries may receive advertising disapproval for new or existing ads. But if you are in these industries, don’t wait to get flagged by Google—be proactive and start the process by filling out the Advanced Verification form. You’ll need:

  • Business contact information
  • AdWords Customer ID
  • Business license number

It can take a couple weeks before you hear from a Google representative (another reason to not wait until your ads stop running before starting the process). Then you will have to set up a video conference call with a Google representative while you are at your business location. Don’t miss the call, or you risk not being approved. If you must miss the call, contact the representative right away to reschedule.

What happens if you don’t comply

Simply put, if you don’t complete Advanced Verification, you can’t run paid ads on Google’s services. For many local businesses in crowded markets, paid advertising is a critical means to staying competitive. Chances are that your competitors are running ads, so the ability to do so, whether it’s a major part of your budget or not, is critical. It’s not only worth the effort to complete the process—as frustrating as it may be to be in an industry that’s been singled out—but helps validate your business, which may have even more impact in the future (no one knows how Google may expand the initiative over time).

What this may mean for service-based businesses in general

This policy change was motivated by advertisers posing as legitimate businesses in a handful of industries. Whether or not the fraud expands to other service-based industries, it wouldn’t be surprising if Google still expanded the program. If you are a local business providing an on-site service, keep an eye on your Google notifications, and be sure to work with a trusted and certified Google advertising partner who will make sure you proactively stay compliant with their policies.

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