Google Updates Ads Transparency Policy

On Wednesday this week Google announced a change to its Ads Transparency Policy to be rolled out in 2 phases:

In May 2025, for verified advertisers, Google will begin displaying the Google Ads account payment profile name to identify who is paying for the ads, if that name is different from the verified advertiser name. For verified agency accounts, the client payment profile name will be used as payer name if different from the verified advertiser name.

Agencies currently incorrectly identified as direct advertisers will need to correct their information and re-verify before 31 May 2025.

Beginning in June 2025, advertisers will be able to edit the displayed payer name in the billing section of their Ads account. After that, any changes you make to your payer name will display in place of your payment profile name. If you create a new Google Ads account, your payment profile name will be displayed as payer unless you change it during advertiser verification.

Google says this change is being made to increase accountability in advertising.

Go here to see more about the Google Advertiser Verification Program.