Who needs to complete verification
Google's financial services verification applies to advertisers promoting financial products and services to users in India, including loans, credit cards and other credit products. Regulated entities such as banks and NBFCs verify with their RBI registration, and intermediaries need to show the relationship that allows them to market a regulated partner's product.
Verification is done at the advertiser (payments profile or account) level through the Google Ads advertiser verification flow. Until it is approved, financial-services ads can be limited or disapproved.
What to prepare before you start
Most delays come from mismatched documents rather than eligibility. Line these up first:
- Legal entity name exactly as it appears on the RBI certificate or partner agreement.
- RBI certificate of registration (for NBFCs) or partner/authorisation letters (for DSAs and LSPs).
- A website that names the regulated lender, shows contact details, and links to a privacy policy.
- Domain and landing pages that match the entity being verified.
Personal loan ad requirements
Google's personal loans policy requires certain disclosures on the landing page: the minimum and maximum repayment period, the maximum annual percentage rate (APR) including fees, and a representative example of the total cost of the loan. Advertisers in India must also be appropriately licensed or partnered.
Short-term loans with very short repayment periods are restricted. Check the current policy wording before each new product launch, because Google updates it periodically.
Common rejection reasons
In the accounts we audit, rejections usually trace back to a few fixable issues:
- The verified entity name differs from the name on the website footer.
- No APR range or repayment period on the landing page.
- A DSA site that reads as if it were the lender itself.
- Missing or broken privacy policy and grievance contact.
Frequently asked questions
- Can a loan DSA get verified on Google Ads?
- Generally yes, if it can document an authorised relationship with a regulated lender and its website makes that relationship clear. Requirements change, so confirm against Google's current help pages.
- How long does verification take?
- It varies. Clean, matching documents often move within days; mismatches can add weeks of back-and-forth.
- Do I need to show APR on the ad itself?
- The disclosures Google requires for personal loans sit on the landing page. The ad must not be misleading or promise approval.
This guide is a marketing summary, not legal advice. Platform policies and regulations change; always confirm against the official source and your compliance team.