Google Tightens Ad Transparency: What Advertisers Need to Know

Google has rolled out a significant update to its Ads Transparency policy aimed at boosting accountability in digital advertising. As of May 1, 2025, Google will now display the payer name for ads—pulled from the advertiser’s payment profile—if it differs from their verified advertiser name.

This move is particularly important for agencies and businesses managing multiple clients or brands. In cases where agencies place ads on behalf of clients, the client’s name will now appear as the funder. This information will be publicly visible via Google’s My Ad Center and the Ads Transparency Center.

Why It Matters

This policy change enhances visibility into who is actually paying for ads, helping reduce confusion and improving trust with users. However, it also introduces some new responsibilities:

• Review and manage payment profile names to ensure accurate representation.
• Agencies should re-verify accounts by May 31 if they’ve been misclassified as direct advertisers.
• Starting in June, advertisers can manually update their payer name during the account verification process.

Failure to update information may lead to misattribution or reputational risks, especially if the wrong entity is shown as the ad sponsor.

For Election Ad Buyers

Those running political ads are already required to disclose funding sources. Anyone needing to update payer information must repeat the election ad verification process under Google’s current rules.

The Bigger Picture

With transparency becoming a central theme in digital advertising, staying compliant with evolving ad policies is crucial for both brands and agencies. Google’s latest move is a reminder that how you present your organization publicly—especially in paid media—can influence brand trust, visibility, and legal standing.

At Earn SEO, we stay ahead of industry shifts like Google’s evolving Ads Transparency policy to help our clients remain compliant, visible, and competitive. Our PPC services in New York are built on transparency, strategy, and measurable results—so your ad spend always works smarter. Whether you’re an agency, brand, or business looking to scale, our team ensures your campaigns reflect the right payer identity and drive ROI.

Ready to take control of your PPC advertising? Contact us today and let’s grow your business the right way.