Whether you’re an individual advertiser, a business, or an agency running ads on behalf of clients, here’s everything you need to know — explained in simple terms.
What’s Changing?
Google will now show the “payer name” — the name of the entity funding the ad — alongside or instead of the advertiser name. This update will take place in two phases:
✅ Phase 1 – May 2025:
-
Google will automatically display the payment profile name as the payer name if it’s different from the verified advertiser name.
-
For agencies, the client’s payment profile name will be used — not the agency’s — so long as it differs from the advertiser name.
-
This information will be visible in two places:
-
My Ad Centre
-
Ads Transparency Centre
-
Example of a personal advertiser’s approved payment name display.
✅ Phase 2 – June 2025:
-
Advertisers will be able to edit their payer name by going to the Advertiser Verification page under Billing.
-
Once updated, this custom payer name will appear instead of the payment profile name.
-
New Google Ads accounts will default to showing the payment profile name unless changed during verification.
Example of an agency advertiser where the client’s name is shown instead of the agency’s.
Why This Matters
Google’s update enhances ad transparency and helps users:
-
Know exactly who is behind the ad.
-
Trust the legitimacy of advertisers.
-
Understand the source of funding for promotional content.
Example of how users can check advertiser info in the Ads Transparency Centre.
Special Notes for Agencies
Agencies that are currently verified as direct advertisers need to:
-
Reset their advertiser verification and
-
Reverify as an agency by May 31, 2025.
Failing to do so may result in the agency’s name being shown as the payer — even if the client is funding the ads.
WH Questions You Should Be Asking
-
What is changing?
Google is showing who pays for the ad, not just who runs it. -
When is this happening?
May 2025 (auto-display), June 2025 (manual edit option). -
Where can users see this info?
In My Ad Centre and the Ads Transparency Centre. -
Why is Google doing this?
To make online ads more honest and accountable. -
Who is affected?
All advertisers — individuals, businesses, and agencies. -
How can I change what’s shown?
Go to your advertiser verification settings starting June 2025.
Final Takeaway
Transparency is no longer optional. Make sure your Google Ads account is ready:
-
Review your advertiser verification status.
-
Ensure your payer name reflects your brand or your client (as intended).
-
Agencies: Reverify correctly before May 31, 2025.
Need help updating your account or navigating verification? Let us know — we’re here to guide you through it.