In this solo episode of the Advisers Assemble podcast, host Alex Curtis dives deep into the administrative steps required to run Google Ads, particularly for those in the financial services industry.
Alex walks you through the often tedious but crucial processes of advertiser verification, financial services verification, and setting up billing within Google Ads.
This episode is packed with practical advice to help you avoid common pitfalls and ensure your ads are compliant and ready to go.
Key Topics Covered:
- Advertiser Verification:
- Importance of proving your identity and business legitimacy to Google.
- Required documents: Incorporation certificate and passport/driver’s license.
- Common mistakes to avoid, such as mismatches between your business name and what’s listed on the FCA register.
- Tips for ensuring your identification documents are properly uploaded.
- Financial Services Verification:
- Understanding the verification process for running ads related to mortgages and other financial services.
- Differences between Directly Authorised (DA) firms and Appointed Representatives (AR).
- Steps for DA firms to self-certify and ensure their domain and email addresses match FCA records.
- Additional steps required for ARs, including the involvement of your DA firm or network.
- Billing Setup:
- Setting up a billing profile and choosing your payment method (direct debit, credit/debit card, etc.).
- The importance of clarity when using an agency to manage your ads – ensuring you know who is responsible for ad payments.
- Benefits of paying Google directly to maintain transparency and control over your ad spend.
- Actionable Takeaways:
- Get your advertiser verification done early to unlock additional ad features.
- Ensure all business details match exactly with FCA records to avoid delays.
- If you’re an AR, coordinate closely with your DA firm or network to complete the verification process.
- Consider setting up direct billing with Google to avoid confusion over ad spend.
