Overview
Use a role table before you write prose. Give every organization one or more specific functions, but do not let one function imply another without evidence.
Role-by-role framework
| Role | What it can mean | What it does not automatically prove |
|---|---|---|
| Advertiser | Party represented by the ads or responsible for the advertising activity | That it pays Google or fulfills the product |
| Agency / MCC | Party managing campaigns or holding manager-account access | Ownership of the advertiser, offer or payment profile |
| Payer | Party whose billing method pays Google | That it owns campaigns, products or customer relationships |
| Affiliate / network | Party promoting a merchant offer or mediating authorization and tracking | That it is the merchant, seller or fulfiller |
| Merchant / seller | Party offering the goods or services and often controlling checkout | That it manages the Google Ads account |
| Fulfiller | Party shipping, delivering or performing the advertised offer | That it is the legal advertiser or payment-profile owner |
Evidence by relationship
Identity records establish that an organization exists. Relationship evidence establishes why it appears in the account or customer journey. Depending on the case, this can include signed agreements, manager-account screens, payment details, invoices, network approvals, authenticated dashboards, program terms, website policies, checkout screens and fulfillment records.
Screenshots should show enough context to identify the account, party, relationship and date where available. A cropped logo or isolated line of text may be too weak to establish the underlying relationship.
Contradictions to resolve
- The agency is named as advertiser in one answer and only as campaign manager in another.
- The payment profile belongs to a third party that is never mentioned.
- The website presents the advertiser as the seller, but checkout and support belong to another merchant.
- The affiliate claims a direct merchant relationship while evidence only shows access through a network.
- An MCC is described as account ownership evidence even though it shows management access only.
Next step
Write one sentence that describes the full operating model, then create separate operating, payment and access chains. If the same sentence changes from section to section, the structure needs more work before submission.
Google's official policy prohibits false or fraudulent information in advertiser verification. Review the current circumventing systems guidance before relying on any third-party service.
Review a complex caseThis guide is educational and does not replace instructions shown in your Google Ads account. VerifyAdOps is not affiliated with Google, and Google makes every verification decision.