*Update 3-8-2022* - Appears that Google has been rolling this update out to more and more accounts starting a few weeks ago. You should be able to start the quick process of verifying your identify now or relatively soon.
*Updated 11-18-2021* - Not all accounts are showing that Identity Verification is required. From what we are seeing Google is slowly rolling this out each day to accounts. While you may not be able to take the actions needed today, we do advise to get documentation ready for when your account does require it.
Friendly and important reminder!
In April of 2020, Google announced they will need to verify the identity of all advertisers using Google Ads for further transparency of what business is behind the ads that Google users are seeing. https://support.google.com/adspolicy/answer/9703665.
Fortunately in homebuilding, we do not deal with scams, fraud, or other deceptive businesses such as with eCommerce or predatory financial services. However, it is simpler for Google to apply identity verification to all businesses using Google Ads. And personally, I agree with this.
To keep your ads running, you MUST begin the verification process by December 17th, 2021.
Information regarding the documentation needed can be found at this link: https://support.google.com/adspolicy/answer/9872280
Fortunately, the information needed is quite simple and expected. See the screenshot below for documentation needed.
Most of you will receive an email to verify your identity. In case you do not receive it, below are quick instructions on how to get started.
That’s it! Quite simple. The risk is if you wait to do this and are dependent on the documentation from someone else, you might miss the deadline - and your Google Ads will no longer be live until you verify your identity.