Starting May 2025, advertisers must prepare for new visibility rules around ad funding.

To boost ad transparency, Google is rolling out updates that will reveal who’s actually paying for ads—starting with verified advertisers.

Phase 1: Begins May 2025

Google will begin showing the payer name—drawn from the billing payment profile—alongside ads in the My Ad Center and Ads Transparency Center.

• If the billing name is different from the verified advertiser name, it will now be visible.

• Agencies using client billing profiles will see their clients listed as the payer.

• Agencies incorrectly listed as direct advertisers must re-verify their accounts by May 31, 2025, to avoid mislabeling.

Phase 2: Starts June 2025

Advertisers will be able to manually edit the payer name via the advertiser verification page under billing.

• New advertisers will default to using their billing name, but can update it during verification.

Election Ads

No changes for now. Verified Election Ads advertisers already submit their payer names during onboarding. To update it, they’ll need to go through election ad verification again.

🔗 Full policy details: Ads Transparency Help