Earlier this month, Google made an update to its Ads Transparency Policy, and now we’re beginning to see those changes go live.

As of May 2025, Google announced that it would begin displaying the payment profile name—the name associated with billing—as the “payer name” for verified advertisers. This only applies if the payer name is different from the advertiser’s verified name.

Now, a new label has started appearing in the “My Ad Center” section of Google Search ads:
👉 “Ads funded by”

Digital marketer Anthony Higman was one of the first to spot this update and shared a screenshot on LinkedIn, showing the new label in action.

Interestingly, in the example he shared, the verified advertiser name appeared to be the same as the payment profile name. So why did Google still display the “Ads funded by” tag? It’s unclear for now, but it may be part of how Google is preparing to handle future disclosures more transparently.

Regardless, this update gives users a clearer view of who is financially behind the ads they see—even if it’s not immediately obvious why the label shows up in some cases.

Stay tuned as more of these transparency updates roll out.