Which Google Ads need certification before they can run
Updated
Quick answer: Google makes advertisers apply before running ads in several categories. Four of them come up most in keyword audits: gambling and games, some healthcare and medicines products, some financial services (complex speculative financial products and debt services, plus Financial Services Verification in certain countries), and dating and companionship. Others include election ads and prediction markets. Until Google approves the application, those ads won't serve. Apply from Google's apply to advertise page, and check the policy for each country you target. This summary follows Google's policy help pages; check them for the current wording.
Which ads need certification
| Industry | What needs an application | Extra conditions |
|---|---|---|
| Gambling and games | Online gambling and gambling-promoting content, certain online non-casino games, social casino games | Approved countries only, a responsible-gambling notice on the landing page, never target minors |
| Healthcare and medicines | Prescription drug services (such as online pharmacies and telemedicine), plus some other healthcare products; the policy lists which ones | Approved locations only; rules differ by country |
| Financial services | Complex speculative financial products, debt services | Financial Services Verification may be required, separately for each targeted country |
| Dating and companionship | All dating and companionship ads, including matchmaking and matrimonial services | No users under 18; not eligible in 18 countries, including Saudi Arabia, Qatar and Egypt |
Gambling and games
Google's Gambling and games policy allows online gambling ads only in listed countries that meet each country's certification criteria. Any type of online gambling not listed for a country can't be advertised there.
Healthcare and medicines
The Healthcare and medicines policy lets some products be promoted once the advertiser applies and targets approved locations. Supplements and health claims that don't need an application can still be disapproved for what the ad or landing page says.
Financial services
Under the Financial products and services policy, complex speculative financial products and debt services need an application. Separately, in some countries Google requires Financial Services Verification before any financial services ad can run, and each targeted country may need its own verification.
Dating and companionship
Google's Dating and Companionship policy requires certification before any dating ad serves. The review can include your existing ads, landing pages and the content behind the login, so Google asks for your Customer ID, your app IDs or landing-page domains, and working test credentials.
Already certified on one account?
If you manage several accounts under one manager account (MCC), Google offers Manager Account Certification to extend an existing certification to other managed accounts. Eligibility depends on the advertiser and the certification type.
Find out before you launch
Running ads in these categories without approval means they won't serve, and repeated policy violations lead to strikes and a possible account suspension. ClearSpend's free audit screens your keyword export against these categories and labels each flagged one with the certification it needs. It's a prompt to check the current policy, not a ruling or legal advice.