Google Adds ‘Ads Funded By’ Labels to Search Results
▼ Summary
– Google is rolling out an Ads Transparency policy, making it clearer who paid for the ads users see.
– The new “Ads funded by” label in My Ad Center reveals advertiser payment details, increasing transparency.
– Advertisers can no longer easily hide financial relationships, which may affect consumer trust and perception.
– Anthony Higman, CEO of ADSQUIRE, shared screenshots of the new feature on LinkedIn after spotting its implementation.
– Google’s policy update shows payment profile names for verified advertisers, even if they match the advertiser name, suggesting a broader transparency effort.
Google has introduced new transparency labels in search results, clearly showing which organizations fund the ads users see. This significant update provides greater visibility into advertising relationships, potentially reshaping how consumers interact with and trust digital advertisements.
The change appears as a new “Ads funded by” section within Google’s My Ad Center, revealing the actual payment source behind each advertisement. Early adopters have noticed this feature already appearing in some accounts, with industry experts sharing screenshots of the implementation.
Key implications for advertisers and users:
- Increased transparency means consumers can now see parent companies, agencies, or other financial backers behind ads
- Brand perception may shift as previously hidden corporate relationships become visible
- Advertisers must carefully consider how their payment profile names align with their public branding
Google’s policy documentation indicates this change officially takes effect in May 2025, stating they’ll display payment profile names when they differ from verified advertiser names. However, early observations suggest the labels might appear even when names match, hinting at a potentially broader transparency initiative than initially announced.
This development follows growing demands for clearer advertising disclosures across digital platforms. By making funding sources more visible, Google aims to provide users with better context about who stands behind the promotional content they encounter daily. The move could particularly impact advertisers operating through complex corporate structures or those who previously maintained separation between different brands under common ownership.
For marketers, this underscores the importance of maintaining consistent branding across all verification and payment systems. Any discrepancies between public-facing names and backend payment information will now be visible to potential customers, potentially influencing purchasing decisions and brand trust.
The update represents another step in Google’s ongoing efforts to increase advertising transparency, building upon previous initiatives like political ad disclosures and verification requirements. As these labels become more widespread, both advertisers and consumers will need to adapt to this new layer of visibility in digital marketing.
(Source: Search Engine Land)
