How to Navigate Google Ads Suspensions for Financial Verification (G2 Risk Solutions)

appurvk
Aug 19
4 min read

If your Google Ads account has been suspended with a message like “Suspicious payment activity” or a notification asking for financial services verification, you're not alone, and you're not necessarily at fault.

Since 2023, Google has tightened its policies to combat fraud and abuse in financial ads, introducing a financial verification requirement via G2 Risk Solutions. Unfortunately, even businesses not offering financial services can get swept up in this process.

In this comprehensive guide, we’ll walk through:

Why you’re being asked for financial verification
What G2 Risk Solutions does (and doesn’t do)
How to get verified or exempted
What to do if you’re wrongly flagged
How to recover with professional help from XafeAds, a team of ex-Googlers

Why Google Requires Financial Verification

Google Ads now requires advertisers promoting financial products or services, or those appearing to do so, to undergo a multi-step verification process.

This applies to:

Financial services providers (banks, loan platforms, investment firms, etc.)
Non-financial businesses whose ads or website language suggest financial activity (e.g., “secure funding,” “get paid fast,” “invest in yourself”)
Any advertiser targeting countries like the UK, India, Australia, or Singapore, where Google enforces financial verification laws strictly

Google partners with G2 Risk Solutions to carry out this vetting. G2 is a third-party due diligence provider that reviews your business details and determines whether you are:

A licensed financial services provider
Exempt from licensing requirements
Not a financial services provider at all

Once G2 confirms your status, they issue a verification code. You then submit that code to Google via a specific Financial Services Verification Form, which allows Google to approve or re-enable your ads.

Scenario 1: You're a Financial Services Business and You Need to Get Verified

If you are a financial services provider or advertise anything related to loans, trading, crypto, or banking, you’re definitely subject to Google’s Financial Services policy.

Here's how to proceed:

Visit G2 Risk Solutions Go to https://g2risksolutions.com/solutions/
Create an account and apply for verification Submit accurate, matching documentation:
- Business registration or license
- Government-issued ID
- Proof of address and payment method
- Website showing your business activities
Receive your G2 verification code
Submit the code to Google Go to the Google Financial Services Verification form, enter your code, and complete the process.
Wait for approval Google typically responds within a few days. Once verified, your account restrictions may be lifted.

Scenario 2: You’ve Been Wrongly Flagged and You’re Not a Financial Business

This is a very common and frustrating situation.

You run a marketing agency, SaaS product, e-commerce site, or coaching business, but because your ad copy or landing page includes terms like “invest in growth” or “secure capital,” Google’s systems mistakenly categorize you as a financial services provider.

What to Do if You're Misclassified

Still Go Through G2 Even if you're not in financial services, you must apply through G2 to receive an exemption. G2 will confirm that you're not subject to licensing requirements and provide you with an exemption code.
Submit That Code to Google Use the Financial Services Verification Form to submit your exemption code. This tells Google to remove the restriction and lift the suspension.
Appeal Any Remaining Restrictions If your account is still suspended after submitting the code, contact Google Ads support and reference your code submission, G2 application, and business model explanation.

Be Proactive: Get Expert Help Before Submitting

Often, the real reason for your suspension isn’t obvious. Keywords, page structure, account history, and even domain name can be misinterpreted by Google’s automated systems.

That’s why working with professionals like XafeAds is invaluable.

XafeAds is run by former members of Google’s Ads Trust & Safety team, the very people who designed and enforced these policies. They can:

Identify what really triggered your flag
Rewrite ad copy or landing pages to align with policy
Draft strong, policy-aligned appeals and G2 submissions
Prevent future issues across multiple accounts or clients

Being proactive could save you weeks of downtime and thousands in lost revenue.

Scenario 3: You Can’t Easily Get G2 Verified - What Now?

If you can't complete G2 verification, maybe you're a sole proprietor without formal business docs, or your business is misflagged. Here's what to do.

Important: You Still Must Go Through G2

Google does not accept manual exemption requests through support unless you've first attempted G2 verification. G2 is the only entity authorized to:

Confirm you're a licensed provider
Determine you're exempt from licensing
Confirm you're not a financial services provider

Once G2 processes your case, they issue a code. You then submit that code to Google through the Financial Services Verification Form.

What if You’re Stuck or Rejected?

If G2 denies your application or you're not receiving a code:

Double-check your submission: Make sure all documents are clear, recent, and match your Ads billing profile.
Appeal via Google Ads Support (Only After Code Submission): If your account remains restricted after submitting your code, you can contact Google Support and request manual review.
Bring in Experts to Troubleshoot: At this point, it’s wise to work with professionals who understand how Google interprets these signals, not just what the policies say on paper.

Summary: Key Takeaways

G2 Risk Solutions is the required entry point for both verification and exemption
Non-financial advertisers still need to go through G2 if they’re flagged
Submitting the G2-issued code to Google via the Financial Services Verification Form is mandatory
Google Support is a fallback, not a shortcut if issues persist
Expert support from teams like XafeAds can significantly increase your chances of reinstatement and reduce delays

About XafeAds: Policy Compliance Experts Backed by Google Experience

XafeAds is a compliance and reinstatement consultancy run by former Googlers who helped design and enforce Google Ads policies inside the Trust & Safety team.

Why Work with XafeAds?

Insider Knowledge: They know how policies are interpreted internally, not just what they say publicly
Faster Resolution: 70% reduction in average reinstatement time
Proactive Strategy: They help prevent future violations across all your campaigns and client accounts
Trusted Globally: 150+ reinstatements across 28 countries and $25M+ in protected ad spend

Services Include:

G2 Application Review
Policy-Compliant Appeal Drafting
Ad & Landing Page Audit
Preventive Account Strategy

If your Google Ads account has been suspended with a message like “Suspicious payment activity” or a notification asking for financial services verification, you're not alone, and you're not necessarily at fault.

Since 2023, Google has tightened its policies to combat fraud and abuse in financial ads, introducing a financial verification requirement via G2 Risk Solutions. Unfortunately, even businesses not offering financial services can get swept up in this process.

In this comprehensive guide, we’ll walk through:

Why you’re being asked for financial verification

What G2 Risk Solutions does (and doesn’t do)

How to get verified or exempted

What to do if you’re wrongly flagged

How to recover with professional help from XafeAds, a team of ex-Googlers

Why Google Requires Financial Verification

Google Ads now requires advertisers promoting financial products or services, or those appearing to do so, to undergo a multi-step verification process.

This applies to:

Financial services providers (banks, loan platforms, investment firms, etc.)

Non-financial businesses whose ads or website language suggest financial activity (e.g., “secure funding,” “get paid fast,” “invest in yourself”)

Any advertiser targeting countries like the UK, India, Australia, or Singapore, where Google enforces financial verification laws strictly

Google partners with G2 Risk Solutions to carry out this vetting. G2 is a third-party due diligence provider that reviews your business details and determines whether you are:

A licensed financial services provider

Exempt from licensing requirements

Not a financial services provider at all

Once G2 confirms your status, they issue a verification code. You then submit that code to Google via a specific Financial Services Verification Form, which allows Google to approve or re-enable your ads.

Scenario 1: You're a Financial Services Business and You Need to Get Verified

If you are a financial services provider or advertise anything related to loans, trading, crypto, or banking, you’re definitely subject to Google’s Financial Services policy.

Here's how to proceed:

Visit G2 Risk Solutions Go to https://g2risksolutions.com/solutions/

Create an account and apply for verification Submit accurate, matching documentation:

Business registration or license

Government-issued ID

Proof of address and payment method

Website showing your business activities

Receive your G2 verification code

Submit the code to Google Go to the Google Financial Services Verification form, enter your code, and complete the process.

Wait for approval Google typically responds within a few days. Once verified, your account restrictions may be lifted.

Scenario 2: You’ve Been Wrongly Flagged and You’re Not a Financial Business

This is a very common and frustrating situation.

You run a marketing agency, SaaS product, e-commerce site, or coaching business, but because your ad copy or landing page includes terms like “invest in growth” or “secure capital,” Google’s systems mistakenly categorize you as a financial services provider.

What to Do if You're Misclassified

Still Go Through G2 Even if you're not in financial services, you must apply through G2 to receive an exemption. G2 will confirm that you're not subject to licensing requirements and provide you with an exemption code.

Submit That Code to Google Use the Financial Services Verification Form to submit your exemption code. This tells Google to remove the restriction and lift the suspension.

Appeal Any Remaining Restrictions If your account is still suspended after submitting the code, contact Google Ads support and reference your code submission, G2 application, and business model explanation.

Be Proactive: Get Expert Help Before Submitting

Often, the real reason for your suspension isn’t obvious. Keywords, page structure, account history, and even domain name can be misinterpreted by Google’s automated systems.

That’s why working with professionals like XafeAds is invaluable.

XafeAds is run by former members of Google’s Ads Trust & Safety team, the very people who designed and enforced these policies. They can:

Identify what really triggered your flag

Rewrite ad copy or landing pages to align with policy

Draft strong, policy-aligned appeals and G2 submissions

Prevent future issues across multiple accounts or clients

Being proactive could save you weeks of downtime and thousands in lost revenue.

Scenario 3: You Can’t Easily Get G2 Verified - What Now?

If you can't complete G2 verification, maybe you're a sole proprietor without formal business docs, or your business is misflagged. Here's what to do.

Important: You Still Must Go Through G2

Google does not accept manual exemption requests through support unless you've first attempted G2 verification. G2 is the only entity authorized to:

Confirm you're a licensed provider

Determine you're exempt from licensing

Confirm you're not a financial services provider

Once G2 processes your case, they issue a code. You then submit that code to Google through the Financial Services Verification Form.

What if You’re Stuck or Rejected?

If G2 denies your application or you're not receiving a code:

Double-check your submission: Make sure all documents are clear, recent, and match your Ads billing profile.

Appeal via Google Ads Support (Only After Code Submission): If your account remains restricted after submitting your code, you can contact Google Support and request manual review.

Bring in Experts to Troubleshoot: At this point, it’s wise to work with professionals who understand how Google interprets these signals, not just what the policies say on paper.

Summary: Key Takeaways

G2 Risk Solutions is the required entry point for both verification and exemption

Non-financial advertisers still need to go through G2 if they’re flagged

Submitting the G2-issued code to Google via the Financial Services Verification Form is mandatory

Google Support is a fallback, not a shortcut if issues persist

Expert support from teams like XafeAds can significantly increase your chances of reinstatement and reduce delays

About XafeAds: Policy Compliance Experts Backed by Google Experience

XafeAds is a compliance and reinstatement consultancy run by former Googlers who helped design and enforce Google Ads policies inside the Trust & Safety team.

Why Work with XafeAds?

Insider Knowledge: They know how policies are interpreted internally, not just what they say publicly

Faster Resolution: 70% reduction in average reinstatement time

Proactive Strategy: They help prevent future violations across all your campaigns and client accounts

Trusted Globally: 150+ reinstatements across 28 countries and $25M+ in protected ad spend

Services Include:

G2 Application Review

Policy-Compliant Appeal Drafting

Ad & Landing Page Audit

Preventive Account Strategy

Book a free consult or submit your case here: xafeads.com/contact-us.

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