Google Ads Selfie Verification: Why Agencies and MCC Accounts Need to Be Careful

Google Ads advertiser verification continues to become more detailed.

A recent question from an agency owner highlighted an important problem.

The agency had reportedly verified hundreds of Google Ads and Local Services Ads clients over the years.

Recently, however, some client accounts began asking for a selfie verification to match the person against identification documents.

According to the agency owner, several of the first clients who completed the new step subsequently received Circumventing Systems suspension notices.

The question was:

Is this happening to anyone else, and could the selfie-verification process be creating the problem?

There are two separate issues that need to be understood:

  1. Google now officially documents video-selfie verification as a possible advertiser-verification task.
  2. A Circumventing Systems suspension following verification does not automatically prove the selfie process caused the suspension.

The more important question for agencies is:

Whose identity is actually being verified?

Does Google Ads Really Require a Selfie Now?

Yes, Google’s current Advertiser Verification documentation includes a task called:

Take a video selfie

For the applicable task, the person must submit a government-issued photo ID and complete a video selfie.

Google also states:

Not every Google Ads advertiser will necessarily receive the same tasks.

Google says verification tasks depend on:

Some advertisers may verify through business documentation, phone confirmation, D-U-N-S information, identity documentation, affiliation verification, or other required tasks.

Is Video Selfie Verification a New Requirement?

Google currently documents the process publicly, but I would be careful about claiming a specific universal rollout date unless Google publishes one.

Different accounts may begin receiving the requirement at different times.

Therefore, it is more accurate to say:

Google Ads now documents video-selfie verification as one of the identity-verification tasks that certain advertisers may be required to complete.

This is better than saying every advertiser suddenly has a mandatory selfie requirement.

Why This Matters for MCC Agencies

An MCC, or Google Ads Manager Account, allows an agency to manage multiple client Google Ads accounts from one interface.

The agency may:

But the agency managing the advertising is not automatically the company selling the advertised product or service.

Google distinguishes between:

That distinction becomes extremely important during advertiser verification.

Google Has a Specific Agency Verification Process

Google’s current verification documentation asks advertisers to answer questions about the type of organization and who pays for the advertisements.

Google specifically says:

If you manage ads for a client, select Yes when asked whether your organization is an agency.

The agency workflow includes separate tasks for:

This is a major point.

An agency should not simply treat every client Google Ads account as though the agency itself is the end advertiser.

Can an Agency Complete Verification for Its Client?

Yes—but there is an important distinction.

Google says an agency can either:

  1. Send the verification task to the client, or
  2. Complete the relevant task for the client.

When completing the task, the agency selects an existing client payments profile or creates one as appropriate.

The agency can only see payments profiles for which it is an admin.

When the agency does not have access to the appropriate client profile, Google says the task should be sent to the payments-profile administrator.

If that client payments profile has not yet been verified, Google may require separate Individual or Organization verification for the client.

That process is very different from simply submitting the agency owner’s personal documents for every client.

Who Should Complete a Video Selfie?

Google’s current guidance says:

Only an admin on the payments profile can complete the video-selfie task.

Therefore, before somebody takes the selfie, check:

Do not make assumptions.

The person with MCC access is not necessarily the correct person for the identity-verification task.

What Happens When the Wrong Identity Is Used?

Google does not say that every accidental mismatch automatically produces a Circumventing Systems suspension.

However, it clearly states that verification information should be accurate and consistent.

Google’s Circumventing Systems policy specifically prohibits providing false or fraudulent information during advertiser verification.

Google says this can result in:

This means identity information should never be submitted casually.

Does This Mean the Agency in the Query Caused the Suspensions?

Not enough information is available to make that conclusion.

The accounts reportedly received suspensions after completing selfie verification.

That sequence is important.

It does not prove causation.

Google can evaluate multiple signals around:

Google’s official verification documentation says it may pause accounts when it cannot verify advertiser information or believes someone may be trying to circumvent verification.

The correct response is therefore to audit the complete verification setup rather than assuming the selfie technology itself is broken.

Agency Identity vs Client Identity

Consider this example.

ABC Marketing Agency manages Google Ads for:

Smith Plumbing LLC

Smith Plumbing:

ABC Marketing Agency:

When Google asks:

Who is the advertiser?

The answer is not automatically ABC Marketing simply because ABC manages the account.

The agency relationship should be disclosed properly.

Google May Ask About Business Relationships

Verification can also fail when Google cannot understand the relationships between the organizations involved.

Google’s current troubleshooting documentation specifically mentions parties such as:

Google may require evidence validating these relationships.

Examples can include:

This can become important when:

Google needs enough information to understand who is doing what.

Check the Payments Profile Before Verification

Before starting advertiser verification, review:

Account Type

Is the payments profile:

This affects the required verification tasks.

Name

Does the payments-profile name match the person or legal organization being verified?

Address

Does the address match the supporting documentation?

Administrator

Who has administrator access to the payments profile?

Payment Responsibility

Who actually funds the advertising?

Advertiser

Who provides the advertised product or service?

A mismatch does not automatically prove fraud.

But unexplained mismatches should be corrected or properly documented before verification.

Individual Verification

For individuals, Google may require:

Google says the name and location on the payments profile should match the government ID.

Organization Verification

Organizations can have different requirements.

These may include:

The exact tasks vary according to location and account configuration.

Do not upload an agency’s incorporation documents merely because the agency is managing the ads when Google is asking for documentation relating to the advertiser.

Verification for Agencies

Agencies have their own workflow.

Google may ask the agency to:

An agency can therefore be correctly identified without pretending to own the client’s business.

What Is Circumventing Systems?

Google considers Circumventing Systems an egregious policy category.

Examples include:

Because advertiser identity is a trust signal, Google treats deliberate falsification seriously.

What Should You Do If Verification Triggers a Suspension?

First, do not panic and immediately create another account.

That can make the problem significantly worse.

Google explicitly lists opening new accounts after a suspension to continue advertising as Circumventing Systems.

Instead, begin a structured audit.

Step 1: Read the Suspension Notice

Determine exactly what Google says.

Do not assume the problem is verification simply because verification happened immediately before the suspension.

Check whether the notice says:

Step 2: Review the Advertiser Verification Page

Google has moved advertiser-verification information to:

Admin → Policy → Account

Review:

Google says status changes can take up to five business days to appear.

Step 3: Identify the Real Advertiser

Ask:

Document every answer.

Step 4: Check the Agency Relationship

When an agency is involved, make sure Google can understand that relationship.

Prepare documentation such as:

Google’s verification troubleshooting guidance specifically recommends documentation that establishes relationships between the parties involved.

Step 5: Check Identity Documents

Verify:

Step 6: Check the Selfie

When Google requests a video selfie, the appropriate payments-profile administrator should complete the task.

Do not:

Google says that after five failed ID/selfie matching attempts, the advertiser should contact Google.

Step 7: Check Billing

A payments-profile mismatch can be important.

Review:

Google may separately require verification of payment information where necessary.

Step 8: Do Not Open Another Account

This deserves repeating.

Do not create another account to get ads running while the suspended account is being reviewed.

Google can associate accounts through:

New accounts created to evade suspension may also be suspended.

Step 9: Prepare the Appeal

When you believe the account was incorrectly suspended, Google provides an appeal process.

Google says accounts are reinstated only in compelling circumstances and asks advertisers to be:

An appeal involving verification should explain:

  1. The end advertiser’s identity
  2. The agency’s role
  3. Who owns the payments profile
  4. Who completed verification
  5. Which documents were submitted
  6. Any mismatch that was corrected
  7. Why the advertiser believes the suspension was mistaken
  8. What evidence supports the relationship

Do not simply write:

“We did nothing wrong. Please reactivate us.”

Explain the structure.

Should You Submit Multiple Appeals?

Avoid repeatedly submitting the same appeal.

Google recommends appealing only after appropriate corrections have been made and says excessive appeals for the same suspension may not be processed.

Use each new appeal to provide materially useful information.

What If the Wrong Organization Was Verified?

Google currently provides a Reset verification option for correcting the organization or ownership shown in advertiser verification.

Only a Google Ads account administrator can reset verification.

When the account is already suspended, follow the instructions shown in the suspended account and appeal workflow rather than making random ownership changes.

Local Services Ads Are Different

The original question also refers to LSA.

The correct name is:

Local Services Ads

Local Services Ads have a separate screening and verification framework.

Depending on the industry and region, requirements may include:

Google also says some advertisers can undergo advanced verification involving:

Do not assume that completing Google Ads advertiser verification automatically completes every Local Services Ads requirement.

Does MCC Access Mean You Should Verify Every Client Yourself?

No.

MCC access gives an agency the ability to manage client advertising.

It does not automatically transform the agency into the end advertiser.

The cleaner approach is:

Agency

Identify yourself as the agency.

Client

Provide the real client advertiser information.

Payments

Use the correct payments profile.

Identity

Use the appropriate person’s ID and selfie when requested.

Relationship

Document why the agency has access.

This gives Google a much clearer picture.

A Recommended Verification Checklist for Agencies

Before verifying a client account, check:

Advertiser

Agency

Payments

Identity

Business

Google Ads

Is Google Selfie Verification Causing Mass Suspensions?

I have not found an official Google announcement saying that video-selfie verification is currently causing widespread erroneous Circumventing Systems suspensions.

Therefore, that should not be presented as a confirmed platform bug.

What Google does confirm is:

That is enough reason for agencies to review their processes carefully.

Frequently Asked Questions

Does Google Ads require video-selfie verification?

It can. Google currently lists video selfie as one possible advertiser-verification task.

Does every Google Ads advertiser need a selfie?

Not necessarily. Verification tasks vary according to account type, billing setup, and other factors.

Who can complete the Google Ads video selfie?

Google states that only an admin on the relevant payments profile can complete the video-selfie task.

Can an agency verify its client?

Yes. Google allows an agency to send the task to the client or complete appropriate client tasks using the correct payments profile.

Should an agency owner use their own ID for every client?

No. The verification should accurately represent the organization and individual Google is asking to verify.

What happens if the ID and selfie do not match?

Google says that after five unsuccessful matching attempts, the advertiser needs to contact Google.

Can incorrect verification information cause suspension?

Google specifically prohibits false or fraudulent information during advertiser verification under Circumventing Systems.

Does every accidental mismatch equal Circumventing Systems?

No official Google documentation says every innocent mismatch automatically results in suspension.

Investigate the specific account and notice.

Should I create a new account after suspension?

No. Attempting to use a new account to bypass a suspension can itself violate Circumventing Systems.

Can I appeal?

Yes. Google provides an appeal process when you believe the suspension is incorrect. Appeals should be thorough, accurate, and honest.

Is Local Services Ads verification the same?

No. LSA has its own screening and verification requirements that vary by location and service category.

Can AARSWEBS guarantee verification?

No.

AARSWEBS can audit the account, identify potential mismatches, help organize documents, review the agency/client relationship, and assist with the official verification or appeal process.

Google makes the final decision.

Final Verdict

The biggest mistake an MCC agency can make is confusing:

“I manage this advertiser”

with:

“I am this advertiser.”

Google’s current advertiser-verification system provides a specific agency workflow.

Use it.

When Google asks who the client is, provide the client.

When Google asks who pays, answer accurately.

When Google requests organization documents, submit documents for the correct organization.

When Google requests a selfie, make sure the appropriate person connected to the relevant payments profile completes it.

And when an account is suspended, do not create another account to work around the problem.

Investigate the verification structure first.

Need Help with Google Ads Verification?

AARSWEBS provides:

Visit AARSWEBS.com to discuss your account.

Disclaimer

AARSWEBS is an independent digital marketing agency and is not affiliated with or endorsed by Google.

AARSWEBS is presented as a Google Partner company, but Google Partner status does not guarantee verification, policy approval, or account reinstatement.

Google makes all final policy and enforcement decisions.

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