Google Ads Transparency Policy Change: Now You'll Know Who's Actually Paying for Ads

Relatively quiet but with great impact, Google updated in April 2025 one of its most important advertising policies — the Transparency Policy. The new update requires advertisers to disclose more information regarding Who's behind the actual budget, not just who is running the campaign.

Why is this happening precisely now, what are the implications for advertising agencies, and is it good or bad for advertisers? All the answers are in front of you.

What is the change that Google is making?

As of May 2025, Google Adds Start showing the general public as well. Actual “payer name” of the ads — that is, the Name of the payment profile, and not just the name of the advertiser account.

For example:

• If an ad agency runs a campaign on behalf of a customer, and charges the payment from an account in the customer's name, the customer's name will be displayed as the “payer's name.”
  
  
• If you are a small business using an independent advertising account — the account holder's name will be displayed as it is today.

Where will the information be displayed?

Two main locations:

1. The Ads Transparency Center — A public tool where anyone can check who is posting, on what, and from where.
   
   
2. My Ads Center — SHOWN TO SURFERS AFTER SEEING AN AD AND REQUESTING INFORMATION ABOUT IT.

Why is this happening now?

Google wants to fight pike, fakes, commercial deceptions and shell companies.
For her, the introduction of the “name of the payer” is an act of trust with users, and an important mechanism for increasing self-regulation in digital advertising.

The official Google response:

“More transparency around who funds the ads helps users make informed decisions and build trust in the platform.”

What does it mean for advertisers?

Advantages:

• More transparency = more trust on the part of potential customers.
  
  
• Surfers can better understand who is behind marketing messages.
  
  
• Lowering the risk of unjustified blockages due to missing information.
  

Cons/points for thought:

• Anyone who does not want to reveal the name of the business/payment profile will not be able to hide behind the name of the agency.
  
  
• Advertising agencies will have to make sure customers approve of that exposure.
  

Implications for digital marketing agencies

If you're an agency (like us at SFB), it's a good idea to check who is actually defined as a “payer” for each account you manage.
Why?

• The name of the payer will be shown to the general public even if you are just a technical “middleman”.
  
  
• If you use an MCC account where you pay and charge the customer internally — your name may appear as the official payer.
  
  
• Not every customer will want their brand to be exposed through certain advertising — it's important to get permission in advance.
  

What should you do now?

•  Check in each account who is listed in the payment profile.
• Coordinate expectations with clients — especially if they are sensitive projects.
• Consider switching to direct payment from the customer -- if you want their name to appear.
• Update internal procedures and contractual summaries with clients.

Practical example

An advertising agency conducts a campaign for a private brand in the field of cosmetics, and advertising is presented under a general account.
The client asked not to be disclosed.
As a result of Google's change -- the “payer name” specified in the account profile will be made public.
If the agency did not change the settings or did not explain to the client -- image and even legal damage could result.

concluding

Google is once again pushing the advertising world into a more transparent and trustworthy place — and good thing.
Smart advertisers, and responsible agencies, will know how to use this change to strengthen the relationship with customers and build public trust.

Those who continue to hide or act in obscurity will be left behind.

Want to do the right thing in front of Google and achieve results without surprises?

We at SFB know not only to bring results — but also to do it right.
✔️ Transparent campaign management for clients
✔️ Compliance with Google policy 100%
✔️ Professional MCC Systems
✔️ Trust and long-term relationships