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Accountability is a core principle of Google advertising. Third parties who purchase and manage advertising on their clientsโ behalf have a valuable role in maintaining a healthy ads ecosystem. When advertisers work with a third-party partner, they should have the same high-quality experience as they would when working directly with Google. You should be honest and transparent about your company, services, associated costs, and expected results.
In this article
Account setup requirements
One advertiser per account
Google requires that you use a separate account for each end-advertiser that you manage. Maintaining a separate account for each end-advertiser is important to maintaining the integrity of the Google Ads Quality Score. Since account history plays a key role in determining Quality Score, combining advertisers in one account can result in Quality Scores that inaccurately represent any one advertiser's performance. This may also restrict ad delivery within auctions. For these reasons, we require that you use a separate account for each end-advertiser that you manage.
Transparency requirements
For advertisers to fully realize the benefits of advertising on Google, they need to have the right information to make informed decisions. We require all of our third-party partners to be transparent about information that affects these decisions. Third parties must make reasonable efforts to provide their customers with other relevant information when requested and comply with all transparency requirements for third-party advertisers.
Learn more about Transparency requirements for third-party advertisers.
Requirements for third-party ad serving
Third-party ad serving is only available to a limited number of customers on a case-by-case basis. Except where indicated otherwise in this policy, all creatives associated with a third-party tag must comply with Google's image ad policies.
You must comply with these policies if you serve ads or use pixel-tracking, also known as beacons, on the Google Display Network and meet the following criteria:
- You are participating in the third-party ad serving program.
- You use a third-party server.
- You use a research vendor.
- You are a third-party server.
- You are a research vendor.
Learn more about Requirements for third-party ad serving.
Prohibited practices
Harassing, abusive, or untrustworthy behavior
Advertisers should have the same high-quality experience as they would when working directly with Google. Using harassing, abusive, or untrustworthy tactics while engaging with potential or existing customers is not allowed.
Learn more about the Harassing, abusive, or untrustworthy behavior policy.
False, misleading, or unrealistic claims
We want advertisers to make informed decisions while working with third-party partners, which means you need to be transparent and honest when describing your company, your services, the costs associated with those services, and the results that advertisers can expect. Avoid making false, misleading, or unrealistic claims.
Learn more about the Third party False, misleading, or unrealistic claims policy.
Enabling significant or sustained policy violations
We rely on third-party partners to help uphold the integrity and safety of the advertising ecosystem. While third-party partners benefit from certain privileges, they also bear the responsibility of ensuring that their clients and managed accounts adhere to all Google Ads policies.
This policy defines significant and sustained policy violations as a recurring pattern of behavior by a third-party partner that demonstrates a disregard for compliance with Google Ads policies, leading to substantial harm to users, Google, or the overall advertising ecosystem.
Examples (non-exhaustive):
- Misrepresenting Identity: Providing false information during advertiser verification, such as providing false documentation during verification or verifying your customerโs account as your own.
- Consistently Maintaining a High Rate of Policy-Violating Spend/Accounts: Exhibiting a sustained pattern of activity where a significant portion of the third-party partner's managed spend or client accounts commit egregious policy violations and are subsequently suspended. This indicates a failure to implement proper vetting processes, monitor client activity, or take corrective action against repeat offenders.
- Enabling circumvention of Google Ads Systems: Actively promoting or engaging in practices designed to circumvent Google Ads' enforcement mechanisms.
Brand Study Survey Content Guidelines
Third-party research vendors certified by Google to deliver surveys or send survey invitations to users must comply with Googleโs survey content policies regarding privacy, age gating, and branding.
Learn more about Brand Study Survey Content Guidelines.
What happens if you violate third-party policies
Google may review your business for compliance at any time to ensure adherence to its third-party policies. If contacted, you are expected to respond promptly and take any necessary corrective actions to comply with our policies. We may also reach out to your customers to help verify your compliance status.
Learn more about What happens if you violate third-party policies.
Report a violation of third-party policy
If you think a third-party partner is violating this policy, Report a violation of third-party policy.