Regional identification numbers
National IDs, benefit numbers, and proof-of-identity applications are restricted. We prepare certification and disclosures.
If you help people apply for regional identification numbers — a US Social Security Number (SSN), an Irish PPS number, a Spanish NIF or NIE, or an Indian ration card — you have likely watched your Google Ads get disapproved with little explanation. Google treats these documents as restricted under its Government Documents and Services (GODOS) policy, and that means ordinary advertising accounts can be blocked from running the campaigns your business depends on.
The GODOS policy exists to protect users from scams and impersonation in a sensitive area: obtaining official identity and benefits numbers. Under this policy, only certified governments and authorized providers may promote the direct acquisition of these documents. Everyone else must apply for Google certification and complete Google's advertiser verification program before their ads can serve normally.
The good news is that legitimate assistance services — form-filling help, application support, appointment booking, and document guidance — can become certified to advertise. Once you meet Google's requirements, you can run compliant campaigns and reach the people actively searching for help with their identification numbers. This page explains what the restriction means for your niche and how to work toward certification.
What’s restricted
- Proof of identity applications
- Benefits identification numbers or cards
Why Google restricts regional identification numbers ads
Regional identification numbers such as the SSN, PPS, NIF, NIE, and ration cards are gateways to a person's financial and civic life. They unlock tax records, employment, welfare benefits, banking, and healthcare. Because of this, they are a prime target for fraud: bad actors set up look-alike websites that charge for "fast-track" numbers, harvest personal data, or impersonate official agencies. Google restricts this category to keep these scams out of its ad network and to ensure users are not misled into thinking a third-party site is an official government portal.
To reinforce transparency, Google automatically adds a "Not a government website" disclosure to Search ads in this category unless the advertiser is a certified government provider. This protects consumers and sets clear expectations, but it also means non-government advertisers must be certified and verified to run ads at all — and must be scrupulously honest about the nature of their service.
Who needs GODOS certification
- Application assistance services that help individuals complete SSN, PPS, NIF, NIE, or ration card paperwork
- Immigration and relocation consultancies that help newcomers obtain a national identification or tax number
- Benefits and welfare support agencies that guide people through applying for benefits identification numbers or cards
- Document preparation and form-filling businesses that charge a fee for guidance rather than issuing the document itself
- Appointment-booking or courier services that facilitate in-person identity verification appointments
How to get certified: step by step
- 1
Confirm your eligibility and business model
Review the GODOS policy against your services. Non-government providers can be certified to advertise assistance, but you must be transparent that you are a private helper, not the issuing authority. Clarify exactly which numbers you support — SSN, PPS, NIF, NIE, ration card — and what you charge for.
- 2
Clean up your website and disclosures
Your landing pages must clearly state you are not affiliated with any government, show your fees before checkout, explain what the user is paying for, and provide contact and refund information. Remove any language that implies official status or guarantees a number.
- 3
Complete Google's advertiser verification
Google requires advertiser identity and, in many cases, business verification. Prepare legal business documents, identity proof for the account's representative, and ensure your Google Ads account details exactly match your registration.
- 4
Submit the GODOS certification application
Apply through Google's certification form for the government documents and services category, selecting the regional identification numbers your business handles. Provide accurate details about your operations and the countries you serve.
- 5
Align ad copy with policy
Rewrite ads to describe an assistance or support service honestly. Avoid phrases that mimic official agencies. Expect the automatic "Not a government website" disclosure and design your messaging around it.
- 6
Monitor, respond, and maintain compliance
After approval, keep documentation current and watch for policy notices. Google issues warnings at least seven days before suspension, so a fast, correct response to any flag protects your account.
Common mistakes that get ads disapproved
- Using official-sounding names, logos, or domain patterns that imply the site is the SSN Administration, Revenue (PPS), Spain's Agencia Tributaria, or an Indian ration card office
- Promising a guaranteed or "same-day" SSN, PPS, NIF, NIE, or ration card — outcomes are decided by the issuing authority, not the advertiser
- Hiding service fees or failing to clarify that the user is paying for assistance, not the document itself
- Omitting a clear non-affiliation disclaimer, which conflicts with Google's "Not a government website" transparency requirements
- Running ads before completing advertiser verification and GODOS certification, leading to disapprovals and account strikes
- Mismatched business details between the website, Google Ads account, and verification documents, which stalls the review
How we help
We guide assistance and consultancy businesses through every stage of getting certified to advertise regional identification number services on Google Ads. We audit your website and ad copy against the GODOS policy, identify the disclosures and fee transparency Google expects, and help you prepare the identity and business documentation the advertiser verification program requires. Because requirements differ by country — the SSN in the US, PPS in Ireland, NIF and NIE in Spain, or ration cards in India — we tailor our advice to the specific numbers and regions you serve.
As an independent consultancy, we are not affiliated with Google and cannot guarantee approval, since all decisions rest with Google. What we do is dramatically reduce avoidable rejections by making sure your application, landing pages, and campaigns are honest, transparent, and policy-aligned before you submit. If Google raises an issue, we help you interpret the notice and respond within the warning window so your account stays active.
Region-specific examples
Related services
Google Ads Policy Audit
A full review of your account, ads, and landing pages against the GODOS policy, with a prioritized fix list.
Ad Copy Compliance
We rewrite ad copy and extensions to meet policy requirements without losing performance.
Landing Page Optimization
Compliant, high-converting landing pages with the correct disclaimers and disclosures.
Google & Government Verification
Guidance through Google certification and the advertiser verification program, step by step.
Frequently asked questions
Can a private business advertise help with getting an SSN, PPS, or NIF number? +
Yes, provided you are certified to advertise under the GODOS policy and have completed Google's advertiser verification. You must be transparent that you offer assistance and are not the issuing government agency. You cannot promote yourself as the official source of the document.
Why does Google add a "Not a government website" label to my ads? +
Google automatically applies this disclosure to Search ads in the regional identification numbers category unless the advertiser is a certified government provider. It protects users from confusion. Rather than fighting it, build your ad and landing page messaging around being a clear, honest assistance service.
Do the requirements differ for ration cards in India versus an SSN in the US? +
The core GODOS process — certification plus advertiser verification — applies everywhere, but the supporting documentation, local business registration, and appropriate disclosures vary by country. We tailor guidance to the specific number and region your service covers.
Will certification guarantee my ads are approved? +
No. We are independent and not affiliated with Google, and only Google decides certification and approval. What we do is prepare your website, disclosures, and application to meet the policy's requirements, which significantly improves your chances and reduces avoidable rejections.
What happens if my account is flagged for a GODOS violation? +
Google typically issues a warning at least seven days before suspending an account for this category. That window is your opportunity to correct the issue — updating disclosures, fee transparency, or ad copy — and respond. Acting quickly and accurately is essential to keeping your account live.
My ads for benefits identification services keep getting disapproved. What's the usual cause? +
The most common causes are missing non-affiliation disclaimers, hidden or unclear fees, official-sounding branding, and running ads before completing certification and verification. Auditing your landing pages against the GODOS policy and correcting these issues usually resolves the disapprovals.
How long does the certification and verification process take? +
Timelines depend on how quickly you can supply verification documents and how fast Google reviews your application. Preparing complete, accurate documentation and policy-compliant pages upfront is the best way to avoid back-and-forth delays. We help you get everything right before you submit.