Advertisers now have access to new types of assets with business information, allowing them to add their logo and business name to search ads.

Like other assets, business information helps improve the effectiveness of your ads and attract the attention of potential customers. According to Google’s internal data from March 2023, advertisers who add a logo and business name to their search ads typically receive 8% more conversions at the same cost per conversion.

To add a logo and a business name to your ads, you first need to complete the advertiser verification program and meet the technical requirements for the assets.

What is the advertiser verification program and how to complete it?

To ensure the reliability and security of its advertising ecosystem, Google has introduced the advertiser verification program. For certain types of businesses in which abuse and fraud are common, verification is mandatory. This includes companies in the travel, technical support, and financial services industries. If your company falls into one of the categories that require verification, you will receive a notification to the account administrator’s email.

If verification is not mandatory for you, but you want to add logos and a brand name to your search ads to increase interactions, you can complete verification voluntarily at any time. To do this, log in to your Google Ads account, go to “Tools and Settings” – “Billing” – “Advertiser Verification,” and follow the instructions.

The process usually takes no more than 30 minutes to enter all the required information. The system will take about three to five business days to process the information. Different types of businesses may require different types of data during verification. This depends on the structure of your account, payment information, and whether you advertise on behalf of an organization or an individual. You may also need to verify your commercial activity. You can find detailed information about all the verification rules here.

How to add business assets

After completing the advertiser verification process in your account, the system may scan your website and automatically add the name and logo to your campaigns. You can find them in the “Assets” section of your account, and if necessary, they can be removed. To add your own assets, follow the instructions below.

How to add a business name

  1. Sign in to your Google Ads account.
  2. Go to “Ads & Assets” – “Assets”.
  3. Select “Business name” and click the “+” button.

Business name specifications

  • The name must correspond to the domain name or legal name of the company provided during verification.
  • The name should be visible on the website pages.
  • The name cannot exceed 25 characters.

The legal name of the company can be found in the “Tools and Settings” – “Billing” section.

How to add business logo

  1. Sign in to your Google Ads account.
  2. Go to “Ads & Assets” – “Assets”.
  3. Select “Business logo” and click the “+” button.
  4. Upload the logo file and choose the appropriate aspect ratio.

Business logo specifications

  • The logo must belong to your company and be present on the website.
  • Aspect ratio: square (1:1).
  • Minimum image resolution: 128 x 128 pixels; recommended: 1200 x 1200 pixels.
  • File format: PNG or JPG.
  • File size: not exceeding 5120 KB.
  • The logo should be compatible with both light and dark browser themes, meaning it should not blend with a white/black background.

Note that the logo may be rounded when displaying the ad, so if necessary, optimize the logo file to occupy the central 80% of the image.

If you want to make the most of Google Ads’ capabilities and need assistance, the Well Web Marketing team is ready to offer its services. We can help you maximize the effectiveness of Google’s advertising potential and achieve your marketing goals. Contact us for a consultation and to discuss the details of your project.