Google rolls out ‘Ads funded by’ labels in search results

Searchers can now find out who paid for the ads they see, as Google is beginning to roll out its Ads Transparency policy.

This update makes ad funding more visible to users.

• This new label could impact how consumers perceive and trust advertisements.
• Advertisers now have less ability to obscure financial relationships.

What it looks like. Google’s My Ad Center now features a new transparency section labeled Ads funded by.

• Anthony Higman, CEO of ADSQUIRE, spotted the implementation and shared screenshots on LinkedIn.

Why we care. Google’s new Ads funded by labels expose previously hidden agency-client relationships and parent company connections. Advertisers must now carefully align their payment profile names with their branding strategy, as consumers will see exactly who’s funding each ad. This could significantly impact consumer trust and perception, especially for advertisers who operate through complex corporate structures or prefer to keep certain financial relationships less visible.

Between the lines. Google’s policy update stated:

“In May 2025, Google will display the payment profile name as the payer name for verified advertisers, if that name differs from their verified advertiser name.”

• Initial observations suggest Google may be showing the section even when the payer and advertiser names match.
• This could indicate a broader transparency push beyond what was initially communicated.

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