OhmCo - previously rule of design - carwash marketing and blogging

Google Ads Changes

Mel Ohlinger • May 1, 2025

Google Ads Update: New Rules About Who’s Paying for Your Ads

What Car Wash Owners Need to Know About Upcoming Changes

Starting in May 2025, Google is rolling out an update to its Ads Transparency policy that affects all advertisers — including car wash businesses like yours. This change is designed to give users more visibility into who is paying for ads, and it’s important that your account reflects the correct information.

google ads changes for carwashes for 2025

Here’s what you need to know:

Phase 1: Starts in May 2025

Google will begin displaying the payer name — not just the advertiser name — in the Ads Transparency Center and “My Ad Center” panel. This means:

  • If your payment profile name is different from your Google Ads account name, users may see that name listed instead.
  • If you're working with an agency (like OhmCo), and the payment profile belongs to the client (you), that client name will show — not the agency name.
  • Agencies incorrectly verified as direct advertisers must re-verify as agencies before May 31, 2025, or risk showing the wrong name.


Phase 2: Starts in June 2025

You’ll gain the ability to edit your displayed payer name:

  • Head to the advertiser verification page under your billing settings.
  • From June onward, any changes made to the payer name here will be shown to users instead of the payment profile name.
  • If you’re creating a new Google Ads account, the system will default to showing the payment profile name — unless you change it during the advertiser verification process.


Special Note for Election Ads

HAHAHA! Just kidding. We don't mix carwashes and politics... unless we need to BUT if you run election-related ads (very rare in the car wash world, but just in case), those verification policies stay the same. If you need to update your payer name, you'll have to go through election ad verification again.


What This Means for You

If OhmCo manages your ads and billing, rest easy — we’ll make sure everything is verified properly and displayed the way you want. But if you pay Google directly or have your own billing profile, now is the time to double-check your verification settings.

We’re here to help if you have any questions or want us to verify how your business name appears in Google’s system.


Questions?
Shoot us an email at hello@ohmco.co and we’ll walk you through it. As always, we’re on top of the tech so you can stay focused on running your wash.

The official letter from google:

Dear Advertiser,

Google is updating the Ads Transparency policy to include the display of additional information about the entity that pays for the ads. This update will take place in two phases.


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. For verified agency accounts, the client payment profile will be used for the payer name if that name differs from the verified advertiser name. The payer name will be visible in the “My Ad Center” panel and the Ads Transparency Center. Note: agency advertisers who are currently incorrectly verified as direct advertisers should reset their advertiser verification and re-verify as an agency before May 31, 2025 to ensure that the payer name is not incorrectly displayed as the agency name if that is not the intention.


In June 2025, Google Ads advertisers will be able to edit the displayed payer name by navigating to the advertiser verification page under billing. From that point forward, any changes an advertiser makes to their payer name will display instead of the payment profile name. Advertisers creating a Google Ads account will have their payment profile name displayed as the payer name unless they change it when they go through advertiser verification.


Election Ads verified advertisers have already provided their payer name during the verification process and their displayed payer name will continue to be managed under existing Election Ads verification policies. If an Election Ads verified advertiser wishes to update their payer name, they will need to complete election advertising verification again.


Thank you for your cooperation.


Sincerely,

The Google Ads Team

Contact OhmCo

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