Short answer
You may be eligible for certification if you are a government body, a non-government provider explicitly authorized by a government on an official government website, or an advertiser in a region or business type that Google lists as excluded for your category. If you do not promote covered documents or services at all, the fourth option asks Google to treat your ads as out of scope. Private intermediaries without explicit government authorization are generally not eligible.
Key takeaways
- Eligibility follows from what you are and what you promote, not from your ad budget or account history.
- Private “application help” services are generally only eligible as authorized providers or under an exclusion.
- Since October 2026, authorization must be visible on an official government website.
- Our eligibility checker gives general guidance in three questions.
Four questions to find your option
- Do your ads or landing pages promote the direct acquisition of a covered document or service? If not, you may be out of scope. Check what counts as a government document or service.
- Are you a federal, state or local government body? If yes, apply as a government provider.
- Does an official government website link to your domain and explicitly reference you as authorized for this specific document or service? If yes, you may qualify as an authorized provider.
- Is your region or business type listed as an exclusion for your category? If yes, the exclusion option may apply.
Eligibility by type of advertiser
| Advertiser | Likely option | Notes |
|---|---|---|
| City council promoting its own permit services | Government provider | Use the official government domain |
| Accredited partner listed in a government-managed directory | Authorized provider | Directory must link to and name the domain for the specific service |
| Private company that fills in passport forms for a fee, with no government listing | Usually not eligible | A business license or contract does not count as authorization |
| Driving school advertising driving lessons | Business exclusion (driver licenses) | Google lists driving schools, lessons and training providers as excluded |
| Company offering business identifier registration in a region Google lists as excluded for that category | Regional exclusion | Check the current exclusion list for the category |
| Law firm giving paid immigration advice, not selling official applications | Possibly not in scope | Google decides; your landing page must match your description |
| Travel blog explaining how to apply for an eTA | Possibly not in scope | Only if ads do not promote acquisition of the document |
Our interpretation
These are illustrative examples based on Google’s published policy, not decisions Google has made. Google reviews each application on its facts, including your ads, keywords and landing pages.
Who is generally not eligible
Under the current policy, these situations do not create eligibility on their own:
- holding a business or trade license, even one issued by a government;
- being registered in a government business registry;
- having a commercial contract with a government supplier;
- being mentioned in an article or blog post on a government website;
- having a verified Google Ads account or a long advertising history.
If you are a private service in this position, read certification for private government service providers for your realistic options.
Eligibility can be partial
An authorized provider is eligible only for the document or service, and the regions, named in its authorization. A provider authorized for passport photos in one country is not automatically eligible to advertise visa applications or to target other countries. The three transnational categories (electronic travel visas and authorizations, border entrance travel documents and U.S.-based Trusted Traveler programs) are exceptions to the geographic rule.
What Google says
Google’s update requires authorized providers to promote only the specific document or service corresponding to the government’s authorization, and to target only the matching regions, except for inherently transnational categories.
Want a quick, general indication of which option may apply?
Special cases
Agencies
Eligibility belongs to the advertiser, not the agency. An agency can help with the application, but the client must be the government body, the authorized provider or the excluded business.
Resellers and affiliates
If you send users to an authorized provider, the authorization belongs to that provider’s domain. Advertising it from your own domain does not inherit its authorization.
Businesses operating in several countries
Exclusions and authorizations are tied to categories and regions. A company may be eligible in one country and not in another. Consider separate domains and campaigns for each authorized scope.
Businesses with mixed services
If only part of your offer is covered, keep it separate. An authorized provider’s domain must promote only the authorized document or service.
Frequently asked questions
Can a private company ever be certified?
Yes, as an authorized provider when it meets Google’s criteria, or when a regional or business exclusion applies to its category.
Is eligibility different for each country?
Exclusions are listed per category and region, and authorized providers must target their authorized regions. See certification by country for an overview.
Does being eligible mean I will be approved?
No. Eligibility means an option may fit your situation. Google reviews the application, your verification and your website, and makes the final decision.
Related guides
- Google Ads government certification (main guide)
- Who can advertise government documents and services
- Certification requirements by option
Official sources
Google updates its policies and help pages. We last checked these sources on 7 October 2026. If this article and Google’s documentation differ, Google’s documentation applies.
