Short answer
A compliant landing page for government documents or services makes it clear who you are, what you provide, what it costs and where the official source is. It stays within the scope of your certification and avoids anything that looks like an official government site. The checklist below reflects Google’s policy requirements and our practical recommendations.
Key takeaways
- Google’s policy and the Misleading representation policy set the boundaries.
- Most items below are our recommendations; Google’s requirements are marked.
- Authorized providers must keep the domain limited to the authorized service.
1. Identity and status
- Business name and legal entity visible on the page and in the footer.
- Clear statement if you are a private company, not a government agency.
- Contact information that leads to your business.
- For authorized providers: a reference to your authorization and a link to the government page.
2. What you provide
- Describe your service precisely: what you do and what the government does.
- Only the document or service your certification covers (Google requirement for authorized providers).
- No promises of faster government decisions or guaranteed approval.
3. Fees
- Your service fee shown before the user starts a form or payment.
- The official government fee shown separately, if it applies.
- A note if the official service can be obtained directly, and where.
4. Official sources
- A visible link to the official government website for the document or service.
- No copied government content presented as your own.
5. Design and wording
- No government seals, coats of arms, flags used as logos or look-alike branding.
- No domain or page names that imitate a government body.
- No wording such as “official application site” unless you are the government.
What Google says
Google’s Government Documents and Services policy requires advertisers to comply with its other policies, including Misleading representation. Google also shows a “Not a government website” disclosure on certified non-government advertisers’ Search ads.
6. Forms and personal data
- Collect only the data needed for your service.
- Privacy policy linked near the form.
- Secure (HTTPS) pages for forms and payments.
- Clear explanation of what happens after the user submits.
7. Consistency with your Google Ads setup
- The domain matches the domain in your certification.
- Business details match your advertiser verification.
- Ad text promises only what the landing page delivers.
Our interpretation
Apart from the items marked as Google requirements, this checklist is our recommendation based on Google’s policies. Meeting it does not guarantee approval.
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Before and after: a landing page header
| Before | After | |
|---|---|---|
| Headline | “Official Passport Renewal Online” | “Passport renewal application help (private service)” |
| Logo | Coat of arms and national colors | Company logo only |
| Fees | Shown at checkout | Service fee and official fee shown near the top |
| Official link | None | “You can also apply directly at the official website” with link |
Our interpretation
This example is fictional and illustrates our recommendations. It does not mean a private passport service would be eligible to advertise; that still depends on certification.
Frequently asked questions
Do I need a disclaimer on every page?
Google adds its own “Not a government website” disclosure to certified non-government Search ads. On your site, a clear statement near the top of relevant pages is more useful than repeating a disclaimer everywhere.
Can I use photos of official documents?
Use them carefully. Avoid images that suggest you issue the document. Generic illustrations are safer.
Related guides
- Landing page compliance review
- Documents vs services: describing your offer
- Fixing government documents policy issues
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.
