How to Apply for G2RS Financial Services Verification in India (2026): Complete Step-by-Step Guide to G2 Code, Exemptions & Google Ads Approval
Every Indian advertiser running financial-services ads on Google — NBFCs, brokers, fintech apps, insurance intermediaries, lead generators, loan aggregators, credit-card affiliates — must now pass G2RS (G2 Risk Solutions) Financial Services Verification before Google will allow ads to serve. Google’s rejection emails often point advertisers to G2RS without explaining the full workflow, leaving businesses stuck between Google Ads, G2RS, and regulatory bodies like RBI, SEBI, IRDAI, PFRDA and AMFI. This page explains the complete G2RS application process, the three advertiser categories (Licensed / Exempt Financial / Exempt Non-Financial), the Approved Third-Party route, the confidential G2 Code, and how to avoid the most common cause of denial in India.
Stuck at the G2RS application or received a Google Ads rejection mentioning G2? Our team files and tracks G2RS applications for Indian NBFCs, brokers, insurance intermediaries and fintech platforms every week. Talk to a G2RS specialist or call +1 984 330 4870.
What is G2RS Financial Services Verification?
G2 Risk Solutions (G2RS) is Google’s appointed verification partner for financial-services advertising. A G2RS check confirms that an advertiser is either:
- Authorised by a relevant regulatory body — e.g. RBI (for NBFCs, payment aggregators), SEBI (for brokers, mutual-fund distributors, investment advisers, research analysts), IRDAI (for insurers and insurance intermediaries), PFRDA (for pension products) or AMFI (for mutual-fund distributors);
OR - Qualifies for a formal exemption under G2RS rules.
Verification with G2RS is the mandatory first step before an Indian advertiser can serve any financial-services ad on Google — including search, display, YouTube, Discovery and Performance Max campaigns.
The Three G2RS Applicant Categories (Pick the Right One)
The single biggest reason Indian applications get rejected is choosing the wrong category on the G2RS form. Here is how to decide:
| Category on the form | Who should choose this (India) | Evidence required |
|---|---|---|
| “I provide financial services and I am licensed/registered.” | RBI-registered NBFCs, payment aggregators; SEBI-registered brokers, RIAs, RAs, PMS; IRDAI insurers/brokers/corporate agents; AMFI-ARN distributors; PFRDA PoPs. | Licence/registration number that matches the public-facing registry (RBI/SEBI/IRDAI/AMFI/PFRDA) exactly. |
| “I provide financial services but am not required to be licensed/registered.” | Entities legally exempt from licensure under Indian law (e.g. certain money-lenders operating solely under state Money-Lenders Acts, specific intra-group treasury operations). | Written legal justification + supporting statute references. |
| “I do not provide financial services.” | E-commerce platforms, classifieds, search engines, law firms, comparison sites whose landing pages merely mention financial products without offering them. | Proof that the landing pages only discuss — and do not sell — financial products. |
The Approved Third-Party Route (Resellers, Affiliates, Lead-Gens, DSAs)
Many Indian advertisers — loan DSAs, insurance aggregators, affiliate marketers, credit-card lead generators, PoS agents, banking correspondents (BCs), fintech comparison websites — are NOT eligible for direct G2RS verification. Instead, they fall under the Approved Third-Party route:
- The licensed and already G2RS-verified principal (e.g. the bank, NBFC or insurer whose products you promote) must submit a list of your domains to Google.
- You cannot apply directly — you work through that principal.
- The principal vouches for your landing pages and promotional content.
- Google rejects direct G2RS applications from resellers/DSAs with the message: “You have not completed the required Authorized Advertiser Verification process.” That is the trigger to move to the Approved Third-Party path.
If you are an NBFC’s DSA, a bank’s banking correspondent, or an insurance PoSP — you are almost certainly an Approved Third-Party, not a direct G2RS applicant.
Documents & Details Indian Advertisers Need Ready
| Detail / Document | Why G2RS needs it |
|---|---|
| Google Ads Customer ID (CID) | Links the G2RS application to the correct Google Ads account. |
| Legal Business Name (exact match with MCA / RBI / SEBI / IRDAI registry) | Primary field cross-checked with the public registry. |
| Registered Business Address | Must match the registry-listed address character-for-character. |
| Regulator Registration Number | E.g. RBI CoR number, SEBI INZ/INH/INA code, IRDAI registration number, AMFI ARN, PFRDA PoP code. |
| CIN / LLPIN | MCA-issued corporate identifier for the entity. |
| PAN & GST Certificate | Indian statutory identity proof. |
| All domains / landing pages / app links | Website, App Store, Google Play, YouTube channel — every destination the ads will point to. |
| Exemption legal justification (if claiming exemption) | Clear reasoning tied to Indian law, not a generic statement. |
Not sure whether your entity classifies under RBI, SEBI, IRDAI or PFRDA for the G2RS form? Send us your Google Ads CID and registration details — we will confirm your category before you submit.
Step-by-Step: How to Apply for G2RS Verification from India
Step 1 — Confirm your category
Decide which of the three categories above applies. Choosing “Licensed” when you are actually a DSA, or “I do not provide financial services” when your site sells insurance, results in automatic rejection.
Step 2 — Match your details to the public registry
Before opening the form, verify every detail against the relevant public list:
- NBFCs → RBI list of NBFCs (CoR number)
- Brokers / RIAs / RAs / PMS → SEBI intermediaries search (INZ / INH / INA / INP codes)
- Insurers / Brokers / Corporate Agents → IRDAI registered entities directory
- Mutual-Fund Distributors → AMFI ARN search
- Pension PoPs → PFRDA list of PoPs
- All companies → MCA21 for CIN / LLPIN and current legal name
Step 3 — Consolidate every domain and landing page
List every URL you plan to advertise: main website, product subpages, landing pages, App Store link, Google Play link, YouTube channel, mobile app deep-links. Each link must be active, publicly accessible and clearly connected to the business name. Do not submit just google.com — submit the exact landing page for your app or service.
Step 4 — Submit the G2RS application
Use the “Apply Here” link on the G2RS website. Enter Google Ads CID, legal entity details, address, registration or exemption information, and upload supporting proof. The review team will reach out via financialservicesverification@g2risksolutions.com if anything is missing.
Step 5 — Receive your confidential G2 Code
Once G2RS approves, you receive a confidential G2 Code. This code is submitted to Google to finalise the financial-services authorisation on your Google Ads account.
Critical warning: Do NOT enter the G2 Code in Google Ads until G2RS formally approves your application. Premature submission will cause Google to deny your application.
Step 6 — Complete Google’s Advertiser Verification (second layer)
After G2RS approval, Google sends a separate Advertiser Verification email. You must complete this second-layer identity and Business Operations Verification inside Google Ads using your GST, PAN and payer details — otherwise ads will still not serve.
Timeline: How Long Does G2RS Verification Take?
| Stage | Typical time (India) |
|---|---|
| Initial G2RS review (all details match public registry) | 5 – 10 working days |
| Request for additional information (RFI) | + 3 – 7 days per RFI round |
| G2 Code issuance after approval | 1 – 3 working days |
| Google Advertiser Verification after G2 Code | 24 – 72 hours when form matches |
| Approved Third-Party route (via principal) | 2 – 4 weeks |
Common Reasons G2RS Applications Fail in India
- Legal name on the application does not exactly match the RBI / SEBI / IRDAI / MCA record (e.g. “Pvt Ltd” vs “Private Limited”).
- Registration number entered in the wrong format (SEBI INZ vs INH vs INA — each means a different activity).
- Registered address on the form differs from the regulator’s public record.
- Claiming “I provide financial services but am not required to be licensed/registered” without a clear legal basis.
- Applying as a direct advertiser when you are actually a DSA, BC, PoSP, affiliate or lead-gen — that is the Approved Third-Party route.
- Landing pages that look unrelated to the registered entity (different brand name, no entity footer, missing Privacy Policy).
- Submitting the G2 Code to Google before G2RS approval email arrives.
- Missing App Store / Google Play / YouTube links that are also used in the ads.
G2RS Application Quick Reference (India)
| If you are … | Apply as … | Key registry |
|---|---|---|
| NBFC (loan / credit) | Licensed Financial Services | RBI List of NBFCs (CoR) |
| Stock broker | Licensed Financial Services | SEBI INZ registration |
| Investment Adviser / Research Analyst | Licensed Financial Services | SEBI INA / INH |
| Mutual-fund distributor | Licensed Financial Services | AMFI ARN |
| Insurance broker / corporate agent | Licensed Financial Services | IRDAI registration |
| Loan DSA / BC / PoSP / affiliate | Approved Third-Party (via principal) | Principal’s G2RS verification |
| E-commerce or law firm mentioning finance | Exempt Non-Financial Services | Landing-page audit |
| Rarely: statutorily-exempt financial entity | Exempt Financial Services | Legal memo referencing statute |
Why Use g2verification.com to File Your G2RS Application
- We map your registration number, CIN, GST and legal name to the exact public registry entry before submission — zero avoidable rejections.
- We draft the exemption justification or Approved-Third-Party documentation tailored to your business model.
- We coordinate between G2RS support and Google Ads support so nothing falls through the gap.
- We hold the confidential G2 Code and enter it in your Google Ads account at the correct moment.
- We finish the second-layer Google Advertiser Verification (GST, PAN, payer details) so ads actually start serving.
Frequently Asked Questions
1. Is G2RS verification mandatory for every financial advertiser in India?
Yes. Every advertiser promoting financial services to Indian users on Google must pass G2RS verification (directly or via the Approved Third-Party route) before ads are eligible to run.
2. What is the G2 Code and where do I enter it?
The G2 Code is a confidential code issued by G2RS after approval. It is entered inside Google Ads to complete the financial-services authorisation. Never enter it before G2RS formally approves — premature entry causes denial.
3. I am a loan DSA. Can I apply directly to G2RS?
No. DSAs, BCs, PoSPs, affiliates and lead-generators are Approved Third-Parties. Your principal (the NBFC, bank or insurer whose products you promote) must already be G2RS-verified and submit your domains to Google on your behalf.
4. Google says I must complete “Authorized Advertiser Verification” — what does that mean?
It means Google expects your organisation’s G2RS verification to be complete before you submit any Approved Third-Party vouching. Finish G2RS first, apply the G2 Code, then submit the third-party list.
5. My legal name is slightly different in Google Ads and on my RBI / SEBI / IRDAI registration — will G2RS accept it?
No. G2RS matches names character-by-character with public registries. Update your Google Ads payer profile to the exact regulator-registered name before applying.
6. Can I claim the “I do not provide financial services” exemption for my comparison website?
Only if the website does not actually sell, recommend or generate leads for financial products. If the site collects contact details for lenders, insurers or brokers, it counts as providing financial services and does not qualify for this exemption.
7. How long does the whole process take end-to-end?
For a well-documented licensed entity, G2RS approval typically takes 5–10 working days, followed by 24–72 hours for Google Advertiser Verification — roughly 2–3 weeks end-to-end. Approved Third-Party cases take 3–5 weeks.
Contact Us — G2RS Application Support for Indian Advertisers
Our team at g2verification.com files G2RS Financial Services Verification applications for NBFCs, stock brokers, investment advisers, mutual-fund distributors, insurance brokers, DSAs and fintech platforms across India. Share your Google Ads Customer ID and registration details — we will confirm your correct category, prepare the documents, submit the application, monitor G2RS correspondence and finish Google’s second-layer Advertiser Verification for you.
- Phone: +1 984 330 4870
- WhatsApp: Chat with a G2RS specialist
- Email: info@g2verification.com
- Enquiry Form: Send us your CID + registration details