How to create a privacy policy for Google Ads

As a marketing or data professional, you’re likely aware of the complex challenges that come with the combination of online advertising and data privacy.

Staying privacy-compliant across all advertising platforms is critical, not only for privacy laws, but also for these platforms’ policies, and Google Ads is no exception. However, the ever-evolving regulations and platform-specific requirements can make it feel like you’re constantly playing catch-up.

In this article, we’ll guide you through the process of creating a privacy policy for Google Ads. We’ll explore why you need a privacy policy, what it should include, and how to keep it up to date, along with tools you can use to make the process even simpler.

Why do you need a privacy policy for your Google Ads?

Creating a robust privacy policy for Google Ads is essential for privacy and ad platforms’ policy compliance, as well as building trust with website visitors and customers. Google emphasizes the importance of maintaining customer trust through data protection, encouraging data handlers to keep user data safe, make their privacy policies clear and accessible, and be transparent about how they use customer data.

Your policy should cover your data collection methods, usage practices, third-party involvement, and data subject rights, including opt-in or opt-out options, depending on relevant laws. Be sure to include explanations of how you collect and use customer data, how third parties — including Google — display your ads, your use of cookies, and device identifiers, and how users can opt out.

All Google Ads customers are required to have a privacy policy in place. Data privacy laws also require that it be kept up to date as business operations, technologies in use, and regulations change. This privacy policy requirement applies to all of Google’s ad types, including:

By implementing a comprehensive privacy policy for your Google Ads compliance, you’re not just following the rules, you’re establishing a foundation of trust with your audience, keeping on top of your evolving marketing practices, and protecting your business in the long run.

What to cover in your Google Ads privacy policy

Both Google and regional and local privacy regulations set out specific requirements about what to include when creating a Google Ads privacy policy. Let’s break down the key components.

How you collect and use customer data

Google stresses the importance of handling customer data responsibly, so that users can trust that their information will be treated with appropriate care. It clearly states that its partners should neither misuse data nor collect it for unclear purposes or without appropriate disclosures or security measures, in line with common regulatory requirements.

Your privacy policy therefore needs to clearly explain what data you collect, the methods you use to collect it, and how you intend to use it.

• Types of data collected: List the types of information you gather, such as names, email addresses, browsing behavior, or purchase history.
• Purpose of data collection: Explain why you’re collecting this data, such as for Google Ads personalization, improving user experience, or analytics.
• Data collection methods: Specify if you collect data from website forms, cookies, purchase history, or through other channels.
• Data handling methods: Clearly state how you use data segments to reach people who previously visited your website, for example.

Here’s an example from Google:

“We collect information about the apps, browsers, and devices you use to access Google services, which helps us provide features like automatic product updates and dimming your screen if your battery runs low.

The information we collect includes unique identifiers, browser type and settings, device type and settings, operating system, mobile network information including carrier name and phone number, and application version number. We also collect information about the interaction of your apps, browsers, and devices with our services, including IP address, crash reports, system activity, and the date, time, and referrer URL of your request.”

How third parties, including Google, show your ads across the internet

Detail how your ads are displayed across the internet through third-party services, with a focus on Google Ads. (You will likely need to do the same for any other ad platforms you use.) Include information such as the ad networks used, the types of ads displayed, and the targeting methods used.

For example:

“We use Google Ads to display advertisements across the internet. These ads might appear on Google search results pages, YouTube videos, or on websites that are part of the Google display network. The ads you see may be based on your previous interactions with our website, your Google search history, or your interests, as inferred by Google.”

How third parties use cookies and/or device identifiers

Explain how cookies, device identifiers, and other tracking technologies are used by third parties, including Google, in relation to your advertising efforts. Cover information such as the types of cookies used as well as the purpose of those cookies and any device identifiers.

For example:

“Google and other third-party vendors use cookies to serve ads based on a user’s prior visits to our website. Google’s use of advertising cookies enables it and its partners to serve ads to our users based on their visit to our site and/or other sites on the Internet. These cookies may track user behavior across multiple websites and devices to create a profile for ad targeting.”

How users can opt out of cookie use

You must provide clear instructions on how users can opt in or out of being tracked (depending on relevant regulations), both on your website and through third-party services. These instructions should include browser settings, Google Ads settings, and your website’s opt-out mechanism.

For example:

“You can opt out of personalized advertising by visiting Google’s Ad Settings page. Additionally, you can use the Network Advertising Initiative’s opt-out page to manage your preferences for other ad networks. On our website, you can adjust your cookie preferences by clicking the ‘Cookie Settings’ in our homepage footer.”

Example Google Ads privacy policy

To give you a clearer picture of what a Google Ads privacy policy might look like, we’ve created a basic example that includes all of the essential elements.

Why creating a comprehensive Google Ads privacy policy is so important

Creating a thorough and transparent privacy policy for your Google Ads campaigns is crucial for several reasons.

• User trust: A clear privacy policy demonstrates your commitment to respecting privacy and protecting user data, which can enhance your brand reputation and trust in your business.
• Regulatory compliance: A comprehensive policy helps you meet the requirements of relevant privacy laws and frameworks.
• Platform compliance: Google and other platform providers require advertisers to have a privacy policy that meets certain standards; without it, you can be blocked or restricted from accessing all functionality on Google services.
• Risk mitigation: A well-crafted policy can help protect your business from potential legal issues related to data handling and avoid penalties, audits, or business stoppages.
• Transparency: Providing users with clear information about how their data is collected and used creates transparency and builds trust in your business practices.
• Informed consent: A detailed policy aligns with the consent requirements set by the General Data Protection Regulation (GDPR) and similar laws, and allows users to make informed decisions about sharing their data with your business.

Key EU privacy laws to comply with

If you operate in the European Union (EU) or target EU residents, you need to adhere to the specific requirements of EU privacy laws and frameworks, particularly the GDPR and the ePrivacy Directive.

The GDPR covers most of what is required from Google and other EU regulations, and sets strict standards for data protection and privacy. Under the GDPR, some of the requirements that are important to your advertising operations are as follows.

1. Valid consent: You must obtain consent from users that is informed, specific, freely given, and unambiguous before collecting or processing their personal data.

2. Right to be forgotten: Users have the right to request the deletion of their personal data and you must complete the request or provide them with the information necessary to do so.

3. Data portability: Users have the right to receive their personal data in a commonly machine-readable format and to transfer it to another service provider.

4. Privacy by design: Your data collection and processing practices should be designed to maintain user privacy from the outset, including data minimization from the point of collection.

The ePrivacy Directive, often referred to as the “cookie law,” specifically regulates the use of cookies and similar technologies. It requires explicit consent for the use of non-essential cookies, which includes most advertising and tracking cookies.

It’s worth noting the potential impact of the Digital Markets Act (DMA) on your Google Ads activities. While the DMA primarily affects gatekeeper platforms like Alphabet (Google), to enable their DMA compliance, these gatekeepers are setting additional requirements of the advertisers using their platforms.

Key US privacy laws to comply with

In the US, laws like the California Consumer Privacy Act (CCPA) and the Children’s Online Privacy Protection Act (COPPA) require businesses to be transparent about how they collect, use, and share US citizens’ personal information. Every year, more and more states are passing privacy laws, so compliance for companies doing business in the country grows more potentially complex.

Under the CCPA, businesses that meet the revenue or operational thresholds set out in the Act must have a privacy policy that includes a clear description of consumers’ rights, how they can exercise these rights, and how you handle user data collected through Google Ads or other platforms.

COPPA, on the other hand, applies to websites and online services directed at children under 13 or that knowingly collect information from children under 13. It requires these businesses to obtain verifiable parental consent before collecting personal information from children.

Keep your privacy policy up to date and stay compliant with Usercentrics

Staying compliant is an ongoing process, and maintaining your privacy policy is also a regulatory requirement. The right tools can make it significantly easier and more efficient. Usercentrics provides the tools you need to keep your privacy policies up to date with ever-changing data privacy laws, while optimizing your digital marketing efforts.

With Usercentrics CMP, you can manage user consent for data collection to enable compliance with the GDPR, CCPA, and other major privacy regulations. Our platform enables you to easily handle cookie consent, scan for any changes in the cookies or trackers you’re using, and provides automatic privacy policy updates to reflect changes in regulations and your cookie use.

Cross-platform compliance tools help you to maintain consistency across your digital assets, including your website, mobile apps, and other connected platforms. Plus, our fully customizable consent banners enable you to provide easy access to user-friendly privacy notices so that user consent can always be informed.

Usercentrics also integrates with your favorite Google products, including Google Ads and Google Analytics, making it easy to streamline your compliance efforts so that you can focus on your core marketing activities.