Complete Guide to DUNS

Launching ads on Google Ads in 2025 increasingly starts with a demand to "Verify your organization's details." For many media buyers, this becomes an insurmountable obstacle, leading to campaign rejections and account bans. At the heart of this process is a mysterious nine-digit code: the DUNS number. What is it, why does Google need it, and, most importantly, how can you use it to pass verification successfully?

This guide is not just a rehash of the official help pages but a practical manual for the modern media buyer. We'll break down how the DUNS number has become the "golden key" to trust in Google Ads, how to find or obtain one, and what strategies for using it help launch campaigns stably and without unnecessary problems.

1. What Is a DUNS Number and Why Is It Critical for Google?

DUNS (Data Universal Numbering System) is a universal data numbering system created and maintained by the international company Dun & Bradstreet (D&B). A DUNS number is a unique nine-digit identifier assigned to legal entities (companies, organizations) worldwide.

In simple terms, it's like a global business identification number. This number allows any organization, from Apple Inc. to a small local startup, to be uniquely identified in the global business environment. The key feature that makes it so valuable to Google is that D&B is an independent and authoritative source of business information.

Key characteristics of DUNS:

• Uniqueness and Global Standard: No two companies have the same DUNS number. It is recognized by the UN, the US government, ISO, and many other international organizations.
• A Company's "Digital Passport": Having a DUNS number confirms that a company actually exists, has a legal address, its ownership structure is known, and it is listed in the world's largest business directory, which contains hundreds of millions of records.
• A Source of Trust: A company's business information, including its credit history, financial performance, and links to other legal entities, is linked to its DUNS number, making it a powerful tool for assessing reliability.

2. DUNS as a Trust Factor: How Google Sees a Verified Advertiser

In recent years, Google has been actively working to increase the transparency of its advertising ecosystem. The goal is for a user who sees an ad to know exactly who paid for it. Advertiser verification is a key element of this strategy. For Google, a DUNS number is the fastest and most reliable way to verify a company, a sort of "presumption of innocence" for the advertiser.

Why Google trusts DUNS:

• Legitimacy Check: Google doesn't need to verify your incorporation documents itself. It simply queries the D&B database and instantly gets confirmation that your company is real. This reduces the operational load on Google's moderators and increases verification accuracy.
• Faster Verification: Providing a DUNS number when registering a Google Ads account can shorten the verification process from weeks to days, and sometimes even hours. The system sees you as a verified entity, and your trust level automatically increases.
• Fighting Fraud: Media buyers working with "grey-hat" and "black-hat" offers often register shell companies. Obtaining a DUNS for them is more difficult and time-consuming, which helps Google filter out unscrupulous advertisers at an early stage.

This is why having a DUNS is becoming a nearly mandatory condition for stable work with Google Ads, especially when working with medium to large budgets.

3. How to Find or Get a DUNS Number: A Step-by-Step Plan

There are two paths: find an existing number or register a new one.

How to Find an Existing DUNS

If you are working with an existing company, there is a high probability that it already has a DUNS number, even if you are unaware of it.

1. Go to the official D&B website: https://www.dnb.com/duns-number/lookup.html. There may be local sites for other regions.
2. Enter the exact legal name of the company and its legal address (country, city, street).
3. The system will show any matches. If your company is in the database, you will see its number. This process is free.

How to Get a New DUNS for Free

If there is no number, you can get one for free. The process can take up to 30 business days.

1. Go to the D&B website and select the "Get a D-U-N-S Number" option.
2. Fill out the form in detail with all your company's legal information: official name, address, contact information, executive details, year of foundation.
3. Prepare scans of your incorporation documents, as D&B may request them for confirmation.
4. Submit the application and wait. D&B staff will verify your information and, if everything is correct, assign you a number.

4. Strategies for Using DUNS in Traffic Arbitrage

For a media buyer, a DUNS number is not just a formality but a strategic asset that opens up new opportunities.

• Increase Account Trust: When creating a new Google Ads account, enter the DUNS number in the company details right away. This significantly increases the chances of passing the initial verification and reduces the risk of a ban for "suspicious payments."
• Unlock Banned Accounts: If your account has been suspended and Google asks you to verify your details, providing a DUNS number can be the deciding factor in your favor during an appeal. Check out our guide to restoring a Google Business profile.
• Work with Large Budgets: To get credit lines or work with postpaid billing in Google Ads, having a verified company with a DUNS number is almost a mandatory requirement.
• Create a "Trusted Network": By registering several companies in different jurisdictions and obtaining DUNS numbers for them, you can create a diversified network of legal entities, which reduces risks when scaling "grey-hat" verticals.

5. Common Mistakes Media Buyers Make with DUNS

Improper use of this powerful tool can lead to the opposite results. Avoid the following mistakes:

• Data Mismatch: The most common mistake. The company name, address, and postal code in your Google Ads account must match the data linked to your DUNS 100%. Any, even the slightest, discrepancy (e.g., "St." instead of "Street") can lead to verification failure.
• Using Someone Else's DUNS: Attempting to use the DUNS number of another, unrelated company. Google's algorithms easily detect this, leading to a permanent ban.
• Rushing After Getting the Number: Don't launch aggressive ad campaigns immediately after receiving a DUNS. Allow time for the information to update in the databases; wait a few weeks for the trust to "settle."