What Is a D-U-N-S Number?

A plain-English explainer of Dun & Bradstreet and the D-U-N-S number, and how it can speed up your Google Ads verification.

If you're going through Google Ads advertiser verification, Google offers to speed things up if your business has a D-U-N-S number. If that term is new to you, here's what it means in plain English.

The short version: A D-U-N-S number is a free, nine-digit ID for your business, issued by a company called Dun & Bradstreet. You don't need one to get verified — but if you already have one, it makes verification faster. If you don't, your business name and address work fine.

What is Dun & Bradstreet?

Dun & Bradstreet (often shortened to "D&B") is a long-established business-data company. It keeps records on hundreds of millions of businesses worldwide — the kind of information banks, suppliers, and platforms like Google use to confirm a business is real.

What is a D-U-N-S number?

A D-U-N-S number (short for Data Universal Numbering System) is a unique nine-digit number that Dun & Bradstreet assigns to a business — think of it as a permanent ID for your company. More than 600 million businesses worldwide have one. It's used for things like business credit, applying for contracts, and confirming your identity with platforms like Google.

Why it matters for your Google Ads

During advertiser verification, Google asks for your organization's legal name and address. If your business has a D-U-N-S number, you can enter it to speed up the review — Google matches your details against Dun & Bradstreet's records instead of a longer manual check.

It's completely optional. No D-U-N-S number? Verification still works with your legal name and address.

Do you already have one?

Plenty of established businesses already have a D-U-N-S number without realizing it — especially if you've applied for business credit, loans, insurance, or larger contracts. You can check for free with Dun & Bradstreet's D-U-N-S lookup tool.

How to get one (free)

If you don't have one and want it, you can request a D-U-N-S number directly from Dun & Bradstreet for free. You'll provide basic business details — legal name, address, owner, and business structure. Standard processing takes up to about 30 business days, and an expedited option is available for a fee. Start at Dun & Bradstreet's Get a D-U-N-S page.

A brand-new D-U-N-S number can take a few weeks to arrive, so don't wait on it to get verified. If you already have one, bring it to your check-in call — if not, we'll verify with your business name and address, and you can always add a D-U-N-S number later.

We'll help

On your first check-in call, the Outbound.com team will help you track down your D-U-N-S number — or get you verified without one. See Google Ads Advertiser Verification for the full walkthrough.

Still stuck?

Not sure whether your business has a D-U-N-S number? Reach out and we'll help you check.

Contact Outbound.com support