Google called me wanting to confirm my business address and asked me a bunch of personal details, as well as a 6 digit code that was going to be sent to my number (the one they called me on?). I refused and told them to give me a number to call them back on and they said they didn't have that facility. I then asked if they could email me or point me to a form and they said they could only do it on that same call.

After 10 minutes in a verification tug-of-war, the rep escalated me to someone who did provide proof they were actually Google (using a field I updated in my account). All up it took 15 minutes and felt very fraudulent until they finally gave me some helpful context.