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    Google Partners Explained

    Becoming a certified Google Partner is a little like earning a Boy Scout or Girl Scout badge. You put some work in until you’re recognized with a little patch or medallion you can use to brag to your friends. But what is the Google Partner Program, who can be a part of it, what does it consist of, and perhaps most importantly, what are the benefits?

    What is the Google Partner Program

    The Google Partner Program, also called Google Partners, is a training and certification program for advertising agencies, digital marketing professionals, and other online consultants who manage Google Ads accounts. Once the agency or professional passes the Google Ads product certification exams and are up to date with the latest product knowledge, they’re rewarded with a Google Partner badge. Companies and individuals may add it to websites, business cards, and marketing materials to show that Google recognizes them as a Google Partner. But it is so much more than a badge. Companies like AdStage, use it to to build important relationships and gain valuable insights from Google.

    Image from Google

    To help potential clients compare agencies and marketing professionals and decide who might best meet their needs, Google Partners are allowed to specialize in Google Ads product areas, including:

    • Search Advertising
    • Mobile Advertising
    • Video Advertising
    • Display Advertising
    • Shopping Advertising

    How to become a Google Partner

    You gotta pass the tests! And they are no walk in the park. The passing grade is 80% on all tests, and if you fail one test, you have to wait a week to retake it. The Search and Display Advertising exams give you two hours to answer 100 questions, and the remaining exams are just slightly shorter than that. 

    But that’s not all. In addition to passing the Google Ads certification, you must also meet the spend requirement across your managed accounts, and demonstrate your performance with strong client and company growth. So there’s no earning the badge and then sitting around coasting on it. 

    If you’re interested in becoming a Google Partner, you can join the program here. As a Member who hasn’t yet earned a badge, you will have access to some new resources right off the bat including product training and certifications, sales training, and Google Community membership and product updates. You also have access to phone, chat, and email support for all of your Ad accounts. 

    Benefits of becoming a Google Partner

    One, getting the badge is a really big deal. It’s not only something businesses can use to tout their experience and professionalism, but it’s the difference between making a purchase with a company that has BBB Accreditation and one that’s a little shady. Customers want to see that certification, especially one that’s backed by a behemoth like Google. 

    There are many more benefits, too, and all stuff you can pass onto clients:

    Education – Develop your skills with Academy on Air where you can livestream sessions and complete learning courses and certifications. Partnership also gives you access to case studies and trends on Think with Google and Google Trends.

    Rewards – Rewards are designed to help you grow through a series of challenges for acquiring new clients, optimizing client campaigns, or getting certified. 

    Support – Get customized product support through Google Ads Help Center and Google Ads Recommendations.

    Growth – Host co-branded events through Connect and pitch and onboard new clients with Google Ads promotional offers.

    Acceleration (coming soon) – Drive growth with this specialized online education and scaled business coaching program for Partners designed to help you accelerate your skills and growth.

    Image from Google

    How do Google Partners make money?

    Google Partners are like any advertising or marketing agency or consultant, but with extra accreditation, and more resources at their disposal. Google Partners may be able to make their clients extra money by using their badge and VIP resources intelligently, but at the end of the day, they’re running their business just as their competitor would. 

    What is a Google Premier Partner and how do I become one

    As if the Google Partner accreditation wasn’t enough, there’s another level to being a Google Partner called Google Premier Partner. How do you earn this most coveted level of recognition? By delivering proven ongoing results. Basically, doing everything that got you into the program, but bigger, better, and faster. Not only that, Google wants to make sure there’s not just one person who is steering the whole Google Partnership. For that reason, the company requires a Google Premier Partner candidate to also employ at least two Certified Google Ads specialists.


    If your agency or consultancy deals at all with Google Ads (and oh man, it should), at the very least, signing up for Google Partners is a must. Don’t assume you can breeze through all the tests and have a badge on your website by the end of the day. Instead, take it slow, formulate a game plan, and make sure you’re soaking everything up. It will be a huge benefit to you and your clients.

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    Breanna Lambert

    Breanna has 10+ years’ experience in marketing, though the tides & trends have pushed her almost exclusively into digital. She lives in the hills above Boulder, CO and spends her downtime outside exploring with her husband, son, and pup.