Google Partner Badge

Google Partners Program : Everything you need to know

With pay-per-click traffic converting 50% higher than organic traffic, it’s no surprise that more and more businesses are making PPC advertising a key part of their marketing plan.

Google holds 66% of the paid search market in the bag meaning it dominates the market when it comes to driving online sales and boosting conversions.

As a result, numerous agencies have popped up, all aiming to help businesses get the most from their Ads spend.

So how can you find an agency that delivers more than just clicks? Look for the Google Partner Badge.

If you work in the world of digital marketing, chances are you’ll have heard of the Google Partner Programme. Or perhaps you’ve seen the prestigious Partner badge on your competitor’s website?

The Google Partner Badge tells you a lot about a business. After all, Partner status isn’t just handed out to anyone. It’s got to be earned. That requires hard work, skills and expertise.

But it pays off. Gaining Google Partner status shows the world you’re doing something right when it comes to Google Ads, after all, it is ‘a professional accreditation that Google gives to individuals and companies that show expertise in Google Ads.’

That’s a powerful accreditation to earn in today’s competitive landscape of PPC.

In this article, Report Central explain everything you need to know about the Google Partners programme. So, if you’d like to know exactly what a Google partner is, what the criteria is and how you can achieve the prestigious Google Partner Badge then read on.

Let’s start with the basics – What is a Google Partner?


The Google Partners Programme was set up by Google for those that manage Google Ads accounts on behalf of other businesses or brands.

It’s a qualification that helps to distinguish the best Google Ads agencies from the rest, helping those agencies stand out from the competition.

Becoming a Partner grants you access to a range of benefits and gaining the prestigious Badge means you can proudly display the Partner Badge on your website.

What can Google Partners Specialise In?

If you decide becoming a Google Partner is something you’d be interested in, you will first need to double check your eligibility.

To meet the criteria you will need to specialise in one or more of the following Google Ads product areas:

  • Search Advertising: creating and optimising Google Ads as well as advising on keyword strategy and budget planning.
  • Display Advertising: creating visual ads targeted towards potential customers on over 2 million websites and 650,000 apps.
  • Mobile Advertising: reaching out and engaging with potential customers on mobile through text, image, video and HTML5 ads.
  • Shopping Advertising: putting your products on Google search, setting up your inventory on Merchant Centre and creating Google Shopping campaigns.
  • Video Advertising: creating and optimising video ads and campaigns on YouTube.


How Do I Qualify for Google Partner Status?


If you meet all the criteria so far that’s great! But it’s not that easy.

Next, is the hard part. There are 3 main components to achieving Google Partner status:


Passing the exams:


You might have thought that your days of taking exams were over, but Google requires you to take some pretty tough exams in order to achieve Partner status. This ensures that only the best agencies are eligible to earn the Partner Badge.

Having taken the exams ourselves, we can tell you that these aren’t the kind of exams you can go into without studying. These exams take work, work and more work.

Meeting the Spending Requirements:


Next, you’ve got to prove that you meet spending requirements. For this, your Ads Manager Account will be evaluated.

To meet the requirements, you must have:

  • A minimum of $10,000 USD (approx. £7757) in total Google Ads spend during the previous 90s days.

Company Performance:


You’ve also got to prove that your company performs to a high level. For this, your Google Ads manager account will be assessed to determine whether your business meets the performance requirements.

The criteria that will be assessed includes:

  • Client revenue growth
  • Overall revenue growth
  • Client retention
  • Growth in the number of advertisers

During the assessment, Google will evaluate the client accounts linked to your manager account over an 18-month period. They require at least 12 months spend activity in your manager account and look out for strong performance and company growth.

What are the benefits of being a Google Partner?


So, is it worth all the hard work?

In a saturated market like PPC, certifications can increase your conversion rates by as much as a whopping 30%.

As we’ve learnt here at Report Central, being a Google Partner opens up lots of benefits for digital marketers:

You earn the Google Partner Badge:

Becoming a Google Partner earns your company the prestigious Google Partner Badge to display proudly on your website.

This demonstrates that employees in your company have high-level Google Ads skills and expertise having passed the rigorous assessments to earn the certifications.

The exams are no walk in the park. Many of the concepts are complex and complicated, so achieving the 80% pass rate will speak volumes about your company’s Google Ads skills.

The Google Partner Badge also shows prospective customers that your company has met Google Ads spending requirements, delivered company and client revenue growth and sustained and grown its client base.

In other words, it shows potential clients that you really can deliver when it comes to Google Ads.

You can connect with Google:


Earning Partner status grants you exclusive access to events, training sessions, industry research and more. Plus, you will be given access to Google Ads promotional offers.

There are some great opportunities to further develop your skills with Google’s Academy on Air live stream sessions. You’ll also get access to case studies and industry trends on Think With Google and Google Trends. These are all super useful resources for staying up to date with the latest changes and developments in the world of Google Ads.

You can earn company specialisations:


Once you’ve earnt Partner status you’re eligible to earn specialisations.

Specialisations are yet another way to show off your technical expertise to the world – another way to help you stand out from the competition and gain customers in your market.

Specialisations are given on the basis of your certifications, spend and company performance in the specific specialisation area.

There are various areas you can specialise in, check out this article by Google for a list of specialisation areas and more information.

How to get started:


Set up your profile

  1. Firstly, you will need to create a profile using your company email.
  2. Next, fill out your profile with relevant information.

Remember to make this professional, after all, everything you input will show up on your public profile for that companies can use to scout you out.

Setting up your profile is the easy part. The next part is a little more tough.

Study, study, study


Google has recently updated the way you take the tests for certifications.

Now, instead of using the Google Partner Program you will need to use The Academy for Ads to get your certifications.


We’ve said it before and we’ll say it again – if you want to pass the Ads Certifications on the first go then you’ve got to study for it. Trust us, we’re talking from experience.

Even if you’re an Ads expert, the exams can throw some curveballs you may not be expecting.

You can begin studying by heading to the home section of the Ads Academy dashboard where you’ll find loads of useful information and guides. For further support and help check out this detailed study guide by Google.

Once you’re ready to take the exams you can do so through Academy for Ads.

Report Central’s Story


As you can see, gaining the Google Partner Badge is no walk in the park.

At Report Central, we gained Google Partner status early in 2018. What’s more, we gained Partner Status in just 36 hours. When you compare this to the expected 12-month qualification period, you can imagine how delighted we were.

Our very own Vita and Laima took all of the Google Ads supported exams. They focused on complex Ads concepts and covered topics such as online advertising, Ads processes and best practices for campaign management.

When it came to strong company growth we were able to demonstrate that many of our campaigns achieve high click through rates and expectational conversions rates, some as high as 30% – so this box was ticked with ease.

Finally, we smashed the spend requirements across our managed accounts. For us, that was the easy part as we managed over £2 million annually.

Gaining the Google Partnership Badge was just one of the steps in our overall plan to becoming the UK’s leading PPC agency. And it paid off!

By the end of 2018 not only had we gained Google Partner Status alongside our HubSpot Gold Partner accreditation, but we’d gone on to generate a whopping £60M for a finance-industry business. Then, at the beginning of 2019, we were recognised by Business 365 for our work in PPC and digital marketing which you can read all about here.

It’s been a great couple of years at Report Central. But, Google Ads is just a small part of how we get our customers conversions, not just leads. We don’t only create highly-converting PPC ads, we also optimise landing pages, build clever CRMs and epic data analysis reports.

Next Steps – find out how we can boost your sales and drive conversions


We don’t just manage your PPC campaign – we live and breathe it. We care about what happens to the leads we create, because when you work with Report Central you’re making an investment in your future.

While other agencies will sign off at the point a lead is created, at Report Central that’s where we’re just getting started to help you convert your leads into sales and profit.

Put simply, invest in Report Central and you’ll strap a rocket ship to your bottom line.

learn how report central drives results

Request a free consultation with our team of experts.


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