About company specialisations

Company specialisations are a way to recognise and differentiate agencies with specific product expertise in certain areas. This article explains how companies can earn specialisations and how specialisations are displayed.

Benefits

Specialisations recognise companies that earn Partner status, and demonstrate increased performance and product expertise in Google Ads products. These specialisations are displayed on company profiles and on the Partner badges. You can use specialisations to help win business and differentiate yourself in the market based on your company's specific skills.

How to earn specialisations

Specialisations are given based on criteria including certifications, spend and company performance in the specialisation product area.

Read on to learn more about each criteria.

Certification

The certification requirement is determined based on the number of individuals certified in Google Ads who have admin or standard level access to your company's Google Ads manager or sub-manager account. To meet the requirement, your company needs at least one individual to be certified in the specialisation product area.

To become Google Ads certified, an individual needs to pass a certification assessment. The certifications that count towards the badge are the Google Ads Search certification, Google Ads Display certification, Google Ads Video certification and Shopping ads certification.

To make sure that an individual's assessment counts towards your company's certification requirement, you should ensure the following:

  1. Certified users must share their information from Skillshop.
  2. Users certified under personal emails must add a company email in Skillshop for proper attribution.
  3. Certified users need admin or standard access to your company's Google Ads manager or sub-manager account.

Note: If you're using a personal email in your Skillshop account, you'll need to add the company email that you're using for your company's manager or sub-manager account to your Skillshop user profile page. You can do this in the 'company email' field. If you're using your company email for your Skillshop account, make sure that it's the same email that you're using for your company's manager or sub-manager account.

Performance

Your company needs to demonstrate expertise in the specialisation product area. A number of things are evaluated to determine your company's level of product expertise, including how you're implementing the Google Ads product for your clients, if you're increasing your usage in the product area, if you're retaining your clients in that product area and other related factors. To assess your company's overall performance, the client accounts linked to your manager account during an 18-month period are evaluated. Additionally, there needs to be at least 12 months of spend activity in your manager account.

Spend

To meet the spend requirement, your company needs to have at least $10,000 USD (or local currency equivalent) in 90-day Google Ads spend in the specialisation product area.

Your spend number (in USD) can now be found in Partners for both Partner badges and company specialisations.

Company specialisation icons

If you qualify for a specialisation in one of the product areas, you'll notice the icons in your Partner or Premier Partner badge.

Specialisation

Search Advertising

Search Advertising

Video Advertising

Video Advertising

Display Advertising

Display Advertising

Shopping Advertising

Shopping Advertising

How company specialisations show on the Partner badges

On online properties (such as your website), your company specialisations appear as an animated pop-up when a user hovers over the top right of the badge. Each specialisation has its own icon.


In printed marketing materials (like business cards), the specialisations will be listed below the badge as icons and text. Take a look at the badge usage guidelines for more details.

How to check your specialisation status

If you have admin, standard or read-only access to your company's Google Ads manager account, you can find your specialisation status by going to the Partners programme tab in your Google Ads manager account and looking at the Badge status card. If your company has earned a specialisation, you'll see it listed on the badge card. You can click on 'View details' to find out more information on:

  • Which specialisations your company has earned
  • If your company is at risk of losing a specialisation
  • What requirements your company needs to meet to either earn or keep your specialisations

Instructions

How to check your specialisation status

  1. Go to the Partners programme tab.
  2. Find the badge status card and look for 'Specialisations'.
  3. To see more details about your company's specialisation status, click View details.

From the 'View details' card, click on each specialisation to see your company's status on each requirement.

What your specialisation status means

Specialisation status What it means
Not achieved Your company is not meeting the requirements for the specialisation area. Expand this section to see more details on the requirements.
Achieved Your company is meeting the requirements for the specialisation area. Expand this section to see more details on the requirements.
At risk Your company is no longer meeting the requirements for the specialisation area. Expand this section to see more details on the requirements.

Frequently asked questions

When your company could be at risk of losing a specialisation

As mentioned above in the status table, your company could be at risk of losing a specialisation if it stops meeting one or more of the specialisation requirements. You'll get a reasonable amount of time to meet the requirements and re-qualify for the specialisation.

Bear in mind that we may periodically update specialisation qualifications, so you'll want to take note of any notifications about your specialisation status that appear in your account.

Losing a specialisation

If your company isn't able to meet the specialisation requirements, it will lose the following benefits:

  • Rights to advertise specialisations
  • Listing of specialisation on the Partner badge
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