About company specializations

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

Benefits

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

How to earn specializations

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

Read on to learn more about each criteria.

Certification

The certification requirement is determined based on the number of Google Ads certified individuals who have admin or standard level access to your company’s Google Ads manager account or sub-managers. To meet the requirement, your company needs at least 1 individual to be certified in the specialization product area.

To become Google Ads certified, an individual needs to pass a certification assessment. The certifications that count toward 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 toward your company's certification requirement, you'll want to 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 account or sub-managers.

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 account or sub-managers 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, be sure it’s the same email you’re using for your company’s manager account or sub-managers.

Performance

Your company needs to demonstrate expertise in the specialization 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 growing 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 specialization product area.

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

Company specialization icons

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

Specialization

Search advertising

Search Advertising

Video advertising

Video Advertising

Display advertising

Display Advertising

Shopping advertising

Shopping Advertising

How company specializations show on the Partner badges

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


In printed marketing materials (like business cards), the specializations will be listed below the badge in as icons and text. Check out the badge usage guidelines for more details.

How to check your specialization status

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

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

Instructions

How to check your specialization status

  1. Go to the Partners program tab.
  2. Find the Badge status card and look for “Specializations”.
  3. To see more details about your company's specialization status, click View details.

From the “View details” card click on each specialization to see your company’s status on each requirement.

What your specialization status means

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

Frequently asked questions

When your company could be at risk of losing a specialization

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

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

Losing a specialization

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

  • Rights to advertise specializations
  • Listing of specialization on the Partner badge
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