How to become a Partner or Premier Partner

After your company joins the Google Partners program, your company can build a deeper partnership by becoming a Google Partner.
Becoming a Google Partner means that your company is recognized for maximizing campaign success for your clients, driving client growth by maintaining clients’ campaigns, and demonstrating Google Ads skills and expertise with certifications. As a Google Partner, your company will get access to a wider range of benefits, including the ability to showcase the Google Partners badge on your website and marketing materials.

This article describes the requirements to become a Partner or Premier Partner. You can also find out how to check your company's Partner status.

How to become a Google Partner

We’re launching the new Google Partners program in February 2022. Starting June 2021, partners who meet the new requirements will get access to the new Google Partner badge.

There are 3 requirement categories: Performance, Spend, and Certifications. The Google Partner requirements are checked on a daily basis. The requirement categories and thresholds for each category are described in the table below.


The performance requirement helps ensure that you can effectively set up and optimally run Google Ads campaigns to achieve the greatest results for your clients.

Your Google Partners registered Ads manager account needs to have a minimum optimization score of 70% – you’re in control, with the ability to apply or dismiss recommendations based on your assessment and your clients' goals.

Learn more about optimization score

Spend Your Google Partners registered Ads manager account needs to maintain a 90-day ad spend of $10,000 USD across managed accounts.

Your Google Partners registered Ads manager account needs to have a minimum of 50% of your account strategists certified in Google Ads (capped at 100 users), with at least one certification in each product area with campaign spend (for example Search, Display, Video, Shopping, or Apps).

Account strategists are employees of your company who manage Google Ads campaigns on behalf of your clients. You can inform us of how many users in your company are account strategists and should be certified based on their day-to-day work by going to the Company details page from your Partners program tab and selecting from the drop-down menu.

Learn more about how to make your certifications count toward your company's Partner badge status

How to become a Premier Partner

Current Premier Partners will keep their status until February 2022. If you are a Premier Partner and need access to your Premier Partner assets, please contact us.

Starting in February 2022, companies need to meet the Partner requirements and be in the top 3% of participating companies within a given country to become a Premier Partner*.

The factors that determine the top 3% include, but are not limited to:

  • Client growth: Ability for partners to grow their existing clients and acquire new clients, measured by year-over-year ads spend growth and ads spend among first-time Google Ads clients
  • Client retention: Demonstrated ability to sustain client business, measured by the percentage of clients retained year-over-year
  • Product diversification: Demonstrated investment in results-focused product mix beyond Search, measured by the percentage of spend in Display, Apps, Video, and Shopping each calendar year
  • Annual ads spend: Investment in Google Ads or Google Marketing Platform, measured by spend across managed accounts each calendar year

*Evaluation of Premier Partner eligibility is relative to how other companies are performing in each country. Evaluation is approximate, may vary by country, and is completed on an annual basis. Premier Partner status may not be available in all countries.

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