How to earn a Google Partner badge

After your company joins the free Google Partners programme, it can qualify for Google Partner status.
Achieving Partner status means that your company has demonstrated Google Ads skills and expertise, met Google ad spend requirements, delivered company/agency and client revenue growth and sustained and grown its client base. Partner status gives your company access to a number of benefits, including the Google Partner badge that can be shown on your website and marketing materials.

This article describes the requirements for earning the new Google Partner badge and shows a comparison of the current Google Partner badge requirements and the new Google Partner badge requirements. This article also includes a comparison of the current Premier Google Partner badge requirements and a preview of the 2022 Premier Google Partner requirements. You can also find out how to check your company's Partner status and get answers to common questions about Partner status.

Requirements for the new Google Partner badge

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

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

Performance

The new 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 optimisation 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 optimisation score

Spend The spend requirement will remain the same at a 90-day ad spend of $10,000 USD across managed accounts.
Certification

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 (e.g. 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 programme tab and selecting from the drop-down menu.

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

Comparison of current and new Google Partner badge requirements

Criteria Google Partner Badge [current] Google Partner Badge [new]
Performance

Meet the performance requirement by delivering solid overall ad revenue and growth, and maintaining and growing your customer base.

Google Partners evaluates the client accounts linked to your manager account during an 18-month period. Google Partners requires at least 12 months of spend activity in your manager account.

The new 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 optimisation score of 70% – you’re in control, with the ability to apply or dismiss recommendations based on your own assessment and your clients' goals

Learn more about optimisation score

Spend

Meet a 90-day ad spend requirement of $10,000 USD across your managed accounts to show that your company has a healthy amount of activity.

The spend requirement will remain the same at a 90-day ad spend of $10,000 USD across managed accounts.
Certification

Your company needs one user certified in Google Ads who has admin or standard access to your company’s Google Ads manager account or any account linked to your company’s Google Partners registered Google Ads manager account.

Learn more about making your certifications count towards your company’s Partner badge

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 that you have campaign spend (e.g. 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 programme tab and selecting from the drop-down menu.

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

Comparison of current and new Premier Google Partner badge requirements

Current Premier Google Partners will keep their status until February 2022. Please see the table below for the current requirements and a preview of the 2022 requirements.

Criteria Premier Google Partner Badge [current] Premier Google Partner Badge [new]
Performance Meet the performance requirement by delivering solid overall ad revenue and growth, and maintaining and growing your customer base.

The Google Partners programme grants Premier Google Partner status to the top 3% of the participating companies each calendar year. Starting in February 2022, your company will need to earn the new Google Partner badge and be granted Premier Google Partner status to be a Premier Google Partner.

We grant Premier Google Partner status based on a number of factors, including but not limited to: annual ads spend across managed accounts, client growth, client retention and other information. Evaluation is done on an annual basis and status may not be available in all markets.

Spend Meet a higher spend requirement across your managed accounts to show that your company has a healthy amount of activity.
Certification Two or more users certified in Google Ads who have admin or standard access to your company’s Google Ads manager account or sub-managers.
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