Google Partners FAQs

This article addresses frequently asked questions about Google Partners, including questions on when the new programme will be launched and the new badge requirements.

General questions

1. Why are you making changes to the Google Partners programme?

Over the past two years, we've spoken to many of our partners globally to better understand how we can improve their Google Partners experience. Our partners have told us that they want more transparency, exclusivity, recognition in the market and a deeper understanding of their business needs.

We're launching the new Google Partners programme in February 2022 to improve the programme for our partners and advertisers. If you've earned a Partner or Premier Partner badge before February 2022, you'll be able to retain your badge status until the new programme launches.

To help you, we've updated our requirements to be more transparent, and for you to have more control. Starting in June 2021, Partners who meet the new requirements will get access to the new Google Partner badge.

We're also providing more clarity around the programme's benefits. We've aligned the benefits to meet your needs in three key areas: Education & Insights, Access & Support and Recognition & Rewards.

You can find a detailed overview of our programme benefits here.

2. Are you removing the Premier Partner badge?

No, there will still be a Premier Partner badge. Current Premier Partners will keep their status until the Google Partners programme is launched in February 2022.

Starting in February 2022, companies need to meet the new Partner badge requirements and be in the top 3% of participating companies in each country to become a Premier Partner. The top 3% is evaluated based on a number of factors, including but not limited to: annual ads spend across managed accounts, client growth, client retention and product diversification. Premier Partner evaluation is done on an annual basis, and Premier Partner status may not be available in all countries.

Learn more about the badge requirements

3. Are you removing the Google Partner badge?

No, there will still be a Partner badge. Learn more about the badge requirements

4. When will I know if I'm a Premier Partner for 2022?

Your company will be notified whether you are a 2022 Premier Partner when the new Premier Partner badge and experience is launched in February 2022.

5. What is happening to my company specialisations?

Specialisations will be deprecated in June 2021, with the availability of the new Google Partner badge – and will not appear on any of your badge assets.

Questions about the new Google Partners programme launch in February 2022

1. Why is Google launching the new Google Partners programme in February 2022?

We're launching the new Google Partners programme in February 2022. If you've earned a Partner or Premier Partner badge before February 2022, you'll be able to retain your badge status until the programme launches. To help you, we've updated our requirements to be more transparent, and for you to have more control. In June 2021, Partners who meet the new requirements will get access to the new Google Partner badge.

2. I am currently not a part of the Google Partners programme. Can I still join the programme?

Yes. Please go to our Google Partners website and follow the steps to join.

3. What should I tell my clients about the new Google Partners programme?

If your clients ask about the new Google Partners programme, you can let them know that Google is launching the new Google Partners programme in February 2022. If you are a Partner or Premier Partner, you can reassure them that they will still be able to access your benefits until February 2022.

4. What's happening with the benefits that we get with our badge?

We're providing more clarity around the programme's benefits. We've aligned the benefits to meet your needs in three key areas: Education & Insights, Access & Support and Recognition & Rewards. You can find a detailed overview of our programme benefits here.

Questions about the new Certification requirement

1. Why are certain users who are not part of my company being shown on the User certifications table for the new Google Partner badge?

The User certifications table shows all admin- and standard-level users in your Google Ads manager account or any account linked to your company's manager account. Any of the users in this table can earn a Google Ads certification in one of the eligible certification areas (such as Search, Display, Video, Shopping and Apps), and the certification can count towards the certification requirement. Learn more about the User certifications table

2. How does Google define an account strategist?

We define account strategists as employees of your company who manage Google Ads campaigns on behalf of your clients.

3. How does Google determine the number of account strategists that we need to have certified?

The number of account strategists that you need to have certified is our best estimate based on a number of factors, such as users' access levels, association with Google Partners-registered Ads manager accounts and linked sub-accounts, and email domains.

You can now inform us of how many account strategists you have in your company by going to the Company details page from your Partners programme tab and selecting from the drop-down menu. We define account strategists as being employees of your company who manage Google Ads campaigns on behalf of your clients. Learn more about how we estimate the number of account strategists in your company

4. We give our clients corporate email addresses. Will this create a problem for us for the new Google Partner badge certification requirement?

No. 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. We define account strategists as being employees of your company who manage Google Ads campaigns on behalf of your clients. Learn more about how we estimate the number of account strategists in your company

Questions about the new Performance requirement

1. Am I at risk of losing my Google Partner badge if I do not have a high optimisation score? Do I need to apply all recommendations and have a 100% optimisation score to be a Partner?

You're not required to adopt all recommendations or achieve a 100% optimisation score for the new Google Partner badge requirements. Your company 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

2. What are the criteria Google currently uses to evaluate partner accounts and campaign performance?

To make the Performance requirement more tangible, transparent and actionable, we'll be using optimisation score. Learn more about the badge requirements

Learn more about optimisation score

3. What's the minimum optimisation score that an account needs to maintain? What's the time frame that you'll be evaluating?

To meet the Partner requirements, 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

We check the requirements on a daily basis. We will inform partners if they no longer meet the 70% minimum optimisation score, or any of the other requirements. We give partners a period of time to meet the Performance requirement before they are at risk of losing their status, during which time we will provide them with the tools to meet the requirements. After this period, partners who lose their status will be able to regain it when they meet the requirements.

4. Sometimes the recommendations surfaced aren't relevant to our client's business objective. How should I balance the need to apply recommendations as a part of the optimisation score threshold and the need to put my client's interest first?

We understand that clients may have nuanced requirements or multiple goals, which is why we're not requiring an optimisation score of 100%. Partners will continue to have the control and autonomy to make the right choices for their clients, with the ability to apply or dismiss recommendations based on your own assessment and your clients' goals. You'll see a score uplift by applying and dismissing recommendations.

Note that recommendations surface based on expected performance improvements to your customer's goals, and we constantly improve our eligibility criteria. If you decide to dismiss a recommendation because it's not currently relevant for your customer, please make sure that you provide feedback, and please note that the opportunity may resurface if it is still relevant for the account.

5. When I go to the Recommendations page in Google Ads, I see this message: 'All of the recommendations for your campaigns can't be displayed because you have more than 1,000 accounts. Select a lower-level account to view recommendations'. How do I find my optimisation score to help my company meet the Performance requirement?

Go to your Partners programme page in Google Ads, find the Badge status card, and click on 'View details'. On the Badge status page, you will find details about your optimisation score in the Performance section. If you have met the 70% optimisation score, you'll see that indicated. If you haven't, you'll see how much you need to improve your optimisation score by in order to reach the 70% threshold.

Next, go back to your Recommendations page and select a lower-level account from the top navigation bar. From the Recommendations page, you can apply or dismiss recommendations across all accounts. Recommendations with a higher score are predicted to have the most impact on your performance.

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