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How to earn the Google Partner badge

After your company joins the free Google Partners program, it can qualify for Google Partner status. Achieving Partner status means that your company has demonstrated AdWords skill 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 show on your website and marketing materials.

This article describes the requirements for earning Partner status. You can also find out how to check your company's Partner status and get answers to common questions about Partner status.

Benefits

Here are some benefits of achieving Partner status:

  • Google Partner badge: There are two levels of Partner badges that your company can earn — the Google Partner badge and the Premier Google Partner badge. You can show the badge your company has earned on your website, other online properties, and offline marketing materials.
  • Company specializations: Earn company specializations to showcase your company's product area expertise.
  • Google Partner Search: Get your company's profile listed on the Google Partner Search website.
  • Connect with Google: Receive invitations to select Google events, and get access to different levels of trainings and support.

Learn more about the benefits of Google Partner status.

The two badges are shown below:

Google Partner Badge Premier Google Partner Badge

Requirements to get a Partner badge

Both the Partner badge and the Premier Partner badge show that Google recognizes your company as a Google Partner. However, to recognize leading companies that are higher spending and meet additional certification and performance requirements, Google offers the Premier Partner badge. 

The table below shows what you need to do to earn each badge.

Criteria Partner badge Premier Partner badge
Company profile Create and complete a Partners company profile so we have the information necessary to list your company on Google Partner Search. Create and complete a Partners company profile so we have the information necessary to list your company on Google Partner Search.
Certification Get 1 affiliated individual certified in AdWords to show that you and your colleagues have advanced AdWords knowledge. Get 2 affiliated individuals certified in AdWords to show that you and your colleagues have advanced AdWords knowledge.
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. Meet a higher spend requirement across your managed accounts to show that your company has a healthy amount of activity.
Company performance Meet the performance requirement by delivering solid overall ad revenue and growth, and maintaining and growing your customer base. Meet the performance requirement by delivering solid overall ad revenue and growth, and maintaining and growing your customer base.

Read more about each requirement below.

Company profile

You can add your company to Partners by creating and completing a company profile. Company profiles include basic information such as your company's name, website, contact information, description, and services offered. Completing a company profile is the first step to achieving Partner status and being eligible to appear on Google Partner Search.

Keep in mind that when you sign up for Partners, you'll need to create both an individual profile for yourself and a company profile for your company. To set up a company profile, your company must have a website and an AdWords manager account. Learn more about how to set up a company profile.

Certification

To fulfill the certification requirement for the Partner badge, your company needs at least 1 of its affiliated individuals to be AdWords certified. For the Premier Partner badge, your company needs at least 2 affiliated individuals to be AdWords certified.

To become AdWords certified, an individual needs to pass the AdWords Fundamentals exam and 1 of the additional advertising exams:

  • Search Advertising
  • Display Advertising
  • Mobile Advertising
  • Video Advertising
  • Shopping Advertising

Learn more about how to get certified and how to affiliate an individual profile with a company profile.

Spend

Partners evaluates the AdWords manager account that's associated with your company profile to determine whether your company meets the spend requirement.

We recommend that you associate your company's top-level AdWords manager account — the manager account linked to all your company's managed accounts — with your company profile. This will ensure that your entire book of business counts toward the requirement.

To fulfill the spend requirement, the following items must be met:

  • AdWords manager account that's at least 90 days old
  • Spend activity in at least 60 of the last 90 days
  • At least $10,000 USD (or local currency equivalent) in total Google ad spend during the last 90 calendar days

To earn the Premier Partner badge, companies must demonstrate higher spend levels. These spend thresholds vary by country and market area.

Spend amount differences

Keep in mind that your spend in AdWords might be different from the spend amount listed in your Partners account. If you're comparing spend amounts, make sure that you're look at the AdWords manager account that's linked to your company's profile.

In Partners, spend is measured from the day an AdWords account is added to your company's manager account, so you won’t see any spend that occurred before your accounts were linked. For example, if you linked a client's AdWords account to your manager account on November 1st, only account activity after November 1st will count towards your company's spend requirement. If you sign in to your manager account in AdWords, you'll see the spend for the last 90 days.

Company performance

Partners assesses the AdWords manager account that's associated with your company profile to determine whether your company meets the performance requirement.

We recommend that you associate your company's top-level AdWords manager account — the manager account linked to all your company's managed accounts — with your company profile. This will ensure that your entire book of business counts toward the requirement.

Here is the different criteria that Partners looks at to determine whether your company meets the requirement:

  • Client revenue growth
  • Client retention
  • Overall revenue growth
  • Growth in number of advertisers

To assess your company's overall performance, Partners evaluates the client accounts linked to your manager account during an 18-month period. Partners requires at least 12 months of spend activity in your manager account.

Keep in mind that if a client account is linked and unlinked to your company's manager account during this 18-month period, we'll only count the spend that occurred when the account was linked.

To help improve your company's performance score, make sure that you fully understand your clients' marketing objectives and maximize the success of their AdWords campaigns by meeting these objectives.

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