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Qualifying for Google Partner status

After your agency joins the free Google Partners program, it can qualify for Google Partner status. Achieving Partner status means that you've demonstrated AdWords skill and expertise, met AdWords spend requirements, delivered agency and client revenue growth, and sustained and grown your client base. Partner status gives your agency access to a number of program benefits, including:

  • showing the badge on your website, other online properties, and offline marketing materials
  • having a company profile and visibility on the Google Partner Search website
  • invitations to select Google events
  • access to different levels of trainings and support
  • the ability to earn company specializations

This article describes the requirements for earning Partner status and addresses common questions about Partner status.

Partner badges

There are two levels of Partner badges: the Google Partner badge and the Premier Google Partner badge. The two badges are shown below.

Google Partner Badge Premier Google Partner Badge

Partner status requirements

Both the Partner badge and the Premier Partner badge show that Google recognizes your agency as an AdWords certified partner. However, to recognize leading agencies that are higher spending and meet additional certification and company performance requirements, Google offers the Premier Partner badge. Your company can see your current status by visiting the "Partner status" page in your Partners account.

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 agency on Google Partner Search. Create and complete a Partners company profile so we have the information necessary to list your agency 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 AdWords spend requirement of US$10,000 across your managed accounts to show that your agency has a healthy amount of activity. Meet a higher Spend requirement across your managed accounts to show that your agency has a healthy amount of activity.
Company performance Meet the Performance requirement by delivering solid overall AdWords revenue and growth, and maintaining and growing your customer base. Meet the Performance requirement by delivering solid overall AdWords revenue and growth, and maintaining and growing your customer base.
Company profile

You can add your agency to Partners by creating and completing a company profile. Company profiles include basic information such as your agency'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 agency.

To set up a company profile, your agency must have a website and an AdWords manager account. Learn more about setting up a company profile.

Certification

To fulfill the certification requirement for the Partner badge, your agency needs at least one of its affiliated members to be AdWords certified. For the Premier Partner badge, your agency needs at least two affiliated members to be AdWords certified. To become AdWords certified, you'll need to pass the AdWords Fundamentals exam and one of the additional advertising exams: Search advertising, Display advertising, Mobile advertising, Video advertising, or Shopping advertising. Learn more about getting certified and how to affiliate an individual profile with a company profile.

Spend

Having an active and healthy book of business lets us know that your agency will stand the test of time. We’ll check your AdWords manager account for several indicators of business health, including the following:

  • At least US$10,000 (or local currency equivalent) in total AdWords spend over the last 90 calendar days.
  • Spend activity in at least 60 of the last 90 days.
  • AdWords manager account is at least 90 days old.

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

Keep in mind that your spend in AdWords might be different from the spend listed in your Partners account. 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.

Tips

  • When setting up or editing your company profile, be sure to provide your agency's top-level AdWords manager account (the manager account linked to all your agency's managed accounts). This will ensure that your entire book of business counts toward the Spend requirement.
  • When comparing spend, it’s important to make sure that you’re looking at the AdWords manager account that's linked to your company’s profile (found on the "My company" page in your Partners account).
Company performance

Note

We've recently changed the way we evaluate companies in the Google Partners program. Company Performance has replaced Best Practices as one of the criteria for earning Partner status. In the Partners portal, the "Best Practices" section is now called "Company Performance."

When assessing a company's overall performance, Partners now requires at least 12 months of AdWords manager account spend activity.

When assessing a company’s performance, we look at client revenue growth, client retention, overall revenue growth, and growth in number of advertisers for at least 12 months. You can see your progress for company performance by visiting the "Partner status" page in your Partners account.

We review your client accounts from the time they were linked to the AdWords manager account, even if they were linked before the Partners program started. You can improve your company’s performance score by fully understanding your clients’ marketing objectives and maximizing the success of their AdWords campaigns in meeting these objectives.

Common questions about your Partner status

How to help your agency qualify for Partner status

Qualifying for Partner status is a collective effort, and a single individual can have a huge impact. To help your agency become a Partner and earn the Partner or Premier Partner badge, be sure to do the following:

  • Make sure to sign in with an email that has edit access to the AdWords manager account containing the accounts which you personally manage.
  • Affiliate with your agency's company profile. You can do this when you sign up, or later on your "My profile" page.
  • Get certified in AdWords. This will help fulfill your agency's Certification requirement and get it one step closer to Partner status.
When your agency could be at risk of losing its Partner status

Your agency could be at risk of losing its Partner status if it stops meeting one or more of the Partner requirements. You'll get a notification when you sign in to your Partners account that lists any outstanding requirements and what you need to do in order to meet them. You'll get a reasonable amount of time to make the changes and re-qualify for your badge.

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

Losing Partner status

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

  • Rights to use the Google Partner or Premier Google Partner badge
  • Company specializations
  • Agency listing on Google Partner Search
  • New leads generated from Google Partner Search
  • Rights to advertise Google Partner or Google Premier Partner status

Losing Partner status doesn't mean that your agency is no longer a member of the Partners program.

Your agency can continue to participate in the program and access other benefits of being a member, such as AdWords promotional offers, access to the "Insights" section, and access to Partners communities.

Note

Keep in mind that Google's third-party policies apply to agencies that are members of the Partners program and those that have qualified for the Partner badge.

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