Google Partners are certified advertising agencies approved by Google to run PPC accounts on behalf of clients. In a market saturated by thousands of agencies, it can be difficult to choose the right company to take control of your precious advertising budget and this is why Google came up with its partnership programme – to help you choose agencies with confidence.

Now, we’re not going to pretend all Google Partners are automatically great advertising agencies but this is definitely something you should look out for when you’re in the market for a PPC agency. In this article, we’re going to look at the key reasons you should choose a Google Partner as your PPC agency.


Certified Google Ads expertise

While the regular Google Partner status is relatively easy for individual advertisers and agencies to receive, the premier badge requires a higher level of certification and consistent higher spending. Essentially, an amateur advertiser can run through the basic certification and become a Google Partner by spending as little as £10,000 every 90 days.

That’s not a lot for an agency.

Meanwhile, the Premier Google Partner status is reserved for agencies with at least two certified Google Ads advertisers and the business is required to spend significantly more across all of its managed accounts (the exact amount varies).

Finally, Premier Google Partners are invited to exclusive business trainings and partner summits for guidance and insights from Google technicians while others are still getting to grips with new features.


Premier Google Partners have to get results (or lose their partner status)

Premier Google Partners are also required to deliver consistent growth across their managed campaigns and growing their customer base over time. If an agency fails to deliver, then Google will strip them of their partner status so this gives you a certain amount of peace of mind when you’re dealing with a PPC agency.

We’re not going to pretend the Premier Google Partner badge tells you you’re dealing with a top agency but it does give you a good indication that the agency you’re looking at is generally doing things right.


You can see what agencies specialise in



When you find an agency with a Google Partner badge (both regular and premier), you can get an idea of what this agency’s strengths are. Simply hover over the badge and a list of company specialisations will show up (assuming this agency qualifies for them).

There are currently three specialisations agencies can get: Search Advertising, Display Advertising and Mobile Advertising.

Here’s how Google describes these specialisations:


  • Search Advertising: This Google Partner can help you create and optimise ads that show up on Google Search. They can also advise on keyword strategy and budget planning.
  • Display Advertising: This Partner can help you create compelling visual ads that reach potential customers on over two million websites and 650,000 apps.
  • Mobile Advertising: This Partner is specialised in mobile advertising and can help you connect with potential customers on mobile devices through text, image, video and HTML5 ads.


As search, display and mobile are all important elements of a modern advertising strategy, we recommend you choose a Premier Google Agency that specialises in all three of these areas.


You get a dedicated Google rep on your side

By working with a Google partner, you know your agency always has a dedicated Google rep at hand when they’re needed.

Google is constantly rolling out new features, tweaking existing ones and refining the way its advertising platform works. Having a dedicated Google rep on your side is invaluable when the search giant changes its ad policies, says you have until a certain date to migrate over to a new feature (quite a regular occurrence) or announces an entirely new feature we’ve never seen before.

Having been in the PPC game for a long time, we know Google Ads inside out but even we need to get an official explanation of upcoming features or new requirements as they change.

Above all, it’s important to know what’s changing in the world of Google Ads, before it happens – so there’s time to adapt your strategy and maintain (or, hopefully, improve) results.


We get more access to beta features

As a Premier Google Partner, we get more access to Google Ads beta features. This means we have a lot more time to get to grips with new features than other agencies, before they actually roll out. Being on the beta programmes also means our feedback goes right back to Google, which the search giant uses to refine things before rolling them out.

Better yet, you get access to these beta features as soon as we do and this gives us time to optimise your account for performance with the new feature so you can hit the ground running while everyone else is still getting their heads around the latest features.


As we say, it takes more than a Premier Google Partner status to make a great PPC agency but we recommend you make this a minimum requirement. We’re not saying all non-partner agencies are necessarily worse than partners either, but you have to question why a self-proclaimed PPC agency wouldn’t have this certification.

So keep an eye out for the Google partner badges on your next hunt for a PPC agency and use this to help narrow down your options.