When choosing a Google Ads agency or building your own, the "Google Partner" badge comes up often. It is part of Google's official program and shows that an agency meets certain performance, spend and knowledge requirements.
Our old blog had a guide on this topic. Because the program's rules change from time to time, we re-checked and rewrote it based on Google Ads Help's official requirements page (checked November 2026). The figures may change — always check the official page before deciding.
Short answer: to become a Google Partner, a company joins the Google Partners program and meets three requirements: an optimization score of at least 70% on its manager account, at least 10,000 USD in ad spend across managed accounts over 90 days, and Google Ads certification for at least 50% of its account strategists.
What a Google Partner is
Google Partners is a program for agencies and companies that manage Google Ads accounts on behalf of clients. Joining requires a Google Ads manager account (MCC). A company that meets the requirements earns the "Google Partner" badge and can appear in the Google Partners directory.
The badge has two levels:
| Level | What it means |
|---|---|
| Google Partner | Performance, spend and certification requirements are met |
| Premier Partner | In addition to the Partner requirements, the company is in the top 3% of participating companies in its country (determined annually) |
The badge is not a guarantee of agency quality. It shows that minimum requirements are met. For a client, the more important question is how the agency performs in your industry and how its reporting is set up.
The three main requirements
Google splits the requirements into three categories, checked daily. The figures below are from the official page.
1. Performance: optimization score
The Google Ads manager account registered with Google Partners needs an optimization score of at least 70%. Optimization score is Google's estimated rating based on its recommendations for the account.
This does not mean every recommendation must be applied. Google's Partners FAQ notes that recommendations can be applied or dismissed if they do not fit. In practice, a good agency checks automated recommendations against business logic: recommendations to raise budgets or switch to broad match, for example, are not right for every account.
2. Spend: 90-day volume
The company must maintain at least 10,000 USD in ad spend across managed accounts over 90 days. This requirement shows the program is aimed mainly at agencies that manage client accounts.
3. Certifications
- At least 50% of account strategists must hold a Google Ads certification (capped at 100 users).
- Each product area with at least 500 USD in spend over 90 days (e.g. Search, Display, Video, Shopping, Apps) needs at least one certification.
- The Skillshop account must be linked to the Google Ads account for certifications to count.
Certifications are free and issued on Skillshop. More: about Google Ads certifications.
Step by step: becoming a Google Partner
- Create a manager account and link client accounts to it.
- Join the Google Partners program: fill in the company profile in the Partners section of the manager account.
- Certify the team: link strategists' Skillshop accounts to Google Ads and take the exams for the main product areas.
- Optimise the accounts: review recommendations — apply those that fit and dismiss the rest with a reason.
- Monitor the status: the Partners section shows the badge status and the state of each requirement.
For freelancers and small teams, the main barrier is usually the spend requirement. Certification, however, is open to everyone and useful for validating knowledge even without the badge.
Premier Partner: what is different
Premier Partner status adds a relative assessment on top of the Partner requirements: the company must be in the top 3% of participating companies in its country. The assessment is done once a year.
According to Google, the factors considered are existing client growth, new client growth, client retention, product diversification and annual ad spend. The official page notes that Premier Partner status may not be available in every country.
How to keep the badge
Because requirements are checked daily, the badge is not earned once and kept forever. The most common risks:
- Optimization score drops: the score changes as new recommendations appear; review them regularly.
- Spend falls seasonally: losing a client or seasonality can pull the 90-day volume down.
- Certifications expire: certifications are valid for a set period and must be renewed.
- The team changes: new strategists can push the certified share below 50%.
The most current information on what happens when requirements are no longer met is in the Partners FAQ.
For clients: what to look for in an agency
The Partner badge is a useful signal, but it should not be the only criterion. Ask an agency these questions:
- What results have you achieved on projects close to my industry, and how did you measure them?
- How will conversion tracking (GA4, Google Ads conversions, offline import) be set up?
- In whose name is the account opened, and who keeps access?
- How often will you report, and on which KPIs?
- Which recommendations do you not apply, and why?
The last question matters most: applying every recommendation without thought just to raise the optimization score can hurt the client's budget. We explain practical indicators of account quality in our Quality Score article and Performance Max guide. For choosing KPIs, see our marketing KPI article.
Frequently asked questions
What do I need to become a Google Partner?
An optimization score of at least 70% on a manager account enrolled in Google Partners, at least 10,000 USD in spend across managed accounts over 90 days, and Google Ads certification for at least 50% of account strategists.
Can a freelancer become a Google Partner?
The program is for companies that manage client accounts through a manager account. A freelancer who meets the requirements can join, but the 90-day spend requirement is usually the main barrier for a small portfolio.
Are Google Ads certifications paid?
No. Certifications are free on Skillshop. To count towards the badge, the Skillshop account must be linked to the Google Ads account.
Do I have to apply every recommendation?
No. According to Google's Partners FAQ, recommendations can be applied or dismissed; a 100% optimization score is not required. The 70% minimum is enough.
What is a Premier Partner?
A status for companies that meet the Partner requirements and are in the top 3% of participating companies in their country. It is assessed annually on factors such as client growth, retention, product diversification and annual spend.
Does the Partner badge guarantee a good agency?
No. It shows that minimum performance, spend and knowledge requirements are met. When choosing an agency, also look at results in your industry, measurement setup and reporting transparency.
Conclusion
The Google Partner badge rests on three requirements: optimization score, 90-day spend and a certified team. Because they are checked daily, keeping the status is ongoing work. We explain where Google Ads fits among other channels in our digital marketing guide.
For clients, the badge is a starting signal; the decision should be based on results, measurement and transparency. If you want to learn Google Ads yourself, take a look at our SEM and Google Ads course.
Shall we review your Google Ads account and which recommendations actually fit you?
Google Ads service