Who Are Google Partners & Why Should You Care?

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Running Google AdWords campaigns is no child’s play. Too many ingredients go into a well-thought-out PPC campaign, from picking the right keywords and ensuring a high Quality Score to determining the right bidding strategy and retargeting. 

If you are looking for someone who understands it all, then what you need is a Google Partner. 

Today, I’ll show you everything you need to know about Google Partners and how they can help you run a more successful business.

Who Are Google Partners? 

The Google Partner program gathers professional Google Ads management agencies and PPC consultants

In addition to only managing your Google Ads campaigns according to PPC best practices and offering perks (like free Google Ads credit), Google Partners can help with design, copywriting, strategy, landing page optimisation, and conversion rate optimisation.

8 Benefits of Working with Google Partners

Google Partners Are Certified by Google

Since Google Partners are certified and vetted by Google, they’re in higher demand than other consultants.

It’s not easy to get Google’s certification (and there are success and management criteria – not just pure knowledge about running campaigns), so it’s widely perceived that Google Partners offer higher-quality services than others.

As a Google Partner myself, I can tell you that you’re definitely better off hiring a Google Partner than “an expert” with 5 reviews on Fiverr. However, many Google Ads experts never pursue a certification, so working with a Google Partner is no guarantee of success.

Google Partners Have to Adhere to Google’s Standards 

The Google Partners program has a set of criteria that the Partners have to consistently meet, including:

  • Performance: the Google Partner’s clients’ accounts have to have at least a 70% optimisation score
  • Ad spend: Partners need to have at least $10,000 spend across 90 days (across all accounts)
  • Certification: At least 50% of the Partner’s account strategists need to be certified

In short, when you work with a Google Partner, you at least know they have a proven track record.

Another reason to consider hiring a Google Partner PPC specialist is their access to information. We typically know about upcoming Google Ads changes first, and we get access to additional resources to prepare our clients’ campaigns ahead of time. 

Access to Google Partner Portal and Exclusive Resources

Google Partner consultants and agencies tend to have lower costs per click (CPC) and higher click-through rates (CTR) than non-partner agencies. 


Google Partner consultants and agencies can access exclusive tools and resources like ‘Google Partner Portal’ that help you get your campaigns off to a great start. 

Since we’re always up-to-date with the latest trends and features, you can be confident that your PPC campaigns are equipped with the right and relevant industry practices.

Google Partners Get Better Google Ads Support

Google Partner program logo

Google Partner agencies have a direct line to Google AdWords support and access to Google Ads product specialists. 

Typically, any serious PPC agency will also provide its own support staff. If you have an issue, you can get a prompt response.

Google Partners Get Promotional Offers (and Share Them with You)

For eligible businesses, Google Partners can offer a $500 promotional credit (USD or currency equivalent). 

For example, as a Google Partner, I can give my clients £400 in free ad credits when they spend £400.

Google Ads often has these promotions, so working with a Google Partner is the best way to get extra budget funds, access to new features, and other perks. 

Understand Your Competitors (and Beat Them)

PPC advertising is data-rich. Experts have access to the granular level of data and ad control, which they can analyse to understand how to give your campaigns a competitive advantage. 

Google Partners are adept at understanding how your competitors are performing, what’s working for them, and what’s not. 

For example, I use Google Ads data and third-party tools like SpyFu to understand the competitive landscape before I start planning my clients’ campaigns.

Strengthen and Consistently Optimise Your Campaigns

Since Google Partners have to adhere to a minimum optimisation score, you’re safer in their hands, knowing that your account is being optimised and monitored. 

Since PPC constantly changes (and so do your competitors’ campaigns), your Google Partner should A/B test everything from your account setup to keyword targeting.

Working with a Certified Google Professional Helps You Get More Leads and Sales

Finally, you’re not advertising because you don’t want a return on investment. However, there’s a big difference between seeing some ROI and seeing ROI that comes from high-quality leads that turn into repeat customers.

Google Partners like my team and I have years of experience in every aspect of Google Ads:

  • Keyword research
  • Compelling ad copy
  • Optimal bidding
  • Conversion rate optimisation

And more!

Combined, these factors help you generate more leads and sales from your PPC campaigns.

Kickstart Your Campaigns on the Right Note — Work with a Google Ads Partner

The benefits of working with a Google Partner are plenty. From knowing that your ad budget is in the hands of someone with a proven track record to getting access to perks first, it pays to look into Google Partners.

If you want to generate high-quality leads from the get-go, contact me. With 15+ years of experience in increasing Google Ads ROI, I’d love to help you!

Or, if you’d like to understand how to make Google Ads work for your business, get your copy of my best-selling Google Ads book to achieve rapid success in 7 simple steps.

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