Google Premier Partners: What’s Changing? - BoostOnline
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Google Premier Partners: What’s Changing?

Google Premier Partners: What’s Changing?

What is a Google Premier Partner? 

Put simply Google Partners are online consultancies, advertising agencies and other digital marketing professionals that are able to manage Google Ad accounts to a level that should generate the customer/business consistent quality leads. 

These agencies meet certain certification and performance requirements set by Google that means they are recognised above the Google Partner level. These criteria include agency skill level, amount of clients, the amount the clients spend, and more. 

Google Premier Partners meet their performance requirements by delivering impressive overall ads growth, consistent monthly Google Ad spend and building a satisfied customer base. A Google Premier Partner will have met a higher spending level across the accounts they manage.

How do you become a Google Premier Partner?

Google has recently announced that there will be new requirements to becoming a Google Premier Partner. This new programme will come into effect in February 2022. Those current partners who meet the new standards will be able to access the new Google Partner badge. 

The new requirements include three categories: Performance, Spend and Certifications. 


With regards to performance, Google is checking that the company can effectively create and manage Google Ads campaigns to get the optimal results for your clients. 

Furthermore the optimisation score of your Google Partners registered Ads manager account is taken into consideration, with a minimum of 70% required. You will be able to accept or reject Google’s recommendations as you see fit. 


In terms of spending, your Ads manager will need to maintain a minimum 90-day ad spend of $10,000 across managed accounts. 


To pass Google’s certification requirements, 50% of your account strategists (employees who manage Google Ads campaigns) on your Ads manager account need to be certified in Google Ads. Furthermore the account needs to have at least one certification in each product area with campaign spend, such as Search, Display, Video, etc. 


What are the benefits of being a Google Partner?

These are some of the benefits that come with being a Google Premier Partner:

  • Being able to show the badge on your website, which may add credibility to your company
  • A company profile and visibility on the Google Partner Search website
  • Invites to exclusive Google events
  • Access to advanced training and support
  • You are able to earn company specialisations

Should you be concerned if you are not using a premier partner?

You should not be concerned if the agency you are using is not a premier partner. Meeting the requirements set by Google does not necessarily align with meeting the requirements of your clients. An Agency’s primary concern should be their clients rather than Google. 

When considering using a Google Ads agency, the most important factor to consider is results. 

Why are Google making changes to the Partners programme?

Google claims that it is making changes to the Partners programme because their partners want more transparency, exclusivity, and recognition in the market. The new programme will be launched in February 2022. 

Are they removing the Premier Partner badge?

There will still be a Premier Partner badge and current Premier Partners will retain their status until February 2022 when the new programme launches. 

From February 2022, companies will have to meet the new requirements and also be in the top 3% of participating companies. There are a number of factors taken into consideration to determine the top 3%, for example consistent Google Ads spend, client growth, qualified Google Ad Certified employees, campaign optimisation scores and client retention. 

Should you wish to discuss how your business can benefit from Google Adwords please feel free to get in touch with BoostOnline directly and we will be happy to help in any way we can.