Google Partner Badge - The Xcite GroupOn October 2nd, Google announced Google Partners, an umbrella program meant to consolidate all of the company’s other agency programs under one roof. Google already supported ad agencies with a number of programs like Agency Edge, Google Engage, and its agency certification program, and those aren’t going away. They are simply rebranded and joining forces under the new Google Partners title.

For Google, supporting ad agencies means supporting small and medium sized businesses.  According to the new Partners site, “Google Partners are online marketing companies, trusted by Google.  Look for the badge. The badge recognizes companies that excel with Google’s products. Their businesses are healthy, their customers are happy, and they use Google best practices.”

The agency certification program is the one area where Google has made significant changes with the Google Partners announcement.  Previously, agencies could receive Google’s stamp of approval for demonstrating proficiency with AdWords.  Now,

certified agencies will need to reapply in order to receive a new Google Partners certification badge, and proficiency in Google AdWords will only be part of the necessary requirements.

Google is looking for agencies to demonstrate other qualities like a healthy business, client retention, and best practices surroundi

ng digital advertising. At least one agency employee will need to complete an AdWords efficiency program.

Google Partner Program Qualifications

The high-level parameters around eligibility to earn the Partner badge,  a company must fulfill these requirements:

1.  Run a healthy business.

2.  Your MCC (agency adwords account)  needs to remain active with a minimum spend of $10k in at least 60 of the last 90 days.

 3.  Invest in your team.

 4.  At least one member of your team must be certified in AdWords by passing at least two Google certification exams, including one fundamental and one advanced exam.

 5.  Follow Google best practices.

6.  Demonstrate in your accounts that you’ve mastered the essentials covered in the Google certification exams and that you are effectively managing your clients’ campaign performance.

 7.  Serve your customers.

 8.  Google looks at signals that indicate your clients are receiving excellent service, such as account activity, client retention, and whether you are making the most of their budgets, big or small.

 9.  Take the Partner’s Pledge:

 10.  Be a champion for helping businesses succeed online every day.


Google expects agencies to spend 30 to 60 days re-positioning themselves to apply for a Google Partners certification, according to a spokesperson. The new umbrella program is live for all U.S. agencies and Google expects to roll out to international markets later this year.

  •  Partners stay up to date on the latest Google tools and products by passing Google-administered certification exams every 18 months.
  • Proven success is what puts Partners above the rest. They use industry best practices to manage campaigns and focus on helping you get the most out of your marketing budget.
  •  Partners stay ahead of the curve by working directly with Google. With access to trainings and product updates, Partners stay on top of what’s going on with Google.

The Xcite Group is fortunate to announce we have achieved the new Google Partner status. Xcite Google Partner banner




One of the things we are most proud of through the certification process is our score in the Best Practices section, which grades the health of your business, customer satisfaction and adherence to Google Best Practices.  We have achieved above the Google Partner Average in this category.

Google Partners Best Practices Score

View The Xcite Group’s Google Partner Profile