The Truth About Google Partner Agencies and How to Spot the Red Flags
When it comes to finding a trustworthy Google Ads provider, it's important to be aware of some common red flags. One such red flag involves individuals or agencies claiming to be Google Partners or Premier Partners when, in fact, they are not.
As a Google Partner agency, we see this issue crop up often. And our take is that a Google ads professional can be wonderful regardless of partner status. However, there is a growing issue of agencies and individuals misrepresenting their status. And that raises a red flag.
In this blog post, we'll discuss the significance of Google Partner status, how to identify genuine partners, and why it's crucial to be cautious of those who falsely claim to hold this title.
Understanding Google Partner Status:
It's important to note that being a Google Partner isn't a strict requirement for a Google Ads provider. Google Partner status is based on three primary criteria:
Reaching a minimum spend threshold.
Passing Google's (fairly easy) exams
Undertaking or rejecting certain recommendations from Google
There are many talented and knowledgeable individuals and agencies out there who may not be official Google Partners may not be but can still provide excellent Google Ads services. Additionally there is some debate to be had as to whether following Google’s best practices is always beneficial for the client.
However, the reassurance that you do get from an agency with badged status is that
- They are already managing a decent amount of monthly spend
- They have certified individuals on their team.
- They may have access to a decent rep should you get into trouble (this is not a given though).
The Problem with False Claims:
The issue arises when individuals or agencies misrepresent their Google Partner status. A genuine Google Partner will have a clickable partner badge on their website or marketing materials, which verifies their status when clicked on. This badge serves as a validation of their knowledge, experience, and adherence to Google's best practices.
It should look like this (and have the link like this one)
All too often we see either agencies putting a non-clickable logo on their website (easily downloaded online), or putting up certificates, but claiming partner status.
In effect this means that they are either purposefully pulling the wool over client’s eyes - or just as worryingly don’t understand the difference - which gives an indication of their level of experience being out of kilter with what they are offering.
Google Partners or Google Certified
Apart from the Google Partner program, there are also Google Certificates available for individuals who have successfully demonstrated their proficiency in various Google products, such as Google Ads or Google Analytics. These certificates serve as a testament to an individual's skills and knowledge in specific areas. Unlike the Google Partner status, which is granted to agencies that meet specific criteria, Google Certificates are awarded to individuals who pass the relevant exams and showcase a comprehensive understanding of the respective Google product.
It's essential to recognize that while Google Certificates showcase an individual's expertise, they do not automatically qualify the person or the agency they work for as a Google Partner. A Google Partner agency may employ certified individuals, but the Partner status is achieved by meeting the program's requirements, as mentioned earlier. When evaluating a Google Ads provider, it's helpful to consider both their Google Partner status (if applicable) and any Google Certificates held by their team members. This combined knowledge and experience can give you a more accurate picture of the provider's capabilities and their commitment to staying up-to-date with Google's best practices.
How to Spot the Red Flags:
If you encounter a Google Ads provider claiming to be a Google Partner or Premier Partner but cannot provide a clickable badge, be wary. The absence of a verifiable badge could be an indication that they are not being truthful about their status.
To further verify a provider's claims, you can also:
Visit the official Google Partner website and search for the provider's name.
Check the provider's website for testimonials or case studies to gauge their credibility and experience.
Request references from previous clients to confirm their expertise and professionalism.
Why it matters.
While being a Google Partner isn't a strict requirement for providing quality Google Ads services, it's essential to be cautious of those who falsely claim to hold this status. After all, if they are misrepresenting their status, how else may they be misleading you?
By verifying a provider's Google Partner status and doing your due diligence, you can better protect yourself and your business from potentially unqualified or dishonest providers. Remember, there are plenty of skilled professionals out there who may not be Google Partners but are more than capable of delivering excellent results, but be wary of anyone making false claims.
