Google Ads Certifications: Are They Worth It?

By: Jyll Saskin Gales, Google Ads Coach

Are you a Google Ads beginner wondering if those certifications are worth your time? Or maybe you're a seasoned pro debating whether to keep your credentials up-to-date? This post explores Google Ads certifications, exploring what they are, whether they cost money, and if they actually make you a better marketer (or just a better salesperson for Google).

We'll cover:

• An overview of the free Google Ads certifications available.
• A look at the newer, paid Professional certifications.
• A discussion of whether certifications translate to better marketing skills.
• A Google Ads expert's perspective on the value of certifications.

Free Google Ads Certifications: What's Available?

Google Skillshop offers nine free Google Ads certifications:

1. Search
2. Display
3. Video
4. App
5. Measurement
6. Shopping
7. Grow Offline Sales
8. Creative
9. AI-powered Performance Ads (aka Performance Max)

These certifications cover a wide range of Google Ads campaign types and related skills. Read also: Which Google Ads certifications should you start with?

Paid Professional Certifications: A New Development

In addition to the free certifications, Google has recently introduced a set of paid "Professional" certifications. These are proctored exams, similar to the Meta Ads certifications. These newer certifications represent a more significant investment of time and money, but may offer a higher level of recognition.

Do Google Ads Certifications Make You a Better Marketer?

This is the million-dollar question. Some argue that certifications mainly benefit Google by creating an army of trained users who are more likely to spend money on the platform. Others believe that certifications demonstrate a commitment to learning and a solid understanding of Google Ads best practices.

The truth probably lies somewhere in between. Certifications alone won't make you a marketing genius. Real-world experience, strategic thinking, and creative problem-solving are equally important. However, certifications can provide a valuable framework for understanding Google Ads and how Google thinks about the evolution of its platform.

A Google Ads Expert & ex-Googler's Perspective

As a Google Ads Coach and ex-Googler, I've pursued and maintained various Google Ads certifications over the years. While I agree that certifications aren't a substitute for experience, I believe they're a valuable tool for any serious Google Ads professional.

The process of studying for and taking the exams helps reinforce key concepts. Furthermore, having certifications can boost your credibility with potential clients or employers.

Whether or not to pursue Google Ads certifications is ultimately a personal decision. However, the free certifications offered by Google Skillshop are a low-risk way to enhance your knowledge and demonstrate your skills. The paid Professional certifications may be worth considering if you're looking for a more recognized credential.

Ultimately, becoming a better marketer requires a combination of education, experience, and a passion for understanding consumer behavior and marketing principles. Certifications can be a valuable part of that journey, but they're definitely not the whole story.