Updated September 2026: Google Ads training and certifications are managed through Google Skillshop. This page replaces old Academy for Ads / Exceed LMS links, retired Google Ads Fundamentals material and legacy certification paths with the current process.
Google currently recommends on-the-job Google Ads experience plus Skillshop training before attempting certification.
Google Ads Certification Requirements in 2026
For the standard Google Ads certification assessments, Google currently states:
- Passing score: 80% or higher
- Time limit: 75 minutes
- If you fail: you can retake the assessment one day later
- Validity: one year for the relevant product-area certification
Official reference: About Google Ads certifications.
Where to Get Certified
Use Google Skillshop. Skillshop is Google’s official training center for Google Ads and other Google professional tools.
The old Academy for Ads / Exceed LMS instructions that appeared on previous versions of this page are historical and should not be used as the current certification workflow.
Current Google Ads Learning and Certification Areas
Google’s current Skillshop training covers major product areas including:
- Search
- Display
- Measurement
- Video
- Shopping
Google Partners documentation also recognizes certifications in Search, Display, Video, Shopping and Apps for relevant Partner certification requirements. Product availability and naming can change, so always confirm the current catalog inside Skillshop.
Google Ads Certification vs Google Partner Badge
These are not the same thing.
Google Ads certification is an individual credential earned by passing a Google Ads assessment.
Google Partner / Premier Partner status applies to eligible companies that meet Google’s program requirements across performance, spend and certifications.
For Partner certification requirements, Google currently says at least 50% of account strategists must be certified (up to 100 users), and the organization needs relevant certifications for product areas with qualifying spend.
Official reference: Google Partners user certifications.
Important: Two Different Meanings of “Certification”
Google also uses the word certification for some restricted advertising categories such as cryptocurrency and complex speculative financial products. Those are advertiser policy approvals, not Skillshop professional credentials.
For example, in May/June 2026 Google moved applications for certain crypto and complex speculative financial-product certifications into the Google Ads account. Do not confuse those policy approvals with the individual Google Ads certifications discussed on this page.
How I Would Prepare for Google Ads Certification
- Use Skillshop first. Complete the current learning path for the product area you want to certify in.
- Work in a real or practice account. Menu memorization is less useful than understanding how campaign goals, bidding and measurement fit together.
- Learn conversion measurement. Understand primary vs secondary conversions, conversion values and how measurement influences Smart Bidding.
- Understand campaign objectives. Know why Search, Shopping, Display, Video, Demand Gen and Performance Max are used in different situations.
- Understand automation. Learn Smart Bidding, broad match, recommendations and when machine-learning systems depend on reliable data.
- Study policy basics. A certified specialist should understand that campaign performance does not override Google Ads policy requirements.
Search Certification Study Topics
If you are preparing for Search, focus on concepts rather than memorizing old exam-answer pages:
- search intent and campaign structure
- keyword match types
- Search Terms
- negative keywords
- Responsive Search Ads
- assets
- Ad Rank concepts
- Smart Bidding
- conversion measurement
- budget and bidding strategy
- optimization and experiments
My related resources:
- Google Search Ads 2026
- Google Ads Quality Score 2026
- Negative Keywords 2026
- Google Ads Optimization Checklist 2026
Measurement Study Topics
- conversion actions
- primary vs secondary goals
- Google tag concepts
- enhanced conversions
- attribution concepts
- conversion values
- offline/qualified lead imports
- measurement quality before Smart Bidding
Shopping Study Topics
- Google Merchant Center
- product data sources
- feed attributes
- Standard Shopping
- Performance Max for retail
- conversion value and ROAS
- product-level performance
See my Google Shopping Ads 2026 guide.
Video / Display Study Topics
Understand campaign objectives, audiences, creative formats, conversion measurement and how Google’s automation uses signals. Do not rely on old “Mobile Certification” or “Digital Sales Certification” material from earlier versions of Skillshop; those are not current standalone Google Ads certification paths.
How Long Does Certification Stay Valid?
Google states that a Google Ads certification remains valid until that product-area certification expires, which is currently one year. To remain certified, retake and pass the relevant assessment.
Can You Pause the Certification Assessment?
No. Google says the assessment timer starts when the assessment begins and cannot be paused. If you leave the assessment or close your browser, the timer expires and you must wait one day before trying again.
Does Certification Make You a Google Ads Expert?
Certification proves that you passed Google’s assessment. It is useful, particularly for junior professionals and agencies participating in Google Partners, but it is not a substitute for real campaign experience.
A strong Google Ads specialist should also be able to:
- diagnose poor conversion tracking;
- understand customer economics;
- audit Search Terms and landing pages;
- manage automation responsibly;
- work with Merchant Center;
- understand policy and verification risk;
- communicate performance clearly to a business owner or client.
My Recommended 2026 Study Sequence
- Google Ads fundamentals through current Skillshop learning—not the retired “Google Ads Fundamentals” exam.
- Search campaign structure and keyword intent.
- Conversion measurement.
- Smart Bidding and automation.
- Shopping / Merchant Center if relevant.
- Video/Display/Demand creation concepts.
- Take the certification assessment only after you can explain the concepts without memorizing answer keys.
Final Takeaway
For Google Ads certification in 2026, use Skillshop as the source of truth. The current standard assessment rule is an 80% passing score, 75-minute limit, one-day retake wait and one-year validity. Ignore old Academy for Ads links, retired Mobile/Digital Sales paths and old “Google Ads Fundamentals” exam material that may still appear in outdated tutorials.
