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Google Certification and Why It Matters

20th June, 2025
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I was a bit shocked, I have access to around 100 Google Ads accounts, albeit that some of them are closed and a few more are inactive. Still, at that time, I remain the only Account Manager that is qualified as a Google Ads expert.

I recently retook my annual renewal test and realised that worldwide there are only about 36,000 qualified Google Ads Managers. (The qualification comes from Google – so it is, of course, questionable). But let’s have some fun.

Google Ads normally rakes in about $45billion in revenue per quarter, that’s just Search and not all Google’s other products. $ 45 billion divided by 36k qualified Ads Managers is around $1.25 million per manager per quarter. Let’s call it half a million in spend per month.

There is no way my 100 or so accounts do this, my client spends more like £50k per month, a tenth. What this means, fundamentally, is that probably in the region of 90% of all the money spent on Google Ads is done so by an unqualified person or manager. No wonder Google are working so hard to automate and cut out managers. It’s not that we’re redundant or superfluous to need it’s more than 90% of people using Google are a) not doing it efficiently or b) have no idea what they are doing.

Temu

Never has a case of ‘selling’ Mustard been so prolific. Mustard makes it money from what people don’t eat, everyone takes too much and bins the rest. Google have managed to amplify this to gigantic proportions and there is simply no protection for businesses or the people spending the money. Here’s $5000 – keep it.

The wastage in Advertising has always been astronomical. if we think about it, paying for a billboard or a TV Ad has almost no correlation with what it costs to produce. Advertising is a mug’s game; in fact, the more you spend, the more respect you are accorded. Temu recently cut back on advertising in the USA due to the Tariff nonsense from Donald Trump. And it was found that Temu accounted for something like 25% of all Adverts on Google.

But even this did not hurt Google… why – because if a user does not click on one advert – they will just click another. There were just as many searches out there and just as many people clicking Adverts. Google might lose one of it’s biggest advertisers, but it makes no difference to Google; there are thousands of Advertisers to replace Temu.

Why it Matters

So, let’s look at Mustard a bit more, shall we? If you run a restaurant, Mustard costs money, you have a choice: put a pot on the table and allow customers to serve themselves, or serve the dish with the Mustard already applied, a side order, small pot etc.

It’s been found, time and time again, that putting a little Mustard in a small pop alongside a dish will result in far less Mustard being thrown away. There have probably been studies on this. Now, consider your Restaurant Manager – what sort of restaurant are you running? Was the Manager trained? Has the Manager ever looked up which way to serve mustard is better?

The pennies count and we simply cannot live or make money in a world with these sorts of minor issues are not looked at.

The same is true of Google Ads – why would you not employ someone who knows what they are doing? Why would you even consider wasting £100 a month on something that did not matter?

The Truth

There is a lot of disillusionment out there, and Google thrives off it – Just like the makers of Mustard, Google know it and use it. On the one hand, Google are telling everyone it’s so easy anyone can do it and on the other hand, they are giving us such complex tools, nothing short of a miracle will allow you to make money from it.

The result is that Google’s customer base are more or less lumped with it and they know it.

So, now stop, think, you’re about to spend a significant amount on a largely unknown investment for something you’ve been told works for everyone else. You’ve been approached by someone who says it’s easy, they will do it for you, it will take a jiffy.

All you have to ask them is – are they qualified?

I am proud I took the time to go through the process. It took a bit of time, but at least now I can see to my clients. Yes – I am certified to run Search, Display and Shopping Adverts on Google Ads. Thank you.

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