Google manages roughly $200 billion in annual ad spend through its own platform — and the company offers the only certification that shows up by name on PPC job descriptions as a hard requirement. It's free, it's self-paced, and most people still don't know it exists under its current name.
If you searched "google adwords course by google," you're probably looking for Google's official training — not a third-party course about AdWords. Here's the complete picture: what Google actually offers, which certifications carry weight with employers, and how to build out your skills beyond the free material.
What "Google AdWords Course by Google" Means in 2026
Google AdWords was rebranded to Google Ads in July 2018. The platform is the same; only the name changed. When people search for a "google adwords course by google," they're almost always looking for Google's official certification program — which now lives on Skillshop (skillshop.google.com).
Skillshop replaced the old "Google Academy for Ads" in 2019. It's Google's unified training hub covering Google Ads, Analytics, Tag Manager, Display & Video 360, Campaign Manager 360, and more. All of it is free. No enrollment fee, no subscription.
The Google Ads certifications available on Skillshop as of 2026:
- Google Ads Search Certification — the most employer-recognized, covers keyword strategy, match types, Smart Bidding, Performance Max
- Google Ads Display Certification — audience targeting, responsive display ads, Demand Gen campaigns
- Google Ads Video Certification — YouTube ad formats, brand lift, video action campaigns
- Google Ads Shopping Certification — Merchant Center, product feeds, Performance Max for retail
- Google Ads Apps Certification — Universal App Campaigns, app engagement, deep linking
- Google Ads Measurement Certification — conversion tracking, attribution models, Google Analytics integration
- Google Analytics Certification — GA4 reports, audiences, event-based data model
Each certification exam is 75-90 minutes, open-book, and requires a passing score (typically 80%). Certifications expire after 12 months and must be renewed.
How the Google AdWords Course by Google Is Structured on Skillshop
Each certification track on Skillshop follows the same format: a series of short video lessons (5-15 minutes each), followed by practice activities, then a final assessment. The Search certification — the one most directly tied to what people called "AdWords" — covers:
- Campaign structure and account hierarchy
- Keyword match types and negative keywords
- Quality Score, Ad Rank, and auction mechanics
- Smart Bidding strategies (Target CPA, Target ROAS, Maximize Conversions)
- Responsive Search Ads and asset pinning
- Performance Max campaigns and asset groups
- Conversion tracking setup and attribution
Study time for the Search certification runs 6-10 hours depending on your baseline. The Display and Video tracks are shorter — roughly 3-5 hours each. Shopping requires more prerequisite knowledge (Merchant Center, feed management) and takes most people 8-12 hours.
Skillshop vs. Google's Other Training Channels
Google also runs Google Digital Garage, which targets complete beginners with its "Fundamentals of Digital Marketing" course — a broader 40-hour program covering SEO, social media, email, and basic PPC. That course is accredited by the Interactive Advertising Bureau Europe, but it's not employer-recognized the way Skillshop certifications are. If you're specifically targeting a PPC or paid search career, skip Digital Garage and go straight to Skillshop's Search certification.
A third option is Google Career Certificates on Coursera — Google's paid career certificate programs in IT support, data analytics, UX, cybersecurity, and digital marketing. The Digital Marketing & E-Commerce certificate covers Google Ads basics, but it's designed for career changers, not specialists. Costs around $50/month.
Top Courses to Complement Your Google AdWords Training
Skillshop covers the mechanics of Google Ads, but it doesn't teach search marketing strategy, conversion rate optimization, or how to integrate paid search with organic. These courses fill that gap.
Introduction to Google SEO (Coursera, 9.7/10)
Paid search and organic search are increasingly interconnected — Quality Score is influenced by landing page relevance, and understanding how Google crawls and ranks content directly improves ad targeting decisions. This Coursera course, rated 9.7, covers keyword research methodologies and on-page signals that complement any AdWords/Google Ads strategy.
Master Generative AI with Google NotebookLM (Udemy, 9.8/10)
AI-generated ad copy and automated campaign management are now table stakes in paid search. This Udemy course covers Google's NotebookLM for research and content workflows — useful for marketers building out campaign briefs, keyword clusters, and ad variation testing at scale.
Google Cloud Generative AI Leader Mock Exams (Udemy, 9.8/10)
If you're working in enterprise marketing technology or want to move toward marketing operations roles, understanding Google Cloud's AI capabilities is increasingly expected. This mock exam course covers the certification content efficiently for practitioners who need cloud literacy without becoming engineers.
Modernize Infrastructure and Applications with Google Cloud (Coursera, 9.7/10)
For marketers moving into marketing technology, data pipelines, or analytics engineering roles, this Coursera course bridges the gap between ad platform data and cloud-based reporting infrastructure — useful if you're working with Google Ads data exports into BigQuery.
Is the Google Ads Certification Worth It for Your Career?
The honest answer depends on what you're trying to do with it.
Where It Carries Real Weight
Agency roles — especially entry-level and mid-level PPC positions — frequently list Google Ads certification as a requirement. Agencies that hold Google Partner or Premier Partner status need a minimum number of certified employees to maintain the badge, which creates actual demand. If you're applying for a paid search specialist role at an agency, showing up without it is a flag.
Freelance PPC consultants also benefit because clients recognize the Google logo even if they don't fully understand the certification's scope. It's a trust signal in proposals.
Where It Matters Less
In-house roles at larger companies tend to care more about demonstrated results — campaign performance history, ROAS improvements, budget managed — than certifications. A hiring manager at a DTC brand with $2M monthly ad spend will care about what you've actually done. The cert is a baseline, not a differentiator at that level.
Salary Context
Google Ads Specialists in the US earn $55,000-$85,000 at the specialist level, rising to $90,000-$130,000+ for paid search managers with 4-7 years of experience. The certification alone doesn't drive those numbers — it's the combination of cert + documented campaign performance + strategic thinking. Treat Skillshop as the entry ticket, not the whole game.
How Long Certifications Last
12 months, then you retake the assessment. Google updates the exam content when the platform changes significantly — which happens regularly given Performance Max, Demand Gen campaigns, and AI-driven bidding updates. Annual renewal keeps your knowledge current, which is part of the point.
FAQ
Is the Google AdWords course by Google free?
Yes. All Skillshop certifications — including Google Ads Search, Display, Video, Shopping, Apps, and Measurement — are completely free. There's no cost to take the courses, attempt the exams, or download your certificate. Google Digital Garage's Fundamentals of Digital Marketing is also free. The paid option is Google's career certificate on Coursera, which costs ~$50/month.
Is Google AdWords still called AdWords?
No. Google rebranded AdWords to Google Ads in July 2018. The underlying platform and ad auction system are the same. All official Google training refers to "Google Ads" now. The Skillshop certifications are titled "Google Ads [type] Certification," not AdWords.
How long does it take to get Google Ads certified?
The Search certification typically takes 6-10 hours of study plus a 75-90 minute exam. Display and Video are shorter — 3-5 hours of study each. If you're new to paid search, budget 15-20 hours total to study and pass the Search certification. Experienced practitioners often pass with 2-3 hours of review.
Which Google Ads certification should I get first?
Google Ads Search certification first, without question. It's the most broadly recognized, covers the foundational mechanics every other certification builds on, and is listed most often in job postings. After Search, the Measurement certification adds the most career value — attribution and conversion tracking expertise is consistently undervalued and in demand.
Does Google offer a certificate in digital marketing beyond Google Ads?
Yes — two options. Google Digital Garage offers a free "Fundamentals of Digital Marketing" course (40 hours, IAB Europe accredited) covering broad digital marketing. Google also has a paid Digital Marketing & E-Commerce Professional Certificate on Coursera (~7 months, ~$50/month) that covers Google Ads, Shopify, email marketing, and analytics at a career-changer level.
Can I get a job with just the Google Ads certification?
The certification alone is not enough — it demonstrates you understand the platform mechanics, but employers also want evidence of hands-on campaign management. The best approach: get certified through Skillshop, then get real spend under management through freelance clients, internships, or managing your own test campaigns with a small budget ($100-300/month on search). The combination of cert + real campaign data is what converts to interviews.
Bottom Line
The official google adwords course by google is free, lives on Skillshop, and the Search certification is the most employer-recognized credential in paid search. If you're targeting agency roles or freelance PPC work, get it — it's a real requirement, not a nice-to-have. For in-house roles, it's a baseline that you'll need alongside documented campaign performance.
Start with the Google Ads Search certification on Skillshop. Add the Measurement certification next — conversion tracking and attribution expertise is where most PPC practitioners are weakest, and employers know it. Supplement with an SEO course to understand the organic-paid interplay, and you'll have a marketable skillset rather than just a certificate.
The whole Search certification stack costs you nothing except time. There's no reason to put it off.