Search Laboratory achieves the GMP Creative Certification

Jimmy McCann

Head of Digital Strategy

Company News

We’re excited to announce that Search Laboratory has received the Google Creative Certification!

This qualification is awarded to agencies that can demonstrate their ability to use the Google Marketing Platform to create high-quality creative ads – whether for video, display, app, or search campaigns. During the process, we as a digital marketing agency needed to display a clear understanding of Google’s research and guidance as well as data-backed tools and resources during the life cycle of an ad.

Thanks to the hard work and dedication of our Paid Social and Programmatic team along with our Creative team over the last 18 months, we can now offer our clients even more highly efficient, persuasive creative campaigns backed by Google.

What is involved in the Google Creative Certification process?


Stage 1. Team members passing the exam


All of our in-house Creative team needed to pass the Google Creative Certification exam. Before the assessment, every member of the team needed to have had significant experience working with Google Studio and dynamic workflows. This includes working with feeds and creating display ads with Google Web Designer and hand-coded creatives. The team also needed to display a clear understanding of workflow integration with trafficking and programmatic campaigns.

The GMP Creative Certification exam involves developing a rich media creative setup using Google Web Design and Creative to build both HTML5 and dynamic creatives. The exam also assesses the steps a user takes to preview, quality check, and publish creative ads to the Campaign Manager before measuring the results.


Stage 2. The Creative Certification submission


Part two of the Creative certification process involved submitting details to Google on why Search Laboratory was deserving of Creative Certification status. This included our team setup, ways of working, and two case studies of our end-to-end creative work. These demonstrated our team actively using creative design in Paid Social and Programmatic channels for clients, covering strategy design, optimisation, and results.


Stage 3. Interviews with Google


The last stage of the certification process involved four members of the team being interviewed by Google. This interview involved the team answering questions about our approach, to ensure alignment with the highest industry standards, and discussing the submission in more detail. It also covered knowledge and motivation for Creative Certification more generally.

A day later we received the news that we had been awarded the Google Creative Certification – a great start of the new year!





The Google Marketing Platform Creative Certification logo.



What does the GMP Creative Certification mean for Search Laboratory?


Creative is responsible for around 49% of an ad’s overall ROAS, so ensuring we deliver the best possible results for our clients is fundamental for Search Laboratory.

By achieving GMP Creative Certification, our team can offer our clients more dynamic and exciting ad opportunities than before. Whether you’re looking at pushing out display network, app, search, or video campaigns – there’s no limit to how creative we can be!

This Google-backed accreditation, combined with our laser-focused, data-driven approach to digital marketing, gives our clients the extra peace of mind that our team is dedicated to delivering compelling creative campaigns that yield incredible results.


A photo of Gina Wisse, Assistant Head of Paid Social and Programmatic at Search Laboratory digital marketing agency.

Gina Wisse, Assistant Head of Paid Social & Programmatic


“I’m extremely proud of our team for their hard work and dedication during the entire Creative Certification process. In an industry where creative is only becoming more important, due to privacy changes, our Creative Certification gives us stronger opportunities to engage with users online. As a GMP Certified partner agency, we’re looking forward to expanding our creative outfit to offer our clients the very best in paid ads.”

Are you keen to see our GMP Creative Certification in action?Contact us and we can make it happen

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