About Digital Champions

Google Partners Digital Champions is a selective programme that connects a small group of agencies directly to Google's product teams. Unlike general partner communications — newsletters, public release notes, certification paths — Digital Champions is structured as working conversations with the people actually shipping new features. Access to product specialists, visibility into roadmaps, and the ability to surface account-level questions before they become public support tickets.

For us, the value is preparation: we see upcoming changes early enough to decide what is worth adopting, what is worth ignoring, and what deserves a client conversation before it rolls out.

What the first leg covered

In the first part of the programme we spoke with Arthur, a Google Product Specialist focused on Smart Bidding. It was a substantial conversation with a briefing on new features about to reach Google Ads.

It was valuable to us in two ways: technically (how to think about Smart Bidding ahead of upcoming changes) and practically (when a change should go straight into a test plan and when it should not).

It was an experience we value for what we learned, and we look forward to the programme continuing when conditions allow.

What it means for our clients

Programmes like Digital Champions pay off cumulatively. Every early conversation with a product specialist leaves a small edge: a feature we will test first, a bidding change we will be ready for sooner, a beta we can join.

None of these works miracles on its own. Over a year, though, they mean our clients' accounts adopt what works in Google's tools weeks before the rest of the market, combined with our own Google Ads automations.

The same conditions that paused the programme in 2020 later made these edges more useful than ever. See our other distinctions on the awards page.