Capability standard · Paid Media
Paid Search Management
v1.0Running search ads so they return more than they cost.
Building and running search campaigns — structure, keywords, negatives, bids and creative — to a return target.
Reference CAP-PAD-001
What each level asks of you
A verifier marks against these descriptors. Level 1 is free and self-directed; Levels 2 and 3 use credits and a human verifier.
L1
You can explain how an ad enters an auction and what a quality score changes.
L2
You build and run a search campaign — structure, keywords, negatives, bids and ad copy — to a stated return target.
L3
You manage spend across several accounts, set the targets, and can say where the next efficient dollar goes.
What counts as evidence at L2
A campaign you ran, with its spend, its return and the decisions you made along the way.
Evidence has to be work you did. It is attached to the request and read by the verifier — it is never published.
Role models that ask for this capability
Standard due for review 2027-06-30. Levels are issued against the version current on the day they are earned.