A few years ago, when I was still trying to prove to hiring managers that I could do more than just write blog posts, I remember staring at a long list of marketing certificates. Some were shiny and trendy, others more technical, and I had no idea which one would actually make a difference on my résumé. I had two tabs open: one for Google Ads certification and another for HubSpot’s marketing certification. Both promised credibility, both looked like “must-haves,” and both were free. The problem? I only had time (and frankly, patience) for one.
If you’re stuck in the same place, you’re not alone. These two certificates often come up in conversations about career growth, especially for people looking to break into digital marketing or sharpen their skills. But the truth is, the “better” option really depends on what you want your career to look like. Let’s unpack what each offers, how they’re perceived, and—importantly—where they might fall short.
The Google Ads Certificate: Practical, Technical, and a Little Intimidating
Google Ads is basically the king of search advertising. It’s where businesses pour millions (sometimes billions) of dollars every year because customers literally tell Google what they’re looking for. If you know how to manage campaigns there, you’re valuable.
The Google Ads certification lives under the Google Skillshop umbrella. It’s free, self-paced, and focused on teaching you how to create, optimize, and analyze ad campaigns across search, display, video, shopping, and apps. Sounds comprehensive, right? It is. But it can also feel like you’re drinking from a firehose if you’re new.
When I first tried it, I felt like I was learning another language. Terms like “quality score,” “impression share,” and “bid adjustments” came flying at me. The good news is that the program includes practice questions and assessments, so you don’t feel completely unprepared. The not-so-good news? It’s heavily slanted toward using Google’s ecosystem. Surprise, surprise. It’s less about broader advertising strategy and more about how to spend money effectively on their platform.
That’s not necessarily a bad thing. If you want to land a role in paid media, PPC, or digital advertising, this certificate is worth its weight in gold. Employers recognize it immediately. A hiring manager once told me, “If someone has the Google Ads cert, at least I know they can talk the talk.”
But here’s the catch: it expires every year. You’ll need to retake the exam to stay current, which is both a blessing (you’re always up-to-date) and a curse (nobody enjoys retaking tests annually).
The HubSpot Certificate: Friendly, Broad, and Surprisingly Fun
Now let’s talk about HubSpot. HubSpot Academy has turned into a kind of “free university” for marketers. Their certificates range from inbound marketing to content strategy to social media. The most famous one—the Inbound Marketing Certification—is almost a rite of passage for anyone entering the field.
When I took HubSpot’s course, I was surprised by how… human it felt. Instead of drowning me in ad metrics, the instructors walked through marketing philosophy: how to attract strangers, engage leads, and delight customers. They used real-life examples, not just charts and dashboards. It felt more like storytelling and less like a math class.
The certificate covers things like SEO basics, content marketing, lead nurturing, and email marketing. It’s the kind of stuff you need if you want to be a full-stack marketer or if you’re freelancing and have to wear multiple hats. Employers tend to appreciate it too, though with a little less urgency than Google Ads. One hiring manager once told me, “HubSpot shows me someone understands the bigger picture, not just the tools.”
Another big plus? HubSpot certifications don’t expire as quickly as Google Ads (some do, but most last two years). And since the courses are free and easy to follow, you don’t feel like you’re grinding through them. I’ve even revisited some modules for inspiration, not just for test prep.
The downside is that HubSpot is, of course, marketing its own platform. A lot of the strategies are tied to how you might use HubSpot software. That doesn’t mean the lessons aren’t useful outside of HubSpot—it just means you’ll notice a little product placement here and there.
What Employers Really Think
Here’s where it gets interesting. Certifications look nice on LinkedIn, but do they actually matter when you’re applying for jobs? The answer: yes, but maybe not in the way you expect.
Recruiters often use certs as a quick filter. If you’re applying for a PPC role and you don’t have the Google Ads certification, you might not even make it past the first round. It’s not always about what the certificate taught you—it’s about signaling that you cared enough to learn it.
HubSpot certifications, on the other hand, tend to shine in interviews. Hiring managers may not require them, but when you casually mention inbound methodology or explain how you’d nurture leads, the fact that you’ve been trained in HubSpot’s ecosystem can give you an edge. It shows you’re strategic, not just tactical.
That said, no one is going to hire you just because you slapped a badge on your LinkedIn. I once asked a marketing director how much certifications mattered in her hiring decisions. Her answer? “They’re the cherry on top, not the sundae.” Skills, portfolio, and experience still matter far more.
The “Choose Your Own Adventure” Approach
So which certificate should you actually choose? It depends on your path. Think of it like choosing between learning how to drive a car and learning how to design a road system.
If you’re aiming to be a specialist—someone deep in paid advertising, data analysis, or campaign optimization—then the Google Ads certification is your friend. It proves you can handle the mechanics of running ads, which is what those roles demand.
If you’re aiming to be more of a generalist—a marketer who understands multiple channels, can create content, run email campaigns, and think strategically—then HubSpot fits better. It’s broader, less intimidating, and arguably more enjoyable if you’re new to the field.
Of course, you don’t have to choose. Many marketers start with HubSpot to understand the big picture and then move on to Google Ads once they’re ready to specialize. That’s actually what I ended up doing, and I don’t regret it. The combo looks great to employers and gives you confidence in both strategy and execution.
Potential Pitfalls Nobody Talks About
Now, a quick word of caution. Certificates can sometimes give people a false sense of security. Just because you passed the Google Ads exam doesn’t mean you can manage a $50,000 ad budget without breaking a sweat. And just because you finished HubSpot’s inbound course doesn’t mean you can magically generate leads for a struggling startup.
The only way these certificates become truly valuable is if you apply what you’ve learned. Run a small Google Ads campaign for a side project. Set up a HubSpot CRM for a nonprofit. Write content, test it, adjust. Without real-world practice, a certificate is just a digital sticker.
Another thing: these courses may gloss over the “messy” side of marketing. For example, HubSpot talks about lead nurturing in a perfect world where prospects actually open your emails. In reality, half your emails will land in spam folders. Google Ads teaches you about bid strategies, but it won’t prepare you for clients who panic after one week of low conversions. Experience fills those gaps, not a certificate.
So… Which Should You Pick?
If you forced me to pick one for someone just starting out, I’d probably lean toward HubSpot. It’s friendlier, less intimidating, and it gives you a foundation you can build on. You’ll understand how different pieces of marketing connect.
But if you already know you want to go into advertising or performance marketing, then Google Ads is non-negotiable. It’s like getting a driver’s license if you want to be a delivery driver.
And if you can, do both. It doesn’t take forever, and the combination signals to employers that you’re serious about your career. That’s what ultimately helped me land my first role outside of content writing. I could show that I not only understood strategy (HubSpot) but also execution (Google Ads).
Final Thought
At the end of the day, certificates aren’t magic keys. They won’t replace experience, creativity, or the ability to adapt when campaigns don’t go as planned. But they do help you stand out, especially in a crowded job market where everyone claims to be a “digital marketing expert.”
Think of Google Ads as your tactical toolkit and HubSpot as your strategic compass. Both are useful, both are free, and both can open doors if you actually use them. The real decision isn’t which one to pick—it’s whether you’re ready to apply what you learn outside of the neat little course videos.