The Google Partners homepage. It says "Take your marketing to the next level: Reach more potential customers online with the support of a Google Partner. They're recognized for having the Google Ad skills and expertise to optimize your campaigns and help you get results." Call to Action: Find a Partner.
The Google Ad Partners Directory page heading. It says "Take your marketing to the next level." Reach more potential customers online with the support of a Google Partner. They're recognized for having the Google Ads skills and expertise to optimize your campaigns and help you get results." There is a call to action to "Find a Partner" and a photo of three people collaborating in an office.

Advanced Cloud Integrations for

Google Partners Directory

Discover how Beyond enhanced the Google Partners Directory by integrating 15 Google Cloud services, prioritizing diversity, inclusivity & security. Our innovative approach levelled the playing field for 20,000+ partners in 60+ countries, promoting fairness & equitable opportunities.

stack /

Key Technologies

Google Cloud Platform

insight /

Leveling the playing field

The Google Partners directory, which Beyond built with Google in 2022, connects Google Ads customers with 20,000+ Google Partners and Premier Partners across 60+ countries through a web application supported by a complex architecture of cloud-based services.

The unique ethical challenge of this project was to create an inclusive algorithm that delivered equal opportunities for partners across 60+ countries, in multiple languages and alphabets. We responded to inequitable search tactics within the previous system, which prevented the Google Partners directory from providing a level playing field for all Google Partners and Premier Partners.

idea /

Designing for Diversity

Beyond’s algorithm doesn’t compromise on the diversity of Google Partners directory; it champions it. By creating a sorting and filtering system that integrates with Google’s Cloud Translation API, we maximized the inclusive potential within the Google Partners directory.

This provides Google Partners and Premier Partners an equal opportunity to compete for Google Ads customers. Designing tech-based solutions for diversity is an excellent example of how humanizing product development can influence fair treatment and impartiality.

People working at an office
EXECUTION /

Collaboration for Cloud integration

Through intense collaboration with Google’s internal tech teams, we created a data pipeline that ensured all partner data used in the application was up-to-date, sanitized, free from malware, de-duplicated, screened for blacklisted words, stored securely in an approved database, and delivered to the frontend via an API endpoint. These steps optimized the partner directory to ensure that the partner data was inclusively aggregated and sorted to provide equal competition for all Google Partners and Premier Partners.

Google Ads Partner Directory certification menuGoogle Ads Partner Directory certification desktop screens

Diversity, inclusivity, security

Through our development of technical solutions for the unique needs of the Google Partners directory, we integrated 15 Google Cloud services, which helped us work towards our goal of creating technology that is based on fundamental principles of diversity, inclusivity and security.

After a successful initial launch, our Google Cloud-certified Professional Cloud Architects and Back End Engineers implemented changes to the application’s cloud infrastructure – migration of the NoSQL Datastore database to the Cloud SQL database – to enable advanced filtering of partner data. In the process, we updated the partner data and content aggregation pipelines and all corresponding API endpoints to connect with this new, inclusive system.

Integration with Google’s Cloud Translation API ensured that Google Partner and Premier Partner names were inclusively aggregated and sorted in the directory, giving them equal visibility compared to partners with English names.

Our expert Cloud architects also used Secret Manager to store any sensitive configuration such as API keys for services like Cloud SQL. This extra degree of security adds a protective layer to the cloud integration while conforming to Google’s standards around privacy, code quality and security.

List of Google Ads certifications, "search", "display", "video", "shopping", "apps".

Other integrations included:

ethos /

Human-centered tech-solutions

Beyond wanted to use their Cloud expertise to create human-centered solutions for the Google Partners directory that encouraged inclusivity, diversity and equality for both partners.

Three mobile screens from Google Partners Directory. The first one is a page for "Racoon Marketing". The second is a list of their certifications. The third is an about page for Google Partners Directory.Collage of Google Partner Directory screens
ethos /

A values driven approach

This values-driven, tech-based solution promotes the diverse selection of Google Partners and Premier Partners around the world, humanizing the Google Partners directory in the process.

Using our existing expertise in designing and building cloud infrastructures for complex web-based applications, we collaborated with our Google client team to successfully deliver a more inclusive and diverse directory that provides a level playing field for all users.

A mobile screen for the Google Partners Directory about page on the left-hand side. A desktop screen that reads, "Take your marketing to the next level".
Project Information /
16 weeks
North America
2020