Digital marketing is one of the few fields where employers routinely hire people without degrees. What they do check is whether you can actually do the work. A certificate proves you know the tools. A portfolio proves you have used them. The combination matters more than either one alone.
What employers actually look at
Recruiters screening digital marketing CVs typically look at two things first. Certificates from the platforms themselves. Google, Meta, HubSpot, because those signal the candidate has passed that platform's own assessment. And results: specific numbers from past work like traffic growth percentages, conversion rates, or ROAS figures.
A CV that says "experienced in Google Ads" without a certificate or specific results is easy to discount. A CV that says "Google Ads certified, managed campaigns with average ROAS of 3.8" is harder to ignore.
The certificates that carry weight
Google Skillshop certificates are the most widely recognised in digital marketing because they are issued by the platform itself. Google Analytics and Google Ads certifications are free, take 45 to 75 minutes each, and are accepted by most employers who require platform knowledge. They expire after one year.
Meta Blueprint covers Facebook and Instagram advertising and is the standard for paid social roles. The certifications range from associate to professional level. Associate-level exams cost $99 and professional-level exams cost $150.
HubSpot Academy offers free certifications in inbound marketing, content marketing, email marketing, and CRM. They are recognised across B2B marketing and are useful for agency and in-house content roles.
Examinizer offers free skills tests in Google Analytics and Google Ads with verifiable PDF certificates. These are useful for adding to a CV when you need to demonstrate proficiency quickly, without the course requirement that Skillshop assessments typically involve.
Building a portfolio without a job
If you have no paid work history to show, create your own evidence. Run a Google Ads campaign for a personal project or a non-profit you support, even with a small budget. Start a website and track it in GA4. Manage social media for a local business or community group. These produce real data and real screenshots.
Employers in digital marketing are generally comfortable with portfolio work from personal projects. What they are checking is whether you understand how the tools work and whether you can read and act on data. A campaign that spent 50 euros and produced measurable results tells them more than a course certificate.
What to put on your CV
List certificates with the issuing organisation and the year. Do not list expired certifications without noting that they need renewal. Under each role or project, include at least one specific metric. "Managed PPC campaigns" is weak. "Managed Google Ads campaigns for e-commerce client, reduced CPA by 22% over six months" is specific and verifiable.
For tools, list only the ones you can discuss in an interview. An interviewer who asks you to walk them through a GA4 funnel report needs you to know what you are talking about.
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