Facebook and Google Ads Course

Lesson 1 • Google vs. Facebook Ad Ecosystems

Contrasts intent-based search advertising with interest-based social advertising. Clarifies when each platform delivers superior ROI.

Lesson 2 • How Paid Digital Advertising Works

Covers the auction model, ad inventory, and the buyer-seller dynamic. Establishes the mental model needed before touching any platform.

Lesson 3 • Defining Campaign Goals and KPIs

Translates business objectives into measurable ad KPIs. Prevents misaligned campaigns by anchoring every tactic to a defined outcome.

Lesson 1 • Ad Extensions and Asset Setup

Covers sitelinks, callouts, structured snippets, and lead form assets. Extensions increase ad real estate and improve click-through rates.

Lesson 2 • Account, Campaign, and Ad Group Hierarchy

Maps the three-tier structure and explains how settings cascade downward. Correct hierarchy prevents budget waste and targeting conflicts.

Lesson 3 • Bidding Strategies in Google Ads

Explains manual and automated bidding options and their trade-offs. Choosing the right strategy determines cost efficiency and volume.

Lesson 4 • Campaign Types in Google Ads

Covers Search, Display, Shopping, Video, and Performance Max campaign types. Matching campaign type to objective is the first structural decision.

Lesson 1 • Responsive Search Ads Optimisation

Explains how Google assembles RSA combinations and how to maximise Ad Strength. Diverse, high-quality assets improve auction performance.

Lesson 2 • Landing Page and Ad Alignment

Connects ad messaging to landing page content for message match. Misalignment raises bounce rates and lowers Quality Score.

Lesson 3 • Display Ad Creative Best Practices

Covers responsive display ads and static banner design principles. Visual consistency with landing pages improves conversion rates.

Lesson 1 • Ad Set Structure and Scheduling

Covers budget allocation, scheduling, and placement settings at the ad set level. Ad set decisions control delivery pacing and audience reach.

Lesson 2 • Ad Formats and Placement Options

Reviews image, video, carousel, collection, and Stories formats across placements. Format choice affects creative production and performance benchmarks.

Lesson 3 • Campaign Objectives and Buying Types

Maps Meta's six campaign objectives to business goals and explains auction vs. reservation buying. Objective selection drives algorithm optimisation.

Lesson 4 • Facebook Pixel and Conversion API

Deepens tracking setup with Conversion API for server-side event matching. Redundant tracking reduces data loss from browser restrictions.

Lesson 1 • Audience Testing and Scaling

Applies structured testing to identify winning audiences before scaling budgets. Scaling without validated audiences wastes ad spend.

Lesson 2 • Lookalike Audience Creation

Generates lookalike audiences from high-value seed audiences to scale reach. Lookalikes extend proven audience profiles to new users.

Lesson 3 • Retargeting Strategies on Facebook

Builds sequential retargeting flows for users at different funnel stages. Retargeting typically delivers the highest ROAS of any audience type.

Lesson 4 • Core Audience Targeting Options

Covers demographic, interest, and behaviour targeting within Meta's core audience tool. Broad targeting is the starting point before layering custom data.

Lesson 1 • Reading Platform Analytics Dashboards

Navigates Google Ads and Meta Ads Manager reporting interfaces. Knowing where to find data is the prerequisite for any optimisation action.

Lesson 2 • Key Metrics and Diagnostic Frameworks

Defines CTR, CPC, CPA, ROAS, and conversion rate and explains their relationships. Metric relationships reveal whether problems are in targeting, creative, or landing pages.

Lesson 3 • Facebook Ads Optimisation Techniques

Applies creative rotation, audience exclusions, and budget reallocation to improve Meta results. Optimisation on Meta centres on creative and audience signals.

Lesson 4 • Google Ads Optimisation Techniques

Covers search term report analysis, bid adjustments, and Quality Score improvement. Systematic optimisation compounds gains over time.

Lesson 1 • Profitability Analysis and ROAS Targets

Calculates break-even ROAS and sets minimum profitability thresholds. Campaigns must be evaluated against margin, not just revenue.

Lesson 2 • Scaling Google Ads Campaigns

Covers budget increases, keyword expansion, and geographic scaling for Google. Scaling search campaigns requires maintaining Quality Score and conversion rates.

Lesson 3 • Budget Planning and Allocation

Builds budget frameworks based on target CPA, volume goals, and funnel stage. Proper allocation prevents underfunding high-performing campaigns.

Lesson 4 • Scaling Facebook Ads Campaigns

Applies horizontal and vertical scaling methods specific to Meta's delivery algorithm. Aggressive scaling can destabilise the learning phase if done incorrectly.

Lesson 1 • Competitive Analysis and Market Positioning

Uses Auction Insights, Ad Library, and third-party tools to benchmark competitors. Competitive intelligence informs bidding, creative, and targeting decisions.

Lesson 2 • Cross-Platform Audience Synergy

Uses Google audience lists and Meta custom audiences together for unified targeting. Coordinated audiences prevent gaps and reduce duplicated spend.

Lesson 3 • Attribution Modelling and Multi-Touch Analysis

Compares last-click, linear, and data-driven attribution models. Accurate attribution prevents over-crediting one platform and misallocating budget.

Lesson 4 • Reporting and Client Communication

Builds performance dashboards and translates data into business-level insights. Clear reporting builds client trust and justifies continued investment.