Google Ads Course

Lesson 1 • How Google Ads Works

Covers the auction model, ad ranking, and Quality Score mechanics. Establishes the logic behind why ads appear and how costs are determined.

Lesson 2 • Campaign Types and Their Uses

Introduces Search, Display, Shopping, Video, and Performance Max campaign types. Learners match each type to appropriate business objectives.

Lesson 3 • Setting Up a Google Ads Account

Walks through account creation, billing setup, and initial configuration. Ensures learners can launch a functional account from scratch.

Lesson 1 • Keyword Research Fundamentals

Teaches how to identify high-intent keywords using research tools and competitor analysis. Directly informs campaign targeting decisions.

Lesson 2 • Negative Keywords Strategy

Explains how negative keywords prevent irrelevant clicks and wasted spend. Learners build negative keyword lists at campaign and ad group levels.

Lesson 3 • Match Types Explained

Covers broad, phrase, and exact match types and their traffic implications. Choosing the right match type controls reach and relevance.

Lesson 1 • Responsive Search Ad Structure

Breaks down headlines, descriptions, and asset pinning in responsive search ads. Understanding ad anatomy is prerequisite to writing effective ad copy.

Lesson 2 • A/B Testing Ad Variations

Introduces ad variation testing methodology to identify top-performing ad copy. Learners design statistically valid tests and interpret results.

Lesson 3 • Ad Policy and Compliance

Reviews Google's advertising policies on prohibited content, restricted categories, and editorial standards. Compliance prevents disapprovals and account suspensions.

Lesson 4 • Copywriting Principles for Paid Search

Applies direct-response copywriting to search ad format. Learners write benefit-driven, action-oriented ad copy that matches user intent.

Lesson 1 • Conversion Tracking Fundamentals

Defines conversion actions, attribution, and why accurate tracking is critical. Establishes the measurement foundation all optimisation depends on.

Lesson 2 • Attribution Models and Data-Driven Attribution

Compares last-click, linear, time-decay, and data-driven attribution models. Choosing the right model affects bidding signals and reported performance.

Lesson 3 • Implementing Google Tag and GTM

Covers Google tag installation and Google Tag Manager container setup. Learners deploy tracking tags without editing site code directly.

Lesson 4 • Tracking Key Conversion Types

Demonstrates setup for website purchases, lead form submissions, phone calls, and app installs. Each type requires specific configuration steps.

Lesson 1 • Manual vs. Smart Bidding

Contrasts manual CPC with Google's automated Smart Bidding strategies. Learners understand when automation helps and when manual control is preferred.

Lesson 2 • Smart Bidding Strategies in Depth

Covers Target CPA, Target ROAS, Maximize Conversions, and Maximize Conversion Value. Each strategy is matched to specific campaign goals and data requirements.

Lesson 3 • Budget Allocation and Pacing

Teaches daily budget setting, shared budgets, and how Google paces spend. Proper budgeting prevents overspend and ensures consistent ad delivery.

Lesson 1 • Remarketing Campaign Setup

Covers standard remarketing, dynamic remarketing, and RLSA configuration. Re-engaging past visitors improves conversion rates and lowers acquisition costs.

Lesson 2 • Building Custom Audiences

Teaches creation of custom segments based on search behaviour, URLs, and app usage. Custom audiences reach users with demonstrated purchase intent.

Lesson 3 • Google Audience Types Overview

Introduces in-market, affinity, custom, and demographic audiences available in Google Ads. Understanding audience types enables precise targeting decisions.

Lesson 1 • Responsive Display Ads Creation

Covers asset requirements, ad strength optimisation, and creative best practices for responsive display ads. Strong creative directly impacts CTR and conversion rates.

Lesson 2 • Google Display Network Fundamentals

Explains GDN reach, placement types, and how Display differs from Search. Sets context for targeting and creative decisions in Display campaigns.

Lesson 3 • Display and Video Performance Optimisation

Teaches how to analyse placement reports, refine targeting, and improve creative performance. Ongoing optimisation reduces wasted impressions and improves ROAS.

Lesson 1 • Quality Score Improvement Tactics

Identifies levers for improving expected CTR, ad relevance, and landing page experience. Higher Quality Scores lower CPCs and improve ad position.

Lesson 2 • Scaling Campaigns Profitably

Teaches budget scaling, geographic expansion, and audience broadening while maintaining target KPIs. Scaling without strategy leads to diminishing returns.

Lesson 3 • Performance Analysis and Reporting

Covers key metrics, custom columns, and report segmentation in the Google Ads interface. Accurate analysis is the prerequisite for every optimisation decision.

Lesson 4 • Automated Recommendations and Scripts

Evaluates Google's automated recommendations and introduces basic Google Ads scripts. Selective automation saves time while preserving strategic control.