Search advertising
24 lessons · Self-paced or live
Search advertising
Google Ads Training
- Search
- Performance Max
- Shopping
This track covers Google Ads the way the work is really done inside an account. You start from account structure and keyword research, move through ad creation and bidding, and finish with the routines that keep a campaign healthy: search terms review, negative lists, budget pacing and conversion checks.
Every lesson is built around a live account view. You see the settings screen, the reason a particular setting is chosen, and what changes in the reports two weeks later. Where a decision depends on the market, we say so instead of pretending there is one right answer.
Level
Beginner to advanced
Content
24 lessons
Format
Self-paced or live
What you learn
The six things this
The six things this
track is built around
Account and campaign structure
How to group campaigns and ad groups so that reporting stays readable and budgets go where you intend them to go.
Keyword research and match types
Building a keyword set from real demand data, and understanding what broad, phrase and exact actually deliver today.
Bidding and budget control
Manual and automated bidding, when smart bidding needs volume to work, and how to avoid starving a campaign during the learning phase.
Performance Max and Shopping
Asset groups, feed quality, audience signals and the reporting limits you have to plan around.
Ad copy that matches intent
Responsive search ads, asset testing, and writing headlines against the search term rather than against the product page.
Search terms and negatives
The weekly review routine that protects the budget: reading the search terms report and maintaining shared negative lists.
Structure
The modules, in order
Modules run in sequence because each one assumes the previous one. Experienced specialists usually start partway through, which we agree before the plan is written.
Included
24 lessons
Plus the templates and checklists attached to this track, which stay yours after the training ends.
01
Module 1 — Foundations
The auction, Quality Score, how the account hierarchy works, and the settings that quietly cost the most money when they are left on default.
02
Module 2 — Research and planning
Demand research, competitor overlap, mapping keywords to landing pages, and setting a realistic first budget.
03
Module 3 — Building the account
Campaign creation end to end, ad groups, responsive search ads, extensions and the first conversion actions.
04
Module 4 — Bidding and automation
Choosing a bid strategy, feeding it enough conversion data, seasonality adjustments and portfolio strategies.
05
Module 5 — Performance Max and Shopping
Feed preparation, asset groups, exclusions, brand traffic questions and how to report on a channel that hides placement detail.
06
Module 6 — The optimisation routine
A weekly and monthly checklist: search terms, budget pacing, ad testing, conversion validation and what to report to a client or manager.
Who it is for
This track fits you if
Specialists moving from assisting to owning an account
Business owners who want to supervise an agency properly
In-house teams standardising how campaigns are built
Analysts who need to read ad data with context
Outcomes
By the end you can
Build a search campaign from a blank account without a checklist in front of you
Explain why every setting in the campaign is where it is
Run a weekly optimisation routine that survives an audit
Recognise when the platform, not the account, is the limiting factor
Pricing on request
We do not publish price lists. Every plan is quoted individually after we look at your channels, your team size and the level you are starting from.
Request training
Ask about Google Ads Training
Tell us what you already run and what you would like to improve. We reply with a plan for this track, what to skip, and an individual quote.
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Keep going
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Start here
Ready to build the skills your campaigns depend on?
Send us a short description of your channels and your goals. We will put together a learning plan and tell you exactly what it involves.
