GOOGLE ADS MASTERCLASS

Google Ads Masterclass

Duration: 3 Days

Level: Beginner

Format: Practical, hands-on training

Course Overview

This practical 3-day masterclass teaches participants how to plan, create, launch, monitor and optimise Google Ads campaigns. Participants will learn how to reach people actively searching for products and services, manage advertising budgets and measure campaign performance.

By the end of the programme, participants will be able to build a complete Google Ads campaign, select the right keywords, write effective ads, set budgets, track conversions and optimise campaigns for better results.

DAY 1 — GOOGLE ADS FUNDAMENTALS & SEARCH CAMPAIGNS

Module 1: Google Ads Fundamentals

1. What is Google Ads?
2. How Google Ads works
3. Google Search vs Google Display
4. Understanding the Google Ads auction
5. Campaigns, ad groups and ads
6. Google Ads account structure
7. Campaign objectives
8. Understanding impressions, clicks and conversions
9. When to use Google Ads
10. Common Google Ads mistakes

Practical: Analyse a real Google search results page and identify paid and organic results.

Module 2: Understanding Your Audience & Search Intent

1. Identifying your target customer
2. Understanding customer problems
3. Search behaviour
4. Informational vs commercial vs transactional searches
5. Understanding buyer intent
6. Mapping keywords to the customer journey

Practical: Create a search-intent map for a selected business.

Module 3: Keyword Research

1. What are keywords?
2. Keyword research fundamentals
3. Short-tail vs long-tail keywords
4. Commercial keywords
5. Keyword planning
6. Keyword relevance
7. Search volume and competition
8. Identifying high-intent keywords

Practical: Build a keyword list for a real campaign.

Module 4: Match Types & Negative Keywords

1. Broad match
2. Phrase match
3. Exact match
4. When to use each match type
5. Search terms vs keywords
6. Negative keywords
7. Building a negative keyword list

Practical: Organise keywords into appropriate match types and create a negative keyword list.

DAY 2 — CAMPAIGN BUILDING & AD CREATION

Module 5: Building a Search Campaign

1. Choosing the campaign objective
2. Campaign structure
3. Ad groups
4. Keyword organisation
5. Location targeting
6. Language targeting
7. Audience settings
8. Budget settings
9. Bidding strategies

Practical: Build a complete Search campaign structure.

Module 6: Writing High-Converting Search Ads

1. Anatomy of a Google Search ad
2. Headlines
3. Descriptions
4. Calls to action
5. Matching ads to search intent
6. Writing benefit-focused copy
7. Using keywords naturally
8. Responsive Search Ads
9. Common ad-copy mistakes

Practical: Create multiple ad variations for one campaign.

Module 7: Budgeting & Bidding

1. Understanding campaign budgets
2. Daily vs monthly budgets
3. CPC
4. CPM
5. CPA
6. Conversion-based bidding
7. Maximise Clicks
8. Maximise Conversions
9. Target CPA
10. Target ROAS
11. Choosing the right bidding approach

Practical: Develop a realistic Google Ads budget and bidding strategy.

Module 8: Conversion Tracking

1. What is a conversion?
2. Leads vs sales
3. Website conversions
4. Form submissions
5. Phone calls
6. Purchases
7. Google Ads conversion tracking
8. Google Tag Manager
9. Google Analytics integration
10. Understanding attribution

Practical: Design a conversion-tracking plan for a campaign.

DAY 3 — PERFORMANCE MAX, OPTIMISATION & REPORTING

Module 9: Performance Max

1. What is Performance Max?
2. When to use Performance Max
3. Campaign structure
4. Asset groups
5. Headlines and descriptions
6. Images and video
7. Audience signals
8. Search themes
9. Conversion goals
10. Performance monitoring

Practical: Plan a Performance Max campaign and prepare its creative assets.

Module 10: Google Display Advertising

1. What is Google Display?
2. Display vs Search advertising
3. Audience targeting
4. Placement targeting
5. Remarketing fundamentals
6. Display creative
7. Banner advertising
8. Building awareness campaigns

Practical: Create a basic Display campaign strategy.

Module 11: Campaign Optimisation

1. Reading campaign performance
2. CTR
3. CPC
4. Conversion rate
5. CPA
6. ROAS
7. Impression share
8. Quality Score
9. Search terms analysis
10. Pausing poor-performing keywords
11. Improving ads
12. Budget optimisation
13. Bid optimisation

Practical: Diagnose a sample campaign and identify optimisation opportunities.

Module 12: Reporting & Performance Analysis

1. Understanding Google Ads reports
2. Campaign-level analysis
3. Ad group analysis
4. Keyword analysis
5. Conversion analysis
6. Budget performance
7. Identifying winning campaigns
8. Identifying wasted spend
9. Creating client reports
10. Presenting campaign results to management

Practical: Prepare a Google Ads performance report and present your recommendations.

PRACTICAL PROJECT

Build & Optimise a Google Ads Campaign

Participants will work on a real or simulated business and complete:

1. Define campaign objective
2. Identify target audience
3. Conduct keyword research
4. Analyse search intent
5. Select match types
6. Create negative keywords
7. Structure the campaign
8. Write search ads
9. Set budget and bidding strategy
10. Define conversion goals
11. Create a tracking plan
12. Develop Performance Max/Display assets
13. Analyse campaign data
14. Optimise performance
15. Prepare a campaign report

Final Deliverable

Each participant leaves with a complete Google Ads campaign plan + campaign structure + keyword strategy + ad copy + budget + tracking plan + optimisation and reporting framework.

What Participants Should Be Able To Do After the Course

Research → Plan → Build → Launch → Track → Optimise → Report