My Skill Lab
Business & MarketingIntermediate

Google Ads and PPC

Search campaigns, keywords, bidding, landing pages and ROAS.

Taught by Sujata Gurung · Growth & Digital Marketing Lead

What you'll learn

  • Structure a Google Ads account with focused campaigns, ad groups and budgets that are easy to optimise
  • Choose keywords and match types, and build negative keyword lists that cut wasted spend
  • Write responsive search ads and landing pages that improve Quality Score and conversion rate
  • Set up accurate conversion tracking with the Google tag, enhanced conversions and Consent Mode
  • Select and tune bidding strategies including Maximise conversions, target CPA and target ROAS
  • Run a weekly optimisation loop against CPA or ROAS targets using search terms and scripts

About this course

Google Ads and PPC is an intermediate pay-per-click advertising course for marketers, founders, freelancers and agency staff who want search campaigns that make money rather than just spend it. You will plan a clean account structure, choose keywords and match types, write responsive search ads that lift Quality Score, and set up conversion tracking with the Google tag, enhanced conversions and Consent Mode. You will then pick the right Smart Bidding strategy, from Maximise conversions to target CPA and target ROAS, improve landing pages and run a weekly optimisation loop using the search terms report, negative keywords and Google Ads scripts. Performance Max and AI Max for Search are covered so you know when automation helps and when to keep control. You should already understand basic digital marketing and have access to a Google Ads account, even a new one with a small test budget.

Course content

7 lessons
  1. 1How Google Ads Works: Auctions, Ad Rank and EconomicsThe ad auction, Ad Rank, what you really pay per click and the numbers that decide profitability.Preview
  2. 2Account Structure and Campaign SetupOrganise campaigns, ad groups and budgets so data is clean and optimisation is easy.
  3. 3Keywords, Match Types and NegativesPick profitable keywords, use broad, phrase and exact match wisely and block wasted spend.
  4. 4Responsive Search Ads and Quality ScoreWrite headlines and descriptions that match intent, earn clicks and lift Quality Score.
  5. 5Conversion Tracking You Can TrustSet up the Google tag, enhanced conversions, Consent Mode and offline imports correctly.
  6. 6Bidding Strategies and BudgetsCompare Smart Bidding strategies, set realistic targets and manage budgets through learning periods.
  7. 7Landing Pages, ROAS and the Optimisation LoopImprove post-click conversion, review against ROAS or CPA targets and automate weekly checks.