Google Search Ads: Build Campaigns That Generate Leads & Sales.

Learning Outcomes

By the end of this course, participants will be able to:

1. Build a Google Search campaign with correct account structure from scratch
2. Apply keyword match type strategy and build a negative keyword list that protects budget
3. Write Responsive Search Ads that maximise asset combinations for better Quality Score
4. Use smart bidding strategies and report campaign ROI to management or clients

Course Outline

Module 1: Search Campaign Architecture (90 min)

• Account structure: campaigns, ad groups, keywords — built correctly from day one
• Match types — broad, phrase, exact — when to use each and why
• Negative keywords strategy: protect budget, improve relevance

Module 2: Keyword Strategy & Bidding (90 min)

• Keyword research for paid search — different from SEO keyword research
• Search intent mapping — transactional vs informational vs navigational
• Smart bidding: Target CPA, Target ROAS, Maximize Conversions — how to choose

Module 3: Ad Copy & Landing Page (90 min)

• Responsive Search Ads — how to maximise asset combinations
• Ad extensions: sitelinks, callouts, structured snippets, call — what is mandatory
• Landing page alignment — why a good ad still fails if the page does not match

Module 4: Optimise, Scale & Report (90 min)

• Search Terms Report — mine for opportunities and cut wasted spend
• Quality Score improvement without increasing budget
• Build a client-ready performance report in Looker Studio

Deliverable

Live Search campaign setup + performance reporting dashboard