Google Ads Masterclass: Search, Display & AI

What you'll learn

• Explain the Google Ads platform, the auction model, and how to operate an account end to end.
• Identify high-intent keywords and select the right search ad formats for each campaign goal.
• Apply ad extensions, dynamic insertion, and creative production to lift click-through and conversions.
• Apply bidding strategies and budget planning that align with each campaign's objective.
• Implement Display Network campaigns with the right targeting layers for upper-funnel demand.
• Develop conversion tracking, attribution, and reporting systems that drive accurate decisions.
• Build remarketing campaigns using audiences and the shared library across the account.
• Evaluate and apply specialized campaigns including video, shopping, app, AI tooling, and automation.

Requirements

• Basic understanding of digital marketing and online advertising concepts is recommended.
• Familiarity with web browsers, websites, and common online business terminology.
• A Google account to access Google Ads, Google Analytics 4, and related Google tools.
• No prior Google Ads experience is required. The course starts with account setup and gradually progresses to advanced campaign management, bidding strategies, AI-powered features, and performance optimization.
• An optional advertising budget (or Google promotional credits, where available) is helpful for completing practical exercises, but learners can follow demonstrations and most hands-on activities without spending money.

Who this course is for

• Performance marketers and PPC specialists running Google Ads accounts
• Digital marketers and growth marketers expanding into paid acquisition
• Small business owners, founders, and freelancers managing their own ads
• Agency account managers and marketing analysts supporting paid media clients