Google Ads Mastery -
Professional Program

Compare Search, Performance Max, Demand Gen, Display, Shopping, Video and App campaigns by inventory, intent, funnel role, creative requirements, targeting, bidding, KPIs and business fit.

Navigate manager, account, campaign, ad group, asset group and ad views, including settings, goals, audiences, assets, search terms, insights, experiments, billing and reporting.

Calculate and interpret CTR, CPC, conversions, conversion rate, CPA, conversion value, ROAS, CPM, CPV and impression-share metrics.

Use Keyword Planner, classify intent, build keyword clusters, apply match types, review search terms and create negative-keyword systems.

Build conversion actions and goals, configure website measurement, test firing and deduplication, and troubleshoot missing or mis-attributed conversions.

Understand attribution models, conversion windows, cross-device effects, click-through and engaged-view or view-through concepts across B2C and B2B sales cycles.

Design campaign and ad-group structures around business priorities, geography, intent, landing-page similarity, budgets, negatives, networks and assets.

Write responsive search ads and build sitelinks, callouts, structured snippets, calls, lead forms and other relevant assets.

Interpret CTR, CPC, conversion rate, CPA, impression share, lost share, top share and Quality Score components diagnostically.

Choose manual, traffic, conversion and value-based bid strategies based on objective, economics and data maturity.

Analyse Auction Insights and separate competitor pressure from budget, relevance, bid and conversion-rate problems.

Understand cross-inventory coverage, Search and Shopping fit, asset-group structure, URL expansion, brand controls, location settings and cannibalisation concerns.

Build coherent asset groups, prepare complete creative coverage, use audience signals correctly and assess creative fit.

Connect Merchant Center, improve product data, use custom labels and listing groups, and diagnose disapprovals.

Select goals, value rules and bid strategies while protecting signal quality and planning budgets around economics.

Use search-term, audience, asset-group, product, channel, landing-page and conversion reporting to find waste and growth pockets.

Create a repeatable optimisation cadence and controlled testing and scaling plan that protects marginal CPA or ROAS.

Define Demand Gen’s role across eligible surfaces, prospecting and re-engagement use cases, objectives and measurement expectations.

Build first-party segments, Customer Match, website or app audiences, custom segments, demographics and expansion capabilities where available.

Plan image, carousel and video systems that match hooks, proof, offers and CTAs to audience temperature and funnel stage.

Choose conversion- or value-focused bidding, account for conversion delay and allocate budget without optimising to low-value micro-conversions.

Analyse audience, device, creative, format, conversion action and available placement or channel views.

Build testing cycles and decision rules for audiences, creative, offers and landing pages while monitoring incrementality and downstream quality.

Understand product data sources, account linking, destinations, policy requirements and ecommerce conversion tracking.

Optimise product attributes, images, pricing, availability, shipping and custom labels, and diagnose feed errors or disapprovals.

Structure campaigns and product groups by category, brand, margin, price, seasonality or business priority.

Calculate break-even ROAS, allowable CPA and contribution margin, then allocate budget by product economics.

Separate feed and query problems from price, competitiveness, conversion-rate and stock problems.

Improve feeds, queries, segmentation, bids, targets, promotions, seasonality, inventory and budget through a repeatable retail system.

Map campaign objectives to awareness, consideration, traffic and conversion use cases across eligible formats.

Use first-party data, custom segments, demographics, audience types, topics, keywords and placements where supported.

Build scripts around hook, problem, proof, offer, brand and CTA, with a testing matrix across aspect ratios and messages.

Match CPV, CPM, reach, frequency and conversion or value bidding to campaign objectives.

Interpret views, earned actions, engaged-view conversions, view-through influence, website behaviour and downstream conversions.

Optimise audiences, creative, content, frequency, bids, budgets and landing pages, and scale based on marginal performance.

Understand install, in-app action and value-focused objectives, eligible inventory, platform considerations and automation.

Map meaningful in-app events and understand Firebase, GA4, mobile measurement partners, event quality and deep links.

Plan complete text, image and video coverage and align ads, store listings and post-install onboarding.

Choose optimisation events with sufficient volume and value, then set budgets and targets that allow learning.

Analyse CPI, install-to-action rate, CPA, ROAS or LTV proxies, event funnels, geography, device, OS and creative performance.

Optimise events, creative, deep links, store conversion, bidding and budgets around retained, value-producing users.

Connect ad interactions to qualified leads, opportunities, revenue and profit using enhanced conversions, offline imports, CRM feedback and conversion-lag analysis.

Build diagnostic workflows across bids, budgets, queries, placements, products, audiences, locations, goals and landing pages.

Model marginal CPA or ROAS, budget headroom, impression-share constraints, target changes, expansion and creative or feed capacity.

Audit tracking, goals, settings, structure, targeting, feeds, creative, bids, budgets and policy status to trace root causes.

Report business outcomes, explain variance, forecast results, state assumptions and turn findings into prioritised actions.

Use rules, workflows, bulk tools and AI agents with defined inputs, guardrails, approvals, human review and rollback plans.

Audit a simulated account, rebuild measurement and campaign strategy, diagnose performance, propose experiments, forecast impact and present an executive plan.