Build better campaign decisions before spending more

A campaign needs more than a keyword list and attractive copy. The team must know what it is selling, who the offer serves, which action counts as success and how a lead moves through sales. This Google Ads training programme helps founders, marketers and campaign teams organise those decisions. You will work through a realistic business example or an approved account scenario, develop a campaign structure and review how the ad connects with the landing page. AI can accelerate the drafting process, but you will practise checking claims, selecting relevant messages and reading performance evidence before recommending a change. The course is suited to participants who want a clear working process, whether they are preparing their first campaign or improving how an existing team plans and reviews advertising.

Who this programme is for

Business owners can use the programme to write a better brief for an agency and ask clearer questions about campaign results. Marketing executives can strengthen account organisation, message relevance and reporting. Sales leaders can connect enquiry generation with lead qualification and follow-up. Agencies can use the workshop to build a consistent client review process. Corporate teams can customise the example for a service, product launch, event or recruitment objective where advertising is appropriate. Basic spreadsheet skills and an understanding of your customer are useful. You do not need to bring a live account to practise the planning exercises; authorised account access can be included when agreed in advance.

Learning outcomes

• Write a campaign brief with a clear audience, offer, objective and business constraints.

• Organise a basic Search campaign around intent groups, matching landing pages and exclusions.

• Review AI-assisted advert drafts for factual accuracy, policy requirements and relevance.

• Specify conversion actions and a measurement plan before campaign optimisation.

• Explain budget assumptions and automated campaign controls without promising results.

• Present a reporting and test plan that distinguishes enquiries, qualified leads and business outcomes.

Curriculum

Module 1: Write a business and campaign brief

Begin with the product or service, target customer, market, offer and desired action. Identify the difference between an awareness objective, an enquiry and a qualified sales opportunity. Define what the sales team needs to know before accepting a lead. Document location, operating hours, budget assumptions, approval responsibilities and the message you are authorised to publish. Compare a vague instruction such as generate more leads with a brief that gives the campaign team useful decision criteria.

Practical exercise: Write a campaign brief for one approved offer and define what makes an enquiry useful to the sales team.

Deliverable: A campaign brief with one primary objective and clear business constraints.

Module 2: Research intent and organise Search campaigns

Practise grouping search themes around a customer need rather than placing every term into one ad group. Review the purpose of keyword match approaches, search term analysis and negative keywords. Identify queries that suggest the wrong audience, irrelevant geography or an informational need outside the offer. Use approved research data or a sample worksheet to build an initial structure. Explain why a keyword belongs in a group and what landing page would satisfy the searcher.

Practical exercise: Group example searches by intent and create a campaign outline with justified initial exclusions.

Deliverable: A Search campaign outline with intent groups and an initial exclusion list.

Module 3: Draft and review relevant advertising messages

Create several ad directions based on the audience problem, genuine benefits and available evidence. Use AI to explore wording while specifying the offer, tone, constraints and prohibited claims. Check every draft for accuracy, brand fit, clarity and consistency with the landing page. Practise writing a specific next action that matches the stage of the buying journey. Review copy with a human approver before it becomes an account asset, and keep a record of the approved version.

Practical exercise: Draft alternative advertising messages, then check every claim against the approved business brief.

Deliverable: A reviewed ad-copy bank and an approval checklist for campaign assets.

Module 4: Connect the ad with a useful landing page

Review the page a visitor reaches after clicking. Check whether the headline, offer, location and action match the advertisement. Examine readability, mobile layout, page speed symptoms, enquiry fields and the credibility of the information shown. Distinguish genuine qualification questions from unnecessary friction. Practise improving an offer section, module list or service comparison so customers can make a decision. Identify where a page change requires a designer, developer or business owner approval.

Practical exercise: Review a sample landing page for message consistency, credibility and the effort required to enquire.

Deliverable: A landing-page improvement brief with message and enquiry-flow recommendations.

Module 5: Design conversion and lead-quality measurement

Define the actions that deserve measurement and how they relate to sales. Discuss forms, calls, bookings and later qualification stages. Review the difference between primary conversion actions used for bidding and secondary actions used for observation. Build a test plan that checks whether the intended action is recorded correctly and whether duplicates or low-value events could mislead reporting. Where relevant, discuss authorised CRM feedback and offline outcomes. Data collection must follow applicable consent requirements and approved business policies.

Practical exercise: Map enquiry actions, qualified leads and follow-up feedback, then identify the checks needed before launch.

Deliverable: A conversion map, testing checklist and lead-quality feedback plan.

Module 6: Understand budgets, bidding and learning

Use a sample budget to explore the relationship between cost, conversion rate, enquiry volume and commercial value. Learn to separate a planning assumption from an observed result. Discuss how bidding goals should reflect the chosen conversion action and what historical information is needed before setting aggressive targets. Consider learning periods, conversion delays and the risks of making several changes at once. Practise documenting a budget recommendation with its assumptions and the evidence that would justify revising it.

Practical exercise: Compare two practice budget scenarios and explain the assumptions behind the proposed bidding approach.

Deliverable: A budget scenario worksheet and a written bidding decision rationale.

Module 7: Evaluate AI Max and Performance Max

Compare where automation may fit a campaign and what the team still needs to provide. For AI Max, review search term matching, text customisation, landing-page selection and relevant brand or URL controls. For Performance Max, review goals, asset variety, measurement inputs and the questions needed to assess lead quality. Use a suitability matrix rather than assuming every business should enable every feature. Design a controlled test with a stated hypothesis and account for normal variability before recommending adoption.

Practical exercise: Compare AI Max and Performance Max against a defined goal and write a controlled test hypothesis.

Deliverable: An automation suitability matrix and a practical experiment brief.

Module 8: Build a reporting and optimisation routine

Create a concise review that explains what happened, what may have caused it and what the team should do next. Use a sample dataset to compare spend, enquiries, qualified leads and conversion value where available. Separate a high click-through rate from a commercially useful result. Inspect search terms, landing-page relevance and lead feedback before selecting an action. Keep a dated change log, assign an owner and define when a test should be reviewed so optimisation becomes a consistent process.

Practical exercise: Read a sample account report, record one recommended change and explain how its result would be assessed.

Deliverable: A campaign reporting template, change log and 30-day review plan.

Current advertising foundations, with practical AI control

The programme explains Search campaign structure and the role of conversion measurement before introducing automation. Google describes AI Max as a set of features within Search campaigns, including search term matching and asset optimisation; it is different from Performance Max. Performance Max is a goal-based campaign type that can use multiple Google advertising channels. You will examine the inputs, controls and reporting questions for each approach. The central learning principle is simple: choose a meaningful goal, provide trustworthy information and check the results against your business context. Feature availability and interface labels can change, so demonstrations are checked against the current account and official documentation.

A practical project from first brief to next decision

Your workshop project follows one coherent business example. First, choose a service and write the campaign objective. Next, group audience intent, propose an account structure and draft relevant messages. Then review the landing page and specify what should count as a conversion. Finally, use a sample report to decide whether the next action should improve targeting, qualify leads, revise the offer or investigate measurement. This approach makes the connections visible: a poor lead can reflect the search, the message, the form or a sales-stage definition. Participants explain their reasoning and receive feedback so they leave with a clearer process rather than a collection of unrelated features.

Why choose this programme

Campaign planning meets workplace AI

Learn to use AI for research prompts, draft variations and analytical summaries while keeping the offer and final decision under human review.

Commercial questions guide the reporting

The course connects account metrics with meaningful enquiries and lead quality so the team can discuss results with sales and leadership.

A workbook supports implementation

Each module produces a practical planning or review asset that your team can adapt to its next campaign rather than relying on session notes alone.

Training formats and preparation

Online and onsite formats can be discussed for your team. An introductory workshop can focus on foundations, a sample campaign and the measurement plan. A longer working format can add account review, lead-quality analysis and a campaign experiment. Private coaching can address a focused learning need, subject to the services currently available. The proposal confirms duration, agenda, participant count, location and fees. Live advertising spend, paid tools, account implementation and ongoing campaign management are separate from training unless explicitly included. Bring approved business information and arrange only the access needed for the agreed exercises.

Meet Parikshit Khanna

Parikshit Khanna is the Founder of Digital Training Jet, an AI trainer, prompt-engineering practitioner and TEDx speaker. He serves as Visiting Faculty at GL Bajaj Institute of Management and Research. His teaching connects business goals with clear instructions, practical workflows and human review of results. Discuss your participants' roles, starting knowledge and intended outcomes so that the programme can use relevant examples and a realistic learning scope.

Frequently asked questions

Is this course suitable for beginners?

Yes. A foundational format can begin with objectives, intent, campaign structure and conversion measurement. Teams with account experience can request a more advanced agenda. Share the participants' starting level so the examples and pace can be scoped appropriately.

Can we work on our company's Google Ads account?

An authorised account can be used when access and the exercise scope are agreed beforehand. Sample scenarios are also available for planning practice. Training does not require participants to launch a live campaign or approve advertising spend during the session.

Are AI Max and Performance Max the same?

No. AI Max is a collection of features within Search campaigns. Performance Max is a goal-based campaign type across multiple Google advertising channels. The course compares their purpose, required inputs, controls and reporting considerations.

Will the course guarantee leads or advertising ROI?

No. You will learn a stronger planning and review process, but results depend on your market, offer, budget, data and implementation. We use realistic assumptions and teach participants to verify results rather than promise a fixed return.

Does the fee include advertising spend or campaign management?

Advertising spend, software subscriptions and ongoing account management are separate unless stated in the proposal. The agreed document specifies the training scope and any implementation support so your team knows what is included before booking.

How do we enquire about a corporate workshop or private session?

Send your objective, website, team size and preferred dates through the contact page or WhatsApp. For private coaching, review the options currently listed on Topmate. Schedule, delivery format and fees are confirmed before the session.

Discuss your training requirement

Share your website, industry, campaign objective, team experience and preferred dates. Add whether you want a foundational workshop or a deeper review of an authorised account. Use the contact page to request a tailored proposal, WhatsApp to discuss suitability or Topmate to explore current coaching options. Private and corporate sessions are scheduled by agreement. Your proposal records the confirmed date, preparation requirements and the learning outputs included in your programme.

Discuss corporate or private training   |   Explore current Topmate courses   |   Enquire on WhatsApp

Dates, duration, delivery mode, fees and included resources are confirmed in the booking proposal. Send your preferred schedule and learning objectives to discuss a suitable programme.