Paid · Professional Search & Multi-Format Ads

Google Ads Professional Certification

Search campaigns, keyword targeting, bidding strategies, conversion tracking and campaign optimization — plus appropriate use of Performance Max and related campaign types.

  • 8 modules · 32 lessons
  • 4 practical projects
  • Professional certification

What you’ll learn

  • Structure Google Ads accounts and Search campaigns
  • Apply match types, negatives and intent-led keyword plans
  • Write RSAs/assets and choose bidding approaches
  • Spec conversion tracking / GA4 and optimize with data

Course curriculum

8 modules · 32 lessons · 4 practical projects

01

Google Ads Fundamentals and Account Structure

Accounts, hierarchy and campaign planning basics.

4 lessons
  1. 1 Google Ads ecosystem overview
  2. 2 Account, campaigns, ad groups and ads
  3. 3 Goals, conversion actions and success metrics
  4. 4 Account hygiene and access best practices
02

Search Campaigns, Keywords and Search Terms

Build and manage intent-led Search campaigns.

4 lessons
  1. 5 Search campaign setup
  2. 6 Keyword research for paid search
  3. 7 Search terms reports
  4. 8 Ad group structure patterns
03

Match Types, Negative Keywords and Search Intent

Control reach and reduce wasted spend.

4 lessons
  1. 9 Match types and intent alignment
  2. 10 Negative keyword strategy
  3. 11 Query mapping and refinements
  4. 12 Intent conflicts and brand terms
04

Ad Copy, Responsive Search Ads and Assets

Messages that match query intent and improve CTR.

4 lessons
  1. 13 Ad copy frameworks
  2. 14 Responsive Search Ads
  3. 15 Assets and extensions
  4. 16 Creative testing and iteration
05

Bidding Strategies, Budgets and Quality Considerations

Spend, bids and quality-related signals.

4 lessons
  1. 17 Budget planning
  2. 18 Manual vs automated bidding
  3. 19 Quality considerations and landing pages
  4. 20 Pacing and scaling decisions
06

Conversion Tracking, GA4 and Measurement

Reliable tracking for optimization.

4 lessons
  1. 21 Conversion actions in Google Ads
  2. 22 GA4 and measurement planning
  3. 23 UTMs and cross-tool reporting
  4. 24 Tracking QA and common failures
07

Performance Max and Other Campaign Types

Appropriate use cases — not one-size-fits-all.

4 lessons
  1. 25 When Performance Max fits
  2. 26 Display / Demand Gen considerations
  3. 27 Channel mix and cannibalization risks
  4. 28 Choosing campaign types by objective
08

Google Ads Capstone and Certification

Build, measure, optimize and certify.

4 lessons
  1. 29 Search campaign build
  2. 30 Keyword and negative plan
  3. 31 Tracking specification and optimization report
  4. 32 Final exam and certification

Practical projects

P1

Search campaign build

Account/campaign structure for a sample business.

P2

Keyword & negative-keyword plan

Intent-led keywords with match types and negatives.

P3

Conversion tracking specification

Conversion actions, GA4 notes and QA checklist.

CAP

Campaign optimization report

Simulated performance → bidding/budget/creative recommendations.

Required + exam

Assessment: Module quizzes · Final exam 40–50 MCQs · Capstone required · Certificate after passing requirements.

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