A hands-on course for go-to-market teams who need Search ads that produce pipeline, not just clicks. It is built so you can have a small, properly tracked campaign live by the end of your first week, and learn the rest while it collects data.
## How to use thisSet the four options in the settings panel at the top of each lesson first (press Change).
They change the advice:
Your choices, checklist ticks and quiz scores are saved in this browser only.
| Setting | What it changes |
|---|---|
| LLM | Every prompt and the feature names in the steps (Projects and Artifacts in Claude; Projects, Custom GPTs and Canvas in ChatGPT). |
| Budget band | Starter is $5,000/month or less, Intermediate is up to $50,000/month, Advanced is above that. It sets how many campaigns to run, which bid strategy to use, how long to wait before judging and when to scale. |
| Conversion goal | Free trial or demo request. It changes the conversion setup, landing page and ad copy examples, and what counts as a result. |
| Region | Consent and privacy steps, trademark rules for competitor campaigns, currency in examples and the calculator, and the geo mistakes most relevant to you. |
Right now you are set to ClaudeChatGPT, Starter budgetIntermediate budgetAdvanced budget, free trialdemo request as the goal, and US/CanadaEU/UKIndiaRest of APACLatin AmericaMiddle East/Africa as the region.
The shortest path
Read the Quick start and follow it day by day. Each step links to the lesson that explains it, so you only read what you need for the decision in front of you.
Lessons marked later are for once your campaign has a few weeks of data.
A five-day plan to get a small, well-tracked Search campaign live.
Auctions, keywords, match types, Quality Score and bidding: just enough to decide.
Pick the buyer, the problem and the promise before you write a word of ad copy.
Responsive search ads that match intent, with assets that earn space.
One page, one job. Build it in Astro and keep it consistent with the ad.
What works, what gets you in trouble, and the trademark rules by region.
Search Partners, Display, apps, invalid clicks and junk leads: detect and exclude.
Stage one live in a day; stage two sends CRM outcomes back to Google Ads.
Presence vs interest, exclusions, value per click by region and the bid calculator.
When to scale, hold or stop, with thresholds for your budget band.
Weekly review workflows, anomaly checks and search-term cleanup with your LLM.
Once you have data: models, trade-offs and your own LLM-built analysis.
When Performance Max helps, when it hurts, and YouTube once Search works.
UTM builder, negative keyword list, weekly review sheet and offline conversion template.
Every term used in the course, with the short definition the tooltips show.
Re-checked 3 November 2026
The fast-moving facts in this course were checked again on 3 November 2026.
Still current:
New: the June 2026 consent change for GA4 data shared with Google Ads, added to Tracking. Labels that say “As of October 2026” were confirmed, not changed.
The templates page has the UTM builder, a starter negative keyword list for B2B software, a weekly review sheet and an offline conversion upload template. The geo bid calculator lives in the Geographic targeting lesson.