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GOOGLE ADS COURSE · 2026 CURRICULUM
Google Ads Course Outline
24 lectures for beginners.
Practical Google Search advertising and lead generation. Learn to plan, build, measure and improve a Search campaign through a continuous business project, guided exercises and individual assessment.
Your course project
Develop one fictional Pakistani service-business project across the course, supported by a contrasting business example.
- A Search campaign draft with a business brief, keywords, ads, targeting and budget.
- A conversion plan and test log covering successful, invalid and duplicate submissions.
- A search-term review with justified negative-keyword decisions.
- A client-style performance report with evidence, limitations and next actions.
- An individual campaign diagnosis and a justified launch-or-hold decision.
Personal implementation and simulation are assessed separately. Your practice route is confirmed before enrolment; a simulation does not certify that you personally installed or validated tracking.
Jump straight to a module
24 lectures across 6 modules — follow the complete learning journey.
Who this course is for
Beginners, business owners, freelancers and aspiring marketers who want a practical foundation in Google Ads. You should be comfortable using browser tabs, saving files and doing simple spreadsheet calculations. No coding experience is required.
The full 24-lecture curriculum
Search campaign fundamentals first, with dedicated practice in conversion tracking, reporting and problem-solving.
📚 Lectures
Foundations & Business Goals
🎓 Lecture 1How Google Ads Works & When to Choose ItUnderstand Search demand, compare Google Ads with Meta Ads, and choose a channel for a business.
Topics you will learn
Search demand and the ad auction; an introduction to Ad Rank and why the highest bid does not always win; paid versus organic search; Google Ads versus Meta Ads; choosing a channel for the business.
Practical exercise
Sketch a search-to-enquiry journey, choose Search, Meta or a combination for two business examples, and explain why a larger bid alone does not guarantee visibility.
🎓 Lecture 2Customers, Offers & Campaign GoalsDefine your ideal customer, service area, offer and business objective. Learn the difference between an enquiry, a qualified lead and a paying customer.
Topics you will learn
Customer problems and service areas; offers and differentiators; enquiries, qualified leads and customers; response capacity.
Practical exercise
Complete a business brief and define who should and should not contact the business.
🎓 Lecture 3Metrics & Simple Business EconomicsMake sense of impressions, clicks, CTR, CPC, conversion rate, CPA and ROAS with worked examples. Calculate acquisition costs and understand why revenue alone does not prove profit.
Topics you will learn
Impressions, clicks, CTR and CPC; conversion rate and acquisition costs; revenue, ROAS and contribution; defining the measured conversion.
Practical exercise
Calculate metrics for three sample campaigns and explain why cheap clicks do not necessarily mean a better business result.
🎓 Lecture 4Account Setup & Your First Campaign WalkthroughNavigate the account, review access, billing and policies, then follow an instructor-led walkthrough of a paused Search campaign.
Topics you will learn
Account ownership and access; manager accounts; billing, currency and time zone; advertiser verification and policies; campaigns, ad groups, ads, goals, reports and change history; a paused campaign from brief to settings.
Practical exercise
Follow a short campaign walkthrough, locate the main settings and identify three policy or destination problems. Start a project workbook that develops throughout the course. Keep practice campaigns paused until the launch checklist is passed and spending is authorised.
Keywords, Structure & Budgets
🎓 Lecture 5Keyword Research & Keyword PlannerFind the words customers use, separate buying intent from research intent, and group relevant searches. Use Keyword Planner estimates carefully when planning a campaign.
Topics you will learn
Seed keywords and customer language; English and Roman Urdu search-intent examples; service and location modifiers; buying versus research intent; Keyword Planner estimates; advertising competition versus SEO difficulty.
Practical exercise
Collect 20–30 keyword ideas for the course project, group them by service and intent, and remove weak fits. Explain language choices from relevance and evidence rather than automatically creating separate campaigns.
🎓 Lecture 6Match Types, Negative Keywords & Search TermsUnderstand broad, phrase and exact matching, including meaning-based matches. Review actual search terms and build negative keyword lists without blocking useful demand.
Topics you will learn
Broad, phrase and exact matching; close variants; negative keyword behaviour; search-term review; relevant searches versus wasted demand.
Practical exercise
Classify 20 sample search terms and test whether proposed negatives could block useful customers.
🎓 Lecture 7Campaign Structure & TargetingOrganise campaigns and ad groups around clear business goals. Set service areas, location options and languages, and understand audience observation versus targeting.
Topics you will learn
Campaign and ad-group structure; separate budgets; location options; languages; brand versus non-brand; audience observation versus targeting.
Practical exercise
Draw a campaign map and justify your service-area settings and decision to combine or separate services.
🎓 Lecture 8Budgets & Realistic ExpectationsBuild low, base and high scenarios for traffic and enquiries. Understand average daily budgets, spending limits, affordability, monitoring and clear stop conditions.
Topics you will learn
Test budgets; low, base and high scenarios; affordability; average daily budgets and spending limits; monitoring and stop conditions.
Practical exercise
Prepare three budget scenarios with a named monitoring owner and written stop conditions.
Ads & Landing Pages
🎓 Lecture 9Writing Responsive Search AdsWrite relevant headlines and descriptions using benefits, proof and clear calls to action. Practise character limits, responsive combinations, sensible pinning and checking AI-generated claims.
Topics you will learn
Headlines and descriptions; benefits and proof; character limits; responsive combinations; pinning; review of AI-generated claims.
Practical exercise
Draft eight distinct headlines and three descriptions, then peer-review possible combinations for accuracy and relevance.
🎓 Lecture 10Ad Assets, Landing Pages & Quality DiagnosticsChoose useful assets, review the mobile enquiry journey and use Quality Score components to identify possible improvements.
Topics you will learn
Sitelinks, callouts and structured snippets; call assets where supported; message match, mobile forms and trust; expected CTR, ad relevance and landing-page experience. Quality Score is a diagnostic, not a profit measure or a direct auction input.
Practical exercise
Draft suitable assets and audit the project landing page. Use a sample quality diagnostic to prioritise three improvements without treating the score as the business objective.
Conversion Tracking & Validation
🎓 Lecture 11Conversion PlanningChoose meaningful actions to measure and distinguish primary from secondary conversions. Plan counting settings, values and the difference between form success, a click and a qualified lead.
Topics you will learn
Form success, calls and qualified leads; WhatsApp clicks versus conversations, qualified enquiries and sales; primary and secondary actions; counting, values, windows, attribution and reporting delay; avoiding duplicate measurement of the same business action.
Practical exercise
Create a conversion plan showing each action, source, counting choice and validation test. Explain why a contact-button click is not proof of a conversation or sale.
🎓 Lecture 12How Tracking Components ConnectUnderstand the role of your website, Google Tag Manager, the Google tag, Google Ads conversion actions and Tag Assistant. Follow an event from a successful form submission to reporting.
Topics you will learn
Website success event; GTM tags and triggers; Google tag; Ads conversion destination; consent; Tag Assistant; preview versus publish.
Practical exercise
Annotate the tracking flow and identify an incorrect trigger without writing code.
🎓 Lecture 13Guided Conversion Tracking SetupPractise a prepared lead-form tracking setup with GTM and Google Ads under supervision. Learn tags, triggers and identifiers while recognising GA4 as an alternative measurement route.
Topics you will learn
A prepared form-success event; Google tag; tags, triggers and conversion identifiers; one primary measurement route; GA4 events and key events in context.
Practical exercise
Implementation route: configure the prepared form-success setup under supervision and capture evidence that it measures accepted submissions rather than button clicks. Simulation route: annotate the configuration and explain the tests; label this as simulated work, not verified personal implementation.
🎓 Lecture 14Tracking Validation & a Practical GA4 WalkthroughValidate tracking and use a practical GA4 example to understand paid-search traffic and reporting differences.
Topics you will learn
Valid and invalid submissions; duplicate prevention; consent and reporting delay; a short GA4 walkthrough covering account linking, auto-tagging and paid-search traffic; clicks versus sessions and reporting differences.
Practical exercise
Complete a tracking test log, locate paid-search traffic in a prepared GA4 example, and explain one plausible reporting difference. The extended walkthrough is in the optional reporting workshop.
Build, Launch & Improve
🎓 Lecture 15Choosing Bidding & Understanding AutomationChoose a bidding approach from the business objective, budget and reliability of conversion data. Understand how automation affects the campaign.
Topics you will learn
Click-, conversion- and value-focused bidding; target CPA/ROAS; data reliability and conversion delay; review periods; AI Max as Search targeting and creative features, distinct from bidding; compatible manual adjustments. Detailed automation controls are checked during the campaign build and pre-launch review.
Practical exercise
Choose and justify bidding for three scenarios. Identify the evidence needed before changing strategy and when to wait for more reliable data rather than reacting to a single day.
🎓 Lecture 16Assemble & Review Your Search CampaignBring the project together into a paused campaign draft or an explicitly labelled simulation, then compare every setting with the brief.
Topics you will learn
Goals, networks, budget, bidding, geography and language; ad groups, keywords, negatives, ads and assets; AI Max matching, generated text, URL expansion, destination controls and automatic recommendations; recording enabled settings.
Practical exercise
Assemble the campaign developed throughout the course. Check eligible landing pages and automation choices against the business brief, document the decisions, and keep the campaign paused pending launch approval.
🎓 Lecture 17Pre-Launch Checks & Early TroubleshootingUse a launch checklist covering settings, destination function, tracking, spend ownership and lead handling. Decide whether a campaign is ready and plan the first monitoring checks.
Topics you will learn
Policy and billing status; dates and schedules; mobile destinations; tracking evidence; spend ownership and lead handling; Ad Preview and Diagnosis; first checks for no impressions, disapproved ads and unexpected locations.
Practical exercise
Use an ordered checklist to diagnose a campaign that is not serving. Give an evidence-based launch-or-hold decision. Use the diagnostic tool instead of repeatedly searching for or clicking your own ads.
🎓 Lecture 18Reports, Impression Share & Auction InsightsBuild a useful report and investigate campaign visibility with impression share and Auction Insights.
Topics you will learn
Custom columns, segments and saved reports; date comparisons; device and location breakdowns; Search impression share and lost share due to budget or rank; Auction Insights and its data limits.
Practical exercise
Build and save a reporting view or complete its screenshot equivalent. Produce three observations, two hypotheses and one investigation from sample data.
🎓 Lecture 19Lead Quality & Business FeedbackConnect enquiries to qualification, response time, bookings and revenue. Recognise duplicates and spam, and understand where offline outcomes and enhanced conversions can fit later.
Topics you will learn
WhatsApp and form enquiries; qualification, duplicates and spam; response times; bookings and revenue; mature cohorts; privacy; introductory offline outcomes and enhanced conversions.
Practical exercise
Build a simple lead sheet with source, enquiry date, qualification, booking and outcome. Classify six fictional enquiries, calculate qualification and booking rates, and recommend one advertising and one operational improvement. Use anonymised or fictional data.
🎓 Lecture 20Evidence-Based Optimisation & Budget DecisionsPrioritise improvements using relevance, lead quality, visibility and business economics.
Topics you will learn
Search relevance and negatives; message match; geography and lead quality; budget allocation; impression share and Auction Insights; Quality Score component diagnostics and Ad Rank context; change logs and bidding compatibility. Do not treat the displayed Quality Score as an auction input or performance target.
Practical exercise
Rank five proposed changes. Explain whether a sample visibility problem calls for budget, relevance or bidding investigation before recommending more spend. Auction Insights does not reveal competitors’ budgets or profitability.
🎓 Lecture 21Testing, Client Reporting & Scaling DecisionsDefine a test, choose a meaningful success measure and write a clear performance summary. Decide when to wait, improve or increase spend using results, margins and business capacity.
Topics you will learn
Test variables and success measures; comparable periods; business capacity, margins and lead quality; uncertainty and seasonality; clear performance reporting.
Practical exercise
Prepare a one-page client-style report: objective, spend, measured results, lead quality, what changed, limitations and next actions. Justify whether to maintain, reduce or cautiously increase spend. Identify the next review date and responsible person.
Next Steps & Practical Assessment
🎓 Lecture 22Choose the Next Campaign TypeCompare Shopping, Performance Max, Display, Video, Demand Gen and remarketing. Learn their purposes and readiness requirements; advanced implementation is outside this beginner course.
Topics you will learn
Shopping and Merchant Center; Performance Max; Display and YouTube; Demand Gen; remarketing readiness and eligibility; campaign-specific audience options.
Practical exercise
Choose the next channel for a business and explain its prerequisites. These are introductions, not full build workshops.
🎓 Lecture 23Supervised Campaign Repair ClinicWork through flawed campaign scenarios and diagnose the cause before changing settings. Review keywords, ads, destinations, measurement, budgets and automation together.
Topics you will learn
No impressions; spend without leads; duplicate conversions; disapproved ads; wrong-location enquiries; brief-to-campaign alignment, destinations, measurement, budgets and automation; diagnosis order and change history.
Practical exercise
Diagnose supplied cases and repair two seeded faults. Record the evidence, correction and validation result, then apply the launch checklist. Distinguish a settings problem from a landing-page, tracking or lead-handling problem.
🎓 Lecture 24Practical Assessment, Portfolio & Next StepsDemonstrate your decisions, present an honest portfolio and plan your next stage of learning.
Topics you will learn
Individual diagnosis and justified corrections; portfolio evidence; limitations; a 30-day practice plan; the route to further learning and certification.
Practical exercise
Submit the campaign portfolio, an individual diagnosis, a calculation and a launch decision. Explain your choices and label simulated work clearly. Use feedback to correct and resubmit incomplete or unsafe work. Create a 30-day practice plan.
What you will practise
Build a campaign portfolio covering the business brief, keyword research, targeting, ad copy, landing-page review, budget, bidding, conversion plan, launch checks and performance recommendations. Work through search-term exercises, sample reports and troubleshooting cases, with feedback at key checkpoints.
How learning and assessment work
The recommended schedule is three 90-minute classes per week for eight weeks, plus around 2–3 hours of weekly practice. Confirm the actual batch timetable before enrolment. Use a laptop or desktop with a stable internet connection and complete a readiness check before the technical labs.
Hands-on work requires authorised accounts and a prepared teaching website. Your available practice route is confirmed before payment. Learners without access use a clearly labelled simulation route. Live advertising spend is not required for assessment; optional real campaign spending needs separate budget approval. Personal configuration and validation evidence is assessed separately from simulation.
The final assessment combines a portfolio, an individual diagnosis task and an explanation of your decisions. The course develops beginner competence with supervised implementation; it does not promise profitable campaigns, independent expertise across every campaign type or official Google certification.
How your project is assessed
- 25%: campaign relevance and structure.
- 25%: conversion planning and validation evidence.
- 20%: budget and bidding reasoning.
- 20%: reporting and diagnosis.
- 10%: clear explanation and honest portfolio evidence.
The passing standard is 70%, with all critical launch checks passed. Unauthorised spending, a broken destination or a material unresolved tracking fault requires correction before live-launch readiness is signed off, regardless of the total score. You may correct and resubmit once after feedback.
A simulation pass is recorded separately from verified personal implementation. Assessment demonstrates beginner competence within the work completed, not guaranteed campaign performance or employment.
Your next step after the course
Leave with a clear Search campaign process and a 30-day practice plan. Shopping, Performance Max, Display, Video, Demand Gen and remarketing are introduced to help you choose what to study next.
Optional companion workshops
Build on the 24 core lectures with two planned optional recorded workshops. These are additional to the 36 classroom hours.
1. GA4 & Reporting
After Lecture 14: extend the GA4 walkthrough with account linking, paid-search traffic, auto-tagging and report differences. After Lecture 21: build a simple Looker Studio report covering spending, conversions, acquisition costs and recommended actions, using a prepared template or sample data.
2. Career & Certification Preparation
After Lecture 24: present an honest portfolio, understand a beginner client brief, practise interview questions and plan further study through Google Skillshop. Course completion and Google certification are separate.
These companion recordings and the reporting template are planned. Availability and release arrangements will be confirmed for your batch before enrolment.
Meet your trainer
Fawaz Ahmed
Founder & CEO, DigiPro
Fawaz works in digital marketing and ecommerce. His teaching connects campaign planning with measurement, business goals and practical decision-making. This course follows that approach through guided activities, campaign diagnosis and an individual assessment.
More about Fawaz Ahmed →Questions before you start
Is this suitable for a complete beginner?
Yes. Start with customer intent and basic advertising concepts before moving to campaign setup. You should be comfortable with browser tabs, saving files and simple spreadsheet calculations. No coding experience is required.
How long is the course?
There are 24 core lectures of 90 minutes: 36 classroom hours. The recommended pace is eight weeks, with around 2–3 hours of weekly practice. Confirm the actual batch timetable before enrolling. Optional workshops are additional.
Do I need a website, ad account or advertising budget?
Use a laptop or desktop with stable internet. Hands-on implementation requires authorised accounts and a prepared teaching website; confirm the available practice route before payment. Learners without access complete a clearly labelled simulation, assessed separately from personal implementation. Live advertising spend is not required for assessment.
Will I learn GA4, GTM and reporting?
Yes. The core course includes guided Google Tag Manager tracking, validation, a short GA4 walkthrough and practical Google Ads reports. The optional GA4/reporting workshop extends this into Looker Studio; its recordings and template are planned.
Does this cover every Google Ads campaign type?
Search is the practical core. Shopping, Performance Max, Display, YouTube, Demand Gen and remarketing are introduced to help you choose your next step. Their full implementation is outside the assessed beginner course.
Will I receive an official Google certificate?
Course completion is not official Google certification. Google certification requires passing the relevant Google assessment through Skillshop. The companion career workshop covers how to prepare; neither a pass nor employment is guaranteed.
What will I submit for assessment?
Submit your campaign portfolio, conversion plan and test evidence, client-style report, individual diagnosis and explanation of your decisions. The passing standard is 70% plus all critical launch checks, with one correction and resubmission after feedback. Personal implementation and simulation are recorded separately.
What are the fees, class format and next start date?
Before payment, confirm your batch timetable, online or on-campus format, teaching language, total fee and installments, practice access, recording access, support hours and assignment-feedback arrangements on WhatsApp. Optional resource availability is confirmed separately. A fee or start date is not yet announced on this page.
Curriculum updated: 25 September 2026. The downloadable PDF is an earlier edition; this webpage contains the current lesson and assessment details.
Interested in the Google Ads course?
Ask about the next batch, class format, availability and fees.
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