Google Ads Course for Businesses: From Scratch to Your First Customers

In this lesson, we lay the foundation for all further work with Google Ads.

You will get a clear and structured understanding of what Google Ads is, how Google’s advertising system works, and why it is one of the most effective tools for attracting customers today.

We will consider:

• what Google Ads is and what opportunities it opens up for business
• where exactly the advertisement is shown (Search, Display, YouTube, Shopping, Performance Max)
• how the advertising auction works and what Ad Rank is
• what payment models exist (CPC, CPM, CPA, tROAS, tCPA)
• what a typical user path from click to purchase looks like
• the most common mistakes of beginners that we will avoid

After this lesson, you will:

✔ understand the logic of the platform
✔ stop perceiving Google Ads as a “black box”
✔ be able to consciously move on to practical settings

This is a basic but critically important stage. Without understanding the principles of the system, it is impossible to effectively manage your advertising budget.

In the next lesson, we will move on to the Google Ads interface and analyze what the correct setup of an advertising account begins with.

Let’s move on – step by step to stable results.

In this lesson, we will take a detailed look at the types of advertising campaigns in Google Ads and learn how to choose the right advertising format depending on your business goals.

This is one of the key stages of learning. A mistake at the level of choosing a campaign type can cost you your budget before you even have time to optimize anything.

In this lesson you will learn:

• what is the difference between a Search campaign and a Display campaign
• when should you use YouTube advertising
• how Performance Max works and what are its advantages and limitations
• which businesses are suitable for each type of campaign
• which launch model do I recommend at the start

We will consider the logic of each format:

• Search – for hot demand and quick applications
• Display network – for reach and remarketing
• YouTube – for branding and emotional interaction
• Performance Max – for automation and scaling

After watching the lesson you will:

✔ understand the difference between campaign types
✔ be able to choose the right strategy for your business
✔ avoid common mistakes at the start
✔ have a clear vision of where to start launching your advertising

This lesson forms strategic thinking. We don’t just look at the buttons in the interface – we learn to think in terms of goals, audiences, and sales funnels.

In the next lesson, we move on to practice: creating a Google Ads account and the first basic settings.

We move on – systematically and consciously.

In this lesson, we cover a critically important topic: preparing your site or landing page for Google Ads advertising.

Many people focus only on setting up an advertising campaign, but they ignore the main thing: if the page is not ready to receive traffic, no advertising will produce results. You may get clicks, but you will not get customers.

In this lesson you will learn:

• how to check the loading speed of the site and why it affects conversions
• why mobile adaptation is a prerequisite for effective advertising
• how to correctly form one clear call to action (CTA)
• what elements of trust must be on the page
• how to form a strong unique selling proposition (USP)
• why without analytics, launching advertising is a “blind” job
• how to use A/B testing to find the most effective version of the page

After watching this lesson you will:

✔ be able to objectively assess the readiness of your site for launching advertising
✔ understand why advertising does not work even with good traffic
✔ get a clear checklist for preparing a landing page
✔ learn to think in terms of conversion categories, not just traffic

This lesson forms the right approach: advertising is only an engagement tool, and sales occur on the page.

In the next lessons, we will move on to technical settings and working with analytics so that you can not just run ads, but manage the result based on data.

We move on – systematically and with a focus on efficiency.

In this lesson, we connect Google Analytics 4 (GA4) and Google Tag Manager (GTM) — two key tools without which it is impossible to work professionally with advertising in Google Ads.

Advertising without analytics is like running a budget “blindly”. It is GA4 and GTM that allow you to see the full picture: who visits the site, where the traffic comes from, what actions users take, and at what stage you lose potential customers.

In this lesson, you will:

• understand the difference between GA4 and the old version of analytics
• learn how to create a Google Analytics 4 account
• create a container in Google Tag Manager
• connect GA4 via GTM without having to manually edit the site code
• check the correctness of the installation in real time

We will also analyze why installation via GTM is a more flexible and professional approach than directly adding code to the site.

After completing the lesson, you will:

✔ have a fully connected data collection system
✔ be able to track traffic and user behavior
✔ be ready to set up conversions
✔ take an important step towards managed and measured advertising

This lesson is the technical foundation on which all further advertising optimization is built. Without it, it is impossible to analyze the effectiveness of campaigns and make data-based decisions.

In the next lesson, we will move on to setting up conversions – that is, we will learn how to track real applications, purchases and other targeted actions.

Let’s move on – from setting up to full control of the result.

This lesson is dedicated to one of the most important topics in working with Google Ads — conversions. Without properly configured conversions, even the best advertising campaign loses its meaning. Why? Because you simply do not understand whether advertising brings real customers or just wastes the budget.

We will analyze what a conversion is, why its tracking is critically important and how to set up data collection so that each of your advertising investments works as efficiently as possible. A conversion is any targeted action of a user on a website that brings him closer to a purchase: filling out a form, calling, purchasing, subscribing to a newsletter or viewing a key page. Each such action is valuable information for optimizing advertising.

In this lesson, you will learn to define primary and secondary conversions, configure them via Google Tag Manager and track them in Google Analytics 4. We will go all the way: from idea to result. You will understand how to separate major conversions (such as a purchase or an abandoned order) from micro conversions (button clicks, page views, price list downloads), and why this is important for analyzing advertising effectiveness.

The lesson includes a practical part where step by step we will create events in GTM, test them in GA4, mark them as conversions, and connect them to Google Ads. You will learn:

• Determine which actions on your site should be tracked.
• Create events in Google Tag Manager without editing your site code.
• Verify that events are working correctly in Preview mode and in Google Analytics.
• Mark events as conversions and see them in your reports.
• Import conversions into Google Ads to accurately measure the effectiveness of your advertising campaigns.

We will also look at practical tips and common mistakes so that you don’t waste time on incorrect settings. You will learn why it is important not to create too many conversions at once, to check your data regularly, and to use /thank-you pages for the easiest way to track results.

After completing the lesson, you will:

• Be able to independently determine the conversions that are really important for your business.
• Learn to set up and test events via GTM.
• Be able to import conversions into Google Ads and get real data on advertising effectiveness.
• You will gain confidence that your advertising is not “draining the budget” but bringing specific results.

This lesson is the foundation for all subsequent steps in Google Ads. The following lessons will help you launch campaigns, select keywords, optimize ads, and scale advertising, knowing exactly what works and what doesn’t.

Join the lesson and make your marketing effective, transparent, and manageable!

This lesson is dedicated to creating your first Google Ads search campaign — the one that shows your ads in search results when a user enters a query related to your product or service. Search advertising is one of the most effective ways to attract customers, because you appear at the moment when a person is already actively searching for what you offer.

In this lesson, we will go through a complete practical path from logging into Google Ads to launching your first campaign, step by step analyzing all the settings and important details. You will learn how to correctly choose the campaign goal – sales or potential customers, determine the type of campaign and understand why search advertising is different from display, video or Performance Max campaigns.

We will look at how to set up geotargeting and display languages so that your ads are seen by exactly those users who can become your customers. You will learn how to define a daily budget and bid strategy, as well as set maximum cost-per-click limits — all of which will help you control your spending and get the most out of your advertising.

We will pay special attention to ad extensions, which make your ads more visible and engaging. You will learn how to add links to important pages on your site, additional descriptions, and contact information to increase your CTR and increase your chances of conversion.

Next, we will create ad groups and select keywords. You will learn how to properly combine phrase and exact match, avoid unnecessary words, and focus only on your target audience. We will show you how not to “split” your budget across hundreds of keywords, but to work with the most effective queries right away.

You will learn how to create responsive search ads, choose the right headlines and descriptions to attract users’ attention and encourage them to take action. Google will combine your headlines and descriptions, and you will get maximum efficiency even with minimal experience.

At the end of the lesson, we will analyze what to do after launching a campaign: checking impressions and clicks, monitoring conversions, analyzing search queries, and using negative keywords to filter out irrelevant queries. You will get a clear understanding of how to monitor the effectiveness of advertising and what to change to get more leads and sales without unnecessary costs.

This lesson is an ideal starting point for those who want to launch effective search advertising on their own, control the budget and results, and gradually move on to more complex Google Ads strategies. After completing it, you will be able to create campaigns, analyze results, select keywords, and prepare for optimization and scaling of advertising.

In the next lesson, we will analyze in detail the Keyword Planner and learn how to find the most profitable queries for your niche so that your advertising campaigns bring maximum results and the lowest costs.

Join the lesson and take your first step into the world of effective Internet marketing and Google Ads!

In this lesson, we will learn one of the most important stages of launching successful advertising in Google Ads — keyword selection. It is on the correctly selected keywords that it depends whether your advertising will be effective or simply “burn” the budget. Keywords are the foundation of any campaign, and they determine who will see your ads in Google search results.

We will consider what keywords are, what types of search queries exist and which ones you should focus on if your goal is to sell or attract leads. You will learn how to distinguish between informational, navigational and commercial queries, and also learn how to collect transactional keywords that really bring customers.

The lesson contains a practical part, where we will go through all the stages of keyword collection step by step:

1. Manual brainstorming — let’s start with something simple: imagine yourself as a customer. How would you search for your product or service? We will create a basic core of keywords that will become the foundation of your future campaign.
2. Google Search Suggestions — we will use autocomplete and similar queries that users actually enter. This will help expand the list of keywords and understand which queries are really relevant.
3. Google Keyword Planner — a free tool from Google Ads that helps you find new keyword options, assess their popularity, level of competition, and approximate cost per click. You will learn how to filter out keywords with high commercial potential.
4. Free keyword collection services — Ubersuggest, Keyword Tool, Answer The Public. We’ll show you how to use them to generate additional ideas and find queries that your competitors may miss.
5. Keyword structuring is an important step in properly setting up ad groups. We’ll learn how to group keywords by topic, product, or category to make your campaign logical and effective.
6. Negative keywords — we’ll filter out the untargeted audience and save your budget. You’ll learn which words to exclude right away and how to collect them correctly.
7. Worksheet — we’ll enter all your keywords into a convenient spreadsheet (Google Sheets or Excel) with columns for match type, average traffic, competition, and comments. This will become your base for future campaigns and will allow you to easily scale your advertising.

After completing the lesson, you will clearly understand how to collect quality keywords for free, how to determine their value, and how to create a structure that actually works for sales. You will be able to:

• find keywords that bring results;
• filter out unnecessary queries and negative keywords;
• organize keywords into logical groups for future ads;
• create a keyword database that can be used in all campaigns.

This lesson is an important step before moving on to account structure and launching Performance Max campaigns, because it is precisely the correctly selected keywords that determine the effectiveness of advertising and budget spending.

Join the class and learn how to collect keys smartly, systematically, and for free so that every advertising dollar you spend works for results!

In this lesson, we will learn how to create ads that actually click and attract the attention of potential customers. Even if your advertising campaign is set up perfectly, without the right ad text, it will not bring results. It is on how interesting and convincing the headline and description are presented that the user will pay attention to the advertisement, or will go to your site and perform the targeted action.

We will analyze the ad structure in Google Ads, learn how to compose headlines that capture attention, write descriptions that motivate action, and also correctly use all available ad extensions to increase visibility and CTR.

1. What you will learn in this lesson:

• How to write headlines that immediately “hit” the user, include keywords and emotional triggers.
• How to write an ad description to reveal the benefits of a product or service, emphasize unique offers, and motivate action.
• What ad extensions exist and how to use them to increase clickthrough rate and audience trust.
• Practical examples of headlines and descriptions for different business areas.
• Tips and life hacks that will help you create ads that work and bring results.

2. Ad structure

In Google Ads, an ad consists of three main elements:

1. Headline is the most important part of the ad that the user sees in the search. It is worth including keywords, a call to action and briefly conveying the main benefit.
2. Description – allows you to expand the headline, emphasize the benefits, promotions and bonuses that the customer receives.
3. Ad extensions – make the ad larger, more informative and attract additional attention. These can be links to site sections, phone, address, promotions or additional short texts.

3. Practical tips for creating ads

• Test several options for titles and descriptions in the ad group – Google itself will show which ones work best.
• Use dynamic keyword insertions to increase relevance and CTR.
• Don’t limit yourself to general phrases like “Best product” – specify benefits and advantages.
• Titles should be short, informative and clear, and the description should be motivating and convincing.
• Ad extensions maximize visibility and trust in advertising, so add all relevant types.

4. Examples that work

• Headlines:
  “Buy a Samsung smartphone with a discount”,
  “Equipment repair in Kyiv — fast and reliable”,
  “Online courses on Internet marketing — start today”.
• Description:
  “Get professional repairs in 24 hours. Guarantee on all work. Order now!”,
  “Register for a free webinar and learn the secrets of advertising that work.”

5. What you will get after the lesson

• The ability to create converting ads that motivate users to take action.
• The skills to use keywords in titles and descriptions to increase relevance.
• Understanding how ad extensions help increase CTR and attract more customers.
• Ready-made practical templates for different types of products and services that you can immediately apply in your own campaigns.

This lesson is key stage before launching real campaigns, because even the most precise keywords and settings will not bring results without properly created ads. After completing it, you will be ready to create ads that are seen, read and clicked on.

In this lesson, we will analyze one of the key stages of a successful advertising campaign in Google Ads – the correct setting of budgets, bidding strategies and geotargeting. These parameters determine how effectively your advertising budget will be spent and how accurately your advertising will reach the target audience.

Setting your budget and bids is not just a technical task. It depends on whether your ads will receive the required number of clicks, whether conversions will be within the profitability range, and whether you can optimize your campaign for real results. Geotargeting, in turn, helps to show ads to exactly those people who are in your region or are interested in your product, which significantly increases the efficiency of spending.

1. What you will learn in this lesson:

• How to set a campaign budget correctly to effectively collect statistics and control costs.
• What bid strategies are available in Google Ads and how to choose the best one for your business.
• When to use manual bid management and when to use automatic optimization for clicks, conversions, or ad profitability.
• How to set up geotargeting to reach only the relevant audience and save budget.
• Practical tips and recommendations for controlling the cost of conversions and campaign effectiveness.

2. Budgets

• The budget is set at the campaign level and determines the maximum daily costs.
• It is recommended to start with a moderate budget (10–15 dollars per day) to collect statistics.
• Google Ads tries to spend the budget evenly throughout the day, so it is important to plan it correctly.

3. Bidding strategies

Google Ads offers manual and automatic strategies that allow you to control the cost of clicks and conversions:

• Manual CPC — manual setting of the bid per click. Suitable for experienced advertisers.
• Maximize clicks — automatic strategy for collecting the maximum number of clicks for the budget.
• Target CPA — optimization for the target price per conversion.
• Target ROAS — optimization for the return on advertising costs.

The choice of strategy depends on the goals: for beginners it is better to collect traffic, for experienced advertisers — optimize for conversions.

4. Geotargeting

• Allows you to show ads to users from specific regions, cities or radiuses.
• Helps save budget by excluding impressions where advertising is not needed.
• You can create separate campaigns for different locations with unique messages.

5. Practical tips

• Start with a small budget and gradually increase it.
• Test different bidding strategies and choose the most effective one.
• Control the cost of conversions and do not spend more than the customer brings.
• Use geotargeting for maximum targeted advertising.

6. Common mistakes

• Too large an initial budget without analyzing the results.
• Using automatic strategies without sufficient statistics.
• Lack of geotargeting, which leads to spending on an untargeted audience.
• Ignoring location exclusions means unnecessary impressions.

7. Summary

After this lesson, you will know how to properly set up budgets, bids, and geotargeting to maximize your advertising effectiveness. You will be able to control your spending, optimize your campaigns for your target audience, and collect data for further optimization.

This knowledge is the foundation for any successful advertising campaign. In the next lesson, we will begin step-by-step creation of a search campaign, using all of these tools in practice.

In this lesson, we will look at the key stage of launching an advertising campaign in Google Ads — how to prepare for the launch, what to pay attention to in the first days after the launch, and how to quickly see the first results.

Proper launch is the foundation of effective advertising. Even perfectly configured ads and selected keywords will not bring results if the campaign is not launched correctly and without control at the start. In this lesson, you will learn how to minimize the risks of spending the budget without results and ensure an optimal start to the campaign.

1. What you will learn:

• How to check all settings before launch: keywords, bids, budget, geotargeting, ads and conversions.
• What happens in the first days of the campaign: data collection, evaluation of clicks, conversions, CTR and cost per click.
• What key indicators should you pay attention to immediately after launch.
• How to make the first adjustments based on statistics: exclude ineffective keywords, change ad texts, adjust bids and geotargeting settings.
• What mistakes to avoid at the start so as not to waste your budget.
• Why constant monitoring of the campaign in the first weeks is critical for the success of advertising.

2. Practical steps you will learn:

1. Pre-launch review — the final “checkpoint” to make sure everything is ready to go.
2. Launch campaign — with the understanding that Google needs time to learn the system and optimize impressions.
3. Analysis of the first days — evaluate traffic, CTR, conversions, and keyword effectiveness.
4. Campaign adjustment — make changes based on data without rushing and radical decisions.
5. Regular monitoring — create a habit of daily campaign monitoring to achieve maximum results.

4. Why it’s important:

A proper campaign launch determines the effectiveness of all advertising. If you pay attention to checking your settings, tracking your metrics, and initial optimization at the beginning, you will be able to:

• minimize costs for ineffective impressions,
• quickly understand which ads and keywords are working,
• get a steady stream of customers and conversions from the first days of work.

5. Summary:

After this lesson, you will know how to properly launch campaigns, analyze initial results, and make adjustments so that your ads work effectively and produce the desired results.

This knowledge is an important step for any advertiser who wants to receive stable traffic and conversions.

In the next lesson, we will look at Display campaigns: how to create and configure to reach an even larger audience and increase brand awareness.

In this lesson, we’ll dive into the world of key Google Ads metrics that help you measure the effectiveness of your advertising campaigns and make informed marketing decisions. We’ll look at CTR, CPC, and CPA—the metrics that are essential to understanding whether your advertising is working and how to optimize your advertising spend for maximum results.

This lesson will help you not only read statistics correctly, but also apply this knowledge in practice so that your advertising brings in customers and doesn’t “burn” your budget in vain.

1. What you will learn:

• What is CTR (Click-Through Rate) and why its high indicator is a sign of relevant and interesting advertising.
• How CPC (Cost Per Click) helps control the budget and balance the cost of clicks with the quality of traffic.
• What is CPA (Cost Per Action) and how it shows the real cost of attracting one customer.
• How to analyze these metrics comprehensively and correlate them to improve the effectiveness of campaigns.

2. Practical skills you will gain:

• Analyze CTR, CPC and CPA in Google Ads and Google Analytics.
• Identify the weaknesses of the campaign: low CTR, high CPC or ineffective CPA.
• Take the first steps optimization: change ad copy, select keywords, adjust bids and conversion settings.
• Compare metrics across campaigns and ads to make effective decisions.

3. Why it matters:

CTR, CPC, and CPA are the foundation for understanding how your advertising is performing. Without these metrics, it’s impossible to gauge its effectiveness or understand whether your budget is being used wisely. Knowing how to read data correctly and adjust campaigns will help you save money, attract more customers, and increase your advertising ROI.

4. Summary:

After this lesson, you will know:

• How key advertising metrics work and what they show.
• How to use CTR, CPC, and CPA to analyze campaign performance.
• How to adjust ads, bids, and keywords based on data.

This knowledge will become a solid foundation for your next steps in Google Ads, including remarketing, optimization, and scaling advertising campaigns.

In the next lesson, we will take a detailed look at Remarketing in Google Ads: How to Set Up and Use to Increase Conversions.

In this lesson, we’ll look at one of the most important components of optimizing your Google Ads campaigns—negative keywords. You’ll learn what they are, why they’re needed, and how to use them to maximize your budget and drive targeted traffic.

What you’ll learn:

• What are negative keywords and how do they help you avoid untargeted clicks?
• How to find negative keywords through search query analysis, ready-made lists, and your own experience.
• Where to add negative keywords — at the campaign or ad group level.
• How negative keywords improve traffic quality, CTR, and conversions and save on advertising budget.

Practical skills you’ll gain:

• Analyze search queries to identify untargeted keywords.
• Create and maintain an up-to-date list of negative keywords for your ads.
• Add negative keywords correctly and monitor their impact on campaigns.
• Balance between reducing untargeted impressions and maintaining relevant traffic.

Why it’s important:

Without using negative keywords, your ads can generate a lot of untargeted clicks, which increases costs and reduces campaign effectiveness. Negative keywords help you target ads to users who are really interested in your product or service and increase your return on investment (ROI).

Summary:

After this lesson, you will be confident in:

• Use negative keywords to optimize your advertising campaigns.
• Save budget and increase traffic quality.
• Keep your Google Ads campaigns as effective as possible.

This knowledge will become the basis for further work with display campaigns, optimizing ad texts, and accurately targeting your audience.

In the next lesson, we will look at Display campaigns in Google Ads: how to create, configure, and use them to attract customers.

In this lesson, we’ll take a closer look at A/B testing, one of the most powerful tools for optimizing your Google Ads campaigns. You’ll learn how to test the performance of your ads and landing pages, make data-driven decisions, and avoid common mistakes.

What you will learn:

• What is A/B testing and why is it necessary for a marketer.
• What elements can be tested: headlines, ad descriptions, calls to action, URLs, visual elements and landing pages.
• How to properly organize an A/B test of ads and pages to get reliable results.
• What to pay attention to during testing and what mistakes to avoid.

Practical skills you will gain:

• Create two versions of an ad or page for comparison.
• Collect and analyze statistics: CTR, number of clicks, conversions.
• Determine the winner of the test and implement the most effective option.
• Optimize the advertising budget and increase the effectiveness of campaigns.

Why is it Important:

Without A/B testing, a marketer works blindly, wasting time and money on guesswork. Tests allow you to make decisions based on real data, increase ad clickthrough rates, conversions, and overall marketing effectiveness.

Summary:

After this lesson, you will be confident in using A/B testing in your campaigns, regularly experiment with ads and landing pages, and get maximum results with the optimal budget.

In the next video, we will analyze the topic Media campaigns: how to work with banners and videos to attract even more customers.

In this lesson, we’ll look at how to improve the quality of your traffic with Google Ads and increase conversions—real user actions that benefit your business. You’ll learn what’s more important—the quantity or quality of clicks—and how to make your ads work effectively and cost-effectively.

What you will learn:

• Why traffic quality is more important than quantity and how it affects ROI.
• How to determine whether traffic is targeted, based on indicators: time on site, page view depth, CTR, conversions and CPA.
• What methods of increasing traffic quality work best: keywords, negative keywords, geotargeting, audience segmentation, relevant ads and landing pages.

Practical tips for increasing conversions:

• Optimize the conversion process: simple forms, clear buttons, social proof.
• Use remarketing to return users and encourage purchases.
• Analyze and test the effectiveness of campaigns using A/B testing.

Why it works:

The combination of clear targeting, relevant ads and an optimized site allows you to attract exactly those users who are ready to take targeted actions. Thus, you do not just increase the number of clicks, but get real customers.

Summary:

After this lesson, you will be able to:

• Determine the quality of traffic and optimize it.
• Adjust ads and pages to increase conversions.
• Use effective targeting and remarketing strategies for your business.

In the next video, we will look at the topic “Display advertising: how to create effective banners” to increase audience reach and engagement.

In this lesson, we’ll look at how to automate your Google Ads work using rules and automated actions. You’ll learn how to save time, reduce risk, and improve the performance of your advertising campaigns without constant manual monitoring.

What you will learn:

• Why automation is important and how it helps reduce routine and the human factor.
• What are rules in Google Ads and how they work to automatically manage campaigns, ads and bids.
• What tasks can be automated: budget control, bid optimization, ad management, key change notifications.

Practical tips:

• How to set up rules for campaigns, ad groups, keywords and ads.
• How to define conditions, execution frequency and system actions.
• When not to automate and why manual control is important at the start.
• Recommendations for effective automation: start with simple rules, check results daily, combine with Google automated bid strategies.

Why it works:

Automation helps to quickly respond to changes, optimize budget and bids, reduce costs and make advertising more effective. You spend less time on routine and more time on analysis and strategic decisions.

Summary:

After this lesson, you will know how to use rules and automated actions in Google Ads to make advertising campaigns more effective, controlled and less labor-intensive.

In the next video, we will look at the topic “Display advertising: how to create effective banners” to learn how to engage your audience through visual ads.

In this lesson, we’ll take a look at Performance Max in Google Ads, a modern type of automated campaign that allows advertisers to reach users across all Google channels with a single campaign. You’ll learn how to use it to improve ad performance, increase conversions, and save time managing campaigns.

What you will learn:

• What is Performance Max and how it works based on artificial intelligence and machine learning.
• Who is this type of campaign suitable for: online stores, businesses with clear goals and those who want to automate advertising.
• Key benefits: maximum reach, dynamic creative, ease of launch, data-driven optimization and deep analytics.

Practical setup steps:

1. Define campaign goals (sales, leads, subscriptions).
2. Prepare assets: texts, images, videos, headlines, descriptions, logos.
3. Create a campaign in Google Ads, choose a bidding strategy and budget.
4. Set up conversions and define target audiences.
5. Launch the campaign and monitor results after the training period algorithms.

What to look for:

• Do not use for narrow or new products that require detailed segmentation.
• Avoid running Performance Max and other campaigns with the same keywords at the same time.
• Analyze data and adjust your strategy to achieve maximum results.

Summary:

Performance Max is a modern tool for automating and scaling advertising. When set up correctly, it allows you to achieve high results with minimal time and effort, ensuring effective audience reach across all Google platforms.

In the next video, we will look at the topic of “Analysis and reporting in Google Ads: how to draw the right conclusions” to learn how to evaluate the effectiveness of campaigns and make informed decisions.

In this lesson, we’ll take a closer look at remarketing in Google Ads, a powerful tool that helps you retarget users who have already visited your site but haven’t completed a targeted action. You’ll learn how to set up remarketing correctly to increase conversions and maximize your advertising budget.

What you will learn:

• What is remarketing and how does it work in practice?
• Why remarketing is effective for returning potential customers?
• The main types of remarketing: standard, dynamic, search, display and video remarketing.

Practical setup steps:

1. Installing a remarketing tag on your website or via Google Tag Manager.
2. Creating audiences for different user segments.
3. Creating a remarketing campaign in Google Ads (Display, Search or Video).
4. Preparing relevant ads and dynamic product feeds for online stores.
5. Launching a campaign and regularly analyzing results.

Best practices:

• Using dynamic remarketing for online stores.
• Segment audiences based on user behavior.
• Set a reasonable dwell time (e.g., 30–60 days).
• Test different ad formats and calls to action (CTAs).

Why it’s good:

• Reduces conversion costs compared to cold traffic.
• Increases overall campaign effectiveness.
• Helps close sales and re-engage users.

Mistakes to avoid:

• Incorrectly setting up audiences without segmentation.
• Users staying in the audience for too long.
• Lack of ad refreshes, leading to banner blindness.
• Ignoring performance analysis and campaign adaptation.

Summary:

Remarketing is a powerful way to turn potential customers into real customers. Regular analysis, proper audience setup, and personalized ads help increase conversions, use budget effectively, and increase sales.

In the next video, we’ll look at the topic of “Campaign Optimization: How to Improve Results and Reduce Costs” to learn how to make advertising even more effective.

In this lesson, we’ll take a closer look at display and banner ads in Google Ads. You’ll learn how to effectively use display ads to increase brand awareness, drive traffic, and support other advertising campaigns.

What you will learn:

• What is display advertising and how does it differ from search advertising.
• Where and when should you use banners to achieve maximum effect.
• The main types of banners: static, animated and responsive ads.

Practical tips:

• How to create an effective banner: bright colors, logo, clear CTA and customer benefit.
• Targeting strategies: interest audiences, remarketing, similar audiences (lookalike).
• Analysis and optimization of campaigns: CTR, conversions, cost per conversion, creative testing.

When display advertising works best:

• To increase brand awareness among a wide audience.
• When launching a new product or service.
• To support search campaigns and remarketing.
• When it is important to attract traffic to the site with a focus on the brand, and not just on direct sales.

Examples of use:

• A new cosmetics brand launches bright banners with promotions.
• A hardware store reminds users of the products they have viewed.
• An educational project attracts subscribers to a course through video ads on YouTube.

Summary:

Display advertising is a powerful tool for building an image, supporting sales and interacting with the audience. It complements search campaigns, allowing you to reach a wider audience and maintain contact with potential customers.
The right choice of format, a clear message and effective targeting are the keys to the success of your banner campaigns.

In the next video, we’ll look at the topic of “Optimizing Google Ads Campaigns: How to Get More Results with Less Costs” to learn how to improve your advertising performance.

In this lesson, we’ll look at YouTube advertising, one of the most powerful platforms for growing your business and engaging your audience. You’ll learn where to start an advertising campaign, what formats are available, and how to spend your budget effectively to get real results.

What you will learn:

• Why YouTube is a key platform for advertising and customer acquisition.
• Main video ad formats: In-stream (skippable and non-skippable), Discovery, Bumper Ads, Outstream and display banners.
• How to create effective video content that will interest your audience and encourage action.

Practical tips:

• Starting a campaign: defining a goal, setting audiences and targeting.
• How not to waste your budget: pilot testing, bid control, remarketing.
• Key recommendations: captivating first seconds of the video, CTAs, subtitles and optimal length of the video (15–60 seconds).

Example of a successful campaign:

A dental clinic launches short in-stream videos, targeting residents cities 25–45 years old, adds a link to the website and a button to record. After the test period, the audiences are optimized, and the budget is transferred to the most effective segments.

Summary:

YouTube advertising is not just launching a video, but an opportunity to attract a target audience, increase brand awareness and get real conversions. The main thing is strategy, targeting, quality content and constant analysis of results.

In the next, last video of the course, we will summarize results, give recommendations and talk about the next steps for developing advertising campaigns.

In this final lesson, we’ll summarize everything we’ve learned in the course and look at the common mistakes that newbies to Google Ads make that often lead to wasted budget. You’ll get a tested checklist that will help you avoid problems before launching your advertising campaign and work effectively.

What you will learn:

• The most common mistakes when working with Google Ads: from the lack of a clear campaign goal to incorrect targeting and ignoring analytics.
• How to choose the right campaign type, set up audiences, keywords and negative keywords.
• Why it is important to test ads, monitor landing pages and gradually increase the budget.

Practical tips:

• A proven checklist before launching a campaign: from defining a goal to analyzing results and regular A/B testing.
• The importance of constant monitoring and prompt correction of campaigns for stable results.
• How to systematically experiment, use automation and auxiliary tools to increase advertising effectiveness.

Summary:

This lesson will help you launch effective advertising campaigns in Google Ads without unnecessary costs and mistakes. Using the knowledge from this lesson along with practice will allow you to get stable results, optimize your budget and grow your business.

Thank you for taking the course with me! Now you are ready to confidently work with Google Ads and achieve real results.