Module 1: Is Google Ads Right for your Business?
Google Ads can put your business in front of potential customers at the exact moment they are searching for a product or service.
But successful Google Ads is not simply a case of choosing some keywords, writing an advert and setting a daily budget.
This course is designed to help small business owners and marketers understand the commercial decisions behind Google Ads — from deciding whether paid search is right for the business through to building, measuring, optimising and scaling campaigns.
Free Course Preview
The first two lessons in Chapter 1 are available free. This introduction explains what the course covers, while the next lesson begins the practical training by looking at whether genuine search demand exists for your business.
Course Objectives
What you will learn.
Decide whether Google Ads is commercially viable
Assess search demand, customer value and whether paid search makes
financial sense.
Set a sensible advertising budget
Understand what you can afford to spend to acquire a customer or lead.
Structure campaigns correctly
Understand how campaigns, ad groups, keywords and adverts fit together.
Choose better keywords
Focus your budget on searches with stronger commercial intent.
Write stronger ads
Create relevant messaging designed to generate enquiries and sales.
Improve landing-page performance
Understand what should happen after somebody clicks your advert.
Measure meaningful conversions
Track leads, bookings, sales and revenue rather than relying on clicks.
Optimise and scale campaigns
Use real performance data to decide where additional budget should go.
Who This Course Is For
Google Ads training built around real business decisions.
Suitable for
- Small business owners considering Google Ads
- Businesses already running campaigns but unsure what is working
- In-house marketers learning paid search
- People managing Google Ads without a large agency budget
- Business owners who want to understand Google Ads before outsourcing it
You do not need
- Previous Google Ads experience
- A large advertising budget
- Advanced analytics knowledge
- Technical development skills
- An existing Google Ads campaign
Course Curriculum
14 chapters covering the Google Ads journey from first decision to optimisation.
Each chapter focuses on a specific part of running Google Ads effectively, with lessons, examples, exercises and checkpoints throughout the course.
Chapter 1
Is Google Ads Right for Your Business?
Chapter 2
How Much Should You Spend?
Chapter 3
Building the Right Account Structure
Chapter 4
Keyword Research
Chapter 5
Match Types and Negative Keywords
Chapter 6
Writing Ads That Convert
Chapter 7
Landing Pages and Conversion
Chapter 8
Conversion Tracking
Chapter 9
Bidding Strategies
Chapter 10
Search Terms and Optimisation
Chapter 11
Scaling Your Budget
Chapter 12
Common Google Ads Mistakes
Chapter 13
Reporting and KPIs
Chapter 14
Your First 30 Days
Chapter 1
Is Google Ads Right for Your Business?
Before you spend money on clicks, Chapter 1 helps you work out whether Google Ads has the right foundations to work for your business.
Lesson 1
Introduction to Google Ads for Small Business
Free
Lesson 2
Does Search Demand Already Exist?
Free
Lesson 3
Can the Economics Work?
Lesson 4
Is Your Website Ready for Paid Traffic?
Lesson 5
Can You Handle and Measure the Leads?
Lesson 6
Google Ads Readiness Scorecard
Lesson 7
Chapter Quiz
One Principle to Remember
The objective of Google Ads is not to buy traffic. It is to buy profitable opportunities.
Clicks, impressions and traffic matter only when they contribute to a commercially useful outcome. Throughout this course, you will keep coming back to leads, sales, customer value and return on advertising spend.
Before You Begin
Which of these questions can you confidently answer today?
0/5
Tick the questions you can confidently answer.
Build the foundations before spending the budget.
The strongest Google Ads campaigns start with good commercial decisions. The course will take you through those decisions in a logical order so that campaign structure, keywords, bidding and optimisation are built on solid foundations rather than guesswork.