Practical Google ADs Training
Practical Google Ads Training One-Day PPC Workshop
Learn how to plan, build and improve Google Ads campaigns without wasting budget on the wrong searches, audiences or campaign settings.
1 day
10:00 – 4:30
Small group
Max 8 people
Practical
Real examples
Birmingham
Coventry
Google Ads shouldn’t mean paying to learn from your mistakes.
Google Ads can generate leads and sales quickly, but poor campaign structure, broad targeting and weak measurement can also burn through budget surprisingly fast.
This practical one-day course is designed to help you understand how Google Ads works, where money is commonly wasted and how to build campaigns around clear business goals.
You’ll work through the process from keyword research and campaign structure through to adverts, landing pages, conversion tracking and ongoing campaign improvement.
“Successful Google Ads isn’t about spending more. It’s about understanding where your budget is going and why.”
The One-Day Programme
A practical journey from search to measurement.
01
How Google Ads Works
Understand the Google Ads auction, search advertising, campaign types, Quality Score and what influences where your adverts appear.
02
Keywords & Search Intent
Learn how to identify useful searches, choose keyword match types and use negative keywords to reduce wasted clicks.
03
Building the Campaign
Learn how campaigns, ad groups, keywords and adverts should work together and how budgets and bidding settings affect performance.
04
Creating Better Ads
Learn how to write responsive search adverts that match what customers are searching for and lead them towards the right action.
05
Landing Pages & Tracking
Understand what should happen after somebody clicks your advert, how landing pages influence results and what should be measured.
06
Measuring & Improving
Learn how to interpret impressions, clicks, CTR, CPC, conversions and cost per conversion so you can decide what needs changing.
how the course works
LEARN
Understand how Google Ads works and where common mistakes occur.
BUILD
Create campaign structures, keywords and adverts using practical examples.
ANALYSE
Learn what the main Google Ads figures mean and what they tell you..
IMPROVE
Leave knowing what to change, stop or test within your own campaigns.
By the end of this course you’ll be able to:
Understand Google Ads
Know how the advertising auction works and what affects your results.
Choose better keywords
Target searches with genuine relevance to your products or services.
Structure campaigns correctly
Organise campaigns and ad groups around clear business goals.
Create stronger adverts
Write adverts that connect search intent with your offer.
Reduce wasted spend
Use targeting, negatives and campaign data to control where budget goes.
Measure performance
Understand which figures matter and use them to decide what to improve.
Who is this course for?
- Business owners and directors
- Marketing managers and executives
- People running Google Ads internally
- Businesses currently using a PPC agency
- Anyone wanting to understand where their Google Ads budget is going
What's Included
- One full day of live training
- Small-group tuition
- Practical exercises
- Questions and support throughout the course
- Examples based on real business situations
- Lunch where delivered as a classroom course
your trainer
James Pennington
Digital Consultant & Trainer
With over 20 years’ experience in digital business and marketing, James has worked with hundreds of businesses to improve their use of search, digital marketing, data and technology. His training combines practical business experience with clear examples that you can apply to your own website.
20+ Years'
Experience
Practical experience across SEO, digital marketing and business technology.
Business
focus
Experience supporting SMEs through consultancy, training and funded business programmes.
Practical
training
Clear guidance that you can apply to your own website and business.
Next course dates
10:30am – 4:30pm
Birmingham / Coventry Location
NEXT START DATE
OCT 16th 2026
£280 + VAT
per delegate
Frequently asked questions
Do I need previous Google Ads experience?
No. The course is suitable for people starting from scratch as well as those already running campaigns who want a clearer understanding of how to improve them.
Can I use my own Google Ads account during the course?
Yes. Where appropriate, you can use your own account and campaign examples during practical exercises.
Is this suitable if an agency manages our Google Ads?
Yes. The course can help you understand what your agency is doing, assess campaign performance and ask better questions about your advertising spend.
Do I need an active Google Ads campaign?
YNo. You can complete the exercises using examples provided during the course.
Does the course cover Performance Max?
We can explain where Performance Max and other automated campaign types fit. The course focuses heavily on understanding the fundamentals that sit behind successful paid search campaigns.
We link this into the different types of campaigns available on the ADs platform.
Will we cover Google Analytics?
We’ll cover the role of conversion measurement and how Google Ads connects with tools such as GA4, rather than turning the session into a separate Analytics course.
Want more help after the course?
We can also provide Google Ads consultancy and campaign management if you want support putting what you’ve learnt into practice.
Not sure if this SEO course is right for you?
If you have a question about the course, upcoming dates, group bookings or whether the training is suitable for your experience, send us a message.
We’ll get back to you and help you decide whether the course is the right fit.
- Ask about upcoming course dates
- Discuss training for your team
- Check whether the course suits your experience