Launch, optimise, and scale Google ads campaigns that convert
Apply NowCourse Description
What is This Course About?
Setting up a Performance Max campaign but unsure of what it actually does and why you’re not getting the performance you wished for? Struggling with poor campaign performance with your media agencies?
Be equipped with solid fundamentals in running Google Ads campaigns in just 2 days with real-life examples and learnings shared by our seasoned trainers. Expect to walk away with essential skills for success by following guided step-by-step setup of various Google Ads campaigns.
From understanding how the Google Ad auctions work, to generating leads and boosting sales, you will gain practical skills and knowledge to start improving on their current results and avoid common mistakes when starting new campaigns.
You will also get a behind-the-scenes look at how Performance Max campaigns work and determine if their businesses are suited for leveraging this AI-driven campaign type.
In this 2-day comprehensive and hands-on Google Ads certification course, you will learn step by step how to develop a Google search and display advertising strategy and create campaigns that will effectively generate leads, sales, and web traffic.
In the Google Search Engine Marketing (SEM) Advertising module, you’ll uncover the art of setting up impactful search advertising campaigns from the ground up. This includes learning how to effectively allocate budget, selecting keywords, and crafting compelling ad copy that drives results.
Meanwhile, in the Display Advertising module, you’ll learn how to expand your reach and target your audiences effectively on the Google Display Network. Learn how to get your past website visitors to come back and turn them into customers with remarketing campaigns.
From knowing when to increase your bids and budgets, to knowing which campaigns to stop or double down your budgets on, you will get to experience this through a combination of case studies and logging into actual ad accounts.
You will also dive into the realm of performance measurement and optimisation, leveraging Google’s conversion tracking solution to maximise return on advertising spend (ROAS) and return on investment (ROI).
Tools Covered
Inside your toolbox
Work with the same powerful tools the pros trust, practical, proven, and built to help you succeed from day one.
Target Audience
Made for the BOLD!
This course is suitable for Business Owners, Heads of Marketing, Marketing Managers/Specialists/Executives, and Individuals who manage media agencies or in-house marketers seeking to understand how Google Ads works.
Prerequisites
What You’ll Need to Get Started
Trainees should be proficient in web surfing and be able to write and converse in English.
Course Highlights
What You’ll Learn
In this Google Ads Strategy and Optimisation course, trainees will learn:
- How to set up a Google Ads Search and Display advertising campaigns from scratch, guided by our experienced trainers
- How Performance Max campaigns actually work, and when it is most suitable to use this campaign type
- How to manage Google Ads campaigns in-house or outsource to an external vendor
- Essential skills to Measure, Analyse, and Optimise your Search campaigns based on insights from industry experts
- How to avoid common pitfalls from experienced trainers that have spent and managed millions of dollars on Google Ads.
- How to plan and set up campaigns that will increase web traffic, lead generation, and sales
- How to setup cost-effective remarketing campaigns that nudge your customers further down the marketing funnel
Course Objectives
What You’ll Takeaway
By the end of the Google Ads course, trainees will be able to:
- Create a structure of a Google Ads account that will achieve marketing objectives
- Determine suitability of Performance Max campaigns and the best scenarios to use them in
- Set up a Google Ads Search and Display advertising campaign from ground up
- Use Manual and Smart Bidding strategies to achieve better results
- Determine appropriate daily budgets and maximum CPC bids
- Construct successful ads that drive clicks and conversions
- Conduct effective and extensive keyword research with Keyword Planner to target relevant audiences
- Set up conversion tracking for measuring performance
- Utilise Performance Planner to gauge effectiveness of advertising spend and refine campaign settings as pre-campaign testing
- Analyse reports and optimise campaigns to maximise return on investment
Skills Gained:
Google Ads Fundamentals
Understand how Google Ads works, including ad formats, auctions, Quality Score, and account structure.
Campaign Structure Development
Build an effective account structure aligned to business goals, products, and customer segments.
Search Campaign Setup
Create targeted search campaigns using strategic keyword research, compelling ad copy, and proper budgeting.
Display Campaign Setup
Develop display campaigns to expand reach, build awareness, and retarget past website visitors.
Performance Max Evaluation
Assess when Performance Max campaigns are suitable and how to leverage their AI-driven capabilities.
Bidding Strategy Application
Use Manual and Smart Bidding to drive clicks, conversions, and efficient cost per result.
Keyword Research Execution
Conduct keyword research with Keyword Planner to reach the right audience with relevant terms.
Conversion Tracking Setup
Implement conversion tracking to measure campaign performance and attribute business outcomes.
Performance Analysis & Reporting
Analyse reports and interpret metrics to optimise campaigns and identify scaling opportunities.
Budgeting & Bid Management
Allocate daily budgets and CPC bids effectively to maximise ROI and campaign efficiency.
Campaign Optimisation Techniques
Improve performance through testing, refinement, and identifying campaigns to scale or stop.
Vendor & In-House Management
Manage Google Ads campaigns internally or collaborate effectively with external agencies.
Certification Track
Level up!
Get certified. Get noticed. Get ahead.
SkillsFuture WSQ Statement of Attainment (SOA) – Marketing Campaign Management under the Skills Framework TSC and Certification of Completion by Equinet Academy will be awarded to candidates who have demonstrated competency in the WSQ Google Ads Strategy and Optimisation course assessment and achieved at least 75% attendance.
Course Code: TGS-2022015221
Course Support Period: 19 Aug 2022 – 18 Aug 2026
Course Code: TGS-2022015222
Course Support Period: 19 Aug 2022 – 18 Aug 2026
Course Outline
Inside the course
This WSQ Google Ads Strategy and Optimisation course covers Google Ads fundamentals, account structure, search and display campaign setup, Performance Max evaluation, keyword research, bidding strategies, conversion tracking, and campaign optimisation to improve ROAS and advertising performance.
Fundamentals of Google Ads
- What is Google Ads?
- Types of Google Ads campaigns and Ad Formats
- How Google Ads Works (Ad Rank, Quality Score, Bidding)
- Google Ads account structure (Campaign, Ad Groups, Ads, Keywords)
- Creating a Google Ads account structure based on an organisation’s products and services to achieve marketing objectives
Google Ads Setup and Implementation
Getting Started with Google Ads
- Setting up a Google Ads account
- Understanding campaign types in Google Ads
- Understand how Performance Max works and techniques to optimise an account with Performance Max campaigns
Google Search Advertising
- Creating a Google Search Advertising campaign
- Understanding Search Advertising campaign settings (audience targeting, bidding and budget, campaign scheduling, etc.)
- Understanding and applying keyword match types, including negative keywords
- Search Ads copywriting best practices and how to carry out A/B testing
- Understanding Ad Strength
- Increasing visibility and Ad Rank with Search Ad Assets
- Conducting keyword research with Google Keyword Planner
- How to set up conversion tracking and remarketing with the Google Ads Tag
Google Display Advertising
- Creating a Google Display Advertising campaign
- Understanding Display Advertising campaign settings
- Applying Display audience targeting and leveraging on Custom
- Segments to create a highly customised audience
- Setting up a remarketing campaign
Google Ads Measurement and Optimisation
- Understanding basic Google Ads metrics (impressions, clicks, CTR, conversions, conversion rate, cost, etc.)
- Optimisation Score and Performance Planner
- Customising metrics columns to display in Google Ads
- Search Terms Reports, Auction Insights
- Quality Score and Impression Share metrics
- Reviewing campaign performance and recommending optimisation techniques
Assessment Component
- Case Study Assessment
- Individual Project Presentation
Case Studies
Real results
Discover real-world examples of impactful results.
Trainers
Meet Your Educators
Trainer Bio
Lin Xuanbin
Xuanbin’s expertise lies in Paid Media, managing millions of dollars in ad spend across the Asia Pacific region across Paid Search, Paid Social, and Display. A revenue marketer, Xuanbin is highly experienced in the areas of budget planning and performance marketing to maximise ROI and business results. A hands-on digital marketing leader, Xuanbin is also well-versed in web analytics, marketing automation, and website management.
Course Fee & Funding
Fund Your Brain Gain
Access funding opportunities and resources designed to fuel your learning goals.
Course Fee After Eligible SSG Subsidies:
From S$297.00 after SSG Subsidies
Full Course Fee (without funding)
S$990.00
S$297.00
S$495.00
Course Schedule
Mark Your Calendar!
Discover course schedules crafted with you in mind, structured for balance, driven by your goals, ready for action.
| Learning Mode | Course Dates | Duration | Trainer |
|---|---|---|---|
| In-Person | 28, 29 Jul 2026 (Tue, Wed) | 9.00am - 6.00pm | |
| In-Person | 22, 23 Sep 2026 (Tue, Wed) | 9.00am - 6.00pm | |
| In-Person | 17, 18 Nov 2026 (Tue, Wed) | 9.00am - 6.00pm |
Click on the course dates above to register online.
Frequently Asked Questions (FAQs)
The Need-to-Know Stuff, Fast
Everything you need to know about the course. Can’t find the answer you’re looking for? Please contact our friendly team.
Google Ads, formerly known as Google AdWords, is a digital advertising platform for marketers to advertise on Google audience networks such as Google Search, YouTube, Google Display Network, Gmail, and mobile apps.
No, you do not need to have a business or a personal website for this course, as you be running ad simulations for a dummy website. However, if you do have an existing website you would like to run ads for, you may simulate running ads for it during the hands-on practical sessions.
Trainees should be proficient in web surfing and be able to write and converse in English.
For in-person training, do bring along a laptop. You also have the option to loan a laptop from us for the duration of the course. You may also want to bring along a jacket in case the room gets cold.
As there will be WSQ assessments conducted in this course, you are required to bring along your NRIC or any form of photo identification for ID verification purposes.
Yes, you may contact your trainer after the course. There are other post-training support channels such as the Equinet Academy Insider Community where you may network with like-minded individuals and industry experts and live Ask Me Anything sessions where you may seek advice from a subject matter expert.
Testimonials
Word on the Street!
Experience matters, discover honest feedback and stories from learners who shaped their future with us.
“Lin Xuanbin is highly knowledgeable and patient, and his calm approach helped guide me through the final assessment. Through the modules I learned at Equinet, I felt well equipped with practical skills. The training gave me the confidence to start freelancing in digital marketing.”
Course Taken:
WSQ Google Ads Strategy and Optimisation
“I think I can for sure make better ads and improve my business. XB was a great coach and very relatable, giving us insights on how to maximise our marketing dollars. I appreciate XB for the time taken to share his relevant experience. He was real, no fluff, relevant to what we need, and able to teach students from different backgrounds. He was very patient with his students as well. I would for sure recommend anyone who is looking for a quick dive into this course!”
Course Taken:
WSQ Google Ads Strategy and Optimisation
“The course helped me grasp the concepts better and sets the foundation for implementing it in my work. The trainer was engaging, approachable, and took the time to answer questions, explaining everything clearly and making the content easy to understand. I really enjoyed the session and the overall learning experience was very positive. I have just attended the course and will be implementing it in my work soon.”
Course Taken:
WSQ Google Ads Strategy and Optimisation
“My Return-on-Ad-Spend (ROAS) has increased by 40% since I’ve implemented the learnings from Xuanbin’s class, steadily increasing from 508% to 702% within 4 months. Before coming to Xuanbin’s class, I knew very little about what I was doing and left it mostly to guesswork. Within the 2 days in class, I was able to identify the next steps I needed to take as he helped built a strong foundational understanding of how Google Ads works. I would highly recommend this course to Business Owners who are keen to improve their business results!”
Course Taken:
WSQ Google Ads Strategy and Optimisation
“Xuanbin’s Google Ads course was truly transformative! Over the two days, he provided clear, actionable insights that demystified the complexities of Google Ads. His teaching style is engaging, with a perfect balance between theory and hands-on practice. Xuanbin’s real-world examples and tailored advice made the learning process easy to grasp and immediately applicable to my work. By the end of the 2 days course, I felt confident in creating effective campaigns and optimising them for better results. I highly recommend Xuanbin to anyone looking to master Google Ads.”
Course Taken:
WSQ Google Ads Strategy and Optimisation
“The course has given me the depth of understanding on SEM and I am now more confident to navigate the google ad platform on my campaign. And this new knowledge will definitely help me to communicate better with my agency to improve on my search performance.”
Course Taken:
WSQ Google Ads Strategy and Optimisation, 2025
“I love the hands-on approach setting up the Ad Campaigns step by step. One of the important highlights of the course was on how to analyse the competitive metrics and potential profitability of the keywords. This was extremely useful because it prevented me from wasting unnecessary budget on keywords that were not likely to convert, and instead focus on keywords that were more likely to convert.”
Course Taken:
WSQ Google Ads Strategy and Optimisation, 2025
“The course seems reliable. I am now able to set up a Google Ads campaign on my own. It is a very practical course and useful for digital marketing planning.”
Course Taken:
WSQ Google Ads Strategy and Optimisation
“They have been trained and have an interest in digital marketing. I can now read reports better with my marketing agency and understand the terminologies they use. I can also better understand conversations with my agency.”
Course Taken:
WSQ Google Ads Strategy and Optimisation
“Before signing up, I have doubts if the course will be useful and whether I can learn new knowledge. After completing the course, I have no regrets in signing up. I am satisfied with the course conducted by trainer Xuan Bin and picked up useful skills that I believe I can apply in my work. The trainer conducted the course well and explained the concepts in an applicable way. Strongly recommend anyone to pick up a course from Equinet if you wish to learn about digital marketing.”
Course Taken:
WSQ Google Ads Strategy and Optimisation, 2025
“The insights I’ve gained are immensely helpful, and I’m already seeing better results and increased confidence in managing my Google Ads campaigns. Despite having basic Google Ads knowledge and having SEO experience prior, I had many unanswered questions. The trainer’s (Xuanbin) rich experience and industry insider best practices were invaluable as we explored all aspects of campaign creation and optimisation. I also received tailored advice for my campaign and account settings live over Zoom during one of their Post-Training Consultations!”
Course Taken:
WSQ Google Ads Strategy and Optimisation
“Equinet Academy’s Google Ads course is excellent. I can’t really fault it for anything. To me, the course’s main selling points are that it is taught by a competent and experienced Google Ads professional, and its hands-on approach to teaching Google Ads. I really appreciated how we had many opportunities to try things out on our own, and then receive helpful feedback on the spot.”
Read full view at lancerX.com >
Course Taken:
WSQ Google Ads Strategy and Optimisation, 2025
“The course provides adequate knowledge, and LinkedIn support is full of digital expertise we can reach out to. I can now make changes to Google Ads, make relevant suggestions, and understand how to structure and analyse performance.”
Course Taken:
WSQ Google Ads Strategy and Optimisation
“The course is relevant to my work requirements. I gained a better understanding of how to implement Google Analytics campaigns and gather market insights from the trainer.”
Course Taken:
WSQ Google Ads Strategy and Optimisation
“My company has been poor in digital marketing, but I am now able to create better ads for brand awareness and event promotion. This course provided me with the fundamentals of creating Google Ads. Previously, I was unsure why my ads were not delivering results, but now I have a clear understanding of the issues to review and optimise in my campaigns.”
Course Taken:
WSQ Google Ads Strategy and Optimisation
“I now have a better understanding of strategy and budgeting, which allows me to engage more effectively with our creative agency. The course also helped me better understand bidding strategies and key metrics.”
Course Taken:
WSQ Google Ads Strategy and Optimisation
“I now have a better understanding of how Google Ads works, which has helped me use the platform more effectively.”
Course Taken:
WSQ Google Ads Strategy and Optimisation
“I look forward to implementing the changes in my company’s operations. The trainer shared a lot of valuable advice that I can apply immediately to my work.”
Course Taken:
WSQ Google Ads Strategy and Optimisation
“This training course helped me better understand how to use Google Ads. I gained valuable hands-on experience and deepened my knowledge of Google Ads strategies.“
Course Taken:
WSQ Google Ads Strategy and Optimisation
“This course helps optimise the digital ads we run for SP, enabling us to achieve top-of-mind awareness among our target audience during key campaign periods. It is highly beneficial for my work in managing digital marketing ads for SP.”
Course Taken:
WSQ Google Ads Strategy and Optimisation
Brochure Download
See What’s Inside: Get the Brochure
Explore the course outline, key topics, and learning outcomes you will gain from this training.