Smarter ads. Stronger ROAS.
View Dates & ApplySee It for Yourself
Hear From The Trainer
Most marketers know Google Ads can drive leads but struggle to make campaigns perform. Lin Xuanbin explains how to plan, set up, and optimise Google Ads effectively. Learn how the Google auction works, create compelling ads, use Performance Max, manage budgets, and make smarter campaign decisions.
Not ready to register yet? Have questions first? Fill in the form to speak to a consultant. Our course consultants will be more than happy to assist you.
Tools Covered
Inside Your Toolbox
Specific tools depth of coverage may vary based on industry trends and learner needs.
Google Keyword PlannerGoogle Ads Fundamentals
Understand campaign types, ad formats, auctions, Ad Rank, and Quality Score.
Campaign Structure Planning
Build account structures aligned with products, services, and objectives.
Search Campaign Setup
Create Search campaigns with keywords, match types, ads, and assets.
Display and Remarketing Setup
Use Display campaigns, audience targeting, custom segments, and remarketing.
Bidding and Budget Decisions
Apply manual and smart bidding strategies with suitable budget planning.
Performance Optimisation
Use reports, conversion data, and optimisation techniques to improve results.
Course Outcomes
Learning Outcomes
By the end of the course, you 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
Course Outline
What You’ll Learn
Want a portfolio & career placement?
Pair this course with an Equinet Career Programme
This course builds your capability and certifies you. It does not include a project-based capstone, client placement, or career coaching. Our Career Programmes are built for that: three months on a real project brief, your own product idea or a host organisation, with dedicated career support and mentorship throughout.
Many graduates take both: the course for the certification and capability, a Career Programme for the portfolio case study and placement. Speak to a course consultant about the combined pathway.
Trainers
Meet Your Educators
Lin Xuanbin
Target Audience
Who Should Attend
This course is designed for learners who want to understand, manage, optimise, or evaluate Google Ads campaigns more effectively.
It is suitable for:
- Business Owners
- Heads of Marketing
- Marketing Managers
- Marketing Specialists
- Marketing Executives
- In-House Marketing Teams
- Professionals Managing Media Agencies
- Performance Marketing Practitioners
- Digital Marketing Practitioners
- Professionals Responsible for Paid Search and Display Campaigns
Certification
Get Certified
A 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 2028
Course Fee and Funding
Fund Your Brain Gain
This is a SkillsFuture-funded WSQ course. The full course fee is S$999.00. Your nett fee depends on your citizenship, age, and whether you are sponsored by an SME employer. Additional offsets like SkillsFuture Credit, PSEA, UTAP, and SFEC can stack on top of your nett fee.
1. SSG SUBSIDY TIERS
Pick the row that describes you. Subsidies are applied at registration; no separate application is needed.
| Who you are | Subsidy | Nett fee |
|---|---|---|
| Singapore Citizen aged 40 and above, self-sponsored or employer-sponsored (Non-SME)MCES (MID-CAREER ENHANCED SUBSIDY) | Baseline 50% + MCES 20% = 70% total | S$299.70save S$699.30 |
| Singapore Citizen, PR, or LTVP+ Holder sponsored by an SME employerETSS (ENHANCED TRAINING SUPPORT FOR SMES) | Baseline 50% + ETSS 20% = 70% total | S$299.70save S$699.30 |
| Singapore Citizen, PR, or LTVP+ Holder aged 21 and above, self-sponsored or employer-sponsoredBASELINE FUNDING | Baseline 50% | S$499.50save S$499.50 |
| Foreigner / not eligible for SSG funding | Subsidies not applicable | S$999.00full fee |
Eligibility for ETSS depends on your employer’s SME status (ACRA-registered with annual sales of S$100M or less, or 200 employees or fewer). MCES applies to Singapore Citizens aged 40 and above. You receive whichever subsidy is most favourable, not both.
2. ADDITIONAL OFFSETS (STACK ON TOP)
These are applied to your nett fee after subsidies. You can combine more than one if you qualify.
SkillsFuture Credit (SFC)
SINGAPORE CITIZENS AGED 25 AND ABOVE
Use your SkillsFuture Credit balance to offset your nett course fee. Singaporeans receive a base credit of S$500.
PSEA
SINGAPORE CITIZENS AGED 30 AND BELOW
Use your Post-Secondary Education Account to pay for SkillsFuture-related course fees. Apply via your bank or MOE.
UTAP
NTUC UNION MEMBERS
Get 50% off your out-of-pocket fee, capped at S$250 per year (S$500 for members aged 40 and above). This course is UTAP claimable – apply via the U Portal after course completion.
SFEC
ELIGIBLE SME EMPLOYERS
Employers can use SkillsFuture Enterprise Credit (S$10,000) to offset up to 90% of out-of-pocket course fees on top of existing schemes. Check eligibility at enterprisesg.gov.sg.
3. WORKED EXAMPLE
Example assumes you have at least S$297.00 SkillsFuture Credit opening credit balance. Actual nett fee depends on your specific eligibility.
After the Course
Post-Training Support
Your learning does not stop when the course ends. All graduates get ongoing access to three support channels included in the course fee.
Alumni Community
Join the Equinet Insider Network. Ask questions, share wins, and connect with fellow graduates and industry practitioners.
Live Post-Training Mentoring Sessions
Attend live group mentoring sessions with industry subject matter experts. Bring real problems from your work and get practitioner feedback.
Direct Trainer Access
Continue the conversation with your trainer after the course ends. Bring questions from real work and get practitioner feedback.
Post-training mentoring clinic sessions are included in your course fee.
1:1 paid mentoring sessions are also available for graduates who want deeper, project-specific guidance on their own work.
For Organisations
Training a Team?
Course Schedule
Mark Your Calendar!
Duration: 2 Days (16 Hours)
| Course Dates | Trainer |
|---|---|
| 17, 18 Nov 2026 Tue, Wed · 9.00am to 6.00pm · In-Person
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| 21, 22 Dec 2026 Mon, Tue · 9.00am to 6.00pm · In-Person
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| 18, 19 Jan 2027 Mon, Tue · 9.00am to 6.00pm · In-Person
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| 22, 23 Mar 2027 Mon, Tue · 9.00am to 6.00pm · In-Person
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| 10, 11 May 2027 Mon, Tue · 9.00am to 6.00pm · In-Person
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| 14, 15 Jul 2027 Wed, Thu · 9.00am to 6.00pm · In-Person
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| 14, 15 Sep 2027 Tue, Wed · 9.00am to 6.00pm · In-Person
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| 10, 11 Nov 2027 Wed, Thu · 9.00am to 6.00pm · In-Person
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Learners Review
What Our Trainees Say
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
“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
“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
“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
“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
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.
Yes. Learners will be guided through Search and Display campaign setup, including campaign settings, keywords, ad copy, audience targeting, and remarketing.
Yes. Learners will review how Performance Max works, when it may be suitable, and techniques for optimising accounts that use Performance Max campaigns.
Yes. The course covers conversion tracking, core campaign metrics, Search Terms Reports, Auction Insights, Optimisation Score, and Performance Planner.
Yes. The course is suitable for professionals who manage agencies and want to understand campaign structure, reporting, optimisation decisions, and performance accountability.
Yes. Learners will conduct keyword research using Google Keyword Planner and apply keyword match types, negative keywords, and search campaign targeting decisions.
