Better leads. Smarter spend.
Apply NowTools Covered
Inside Your Toolbox
Specific tools depth of coverage may vary based on industry trends and learner needs.
Google Ads
Looker Studio
Google Analytics
Google TrendsPerformance Strategy Evaluation
Assess campaign effectiveness against objectives and performance data.
Audience Persona Development
Build target audience profiles for lead generation activation.
Creative Messaging Design
Develop creative and content ideas that support campaign performance.
Multi-Channel Campaign Planning
Structure lead generation campaigns across paid and organic channels.
Metrics and Data Interpretation
Select meaningful KPIs and translate data into optimisation decisions.
Team and Agency Planning
Evaluate in-house, outsourced, and hybrid campaign operating models.
Course Outcomes
Learning Outcomes
By the end of the course, you will be able to:
- Evaluate performance marketing strategies effectiveness against campaign objectives using advertising campaign evaluation tools and methods to establish new campaign objectives
- Develop ideal target audience profiles for leadgen campaign activation
- Design effective creative assets and messaging to generate optimal engagement and performance for a brand’s products and services
- Design performance marketing communications structures to drive and meet campaign objectives and performance targets.
- Synthesise performance marketing strategies and campaign objectives through evaluating performance metrics.
- Assess agency management and team scaling practices to recommend leadgen strategies for improved team integration and operational plans.
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
Target Audience
Who Should Attend
This course is designed for professionals who want to expand their skills.
It is suitable for:
- Marketing Professionals
- Agency Marketers
- Corporate Marketing Teams
- Business Owners
- Entrepreneurs
- Digital Marketing Specialists
- Consultants
- Freelancers
- Career Changers with Digital Advertising Knowledge
- Organisation-Sponsored Learners
- Team Leaders Managing Lead Generation 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 Performance Marketing Strategy (Lead Generation) course assessment and achieved at least 75% attendance.
Course Code: TGS-2025055844
Course Support Period: 15 Jul 2025 – 14 Jul 2027
Course Fee and Funding
Fund Your Brain Gain
This is a SkillsFuture-funded WSQ course. The full course fee is S$990.00. 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$297.00save S$693.00 |
| Singapore Citizen, PR, or LTVP+ Holder sponsored by an SME employerETSS (ENHANCED TRAINING SUPPORT FOR SMES) | Baseline 50% + ETSS 20% = 70% total | S$297.00save S$693.00 |
| Singapore Citizen, PR, or LTVP+ Holder aged 21 and above, self-sponsored or employer-sponsoredBASELINE FUNDING | Baseline 50% | S$495.00save S$495.00 |
| Foreigner / not eligible for SSG funding | Subsidies not applicable | S$990.00full 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.
Free post-training support is included in your course fee.
Paid 1:1 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 |
|---|---|
|
06, 07 Oct 2026 - 9.00am to 6.00pm Tue, Wed · In-Person
|
|
|
03, 04 Dec 2026 - 9.00am to 6.00pm Thu, Fri · In-Person
|
Learners Review
What Our Trainees Say
Experience matters, discover honest feedback and stories from learners who shaped their future with us.
“The course covered many useful concepts that are applicable to my daily work. Jethro was a great trainer and kept the sessions engaging throughout. I’ve already started using some of the concepts learned, which helped increase our social media following and improve our website content and SEO strategy.”
Course Taken:
WSQ Performance Marketing Strategy (Lead Generation)
“Helped me gain a stronger grasp of performance marketing, which is useful for managing my external agency. It also improved my understanding of end-to-end performance marketing and the use of AI to boost productivity.”
Course Taken:
WSQ Performance Marketing (Lead Generation)
“The trainer was very engaging. The course was informative and provided a good balance between theory and practical application. The skills learned are and can be applied to improve brand awareness and conversion rates.”
Course Taken:
WSQ Performance Marketing Strategy (Lead Generation)
“Team members have been attending the courses here on annual basis and we have all learnt how to improve in our various functions within marketing team. The course highlighted best practices that can help improve my existing work.”
Course Taken:
WSQ Performance Marketing Strategy (Lead Generation)
“Good insights into AI that will be very useful for my communications work.”
Course Taken:
WSQ AI in Digital Marketing
“Covered a good breadth of topics and gave me new, useful knowledge. I learnt how to make better, data-informed decisions.”
Course Taken:
WSQ Performance Marketing (Lead Generation)
“Helped me gain knowledge in this field and optimise ads more effectively.”
Course Taken:
WSQ Performance Marketing (Lead Generation)
“Gave me a better understanding of how to optimise digital marketing ads. The materials were up to date with current trends.”
Course Taken:
WSQ Performance Marketing (Lead Generation)
“Provided a lot of useful information, even though this area is still very new to me.”
Course Taken:
WSQ Performance Marketing (Lead Generation)
“The workshops were practical and gave me useful tools and examples I can apply to my job.”
Course Taken:
WSQ Performance Marketing (Lead Generation)
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.
This course focuses on performance marketing strategy, campaign evaluation, audience planning, creative direction, multi-channel lead generation structures, and optimisation decisions. It goes beyond basic ad setup.
Learners will work on a lead generation strategy that may include campaign audit findings, audience personas, creative messaging direction, channel structure, performance metrics, reporting, and optimisation recommendations.
Access to an organisation or host company is recommended so learners can apply audits and strategy development to a real context. Non-sponsored learners may use case studies provided in class.
Yes. Learners will explore audience profiling, messaging, channel structure, performance metrics, creative testing, and optimisation methods that support more relevant and better-qualified leads.
Yes. Learners will compare in-house, outsourced, and agency-supported models, then review team structure, operational performance, agency management practices, and integration planning.