WSQ Google Ads Strategy and Optimisation Course

Learn How to Create, Manage, and Optimise Google Ads PPC/SEM Campaigns

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SkillsFuture funding eligible. Reserve your seat today.

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Accredited by SkillsFuture Singapore

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Re-attend the Course Once Within 3 Years

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3-year access to the courseware via our LMS

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Post-Training Mentoring with Industry Experts

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Lifetime Access to Community Support Group

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Course Description

Set 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. Learners can expect to walk away with essential skills for success by following our trainers in the guided step-by-step setup of various Google Ads campaigns.

From understanding how the Google Ad auctions work, to generating leads and boosting sales, participants will gain practical skills and knowledge to start improving on their current results and avoid common mistakes when starting new campaigns.

Learners 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, candidates 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, learners will get to experience this through a combination of case studies and logging into actual ad accounts. Learners 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).

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Target Audience

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.

Course Highlights

In this Google Ads 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 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

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

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Certification

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.

*This course is accredited by SkillsFuture Singapore under the WSQ Skills Framework Marketing Campaign Management

Course Code: TGS-2022015221
Course Support Period: 19 Aug 2022 – 18 Aug 2024

Course Outline

Fundamentals of Google Ads

Instructor-led | Mode of Delivery (Lecture & Illustration, Demonstration & Practical Application, Individual Learning Activity, Class Discussion)

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

Instructor-led | Mode of Delivery (Lecture & Illustration, Demonstration & Practical Application, Individual Learning Activity, Class Discussion)

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

Instructor-led | Mode of Delivery (Lecture & Illustration, Demonstration & Practical Application, Individual Learning Activity, Class Discussion)

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

Written Assessment – Case Study with Questions
Individual Project Presentation

Trainer

Lin Xuanbin

With 11+ years of digital marketing experience under his belt, Xuanbin’s career has spanned MNCs, private companies, and government agencies across Technology, Financial Services, Media, Recruitment, and International Trade industries. 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 websites management.

Why Learn at Equinet?

At Equinet, we are passionate in delivering quality training and want to see you succeed. Get expert advice, learning resources, and post-training support for up to 3 years.

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Re-Attend the Course Once Within 3 Years

Forgotten what you've learnt after some time? Resit and re-experience the entire course in-person or online.

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3-Year Access to the Courseware via Our LMS

Get 3-year access to the updated course slides, templates, and guides. Be ready to implement the concepts learnt.

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Post-Training Mentoring with Industry Experts

Facing challenges during implementation? Consult our experts in a small group setting. Regularly scheduled.

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Lifetime Access to Community Support Group

Be part of an exclusive support forum where you can post questions, discuss, and get feedback from fellow learners and experts.

Course Fees & Fundings

Course Fee:
S$990.00 (inclusive of 9% GST)

Course Fee After Eligible SSG Subsidies:
From S$297.00 (inclusive of 9% GST) after SSG Subsidies

Self-Sponsored Individuals

SkillsFuture Mid-Career Enhanced Subsidy (MCES)

Eligible for Singapore Citizens, aged 40 years old and above

Nett course fee payable (including 9% GST): S$297.00

Course fees after subsidies can be further offset by SkillsFuture Credit.

SkillsFuture Baseline Funding

Eligible for 21 years old and above, and a

Singaporean Citizen; or
Permanent Resident; or
Long Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 9% GST): S$495.00

Course fees can be further offset by SkillsFuture Credit for Singapore Citizens aged 25 and above. Singapore Citizens aged 21 to 31 may also offset fees with the Post Secondary Education Account Funds.

Company-Sponsored (SMEs)

Enhanced Training Support for SMEs (ETSS)

Eligible for SME Company-Sponsored, 21 years old and above, and a

Singapore Citizen; or
Permanent Resident; or
Long-Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 9% GST): S$297.00

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

Company-Sponsored (Non-SMEs)

SkillsFuture Baseline Funding

Eligible Non-SME Company-Sponsored, 21 years old and above, and a

Singaporean Citizen; or
Permanent Resident; or
Long Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 9% GST): S$495.00

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

SkillsFuture Mid-Career Enhanced Subsidy (MCES)

Eligible for Non-SME Company-Sponsored, Singapore Citizens, aged 40 years old and above

Nett course fee payable (including 9% GST): S$297.00

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

Check your eligible grant amount and nett payable course fees when you apply now.

Course Schedule

WSQ Google Ads Strategy and Optimisation
Learning Mode	Course Dates	Duration
In-Person	04, 05 Feb 2025 (Tue, Wed) Full-House	9.00am - 6.00pm
Online (Zoom)	03, 04 Apr 2025 (Thu, Fri)	9.00am - 6.00pm
In-Person	15, 16 May 2025 (Thu, Fri)	9.00am - 6.00pm
Online (Zoom)	10, 11 Jul 2025 (Thu, Fri)	9.00am - 6.00pm
In-Person	14, 15 Aug 2025 (Thu, Fri)	9.00am - 6.00pm
Online (Zoom)	07, 08 Oct 2025 (Tue, Wed)	9.00am - 6.00pm
In-Person	04, 05 Nov 2025 (Tue, Wed)	9.00am - 6.00pm

Testimonials

“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.”

Benny Neo, Senior Manager, Regional Digital Marketing, InCorp GLobal Pte Ltd

“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!”

Ben Foo, Founder, TheFirstFruits.com

“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!”

Natalia Lukito, Digital Marketing Manager, PULSE Group

“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.”

Alice Chng, Starhub

“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.”

Maggie Mok, JCS Biotech

“Equinet Academy’s Google Ads Fundamentals 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 >

Siew Ann

“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.”

Gaynor Lim, Propnex

See all reviews.

FAQs

What is Google Ads and why is it important?

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.

Do I need to have a business/personal website for the course?

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.

Are there any pre-requisites or minimum entry requirements?

Trainees should be proficient in web surfing and be able to write and converse in English.

Do I have to prepare anything before attending the course?

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.

For online classes, do ensure you have a functional laptop and have Zoom installed prior to class. For more details, you may read the Online-based Classroom Learner Guide.

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.

If I have any questions after the course, can I consult the trainer?

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.

Still have unanswered questions? Check out the FAQs page or submit an enquiry.