Updated September 2026: This page previously contained old “Google AdWords,” 2024/2025 references, historic cohort forms and outdated training promises. The curriculum below reflects the skills a paid-media specialist should learn now. Current enrollment should be confirmed through the course links rather than an old batch date.
What this PPC training covers in 2026
Paid advertising is no longer only about manually bidding on keywords. A modern PPC specialist needs to understand measurement, automation, creative, economics, landing pages and policy across Google Ads, Meta Ads and other paid-media platforms.
Google Ads foundations
- Google Ads account and campaign architecture
- Search campaigns
- Responsive Search Ads
- Assets
- Keyword match types
- Search Terms analysis
- Negative keywords
- Location, device and schedule strategy
Conversion measurement
- Google Ads conversion actions
- Google Tag Manager concepts
- GA4 integration
- Enhanced conversions
- Qualified lead/offline conversion imports
- Primary vs secondary conversions
- Conversion values and revenue
- Attribution limitations
Smart Bidding and automation
- Maximize Conversions
- Target CPA
- Maximize Conversion Value
- Target ROAS
- Learning periods and conversion delay
- When automation lacks enough data
- How to audit automation rather than blindly accepting recommendations
Performance Max
- When to use Performance Max
- Asset groups
- Audience signals
- Merchant Center feeds
- Search themes
- Brand controls
- Asset and product reporting
- Incrementality and cannibalization checks
Demand Gen and YouTube
- Demand creation versus Search intent
- Audience strategy
- Short-form and video creative
- Remarketing/your-data segments
- Lead generation
- Conversion-based measurement
Shopping and Google Merchant Center
- Merchant Center setup
- Product data/feed quality
- Standard Shopping versus Performance Max
- Product profitability
- Shipping, returns and policy consistency
- Merchant Center suspensions and Misrepresentation basics
Meta Ads training
- Meta Ads Manager structure
- Campaign objectives
- Pixel and Conversions API concepts
- Advantage+ placements and automation
- Creative testing
- Reels and Stories
- Custom audiences and first-party data
- Lead generation and quality feedback
- Retargeting and exclusions
Landing pages and conversion optimization
A campaign cannot outperform a poor offer forever. Training includes landing-page intent, message match, forms, calls to action, trust, page speed and how to calculate whether the post-click experience is profitable.
PPC auditing
Students should learn how to audit an account rather than only create one. My current approach starts with conversion truth, then economics, campaign structure, search terms, assets, bidding, landing pages and policy.
Use my current Google Ads Audit Checklist 2026 as a companion resource.
Google Ads policy and account health
- Ad disapprovals
- Destination issues
- Misrepresentation
- Suspicious payments
- Circumventing Systems
- Compromised Site
- Advertiser verification
- Google Merchant Center policy
This is especially important for agencies because account structure does not matter if the advertiser cannot serve ads.
Case studies and practical work
The goal is to understand why an account performed or failed—not copy a template. Practical exercises should include campaign builds, search-term reviews, conversion debugging, landing-page critiques, account audits and policy diagnosis.
Google Ads certification
Google’s certification program is managed through Skillshop. Use the current Google Ads Certification 2026 guide rather than old AdWords-era exam information.
Online course access
For self-paced Google Ads learning, my online course is available through Udemy:
Google Ads Mastery — Beginner to Advanced
Who should take PPC training?
- Freelancers
- Agency staff
- Business owners
- In-house marketers
- Students pursuing performance marketing
Important note
Old prices, forms, batch dates and claims on previous versions of this page are historical and should not be treated as active 2026 enrollment terms. Confirm current availability through the current course link/contact channel.
Final takeaway
PPC in 2026 is a measurement and decision-making discipline. Learn how to connect intent, creative, bidding, tracking, landing pages and profit instead of memorizing a platform interface that will change again.