Learn Where Google’s AI Ends—and Where Smart Marketers Still Make the Biggest Difference
Special Fall Pricing (September): Regularly $1,000 is now 50% off—$500. Enroll here (Live Online).
Special Fall Pricing (November): Regularly $1,000 is now 50% off—$500. Enroll here (Live Online).
Special Fall Pricing (December): Regularly $1,000 is now 50% off—$500. Enroll here (Live Online).
Why Take This Course?
Google Ads has changed more in the past three years than in the previous fifteen. Artificial intelligence now automates bidding, targeting, audience selection, creative optimization, and campaign delivery. Performance Max campaigns are powerful, but many marketers feel they have less visibility and control over why campaigns succeed or fail.
The question is no longer ‘How do I manage Google Ads?’ It is ‘How do I manage Google’s AI?’
In this practical two-module live bootcamp, you’ll learn where Google’s automation creates value, where human judgment still matters, and how to improve campaign performance without simply accepting every platform recommendation. You’ll discover how to diagnose wasted spend, strengthen conversion tracking, improve creative assets, evaluate Performance Max campaigns, and use AI as a productivity tool while maintaining strategic control over your advertising investment.
Whether you manage Google Ads in-house, work with an agency, or oversee paid media as part of a broader marketing role, you will leave with practical frameworks, repeatable workflows, and immediately applicable techniques for improving campaign performance in today’s AI-driven advertising environment.
What You’ll Learn
- Identify where AI-driven campaigns waste budget and how to correct them.
- Understand what Google automates, what marketers still control, and where human judgment delivers better results.
- Improve Search and Performance Max performance through better strategy, conversion tracking, creative assets, and landing pages.
- Use AI tools to accelerate ad copy, testing, and campaign planning without sacrificing quality or brand voice.
- Measure success using business outcomes and lead quality instead of vanity metrics.
- Develop a repeatable weekly optimization workflow you can apply immediately.
Flexibility to Fit Your Schedule:
Can’t make it to the live session? No problem. We’ll send the workshop video, workbooks, and supplementary materials shortly after recording so you can catch up, revisit, or reinforce your learning.
Module 1: Diagnosing AI-Driven Google Ads Campaigns
Learn a practical framework for evaluating Search and Performance Max campaigns. Separate campaign issues from tracking problems, landing page issues, and weak conversion signals. Build a campaign brief that gives Google’s AI stronger strategic direction.
Key Takeaways:
- Audit conversion tracking and optimization goals.
- Identify wasted spend and weak audience signals.
- Review search terms, assets, and landing pages.
- Use AI to develop stronger messaging and creative concepts.
- Build a repeatable 60-minute campaign audit.
Module 2: Optimizing Google Ads Without Losing Strategic Control
Turn diagnostic insights into a disciplined optimization process. Learn when to trust automation, when to intervene, and how to improve campaigns using GA4, CRM feedback, testing, and human oversight.
Key Takeaways:
- Create a weekly optimization workflow.
- Use GA4 and CRM data to evaluate lead quality.
- Improve assets with AI-assisted testing and human review.
- Know when to test, scale, pause, or restructure campaigns.
- Build executive-ready performance reports.
How to Convince Your Boss You Should Take This Class:
This workshop focuses on improving return on advertising investment rather than simply learning platform features.
- Reduce wasted advertising spend through better campaign oversight.
- Improve lead quality by strengthening conversion tracking and measurement.
- Learn a repeatable Google Ads audit process that can be applied immediately.
- Gain the skills to challenge automated recommendations with confidence.
- Improve collaboration with agencies using a stronger understanding of AI-driven campaigns.
- Increase accountability by connecting Google Ads, GA4, and CRM reporting to business outcomes.
- Future-proof your paid search skills as AI continues to reshape Google Ads.
Who This Course Is For:
- Marketing Directors and Marketing Managers.
- Demand Generation Managers.
- Digital Marketing Managers.
- PPC and Paid Search Specialists.
- Marketing Agencies and Consultants.
- B2B and B2C Marketing Professionals.
- E-commerce Marketing Managers.
- Business Owners responsible for Google Ads.
Download Materials:
- 60-Minute Google Ads Audit Checklist.
- Performance Max Optimization Checklist.
- AI Prompt Library for Google Ads.
- Campaign Brief Template.
- Executive Reporting Dashboard Template.
- Slides and workshop recording.
Presentations: Live or On-Demand:
- The presentation is both live and on demand (recorded).
- The live presentations let you ask your questions and get answers immediately.
- You will receive the recorded presentations if the live course schedule doesn’t fit your calendar.
- This is a diagnostic clinic designed to help you problem-solve and troubleshoot problems. Step-by-step instructions will be given with checklists so you can repeat and do this yourself.
The Presenter:
Graham Hansell
Graham Hansell is a defining figure in the digital marketing industry, with a career spanning 30 years of platform shifts and technological evolution. Having entered the space in 1995 with the UK’s first web directory, Britnet, he went on to found SiteLynx in 1996, the UK’s first SEO agency, established two years before Google’s inception.
Today, Graham champions the philosophy of “Profit by Discovery,” a strategic approach that ensures brands are not just “found” but are actively discovered across the full spectrum of modern search and AI answer engines.
Social media: https://www.linkedin.com/in/grahamhansell/
It was valuable information that I can put to use immediately.
The content and presenter were seasoned, professional, and knowledgeable. Highly recommend!
