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Description

Google Ads: Structuring Campaigns, Managing Bids and Budget

Two days to regain control of campaigns that spend more than they return

  • 2 days — 14 h
  • In-person or virtual
  • Intermediate
  • Up to 6 participants

The account was opened in a hurry and then extended campaign after campaign. Keywords overlap, the ads have never been rewritten, and the budget is being spent on queries with no purchase intent. The cost of acquisition keeps rising without any clarity on which lever to pull first.

These 14 hours address the account as a whole. Participants restructure their campaigns, refine their keywords and negative lists, write ads aligned with their landing pages, configure bidding and conversion tracking, and build a reporting dashboard they can act on.

Learning objectives

  • Structure an account into coherent campaigns and ad groups
  • Build a keyword and negative keyword list matched to search intent
  • Write ads aligned with the landing page
  • Configure conversion tracking and verify its reliability
  • Adjust bids and budget based on observed results

What makes this programme different

A step-by-step audit of the participant's own account during the session
A decision grid for allocating effort between search, display and remarketing campaigns
A reporting dashboard connected to the conversions actually being tracked

Programme

1Account Architecture

Restoring order before spending

  • Breakdown into campaigns and ad groups
  • Selecting campaign types according to the objective
  • Geographic targeting and ad scheduling
  • Network and delivery settings to monitor

2Keywords and Search Intent

Paying for the right clicks

  • Match types and their actual reach
  • Building negative keyword lists
  • Analysing the search terms triggering ads
  • Aligning query, ad and landing page
  • Brand keywords and competitor queries

3Ads and Landing Pages

Delivering on the promise after the click

  • Writing headlines and descriptions
  • Extensions and additional assets
  • Consistency between the ad and the page content
  • Testing several versions of the same ad
  • Conversion barriers identified on the page

4Bidding, Conversions and Performance Management

Deciding on the basis of the figures

  • Conversion tracking and assigned values
  • Bidding strategies and when to use them
  • Reading cost and profitability indicators
  • Allocating budget between campaigns
  • Optimisation rhythm and common pitfalls

Who is it for

Acquisition managers, digital marketing executives, e-commerce operators and independent professionals who manage their own advertising account.

Prerequisites

Prior experience creating or monitoring campaigns within a Google Ads account.

Dates & locations

36 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.