Digital Marketing & Social Media Management · Intermediate level

Intermediate level · Module 3 of 6 · 20 guided hours

Paid Campaigns on Meta and Google Ads

Plan, launch, test and optimise paid campaigns with controlled budgets and clear measurement.

Learning objectives

  • Build structured campaigns in Meta Ads Manager
  • Explain Google Search ads and keywords
  • Run A/B tests and optimise based on results

Topics

  • Ads Manager structure and audiences
  • creative testing
  • Google Ads search campaigns
  • A/B testing and optimisation
  • budget pacing and policy compliance

Lessons

  1. Lesson 1 Structured Campaigns in Ads Manager

    Build campaigns with deliberate objectives, audiences, placements and creatives.

    campaign structurecustom audiencelookalike audienceplacements

  2. Lesson 2 Google Search Ads Essentials

    Understand how search ads match keywords and how to write relevant ads.

    keyword match typesnegative keywordsad relevancelanding page

  3. Lesson 3 Budget Pacing and Cost Control

    Keep paid campaigns within budget and stop spending on results that are too expensive.

    daily budgetspending limitpacingbreak-even cost

  4. Lesson 4 Testing and Optimising Campaigns

    Use simple experiments and cost metrics to improve campaigns over time.

    A/B testcost per resultCTRad fatigue

Practical activity

Run (or fully simulate with provided data) a paid test for the level-project client and write an optimisation memo.

Expected outcomes

  • Disciplined, measurable paid advertising

Assessment

Campaign build and optimisation memo assessed for structure, testing logic and spend discipline.

Taught live by an instructor — online or in person. Free course lessons are for self-study and do not lead to a certificate — see registration options.