Mini Spill 9: Google Search Ads

Learn how to capture real buying intent — right when your audience is searching for what you offer.
In this Mini Spill, you’ll master Google Search Ads, the foundation of performance marketing. You’ll learn how to research profitable keywords, write compelling ads, and optimise campaigns that turn searches into clicks, calls, and conversions.

This course takes you beyond theory and into practical, step-by-step execution. You’ll build real campaigns with keyword intent strategy, persuasive ad copy, and structured testing that drives measurable ROI.

Across three actionable modules, you’ll:

• Understand the Search Ads structure — campaigns, ad groups, keywords, and ads — and how each piece fits together for clarity and control.

• Learn keyword match types (Broad, Phrase, Exact) and discover why beginners should focus on precision to avoid wasted spend.

• Use Google Keyword Planner and ChatGPT prompts to build high-intent keyword lists focused on purchase or booking intent (not research queries).

• Write conversion-focused Search Ads with persuasive headlines, benefits-driven copy, and strong calls to action that increase click-through rates.

• Enhance ads with extensions — sitelinks, callouts, and locations — that improve visibility and give users more ways to engage.

• Optimise performance over time — track key metrics like CTR, conversion rate, CPC and Quality Score. Add negative keywords to block irrelevant searches and scale your best performers.

• Access the Search Ads Toolkit — including keyword and ad prompts, campaign templates, extension ideas, and optimisation checklists to keep your workflow tight.

By the end of this Mini Spill, you’ll know exactly how to create and manage search campaigns that convert browsers into buyers — efficiently and profitably.

Perfect for: Service-based businesses, local advertisers, and marketers who want to drive sales-ready traffic without wasting budget.