Google Ads: Search and Performance Max

What you'll be able to do after this course

• Build Search campaigns on the right keyword structure
• Avoid running Performance Max without feeding it data
• Manage the quality signals that lower your cost per click
• Split your budget between Google and Meta

Who it's for

• Clinics with search demand

• Ad specialists

• Marketing managers

1. 01Setup4 items · 1h 21m

   1. Account structure and conversion definitionsLesson19 min
   2. Keyword research: separating by intentLesson24 min
   3. Match types and negative keyword disciplineLesson21 min
   4. Ad group architecture: tight or broadLesson17 min
2. 02Ad copy and landing page4 items · 1h 13m

   1. Responsive search ads: building the headline poolLesson20 min
   2. Extensions: which ones belong in which campaignLesson15 min
   3. Landing page relevance and Quality ScoreLesson22 min
   4. Form or phone call: choosing the conversion pathLesson16 min
3. 03Performance Max4 items · 1h 14m

   1. When to launch PMax, and when not toLesson18 min
   2. Asset groups and audience signalsLesson20 min
   3. Keeping brand searches out of PMaxLesson17 min
   4. The blind spots in PMax reportingLesson19 min
4. 04Optimization4 items · 1h 5m

   1. Bid strategy: manual, tCPA, tROASLesson23 min
   2. A routine for the search terms reportLesson16 min
   3. Deciding the budget split between Google and MetaLesson18 min
   4. Google Ads audit checklistFile8 min

Instructor