Helping in-house marketers turn PPC into a profit engine
Upskill your team, cut wasted spend, and run Google Ads with confidence - without being tied to expensive retainers.
I know every click counts.
And I know the pressure on business owners and marketing managers to see ROI from paid campaigns.
With 16+ years managing millions in ad spend and training both in-house and agency teams - I’ve built SmartClicks Media to bridge the gap.
No jargon. Just clear, practical training.
Strategies tailored to your business.
Confidence and skills your team can rely on.
My goal: campaigns that deliver results, without unnecessary complexity or wasted spend.
Inhouse Google Ads training & consultancy
Tailored training built around your team’s knowledge gaps
Assess & recommend
After a quick skills assessment, I’ll recommend a package to fit your team’s needs, and tailor it if necessary.
Online or onsite
Choose from both in-person onsite or virtual sessions
Training
Your team will learn actionable skills (no generic, irrelevant theory)
Ongoing support
Optional ongoing consultancy available for extra support - perfect for check-ins, refreshers, or onboarding new starters
Google Ads training packages
Google Ads Essentials: Build & Launch
Course overview
Google Ads might look like a spaceship cockpit at first - but don’t worry, by the end of this course you’ll know exactly which buttons to press (and which to avoid).
From campaign types and keyword match settings to budgets and bidding, it’s easy to make mistakes that waste money and limit results.
This introductory Google Ads course is designed to give you the confidence and skills to get started the right way. You’ll learn how to set up campaigns that align with your business goals, write ads that attract the right audience, and track the results that matter.
With a mix of step-by-step demonstrations and practical examples, this course ensures you leave with a clear plan for running campaigns that deliver measurable impact. No prior experience is required.
What we’ll cover
1. Getting Started with Google Ads
- How Google Ads works and where it fits in digital marketing
- Navigating the Google Ads interface with confidence
- Understanding key terminology: keywords, ads, bidding, budgets
2. Campaign Setup Essentials
- How to choose the right campaign type (Search, Display, Shopping, Video)
- Step-by-step guide to creating your first campaign
- Writing effective ad copy that grabs attention
- Setting budgets and bidding in simple, manageable ways
3. Keyword Basics
- What keywords are and how to choose them
- Introduction to keyword match types (and what they mean)
- Using negative keywords to avoid wasted spend
4. Tracking & Measurement
- What counts as a conversion and why it matters
- Simple ways to set up conversion tracking
- Understanding the difference between clicks, impressions and conversions
5. Optimising for Success
- Tips to improve campaign performance from day one
- Easy checks to make sure your campaigns are running smoothly
- How to use reports to see what’s working and what’s not
Who’s this course for?
This course is designed for beginners and those with very limited experience in Google Ads. It’s perfect for business owners, junior marketers, or anyone responsible for digital marketing who wants to understand how Google Ads works and how to run campaigns without wasting budget.
No prior experience is required - just an interest in learning how to reach the right people with the right ads.
£399.00 per person
(10% discounted offered for each additional delegate)
Google Ads Mastery: Optimise & Scale
Course overview
Google Ads remains one of the most powerful channels for driving measurable business growth - but it’s also more sophisticated than ever. With automation, AI-driven bidding, and cross-channel campaign types like Performance Max and Demand Gen, it can feel overwhelming to know where to start, what to control, and how to optimise.
Many advertisers still struggle with wasted spend, poor attribution, or relying too heavily on automation without a clear strategy. This course is designed to cut through that noise.
You already know the basics - now it’s time to level up. Google Ads is now packed with sophisticated features, but the marketers who win are the ones who know which levers to pull. This course shows you exactly how.
Designed for professional marketers and in-house teams, the course combines practical walkthroughs with live demonstrations inside the Google Ads interface. You’ll learn proven techniques to plan, execute, and optimise campaigns - while uncovering advanced strategies that give you a competitive edge.
The session is interactive, with plenty of time dedicated to live Q&A and discussion of your own campaigns, so feel free to bring along your toughest questions (or your most expensive mistakes!).
What we’ll cover
1. Strategy & Foundations
- Latest search and AI marketing trends in 2025
- Mapping PPC campaigns directly to business outcomes
- How to set up robust conversion tracking in a cookieless world
- Attribution in 2025: GA4, Ads, and modelling differences explained
- Competitor analysis frameworks and tools you should be using
- Real-world case studies of high-performing campaigns
2. Campaign Planning & Setup
- Choosing the right campaign type for different objectives
- Practical use cases for Search, Display, Performance Max, Shopping, Video, and Demand Gen
- Understanding ad formats and where they perform best
- Smart bidding in 2025: when to trust automation vs when to take control
- Building campaign structures that scale and improve efficiency
- Navigating Consent Mode v2 and ensuring compliance
3. Audiences & Data
- Advanced remarketing strategies in the post-cookie landscape
- Setting up and validating first-party data sources
- Audience segmentation inside Google Ads and GA4
- Building and leveraging Custom Segments effectively
- How to use signals to guide Performance Max and Demand Gen campaigns
4. Optimisation & Advanced Tactics
- The mechanics of Ad Rank, Quality Score, and the auction today
- What “AI Max” really means—and how to use it responsibly
- Hidden campaign settings that can reduce wasted spend
- Advanced keyword strategies: intent layers, match types, negatives
- When and how to use Portfolio bid strategies
- Best practices for Dynamic Search Ads (DSAs)
- Optimising Performance Max asset groups and audience signals
- Using bid adjustments in a largely automated system
5. Ad & Landing Page Optimisation
- Copywriting frameworks that drive clicks and conversions
- Staying compliant with Google’s evolving ad policies
- Dynamic ad formats: when they work and when they don’t
- Landing page optimisation: testing methods, tools, and examples
- A/B and multivariate testing for conversion improvements
6. Reporting & Measurement
- Measuring Search Impression Share and competitive benchmarks
- Auction Insights: identifying where and why you’re losing ground
- Tracking full conversion paths across campaigns
- Automating monitoring with rules and scripts for near real-time control
- Creating dashboards that bring clarity to complex performance data
Who’s this course for?
This course is designed for marketers and in-house teams with a working knowledge of Google Ads who want to go beyond the basics. It’s ideal for those looking to refine campaign structures, improve performance, and adopt best practices that keep accounts efficient, scalable, and compliant in today’s AI-driven environment.
£599.00 per person
(10% discounted offered for each additional delegate)
Google Ads management (‘Done for you’)
For businesses without an in-house team, or who simply want an expert to run campaigns directly.
Discovery & audit
Initial discovery phase to include account audit, keyword research & competitor analysis.
Setup & optimisation
Full campaign setup, continuous optimisation, and growth to deliver stronger results over time.
Transparent reporting
Clear, easy-to-understand reports show what’s working, what’s not, and where improvements are being made.
Flexible support
Need more than “done for you”? Combine management with tailored training, to skill up your team while the campaigns keep performing.
Whatever path you choose...
Whether you want to train your team or outsource management, you’ll get:
Faster, better results (with optimisation from day one)
Clearer campaigns, with less wasted ad spend
Transparency and confidence that your ads are in expert hands
Ongoing support and the flexibility to build in-house skills now, or later
“I know what makes Google Ads campaigns succeed (and where they waste money...)”
After 16+ years working in PPC - including five years co-running a digital agency - I know the ins and outs of what makes Google Ads campaigns succeed (and where they waste money).
I’ve managed accounts with millions in ad spend, navigated constant platform changes, and seen first-hand how small mistakes can eat into budgets.
Over time, I realised my real passion wasn’t just in managing PPC, but in helping others truly understand it. I stepped away from the agency world and into something more personal: training and guiding in-house teams, business owners, and ambitious marketers to take control of their own campaigns.
At the heart of SmartClicks Media is a simple belief: with the right support, anyone can master PPC. My role is to make the complex simple - giving you clarity, confidence, and campaigns that actually deliver.
More confidence, better ad performance
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