Google (PPC)
Google Ads has changed faster in the last two years than in the previous ten — AI Max, Performance Max, and ads now appearing inside AI Overviews. This program trains the platform as it actually runs today, not the version from a five-year-old course.
The platform is being rebuilt around AI faster than most advertisers can keep up.
Seven ways to show up in Google's ecosystem.
Search Campaigns
Text ads on search results for people actively looking.
Shopping Campaigns
Product listings pulled from a Merchant Center feed.
Display Campaigns
Visual ads across millions of partner sites and apps.
YouTube Video Campaigns
Skippable, non-skippable and bumper ads on YouTube.
Performance Max
One AI-driven campaign spanning Search, Shopping, Display, YouTube, Discover, Gmail & Maps.
Demand Gen
Visually rich ads across YouTube, Discover and Gmail for demand creation.
App Campaigns
Automated ads driving installs and in-app actions.
Winning the click isn't just about who bids the most.
Every time someone searches, Google runs an instant auction among eligible advertisers. The winner isn't simply whoever bids highest — it's decided by Ad Rank, which combines your bid with Quality Score, a measure of how relevant and useful your ad and landing page actually are.
Quality Score itself is built from three signals: expected click-through rate, ad relevance to the search term, and landing page experience. A higher Quality Score means you can win the same position for a lower cost-per-click than a competitor bidding more but running a weaker ad — which is exactly why PPC is a craft, not just a budget contest.
Quality Score Factors
Five ways to tell Google what "success" means for your budget.
| Strategy | Optimizes For | Best For |
|---|---|---|
| Manual / Enhanced CPC | Direct control over individual bids | Advertisers wanting hands-on control before trusting automation |
| Maximize Clicks | Highest possible traffic within budget | Early-stage campaigns building traffic and data |
| Maximize Conversions | Most conversions within budget | Campaigns with enough conversion volume for Smart Bidding to learn from |
| Target CPA | A set cost per acquisition | Lead-generation campaigns with a clear budget-per-lead target |
| Target ROAS | A set return on ad spend | E-commerce campaigns tracking revenue per conversion |
Three changes that genuinely affect how a campaign should be built today.
Replacing Dynamic Search Ads
AI Max now handles search term matching, text customization and landing page URL expansion automatically — DSA campaigns are being auto-upgraded through 2026 and 2027.
Real Controls, Finally
Negative keyword support, brand exclusion controls and channel-level performance reporting address the biggest complaints advertisers had about PMax's early "black box" design.
A New Placement Entirely
Ads can now appear above, below and within Google's AI Overviews — a genuinely new inventory type advertisers have to actively plan for, not just traditional blue-link results.
Ten topics, from your first campaign to a Google Ads certification.
PPC & Auction Fundamentals
Quality Score, Ad Rank and how the auction actually decides a winner.
Search Campaigns, Keywords & Match Types
Broad, phrase and exact match, plus negative keyword strategy.
Responsive Search Ads & AI Max
Building ad assets that Google's AI can assemble effectively.
Shopping & Performance Max Campaigns
Merchant Center feeds and managing PMax with the new 2026 controls.
Display & YouTube Video Advertising
Visual and video ad formats across Google's partner network.
Demand Gen & App Campaigns
Visually-led demand creation and automated app-install campaigns.
Bidding Strategies & Smart Bidding
Choosing and tuning the right automated bidding strategy for the goal.
Conversion Tracking & GA4 Integration
Google Tag setup, Enhanced Conversions and accurate attribution.
Remarketing, Audiences & Customer Match
Re-engaging past visitors and targeting based on first-party data.
Optimization, Reporting & Certification
Reading performance data and preparing for Google Ads certification exams.
The same platforms and credentials working PPC specialists rely on.
What to expect before you enroll.
| Mode of Learning | Online, offline, workshop or company-floor sessions |
| Offline Centres | Ahmedabad · Surat · Baroda · Rajkot |
| Eligibility | 10th/12th and above; no prior PPC background required — beginners and working professionals both welcome |
| Best Paired With | SEO Master, for a combined paid + organic search skill set |
| Included | Live Google Ads account practice, campaign templates and Google certification exam preparation |
| Placement Roles | PPC Specialist, Paid Search Analyst, Performance Marketing Executive, Google Ads Certified Professional |
| Hiring Companies | Marketing agencies, D2C brands, e-commerce sellers, and in-house marketing teams |
The roles PPC-trained candidates step into.
Ready to run your first live Google Ads campaign?
Individual sessions and small cohorts start every month — online or at any of our four Gujarat centres.