Google Ads: Search & Performance Max

Show up when people are searching for what you sell. Build Search and Performance Max campaigns that bring calls, leads and sales at a cost you control.

Google AdsYouTube
Format
Hybrid
Level
All levels
Duration
4 weeks · 8 live sessions (16 hours)
Schedule
Evening groups · Live online or in Amman · Arabic or English groups
Request to join

240 JOD

About this course

Google Ads reaches people at the moment they are looking for a product or a service. That makes it one of the most profitable channels there is, and one of the easiest to waste money on when keywords, bidding and tracking are not set up properly.

In this course you will build campaigns the way we build them for clients: clear conversion goals first, then the right keywords, ads and bidding, then weekly optimisation based on real data. You will also learn how Performance Max works for online stores and lead generation, and how to keep control of it.

Who it's for:

  • Beginners who want to add Google Ads to their skills
  • Business owners who want calls, bookings and sales from search
  • Marketers who run Google Ads but aren't sure where the money goes

By the end you will be able to:

  • Set up conversion tracking with Google Tag and GA4
  • Research keywords and build tight Search campaigns
  • Write responsive search ads and assets that get clicked
  • Run Performance Max for stores and leads, with guardrails
  • Optimise bids, budgets and search terms every week

Course outline

  1. 01How Google Ads works
    • Auction, Quality Score and ad rank
    • Account structure: campaigns, ad groups, assets
  2. 02Conversion tracking first
    • Google Tag, GA4 and imported conversions
    • Tracking calls, forms, WhatsApp clicks and purchases
    • Enhanced conversions
  3. 03Keyword research and Search campaigns
    • Finding keywords people actually search in Arabic and English
    • Match types and negative keywords
    • Building tightly themed ad groups
  4. 04Ads and assets that get clicked
    • Responsive search ads that convert
    • Sitelinks, callouts, call and lead form assets
  5. 05Bidding and budgets
    • Manual vs smart bidding: when to use each
    • Target CPA and target ROAS in practice
  6. 06Performance Max
    • Asset groups, audience signals and feeds
    • PMax for e-commerce and for lead generation
    • Keeping control: exclusions and brand protection
  7. 07Weekly optimisation
    • Search terms report and negatives
    • Reading the numbers and fixing waste
    • Final project: a full account plan for a real business

Your trainers

Mohammad Khalil

Founder, Algurus · 13+ years in digital marketing

Mohammad has managed more than $28M in ad spend across Meta, Google, TikTok, Snapchat and LinkedIn for 120+ clients in Jordan, the Gulf and beyond. He leads Algurus Agency's SEO, GEO and e-commerce work and has built 75+ Shopify stores.

Frequently asked questions

Does it cover YouTube and Display?

We cover them where they support Search and Performance Max. The focus is on the campaigns that bring direct results: Search and PMax.

Is it online or in person?

Both. Each group runs live on Zoom or in person in Amman, and every session is recorded and added to your student portal so you can rewatch it any time.

Which language is it taught in?

We run separate Arabic and English groups. In Arabic groups the platform terms stay in English, exactly as you will see them inside the tools.

Do I get a certificate?

Yes. Every graduate receives an Algurus Academy certificate with a unique code that anyone can verify on our website.

Can you train our company's team?

Yes. We run private groups for companies, in person or online, and can adapt the content to your market and accounts. Contact us for a group price.