WSQ Google Ads Course
Learn How to Create, Manage, and Optimise Google Ads PPC/SEM Campaigns
Up to 70% Subsidy. Reserve your seat today.
*Eligible for Singaporean Citizens, Permanent Residents, and Long-Term Visit Pass Plus Holders
WSQ Google Ads Course
Learn How to Create, Manage, and Optimise Google Ads PPC/SEM Campaigns
Up to 70% Subsidy. Reserve your seat today.
*Eligible for Singaporean Citizens, Permanent Residents, and Long-Term Visit Pass Plus Holders
Accredited by SkillsFuture Singapore
Re-attend the Course Once Within 3 Years
3-year access to the courseware via our LMS
Post-Training Mentoring with Industry Experts
Lifetime Access to Community Support Group
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Course Description
Set up a Performance Max campaign but unsure of what it actually does and why you’re not getting the performance you wished for? Struggling with poor campaign performance with your media agencies?
Be equipped with solid fundamentals in running Google Ads campaigns in just 2 days with real-life examples and learnings shared by our seasoned trainers. Learners can expect to walk away with essential skills for success by following our trainers in the guided step-by-step setup of various Google Ads campaigns.
From understanding how the Google Ad auctions work, to generating leads and boosting sales, participants will gain practical skills and knowledge to start improving on their current results and avoid common mistakes when starting new campaigns.
Learners will also get a behind-the-scenes look at how Performance Max campaigns work and determine if their businesses are suited for leveraging this AI-driven campaign type.
In this 2-day comprehensive and hands-on Google Ads certification course, candidates will learn step by step how to develop a Google search and display advertising strategy and create campaigns that will effectively generate leads, sales, and web traffic.
In the Google Search Engine Marketing (SEM) Advertising module, you’ll uncover the art of setting up impactful search advertising campaigns from the ground up. This includes learning how to effectively allocate budget, selecting keywords, and crafting compelling ad copy that drives results.
Meanwhile, in the Display Advertising module, you’ll learn how to expand your reach and target your audiences effectively on the Google Display Network. Learn how to get your past website visitors to come back and turn them into customers with remarketing campaigns.
From knowing when to increase your bids and budgets, to knowing which campaigns to stop or double down your budgets on, learners will get to experience this through a combination of case studies and logging into actual ad accounts. Learners will also dive into the realm of performance measurement and optimisation, leveraging Google’s conversion tracking solution to maximise return on advertising spend (ROAS) and return on investment (ROI).
Target Audience
This course is suitable for Business Owners, Heads of Marketing, Marketing Managers/Specialists/Executives, and Individuals who manage media agencies or in-house marketers seeking to understand how Google Ads works.
Course Highlights
In this Google Ads course, trainees will learn:
- How to set up a Google Ads Search and Display advertising campaigns from scratch, guided by our experienced trainers
- How Performance Max campaigns actually work, and when it is most suitable to use this campaign type
- How to manage Google Ads campaigns in-house or outsource to an external vendor
- Essential skills to to Measure, Analyse, and Optimise your Search campaigns based on insights from industry experts
- How to avoid common pitfalls from experienced trainers that have spent and managed millions of dollars on Google Ads.
- How to plan and set up campaigns that will increase web traffic, lead generation, and sales
- How to setup cost-effective remarketing campaigns that nudge your customers further down the marketing funnel
Course Objectives
By the end of the Google Ads course, trainees will be able to:
- Create a structure of a Google Ads account that will achieve marketing objectives
- Determine suitability of Performance Max campaigns and the best scenarios to use them in
- Set up a Google Ads Search and Display advertising campaign from ground up
- Use Manual and Smart Bidding strategies to achieve better results
- Determine appropriate daily budgets and maximum CPC bids
- Construct successful ads that drive clicks and conversions
- Conduct effective and extensive keyword research with Keyword Planner to target relevant audiences
- Set up conversion tracking for measuring performance
- Utilise Performance Planner to gauge effectiveness of advertising spend and refine campaign settings as pre-campaign testing
- Analyse reports and optimise campaigns to maximise return on investment
Certification
A SkillsFuture WSQ Statement of Attainment (SOA) – Marketing Campaign Management under the Skills Framework TSC and Certification of Completion by Equinet Academy will be awarded to candidates who have demonstrated competency in the WSQ Google Ads course assessment and achieved at least 75% attendance.
*This course is accredited by SkillsFuture Singapore under the WSQ Skills Framework Marketing Campaign Management
Course Code: TGS-2022015221
Course Support Period: 19 Aug 2022 – 18 Aug 2024
Course Outline
Fundamentals of Google Ads
Instructor-led | Mode of Delivery (Lecture & Illustration, Demonstration & Practical Application, Individual Learning Activity, Class Discussion)
- What is Google Ads?
- Types of Google Ads campaigns and Ad Formats
- How Google Ads Works (Ad Rank, Quality Score, Bidding)
- Google Ads account structure (Campaign, Ad Groups, Ads, Keywords)
- Creating a Google Ads account structure based on an organisation’s products and services to achieve marketing objectives
Google Ads Setup and Implementation
Instructor-led | Mode of Delivery (Lecture & Illustration, Demonstration & Practical Application, Individual Learning Activity, Class Discussion)
Getting Started with Google Ads
- Setting up a Google Ads account
- Understanding campaign types in Google Ads
- Understand how Performance Max works and techniques to optimise an account with Performance Max campaigns
Google Search Advertising
- Creating a Google Search Advertising campaign
- Understanding Search Advertising campaign settings (audience targeting, bidding and budget, campaign scheduling, etc.)
- Understanding and applying keyword match types, including negative keywords
- Search Ads copywriting best practices and how to carry out A/B testing
- Understanding Ad Strength
- Increasing visibility and Ad Rank with Search Ad Assets
- Conducting keyword research with Google Keyword Planner
- How to set up conversion tracking and remarketing with the Google Ads Tag
Google Display Advertising
- Creating a Google Display Advertising campaign
- Understanding Display Advertising campaign settings
- Applying Display audience targeting and leveraging on Custom
- Segments to create a highly customised audience
- Setting up a remarketing campaign
Google Ads Measurement and Optimisation
Instructor-led | Mode of Delivery (Lecture & Illustration, Demonstration & Practical Application, Individual Learning Activity, Class Discussion)
- Understanding basic Google Ads metrics (impressions, clicks, CTR, conversions, conversion rate, cost, etc.)
- Optimisation Score and Performance Planner
- Customising metrics columns to display in Google Ads
- Search Terms Reports, Auction Insights
- Quality Score and Impression Share metrics
- Reviewing campaign performance and recommending optimisation techniques
Assessment Component
- Written Assessment – Case Study with Questions
- Individual Project Presentation
Trainer
With 11+ years of digital marketing experience under his belt, Xuanbin’s career has spanned MNCs, private companies, and government agencies across Technology, Financial Services, Media, Recruitment, and International Trade industries. Xuanbin’s expertise lies in Paid Media, managing millions of dollars in ad spend across the Asia Pacific region across Paid Search, Paid Social, and Display. A revenue marketer, Xuanbin is highly experienced in the areas of budget planning and performance marketing to maximise ROI and business results. A hands-on digital marketing leader, Xuanbin is also well-versed in web analytics, marketing automation, and websites management.
Why Learn at Equinet?
At Equinet, we are passionate in delivering quality training and want to see you succeed. Get expert advice, learning resources, and post-training support for up to 3 years.
Re-Attend the Course Once Within 3 Years
Forgotten what you've learnt after some time? Resit and re-experience the entire course in-person or online.
3-Year Access to the Courseware via Our LMS
Get 3-year access to the updated course slides, templates, and guides. Be ready to implement the concepts learnt.
Post-Training Mentoring with Industry Experts
Facing challenges during implementation? Consult our experts in a small group setting. Regularly scheduled.
Lifetime Access to Community Support Group
Be part of an exclusive support forum where you can post questions, discuss, and get feedback from fellow learners and experts.
Course Fees & Fundings
*Eligible for Singaporean Citizens, Permanent Residents, and Long-Term Visit Pass Plus Holders
Course Fee:
S$990.00 (exclusive of 9% GST)
Course Fee After Eligible SSG Subsidies:
From S$386.10 (inclusive of 9% GST) after 70% SSG Subsidies
Self-Sponsored Individuals
SkillsFuture Mid-Career Enhanced Subsidy (MCES) – 70% Funding
Eligible for Singapore Citizens, aged 40 years old and above
Nett course fee payable (including 9% GST): S$386.10
Course fees after subsidies can be further offset by SkillsFuture Credit.
SkillsFuture Baseline Funding – 50% Funding
Eligible for 21 years old and above, and a
- Singaporean Citizen; or
- Permanent Resident; or
- Long Term Visitor Pass Plus (LTVP+) Holder
Nett course fee payable (including 9% GST): S$584.10
Course fees can be further offset by SkillsFuture Credit for Singapore Citizens aged 25 and above. Singapore Citizens aged 21 to 31 may also offset fees with the Post Secondary Education Account Funds.
Company-Sponsored (SMEs)
Enhanced Training Support for SMEs (ETSS) – 70% Funding
Eligible for SME Company-Sponsored, 21 years old and above, and a
- Singapore Citizen; or
- Permanent Resident; or
- Long-Term Visitor Pass Plus (LTVP+) Holder
Nett course fee payable (including 9% GST): S$386.10
Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)
Company-Sponsored (Non-SMEs)
SkillsFuture Baseline Funding – 50% Funding
Eligible Non-SME Company-Sponsored, 21 years old and above, and a
- Singaporean Citizen; or
- Permanent Resident; or
- Long Term Visitor Pass Plus (LTVP+) Holder
Nett course fee payable (including 9% GST): S$584.10
Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)
SkillsFuture Mid-Career Enhanced Subsidy (MCES) – 70% Funding
Eligible for Non-SME Company-Sponsored, Singapore Citizens, aged 40 years old and above
Nett course fee payable (including 9% GST): S$386.10
Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)
Check your eligible grant amount and nett payable course fees when you apply now.
Course Schedule
| WSQ Google Ads Course | ||
| Learning Mode | Course Dates | Duration |
| In-Person | 16, 17 Dec 2024 (Mon, Tue) | 9.00am - 6.00pm |
| In-Person | 14, 15 Jan 2025 (Tue, Wed) | 9.00am - 6.00pm |
| In-Person | 04, 05 Feb 2025 (Tue, Wed) | 9.00am - 6.00pm |
| Online (Zoom) | 03, 04 Apr 2025 (Thu, Fri) | 9.00am - 6.00pm |
| In-Person | 15, 16 May 2025 (Thu, Fri) | 9.00am - 6.00pm |
| Online (Zoom) | 10, 11 Jul 2025 (Thu, Fri) | 9.00am - 6.00pm |
| In-Person | 14, 15 Aug 2025 (Thu, Fri) | 9.00am - 6.00pm |
| Online (Zoom) | 07, 08 Oct 2025 (Tue, Wed) | 9.00am - 6.00pm |
| In-Person | 04, 05 Nov 2025 (Tue, Wed) | 9.00am - 6.00pm |
Testimonials
“Xuanbin’s Google Ads course was truly transformative! Over the two days, he provided clear, actionable insights that demystified the complexities of Google Ads. His teaching style is engaging, with a perfect balance between theory and hands-on practice. Xuanbin’s real-world examples and tailored advice made the learning process easy to grasp and immediately applicable to my work. By the end of the 2 days course, I felt confident in creating effective campaigns and optimising them for better results. I highly recommend Xuanbin to anyone looking to master Google Ads.”
Benny Neo, Senior Manager, Regional Digital Marketing, InCorp GLobal Pte Ltd
“My Return-on-Ad-Spend (ROAS) has increased by 40% since I’ve implemented the learnings from Xuanbin’s class, steadily increasing from 508% to 702% within 4 months. Before coming to Xuanbin’s class, I knew very little about what I was doing and left it mostly to guesswork. Within the 2 days in class, I was able to identify the next steps I needed to take as he helped built a strong foundational understanding of how Google Ads works. I would highly recommend this course to Business Owners who are keen to improve their business results!”
Ben Foo, Founder, TheFirstFruits.com
“The insights I’ve gained are immensely helpful, and I’m already seeing better results and increased confidence in managing my Google Ads campaigns. Despite having basic Google Ads knowledge and having SEO experience prior, I had many unanswered questions. The trainer’s (Xuanbin) rich experience and industry insider best practices were invaluable as we explored all aspects of campaign creation and optimisation. I also received tailored advice for my campaign and account settings live over Zoom during one of their Post-Training Consultations!”
Natalia Lukito, Digital Marketing Manager, PULSE Group
Alice Chng, Starhub
Maggie Mok, JCS Biotech
Read full view at lancerX.com >
Siew Ann
Gaynor Lim, Propnex
FAQs
What is Google Ads and why is it important?
Do I need to have a business/personal website for the course?
Are there any pre-requisites or minimum entry requirements?
Do I have to prepare anything before attending the course?
For in-person training, do bring along a laptop. You also have the option to loan a laptop from us for the duration of the course. You may also want to bring along a jacket in case the room gets cold.
For online classes, do ensure you have a functional laptop and have Zoom installed prior to class. For more details, you may read the Online-based Classroom Learner Guide.
As there will be WSQ assessments conducted in this course, you are required to bring along your NRIC or any form of photo identification for ID verification purposes.
Are there any funding or government subsidies for this course?
You may be eligible for up to 70% SkillsFuture subsidies. For funding information, please see the course funding section on this page.
If I have any questions after the course, can I consult the trainer?
Yes, you may contact your trainer after the course. There are other post-training support channels such as the Equinet Academy Insider Community where you may network with like-minded individuals and industry experts and live Ask Me Anything sessions where you may seek advice from a subject matter expert.
Still have unanswered questions? Check out the FAQs page or submit an enquiry.
WSQ Google Ads
Learn How to Create, Manage, and Optimise Google Ads PPC/SEM Campaigns
Accredited by SkillsFuture Singapore
Duration: 16 Hours (2 days)
In-Person or Online-Based Classroom
Re-attend the course once within 3 years
3-year access to the courseware via our LMS
Post-training mentoring with industry experts
Lifetime access to community support group
Up to 70% Subsidy. Reserve your seat today.
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