Profitable Google Search Ads for Small Businesses

What's inside

1. Level 1: How Search Ads and the Ad Auction WorkFree
   Learn how Google decides which Search ads appear, in what order and at what cost per click, using the two example accounts: a local plumber and a small online shop.
2. Level 2: Account Setup, Billing and AccessFree
   Set up a Google Ads account in Expert Mode for each example business, with billing, time zone, currency and user access set correctly from the start.
3. Level 3: Goals and Conversion Tracking
   Decide what counts as a conversion for each example business, then track it with the Google tag, GA4 import and enhanced conversions (outline only).
4. Level 4: Keyword Research with Keyword Planner
   Use Keyword Planner to find, assess and shortlist keywords that show buying intent for the local service and the online shop.
5. Level 5: Match Types and Negative Keywords
   Control which searches can trigger your ads with broad, phrase and exact match, and block wasted traffic with negative keywords and shared negative lists.
6. Level 6: Campaign and Ad Group Structure
   Organise campaigns and tightly themed ad groups so that budgets, locations and messages stay focused and easy to control.
7. Level 7: Writing Responsive Search Ads
   Write responsive search ads with strong headlines and descriptions, use pinning sparingly, and read Ad Strength without being led by it.
8. Level 8: Assets: Sitelinks, Callouts, Calls, Location, Images
   Add sitelink, callout, call, location and image assets to make ads larger, more useful and more likely to be clicked by the right people.
9. Level 9: Landing Pages That Convert
   Check and improve landing pages so that they match the search, load quickly on mobile and turn clicks into enquiries and sales.
10. Level 10: Bidding Strategies: Manual CPC to Smart Bidding
    Compare manual CPC, Maximise Clicks and Smart Bidding (Maximise Conversions, Maximise Conversion Value, target CPA, target ROAS) and decide when each one fits.
11. Level 11: Budgets You Can Afford
    Set daily budgets from what the business can afford and what a customer is worth, and understand daily overspend and the monthly charging limit.
12. Level 12: Quality Score and Ad Rank
    Understand Quality Score's three components and how ad quality feeds into Ad Rank, then improve relevance to pay less per click.
13. Level 13: Reading the Search Terms Report
    Use the search terms report to see the real searches behind your clicks, add new keywords, exclude waste and refine match types.
14. Level 14: Performance Max and AI Max for Search in Outline
    Get an outline of Performance Max and AI Max for Search, which is replacing Dynamic Search Ads (no new DSA campaigns from September 2026; checked against Google's announcement on 20 October 2026), and the controls that keep them in check.
15. Level 15: Local and Call Campaigns in Outline
    Get an outline of the options for winning local customers and phone calls, including call-only ads and assets, Google Business Profile links and location targeting.
16. Level 16: Measuring ROAS and Profit, Not Clicks
    Measure return on ad spend, cost per acquisition and actual profit after margins, so that decisions rest on money made rather than clicks or impressions.
17. Level 17: Money-Wasting Mistakes, Policies and UK Rules
    Avoid the common mistakes that waste ad spend, follow Google Ads policies and UK advertising rules, and see the free Skillshop Google Ads Search certification as an optional next step.
18. Level 18: Final Challenge: Full Account Build and Review Exam
    Plan, build and review complete Search campaigns for both example businesses, using everything from the auction to profit measurement and compliance.

Access

The first 2 levels are free with a free account. Every level, the podcast edition and the AI tutor come with All Access at £4.99/month or any Creator plan — see pricing.

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